Inbound vs outbound marketing for freelancers: What to use (and when)

It’s 8:00 a.m.

You open your inbox, hoping—just hoping—that a dream client has magically appeared overnight. Maybe someone saw your latest post or stumbled across your website and thought, “Yes, this is the freelancer we need!”

But instead, silence.

No inquiries or new leads. Just a couple of promo emails and some spam from a company you haven’t purchased from in five years. Your inbox is as quiet as a mouse who’s positive there’s a cat nearby.

Photo by Marcus Ganahl on Unsplash

You sigh, rub your forehead, and wonder (again), “Am I doing something wrong? Why isn’t anyone reaching out?”

If that’s you, you’re not alone. Most freelancers hit this point at some stage, usually more than once. It’s frustrating and anxiety-inducing, and it can make you feel like you're the worst freelancer who ever existed.

Here’s what I’ve learned the hard way: There’s a difference between the kind of marketing that gets you known and the kind that gets you clients now.

And knowing when to use each one can save you time, stress, and the dreaded 2 a.m. panic spiral.

How do you get clients now?

That was the question I kept asking myself during my slower months. I'd tinker with my website, post something half-hearted on LinkedIn, or convince myself that things would pick up soon.

Spoiler: that’s not a strategy.

It took me longer than I’d like to admit to understand that different types of marketing solve various problems. And if you’re trying to land work now, you need a different approach than when you’re building long-term visibility.

Let’s talk about the two big types of marketing freelancers use—inbound and outbound—and when each one makes sense.

What’s the difference between inbound and outbound?

Inbound marketing is all about drawing people to you. It includes things like:

• Blog posts

• Social media

• Your portfolio site

• SEO

• Newsletters

It’s a longer game. The purpose of it is to build trust and credibility, and establish relationships.

Outbound marketing is when you take the first step. It includes:

• Pitching companies

• Reaching out to past clients

• Asking for referrals

• Applying to freelance gigs

• Commenting on posts and following up

It’s usually a faster game, especially when done strategically.

Need clients quickly? Outbound is your friend.

If your calendar is looking as empty as a convention centre during a ghost conference, this isn’t the time to just “post more and hope for the best.” You need to take control of the process.

That doesn’t mean hard selling or cold DMing strangers with “Hey, I love your vibe, can I write your blog?” It means being direct, useful, and human.

Here are some things you can do:

• Follow up with past clients or colleagues to let them know you’re available

• Send pitches or letters of introduction to companies in your niche

• Ask your network if they know someone looking for a writer or editor

• Apply to a contract project that fits your skills, even if it’s not perfect

• Send connection requests on LinkedIn and follow up with a direct message

• Meet potential clients at in-person events and talk about your services

Outbound puts you in motion. It gives you options because you aren’t relying on the algorithm to show your post to the right people; you’re deciding who to reach out to and what message they receive from you.

Look at it as letting people know you exist and showing them how you can solve their problems.

Want more stability in the long run? Inbound helps.

Here’s where inbound shines:

• It builds your reputation

• It helps clients understand your value before they ever email you

• It shortens the “lead to client” timeline

It’s not instant, but it compounds. Recently, I had three past clients view my LinkedIn profile and reach out to me to find out about my availability and pricing.

Inbound marketing helped me land clients from search, from referrals, and even from quiet followers who never liked a single post, but still hired me when the time was right.

It takes longer to build those relationships, but when people reach out to you, they’re ready to work with you and already believe you’re the right person for the job.

Inbound marketing looks like:

• Writing blog posts or SEO articles on your website

• Sharing posts on LinkedIn, Instagram, or whatever social media your clients are on

• Publishing a newsletter

• Optimizing your LinkedIn profile or portfolio site

• Creating a free lead magnet or guide

• Getting featured on podcasts or guest blogs

• Answering questions in Facebook groups, forums, or communities

If you’ve got a full-ish roster now, this is the time to plant inbound seeds. Future you will thank you.

Which is better?

Honestly, they’re both important. You just need to know when to use which.

