How Freelance Writers Can Build a Marketing System That Works

As freelance writers, we spend so much time helping clients craft their stories, sharpen their messaging, and grow their brands that we often neglect the most important project of all: our own business. Sound familiar?

Victoria Hajjar, a Fractional Chief Marketing Officer with nearly 15 years of experience, has seen this pattern time and time again. She’s clear about the stakes:

“It’s the biggest mistake you can make for your future—neglecting to build your own marketing engine.”

In a recent conversation with me, on the Online Business Launchpad podcast, Victoria shared practical tips and strategies for small business owners (including freelance writers) looking to break out of the cycle of feast and famine and create a steady stream of clients and income.

Why You Need a Marketing System

For many freelance writers, the hustle never seems to end. You’re constantly pitching, chasing leads, and trying to keep your income stable. Victoria calls this the "gerbil wheel"—an exhausting cycle that keeps you from reaching the next level.

The solution? A marketing system that works 24/7. Victoria’s 24/7 Marketing Flywheel is a framework that walks you through the six critical stages a client goes through, from discovering you to becoming a long-term fan. It’s not about doing everything; it’s about doing the right things well.

Here's what this veteran marketer has to say.

Step One: Shift Your Mindset

The first step to building your marketing system is shifting your mindset. Writers often put clients’ needs ahead of their own business growth, but Victoria warns:

“No one’s being a hero by not focusing on their own audience building, their own community, or their own list.”

If you’re not taking time to invest in your marketing, you’re leaving money—and future clients—on the table. And it's not just Victoria saying that. Marketing gurus of all stripes, basically say exactly the same thing.

But Victoria is happy to share her marketing secrets and they are worth listening to ... as well as applying to how you think about the way you market your writing skills.

A Four-Step Framework for Freelance Writers

Victoria’s four-step framework is tailor-made for solopreneurs like freelance writers who want to build a sustainable marketing system without getting overwhelmed.

1. Clarify Your Brand Communication

Are you clear on who your ideal clients are and what problems you solve for them? Victoria stresses the importance of revisiting your niche and messaging regularly:

“If your marketing strategy isn’t bringing your brand to life in the right way, it’s time to rework it.”

Define your niche, refine your voice, and ensure your website, LinkedIn profile, and writing portfolio align with the clients you want to attract.

2. Develop Your Marketing Growth Strategy

Enter the 24/7 Marketing Flywheel—a simple framework for mapping out the six stages of a client’s journey with you. Instead of scattering your efforts, focus on one effective tactic for each stage.

For example:

• Awareness: Build your presence on LinkedIn or pitch guest articles in your niche.
• Engagement: Offer a free resource, like a guide to better writing, in exchange for email signups.
• Conversion: Use a simple, polished portfolio to showcase your best work and make it easy for clients to contact you.

3. Get Strategic Help

Many writers hesitate to hire help, thinking it’s out of reach financially. Victoria has a solution: start small.

“Maybe you don’t need a full-time assistant. Maybe you just need someone on Fiverr to design a polished portfolio or create 10 social media posts.”

Small investments can free you up to focus on higher-value tasks like pitching, networking, and writing.

4. Adopt Leadership Habits

Even if you’re a solo operator, you still need to lead yourself. Victoria emphasizes the importance of regular planning and review sessions. And she talks about the 3 most critical types of meetings you should be having. These are:

• Quarterly planning: Map out your goals for client work, marketing, and professional growth.
• Weekly check-ins (aka relationship meetings): Review your progress with your team (even if it's just you) and tweak your strategy as needed.
• Weekly marketing meetings / data review: Track your metrics (website traffic, email signups, or LinkedIn engagement) to see what’s working.

“Even if you don’t have a team, you have to lead yourself,” Victoria explains. And that means setting up your calendar to consistently hold these 3 kinds of meetings. Then sticking to them.

This discipline helps you stay focused and avoid shiny-object syndrome.

The Power of Niching Down

One of the most common mistakes freelance writers make is trying to appeal to everyone. It's so easy to do. And we want to help everyone we can. I know how that feels. I've been there myself.

But Victoria explains:

“If you’re speaking to everyone, you’re speaking to no one.”

The more specific you are about the clients you serve and the problems you solve, the easier it is to stand out online. Plus, niching down makes marketing more efficient and cost-effective, whether you’re investing time or money.

Build for the Future

Victoria’s advice as a veteran marketer is clear: stop putting your own business last. Whether it’s refining your niche, creating a marketing flywheel, or hiring help, the key is to act with intention and consistency.

“Every step you take to systemize your marketing pays you back tenfold in the future,” she says.

So if you’re ready to stop scrambling and start building a sustainable freelance writing business, start small, stay consistent, and watch your efforts compound over time.

Want more practical tips for growing your freelance writing business? Listen to the full podcast episode here or watch the YouTube video.