Quick Tips to Boost Your Business in the New Year

When it comes to attracting new business opportunities, the common wisdom always seems to be “you must stand out.” While that’s not bad advice, per se, it’s a bit like telling someone who’s looking to cut down on expenses to “just spend less money.”

Of course, we all know we need to stand out! The question is how?

The film industry is a highly creative space, one with a seriously impressive and diverse pool of talent for clients to pick from. “Standing out” is going to require more than a flashy resume; you’ll need to engage in some active self-promotion.

As we gear up for the new year, let’s explore some effective methods for not only getting your name out there but also boosting your marketability and professional cachet. Trust us, it’s easier (and less intimidating) than you might think.

Tried and True

When it comes to self-promotion, certain time-tested methods stand out as indispensable tools for success. So, before we dive into some of the more modern, innovative, or simply new-to-you options, let’s recap three “old school” strategies. After all, they’re tried-and-true for a reason.

• Update that portfolio. As a visual testament to your skills, achievements, and growth, your portfolio should always be current and well-curated. Make it easy for potential clients to find it by showcasing your best work through a professional website or a platform like Vimeo.

• Take some testimonials. Building up a bank of honest reviews from happy clients and fellow colleagues not only helps you learn what people like about working with you, but also validates your hard work – and helps reinforce your professional reputation.

• Network, network, network. We’re big on community-building here at Kraken Cove Productions. Whether you find your people on an online forum, in an industry organization, or through a volunteer opportunity, cultivate those relationships. Seriously, the power of the word-of-mouth referral cannot be overstated. (If you’re shy or unsure where to start, check out our networking guide, built for introverted entrepreneurs by an introverted entrepreneur.)

Verified Listings

An easy way to get your name out there is by listing it in a film production directory. Networks like ProductionHUB and Reel Directory provide verified listings of qualified crew, equipment, and support services, providing a really valuable resource whether you’re looking to hire or get hired. A newer directory specific to the Bay Area is Soft Hold Collective. Created to give more visibility to women and non-binary freelancers, it’s incredibly useful for sourcing, hiring, and connecting with working creative professionals who care as much about gender equity & diversity on set as you do.

There are also many job sites which promise to help you find work and grow your business, but reviews are mixed on their effectiveness. (The sheer volume of applicants can make it tough to land a gig.)

If you’re still pretty new to the industry with few credits under your belt, try reaching out to a local grip house or rental company and see if they keep a PA list on hand. Getting your name added could boost your chances of being recommended if a production finds itself short-staffed.

Targeted Ads

Social media ad campaigns can be really effective strategies for self-promotion. Even if you’re a freelance creative on a shoestring budget, you can still design high-impact ads that promote specific services and/or specialties.

Since LinkedIn is all about connecting professionals, it’s a good place to get your feet wet. The platform offers a few different types of ads to reach your target audience – which you can define through really niche criteria like job title, company size, industry, location, even just an interest in a specific topic.

First though, you need to establish a campaign with a clear overall objective. Basically, you need to tell LinkedIn what you want people to do once they see your ad. Do you want them heading to your personal website or engaging with certain content? Maybe you just want to boost your follow numbers. Consider what makes the most sense for your professional goals and personal brand.

You’ll also need to establish a budget, since advertising on LinkedIn requires competing with other advertisers for audience attention. However, since the platform works on an auction-based system, you get to decide the maximum amount you are willing to pay when someone clicks on your ad or when you reach a certain number of impressions.

LinkedIn makes the whole process pretty intuitive and easy to tailor to your spending allowance, but if you’re new to targeted ads and want a simple step-by-step guide, then we highly recommend this one by HubSpot.

Boosted Posts

Since targeted ads are often part of a larger campaign with specific objectives, they’re not always the most straightforward or user-friendly option. If you’re simply looking to increase engagement metrics (i.e., likes, comments, and shares) and you’re not too interested in getting granular with your target audience, then a simple boosted post might be an effective self-promotion strategy for you.

Boosted posts simply involve taking an existing organic post and then paying to increase its reach. So, say you share a carousel of images to Instagram showcasing a recently completed project or some newly-acquired skills. The post performs pretty well within your inner circle and you realize it might resonate with potential clients. A boost allows you to set some basic target parameters, along with a budget and duration length – and voila, you quickly get your work in front of fresh eyes.

Like targeted ads, pricing for boosted posts is affected by audience competition and a bidding system. But sometimes just a couple dollars a day is enough to increase visibility and really aid self-promotion.

Sizzle Reels

If you’re in video production, there’s a good chance you already have a sizzle reel. Whether it’s to pitch an idea, showcase past work, or exhibit a specific set of skills, these short promotional videos are ideal for boosting exposure. Designed to quickly grab attention and build excitement, sizzles are indispensable self-promotion tools for freelancers and companies alike.

While sizzle reels can be used in different ways to accomplish different goals, there are a few things to keep in mind when crafting yours:

• Keep it short and sweet. The point is to capture interest quickly and leave viewers wanting more, so aim for 30-90 seconds in length.

• Tell a story. Even if you’re highlighting a variety of content from past successful projects, try to structure the elements in an enticing, engaging way that conveys a thought, feeling, mood, or narrative.

• Know your audience. If the goal is to build business, try to get inside your potential clients’ heads. What kind of content is most likely to make an impression?

Just remember, authenticity is worth its weight in gold. It’s easy to get caught up in the pursuit of “standing out” when you’re striving to make your mark. So, instead of getting lost in the crowd by mimicking others, redirect your focus to what truly drives your passion. Authenticity will ensure that your self-promotion strategies are not just about garnering attention but about genuinely representing who you are.