Here’s a rough guide:

• You're in a dry spell and can’t wait for people to reach out to you: 80% outbound, 20% inbound

• You’re moderately booked: 60% outbound, 40% inbound

• You're fully booked and want better clients: 50% inbound, 50% outbound

And if you’re just not marketing at all? Start somewhere. It doesn’t have to be perfect. But—and this is important—as you build your business, you should always be using some outbound marketing.

A major mistake new freelancers make is focusing entirely on inbound marketing because it feels more comfortable. As uncomfortable as posting on LinkedIn can be, it’s still far more comfortable than sending out Letters of Introduction or pitches to companies who have never heard of you before. It feels less invasive and less scary.

But it won’t bring you money or clients as quickly.

Final thoughts (from someone who avoided marketing for too long)

For years, I convinced myself I wasn’t good at marketing. I was terrified of rejection, so I didn’t put myself out there. I avoided pitching. I didn’t ask for referrals. I kept waiting for clients to find me.

Eventually, I realized my business needs me to market it, because marketing is how you stop hoping for work and start shaping the kind of business you want.

So start where you are.

• If you need clients now, go outbound.

• If you have clients and you want to grow for the long haul, invest in inbound.

• And if you're overwhelmed by the idea of marketing at all, just take one step today. Build on it tomorrow.

For reflection
Which type of marketing have you been avoiding—outbound or inbound? And what’s the excuse you’re giving yourself?

• Maybe it’s “I don’t want to bother anyone.”

• Or, “I’ll start posting once I redesign my website for the fifth time.”

• Or, “It’s not the right time. Mercury’s in retrograde.”

Whatever it is, remember: Inaction will be far more devastating to your business than a few rejections from people you don’t know.

You’ve got this.

Want more information about outbound marketing? Read my post with templates and swipe files to help you get started.

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Heads-up: changes to Happy Freelancing coming on July 24

Right now, you can join Happy Freelancing as a paid subscriber for $6/month or $66/year. But after July 24, the price goes up to $10/month or $110/year.

If you join before July 24, you get the same low price ($6 per month or $66 per year) for as long as you remain a subscriber, no matter how much the price goes up after.

Joining the paid tier gives you access to a growing library of resources created just for freelancers who want more clarity, confidence, and connection in their business. In addition to the free weekly posts, here’s what you’ll get:

✔️ Access to additional posts, insights, and interviews
✔️ Weekly coworking sessions (yes, every week!) to help beat freelancer loneliness and stay on track
✔️ Free, priority access to all workshops, live Q&A sessions, and Clarity Sessions (and the recordings)
✔️ Discounts on paid resources, including guides and templates (at least 30% off)

You’ll still get the free newsletter if you don’t upgrade, but if the extra support would make a difference for you, now’s a great time to jump in at the lower price.

Click here to upgrade before July 24

Want even more support and structure?

The Premium Tier is for freelancers who are ready to go deeper and want personalized guidance and strategy throughout the year.

For $1,200 CAD/year (payable at once or in installments), you’ll get everything in the paid tier plus:

✔️ Monthly group coaching calls

✔️ Quarterly private strategy sessions to reflect, set goals, and plan your next steps

✔️ One document reviewed each month (e.g. pitch, website copy, proposal, or LinkedIn profile)

✔️ Access to me via Slack so you can ask questions or get guidance as you build your business

It’s a great option if you want thoughtful guidance, accountability, and support to grow your business, without going it alone. Spots are limited, so I can give proper support to each member.

If you’ve been craving more direction, structure, or community, I’d love to have you. Reply to this email to let me know you’d like to be a premium subscriber and I’ll put you on the list.

Heidi

PS: Need help showing up on LinkedIn without sounding like a marketing robot?
Check out my LinkedIn Success Bundle for freelancers. It includes templates, examples, and keyword tips to help you write posts that attract the right kind of client, without needing a huge following or spending hours online. It’s the exact framework I use to earn around $25,000 a year from clients who find me on LinkedIn.

I created it for freelancers who want to market themselves in a calm, consistent way—no bro-marketing required.