How to Get Clients Online Through Social Media

If you caught part 1 of this blog series, you already know that I’m all about getting clients online without sounding like a robot or that salesy person no one wants to talk to.

Honestly, there was so much to cover, I had to split this into two posts because cramming it all into one would’ve felt like I was writing the next Harry Potter book (and I’ve read all of these books, they’re pretty long!). I’m no J. K. Rowling, so I’ll keep it short(ish) and sweet.

In part 1, we talked about setting up your digital home base, using social platforms strategically, and setting up a warm lead system that does the heavy lifting for you. If you missed it, I highly recommend starting there.

Because now we’re getting into the next layer, the proactive moves. In my experience, this is what makes people nervous. Reaching out first, finding clients outside of your bubble, and getting into spaces where your people already are.

Unless you’re a huge business like Nike or Coca Cola, if you’re sitting around waiting for clients to magically find you, you might be waiting a while. That means you need to do the reaching out.

Reaching out to people doesn’t have to be spammy or like you’re doing it out of desperation. In fact, please don’t do this. I cringe when I think back to my early days of sending out content. If you send cold messages that make people roll their eyes, they’ll immediately hit delete. Or worse, report you as spam.

You can absolutely start real conversations that are natural and lead to paid work, I’ve done it, I still do it, and honestly, it works.

Personalization is everything. Every single message should be like you really took 30 seconds to look at who you’re talking to.

The fastest way to get ignored is to send copy-paste pitches that scream “I just mass-DM’d 50 people and you’re number 28. Please, please, pleaaaasssee buy from me!”

Instead, start by:

• Reading their post, profile, or comment
• Mentioning something specific you liked or resonated with
• Asking a thoughtful question or offering a quick, helpful tip (without expectation)

The goal here isn’t to sell. It’s to connect.

Let’s say you find someone on Instagram who’s talking about launching a podcast but seems stuck.

Here’s what you could say:

“Hey there, I saw your post about launching your podcast, love the way you’re breaking down your topic. If you ever want a quick resource on mapping out episodes, I’ve got a one-pager I can send over. No pressure at all, just thought it might help!”

Notice how you’re acknowledging their specific content. You’re offering a real, valuable resource (not a pitch!), and you’re leaving space for them to engage or ignore, because you’ve removed the pressure.

If you’re sending a cold email, it’s the same approach:

“Hi [Name],

I just came across your [post/project] on [platform] and I love how you’re tackling [specific thing]. I work with people on [related service] and I’ve got a few quick ideas that could help make [desired outcome] smoother for you.

If you’re open to it, I’d love to send them over, no strings attached.”

The goal is always to start a conversation, not to force a sale.

Some of the best cold outreach successes are in places people forget to look. Try these:

• Comment sections of posts in your niche
• Facebook groups where your ideal clients hang out (not necessarily groups for your peers)
• LinkedIn posts where people ask for help
• Job boards where clients are actively looking

If you’re just sitting in your own feed all day, you’re probably missing the people who are already looking for support.

No matter how hard I try, I cannot read minds, nor do I know it all. I’m guessing the same goes for you. That’s why it’s important to stay curious. Ask thoughtful questions like,

“What’s your biggest roadblock with this right now?”

“Have you tried XYZ before? Curious how it went!”

“I’ve seen this work well for others, would it help to get a quick example?”

The approach is you’re here to help, not to chase. When you lead with curiosity, you naturally stand out because you’re treating people like, well, people. Shocking, I know.

Now it’s time to think about the long game, how to get clients online in the future. SEO, Pinterest, and searchable content.

If you’re thinking, “Ugh, SEO sounds like a headache,” hang with me for a sec. You don’t need to be an SEO wizard. You just need to create a few pieces of content that your ideal clients are literally typing into Google, Pinterest, or YouTube.

When people need help, what do they do? They search for it.

If you’ve got:

• A blog post that solves their problem
• A Pinterest pin that grabs their attention
• A YouTube video that walks them through it

…you can bring them directly to you without doing cold outreach 24/7.

It’s not instant gratification, like paying for ads, but you’ll have people reaching out to you from content that you created way back when. That’s the beauty of searchable content, it keeps working while you get your beauty sleep.

I can’t think of the last time I handed someone a business card in real life. It feels a bit outdated. And that’s why I don’t even have business cards anymore.

Searchable content is your modern business card. It says, here’s what I know, here’s how I can help you, here’s where you can find me.

It’s like opening the door and saying, “Come on in”, no shouting required.

Here’s where people get tripped up. They write content titled something like, “My Journey to Finding Creative Freedom.” Sorry, but nobody’s searching for this.

When they should be writing, “How to Find Freelance Clients for Graphic Design.” People are definitely searching for this!

Use tools like Ubersuggest, Pinterest search bar, or even Google autocomplete to find the phrases your clients are typing. Write for them, not for your diary.

I don’t recommend striving to create all of your content at once. Even one well-optimized post, video, or Pinterest pin can keep bringing in leads passively.

Focus on solving one specific problem, using clear, searchable titles, and linking back to your services, booking page, or lead magnet.

Because then you’ll get in the habit of creating content and grow your SEO skills. Then you can incorporate all that you’ve learned into your subsequent content.

This is the part most people skip. Honestly, the right mindset is what keeps this whole thing sustainable.

When I finally stopped treating online content creation as “marketing” and started treating it like service, my entire business improved.

I wasn’t trying to “get” people. I was offering help.

I wasn’t trying to “convert” anyone. I was sharing solutions.

When you focus on being helpful, you attract the right people, and you don’t have to twist yourself into weird, salesy knots.

You know that feeling when someone’s obviously only DM’ing you to pitch? Yeah, no thanks. BLOCK.

But when someone reaches out, genuinely curious about what you’re working on, you’re more likely to answer.

Be that person.

Your sincerity is your best marketing strategy. And it’s what sets you apart from all the others who are leading with the pitch.

You don’t need to pretend you’ve got it all figured out. In fact, people prefer working with someone who’s approachable, relatable, and honest about their work.

Even when you’re not getting instant results, please don’t give up! It might seem like no one’s biting, but they will. Relationships compound.

Sometimes someone will binge your Instagram for six months before finally booking you. Sometimes that cold DM will turn into a referral a year later. I’m the kind of person that will stick around for a while before I become a client. So keep at it!

You never know which seed is going to sprout. Just keep planting them.

I hope you can see that getting clients online is absolutely doable without selling your soul. You can reach out to people without being pushy. You can create content that keeps working for you. You can create real relationships that last.

If you’re thinking, “Ok, I can do this,” I’m cheering for you. Start that conversation. Write that searchable post. Join that Facebook group. And keep at it!