How to Market Yourself as a Freelancer and Work Directly with Brands

As Co-Founder of The Work Crowd, I’ve spent the past decade working with independent professionals and SMEs in PR and Communications. I’ve seen what works — and what doesn’t — when it comes to marketing yourself as a freelancer.

Often, talented freelancers struggle to communicate what they do and what they offer — despite doing it brilliantly for their clients. Too many still rely on traditional CVs. This might work well for permanent, interim, or agency roles, but it’s not the right approach if you want to work directly with brands.

We want to help. That’s why my colleague Ben Mitchell and I recently hosted a LinkedIn Live in collaboration with the PRCA, to discuss the do’s and don’ts of building your freelance brand.

If you missed it, you can watch it here, or alternatively, explore my key takeaways below:

1. Define Your Niche and Services

Be crystal clear about what you offer. Do you specialise in PR, media outreach, crisis communications, or content marketing? Brands aren’t searching for "Account Directors" or "PR Consultants"— they’re looking for someone who can help them:

• Reach new customers
• Launch new products or services
• Build and safeguard their reputation
• Position themselves as a leader in their field

2. Highlight Your Unique Value Proposition (USP)

What makes you different? Maybe it’s your experience in a niche industry, your strategic approach, or your track record delivering measurable results.

Define what sets you apart and make it clear why brands should choose you.

3. Showcase Your Work Through Case Studies

Brands want to see proof of your impact. Case studies are one of the best ways to demonstrate this. Highlight past projects, the challenges you helped solve, and the tangible results you delivered. This builds trust and helps potential clients visualise how you can support them.

4. Maximise Your Visibility Across Multiple Channels

Clients find freelancers in different ways, so make sure you’re visible where they’re looking:

• Social media 

Share insights, showcase your expertise, and engage in industry discussions.

• Your website

Have a clear, compelling site with your services, case studies, and contact details.

• Freelance marketplaces (like The Work Crowd)

Optimise your profile so brands can find and connect with you easily.

5. Position Yourself as an Industry Expert

Building your personal brand helps you stand out. Some ways to establish yourself as a thought leader include:

• Writing blogs or LinkedIn articles on key industry topics
• Speaking at or attending industry events
• Sharing successes and insights on social media
• Engaging in relevant discussions and networking opportunities

6. Leverage Your Network

Your existing connections are one of your biggest assets. Don’t be afraid to:

• Ask past clients for testimonials and referrals
• Reconnect with old clients and update them on your latest work
• Stay top of mind by regularly sharing your expertise and achievements

Marketing yourself effectively takes time, but by defining your niche, showcasing your value, and staying visible, you’ll attract the right clients and position yourself as the go-to expert in your field.