To TikTok or Not to TikTok?

And other marketing questions...

It’s hard to believe it’s only been two weeks since I started my freelance career. It’s been a journey already and I’ve been learning quite a bit.

The first thing I’ve learned is I need to curb my expectations and embrace the adjustment period. Okay, I did know this, but I didn’t quite grasp the magnitude of the adjustment period. After years of following a daily work routine, suddenly stepping away from it felt like a bumpy landing. Initially, I tried to plan out every hour of my day with long lists, but soon realized it was impractical. Now, I simply jot down what I need to accomplish each day and commit to putting in my seven hours. A work in progress.

The second thing I’ve learned, I gained from chatting with my friend Maria over lunch. I should mention Maria Cherwick is a fantastic musician who plays in several bands and just released a CD of her own with her band Jockey Special. I’m a big fan. Below is from the cover illustration I did for her book of tunes

We were talking about marketing our freelance businesses and how overwhelming it is to try and tick all the marketing boxes while maintaining an art practice.

My takeaway from our discussion is that marketing is akin to exercise: the best exercise is the one you will do. As a freelancer it is very difficult to make work AND be a TikTok star. Therefore, it’s best to prioritize consistent efforts over trying to tick every marketing box. For instance, while having a strong website is crucial for my business (it’s carolineclarke.ca if you want to pop over and have a look - I’m pretty proud of it), I don’t need to stress over becoming a TikTok sensation or creating elaborate process videos. I'll stick to what I can consistently manage, like posting a photo on Instagram every Wednesday. It's better to maintain a steady presence than to chase unattainable marketing goals. I’ve learned many successful illustrators have modest followings on social media.

The third lesson I learned this week is not to undervalue myself. During a discussion with a potential client, I mentioned my fees, and they were taken aback. They advised me against selling myself short, emphasizing that setting fees too low could undermine my ability to secure work. Clients seek value, but more importantly, they want someone capable of delivering results. Charging a reasonable rate demonstrates confidence in my abilities. I was very grateful they took the time to tell me that.

Okay, well I have lot’s to keep mulling over.

What have you found to be the best way to market your freelance business?

Caroline