Creating a Marketing Plan for Your Side Hustle

An essential part of is figuring out how to talk about it. This isn't just about what you sell; it's about who you are. The values you hold are just as much a part of your product as your actual skills. You are the brand.

Right off the bat, you face a key decision: operate under your own name or create a company name? There’s no single right answer here. The best choice often depends on the industry you’re in. Some clients, especially in the public sector, might feel more comfortable working with a registered company, even if it’s just you. Giving your a formal name can open more doors.

On the other hand, the whole point is that clients are hiring . Using your own name emphasizes that personal connection and expertise. It’s also worth considering your long-term goals. If you see yourself expanding and hiring people down the road, establishing a company brand from day one might make that transition smoother.

Before you even think about finding clients, you need a solid, sincere answer to the question, "Why should I choose you?" A generic, canned sales pitch won't work. Your answer needs to be built from your core values—the principles that guide your work. These values become the foundation for all your communication, whether it's on your website, in a pitch, or during a client meeting. Having this foundation not only makes your messaging consistent but also simplifies your life by creating a bank of core ideas you can draw from again and again.

A Framework for Finding Your Customers

To focus your communication, you can use a classic marketing framework: Segmentation, Targeting, and Positioning (STP). This is a straightforward, sequential process that helps you turn broad market research into a focused action plan.

1. Segmentation: Grouping Your Audience

Segmentation is about dividing your potential customers into distinct groups. The goal is to identify clusters of clients who share similar needs or would find value in different aspects of your service. Think about the people you want to work with and group them in a way that makes sense for your business.

You can start by segmenting based on business characteristics like:

• Do you prefer working with small businesses or larger corporations?
• Are you targeting local companies that value proximity?
• Do you specialize in a specific sector, like tech or creative arts?
• Maybe you work best with innovative, fast-growing companies.

For example, a digital media expert might segment companies based on how well they currently use technology. Alternatively, you could segment based on how clients use your services. A graphic designer might have one segment for clients who need occasional one-off projects and another for those who need ongoing retainer work. If you’re with multiple offerings, it helps to map this out for each service, identifying the specific customer segments for each one.

2. Targeting: Choosing Your Focus

Once you have your list of segments, you can move on to targeting. You can’t be everything to everyone, especially when you’re just starting. Targeting is the crucial step where you decide which of these groups to focus your energy on.

Prioritize your list. Which segments are you uniquely equipped to serve better than anyone else? Look for the low-hanging fruit—opportunities where your existing network or experience gives you a clear advantage. A good principle is "greed, with prudence." This means identifying segments that have the budget to spend and are actively looking for services like yours. It's also smart to identify short-term, medium-term, and long-term targets to create a sustainable pipeline for your .

3. Positioning: Crafting Your Message

Positioning is the final step. This is where you determine how to present your services to appeal specifically to each customer segment you’ve targeted. Your message to a small, local non-profit will be very different from your message to a national tech company.

A simple way to frame your positioning is to think through these elements for each target segment:

• Who are you talking to?
• What is the name of your service?
• What category does your customer place you in? (e.g., "freelance writer," "business consultant").
• What makes you different or better than the alternatives in that category?
• What proof can you offer to back up your claim?

Working through this for your top-priority segments will give you incredibly clear and compelling messaging you can use everywhere.

Your Marketing Mix: The 4 Ps in Action

With your STP work done, you can build your marketing mix—the tangible plan for bringing your offer to the market. It’s often broken down into the 4 Ps: Product, Price, Promotion, and Place. Think of them as ingredients you can adjust to create the right recipe for each customer segment.

Product (Your Service Offering)

Start by looking at your service through your customer’s eyes. For a specific target segment, what parts of your service add the most value? What could you improve? A simple SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) focused on one service for one segment can be very revealing.

Focus on translating the features of your service into clear benefits. The phrase "and that means..." is a powerful tool. For example: "I offer [this service], you get [this benefit]."

For many , conversations with clients can get stuck on vague questions like, "How much does it cost?" One effective strategy is to "productize" your services. For instance, a filmmaker I know was constantly asked for a price before clients could even describe the project. To solve this, he created Bronze, Silver, and Gold packages. Each package made assumptions about filming days and editing time, giving clients a clear idea of what they could get at different price points. This didn't remove the bespoke nature of his work, but it gave him a tool to anchor the conversation and quickly gauge a client's budget.

Price: More Than Just a Number

Pricing isn’t just about covering your costs; it's a strategic tool. The price you set signals the value you place on your work. Being the cheapest option is rarely a winning strategy.

If you find yourself overwhelmed with work, it might be a sign that your prices are too low. Don't be afraid to raise them and see what happens. You can also use price strategically to manage your workload, charging more for challenging clients or less desirable projects.

The best client conversations are about the value you can provide, not the price. When you focus on solving their problems, the cost becomes a logistical detail rather than the main event. Before any negotiation, always know your "walk-away" price—the absolute minimum you're willing to accept. It's easy to get caught up in the excitement of a new project and agree to something you'll regret. Knowing your limit beforehand gives you the confidence to say no.

When you do name your price, listen for the "sharp-intake-of-breath." If a client asks for your rate and you don't hear a slight hesitation or pause, you might have underpriced yourself. A high price signals high value. Aiming for that slight surprise means you’ve likely positioned your value correctly and left a little room for negotiation, which can make both you and the client feel like you’ve reached a great deal.

Promotion: Telling Your Story

Promotion is how you communicate your offer. For anyone , promotional activities are about clearly articulating why clients should choose you.

• Start with a short, powerful sentence that captures your core value. Think of it as your "Why Me?" statement. It's incredibly useful for networking and introductions.
• A good pitch is client-focused and takes less than a minute. It should cover the client's problem, your solution, who you are, proof of your results, and a clear "ask." Practice it until it feels natural.
• A website is practically non-negotiable today, but it doesn't need to be complicated. A simple, professional site should act as a digital brochure that encourages people to contact you. It must be responsive (mobile-friendly) and easy to navigate. Include a homepage that acts as your pitch, an "about you" page with a professional photo and bio, a clear description of your services, and powerful testimonials from past clients.
• Never underestimate the power of a business card. You never know who you’ll meet. Keep them on hand at all times.

Taking the time to build a structured marketing plan for your journey provides the confidence and clarity to see what’s working, what isn't, and how to adapt intelligently.