How to successfully manage multiple clients as a freelance marketer by using a CJM

Key takeaways:

  • Structure your day to allow for breaks between switching projects, enhancing productivity and focus.
  • The increasing complexity of marketing strategies for multiple clients makes it challenging to remember all details and relationships.
  • Utilize a customer journey map (CJM) for each project to quickly grasp the marketing strategy and its logic.
  • CJMs serve as a reference point for both freelancers and client employees, facilitating understanding and collaboration.
  • While internal marketers may have an advantage in focus, freelancers can leverage CJMs to efficiently manage multiple projects and immerse themselves in each one as needed.

The debate about whether it’s better to work for one company as an internal marketer or multiple companies as a freelance marketer will probably never be settled. What neither side will dispute though is the fact that internal marketers have it much easier when it comes to focusing on their work and knowing what they’re working on (and with). They have one marketing project to work on, which means one marketing strategy, one set of details and intricacies, one set of marketing channels, one set of target audiences, one set of challenges, and so on. 

On the other side, there are freelance marketers with multiple clients and multiple sets of all that was mentioned above, who are sometimes required to switch between working for different clients (i.e. on different projects) throughout the day. Getting into the flow always takes time – it’s impossible to stop working on Project 1 and immediately start working on Project 2 while keeping the same pace and productivity. Having all the details about the multiple projects memorized certainly helps (if that’s even possible), but it still won’t allow anyone to seamlessly switch between them.

The first tip would be to structure your day in a way that there’s a rest between the “switch”. You work on Project 1 in the morning and switch to Project 2 after lunch. Having time to think about something else will help reset your brain and make it ready for immersing itself in a “new” project.

But there’s still another problem: As the number and relevancy of new social networks and marketing tools and activities increases, so does the complexity of the marketing strategy of each company. It’s not just about memorizing anymore – freelance marketers have to remember the relationships and the WHY behind the marketing activities, and that’s where we’re getting into the limits of what’s possible for a human to keep in his head.

There’s a handy tool that can make the switching between projects much easier – it’s a customer journey map. CJM allows you to quickly glance through the marketing strategy of any project you’re working on and the logic behind it. You won’t have to dig through the Slack history to recall what exactly is this Instagram campaign’s goal, or whether you’re crossposting that content to Twitter/X, too, and whether you’re doing it immediately or with a one-day delay.

The CJM of the project you have to switch to can become the new starting point of every stint. You’ll re-familiarize yourself with the marketing strategy framework within which you’ll be working and recall all the necessary connections between the different marketing activities.

Another advantage of creating customer journey maps every each project is that you won’t be creating them only for yourself: each of your client’s employees will certainly appreciate it, because their work, too will likely become easier, having CJM as a reference they can come back to in case they need to check or explain something. Creating it will probably require a little assistance from them because presumably, you won’t be fully familiar with every single aspect of their marketing strategy.

While working on a single marketing project as an employee will still have the upper hand when it comes to the ability to focus, freelance marketers are not left helpless in this regard – being able to intentionally fragment their working days and having a CJM ready to help them immerse themselves in whatever project they need to at the moment will make the focus variable less dramatic.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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