How To Launch Your Freelance Brand On Social Media (When You Hate Talking About Yourself)

One thing about me: I am terrible at talking about myself.

Want me to market something? I’m on it. Need me to whip up landing pages, ad copy, or an SEO blog post about your new Saas product? I’m your person. But talking about myself? Ick.

Let’s face it, not everyone is comfortable singing their own praises. But social media is omnipresent, and the best way to network with peers, leaders, and potential clients. If you’re a content marketer, copywriter, or freelance writer who allows analysis paralysis or self-confidence to sabotage your social media aspirations, this post is for you.

In this article, we focus on getting started: breaking down why social media matters for freelancers, how to figure out your first posts, and tips for planning content that won’t have you (over)sharing info that doesn’t feel authentic to you.

Why is social media important for freelancers?

Can you be a successful freelancer without a social media presence? Sure. BUT, word-of-mouth will only get you so far. Chances are, the majority of your work will be displayed or repurposed digitally - which makes social media the ideal platform for sharing your work and promoting your services.

Social media can also help you carve out a writing niche or give you a chance to explore new skills. Getting a ton of writing opportunities in the B2B SaaS space? Post about what you’re learning and writing about. Want to explore D2C copywriting? Sharing your journey and progress with your audience can provide more visibility to your work and may result in new opportunities.

Best of all, social media provides an opportunity to develop and amplify your brand. You may have heard of parasocial relationships (the relationships we build or infer via social media). Think about brands, influencers, or LinkedIn personalities that resonate with you. They all have the same thing in common - a strong narrative - and they’re all selling you something!

As a freelancer, your social media presence needs to balance both, while adding value for your audience. That last part is important: the more knowledge you can share, the more you underscore your expertise in a given space. More subject matter expertise = more trust built with your audience = more opportunities to create.

With that in mind, here are four steps to build your freelance business’s social media presence, even if you don’t like talking about yourself.

How to Improve Your Social Media Presence

Brainstorm Your Brand

Say you’re new to the game, have 17 variations of your logo, or aren’t really sure what your brand “is” - how are you supposed to get there? I’ve got you. Here’s a quick exercise to get you in the right headspace. Grab a notebook and jot down:

A brand you love (mine is Boxfox). What about them resonates with you?
An influencer you follow. What about their content resonates with you?
3-5 compliments you consistently receive, relevant to your work
3-5 compliments you’d like to receive
what you do really well
what you want to learn more about

Now, you’re probably not going to use everything you write down, and that’s okay! This brainstorm is just a jumping-off point-a way to get started on figuring out your niche. And if that niche changes? That’s also okay (and makes a great future post).

As you refine your position, start to think about how you want people to think and feel when they see your (business) name. This, more than your logo, color palette, or portfolio layout, will ultimately help you define what you want to be known for and ensure your content consistently reflects that. Which, in turn, will reflect your personality and values, and ultimately attract clients who resonate with those.

Choose Your Persona

The beauty of social media is that it allows you to control the narrative. Decide how you want to present yourself online. Are you the expert sharing knowledge, the storyteller weaving narratives, or the helpful guide offering tips? By having a consistent persona, you can build your brand without having to talk about yourself.

Remember when I told you that I loathe talking about myself? Well recently, I was asked to ghostwrite a series of LinkedIn posts for the CEO of a hypergrowth startup. Cool, right? This project is the right challenge for me because it requires me to step into my client’s persona and use their voice to make observations, add value, and engage with their audience.

Creating a persona for yourself or your brand can add a layer of objectivity that makes it easier to sell yourself and act as an expert in a given space. Now, when I am feeling anxious about posting (or fighting analysis paralysis), I put on my persona and get to work.

Create a Content Strategy

Having a strategy makes posting easier and ensures your content serves a purpose. Start by defining your goals: Do you want to attract new clients, establish yourself as an expert, or connect with your community? Then, create a mix of content (educational, engaging, inspiring) that helps you achieve these goals.

Don’t overthink this: start by researching the most popular days and times to post on each platform. Then, choose 3-5 topic “buckets” to guide your posts. This could look like:

Bucket 1: Step-by-step series on writing a better sales email
Bucket 2: UGC - share client feedback, testimonials, or reviews
Bucket 3: Thought leadership: Quick tips, valuable insights, advice
Bucket 4: Freelance Journey

Once you’ve established your content buckets, start creating! There are some great content management solutions out there, but if you’re just starting out, using an out-of-the-box content manager like Canva, keeping a spreadsheet, or even making a running list in your notes app are all good steps toward building a content engine.

Refine, Repurpose, Repeat

There’s no need to reinvent the wheel with every post. Make the most of your existing content by repurposing it. Turn a blog post into a series of tips, or use testimonials as social proof posts.

Want to get super-fancy? Monitor your analytics via your business page’s social dashboard to see what’s working and make adjustments.

Share Value, Not Vanity

People engage with content that brings them value. Instead of posting about your achievements, focus on sharing tips, insights, or stories that benefit your audience.

Engage in Conversation

Social media is more than a platform to broadcast your content—it’s a two-way street. Engage with your audience through comments by commenting on other creators’ posts, and by sharing UCG. On that note:

Leverage User-Generated Content

Not keen on the spotlight? Earn a quick win-win by sharing user-generated content. Doing so fosters a sense of belonging among your followers, provides quick post ideas (content repurposing FTW!), and encourages engagement by sharing content that isn’t focused on you.

Embrace Storytelling

Possibly my favorite tip: narrate the journey, not just the destination. Your creative process and struggles, small victories, and lessons learned are all goldmines for social media content because they add value and insight. By sharing what’s working (plus your steps for getting there) you may inspire others, develop thought leadership, or even earn new leads!

Showcase Your Work

Whether it’s a content piece, a marketing strategy, or a glimpse into your creative process, share what you’re working on! This allows your audience to appreciate your work and understand your expertise.

Collaborate to Multiply Your Reach

Team up with like-minded professionals for webinars, podcasts, or social media takeovers. This can help expand your reach, offer diverse content to your followers, and allow you to be part of the conversation without dominating it.

Testimonials and Reviews

Social proof > constant self-promotion. Share testimonials, client reviews, or endorsements to build credibility.

Conclusion

Remember, being effective on social media isn’t about who shouts the loudest. It’s about engaging, providing value, and building relationships. By focusing on these areas, you can promote yourself subtly and authentically, even if you’re uncomfortable with self-promotion.

Feeling inspired to step up your social media game? Remember, it doesn’t have to be daunting or too self-revealing. If you’re looking for a partner in crafting a social media strategy that’s authentic to your brand, I’m here to help. As an experienced copywriter and content consultant, I’m all about making your strengths shine online. Reach out and let’s start building your online presence together!