Survey Says: Here’s What Works Best in Getting the Clients You Deserve
Key Takeaways
- The top sources of the best freelance clients are LinkedIn, networking, and direct email.
- LinkedIn is the #1 source, driven by clients searching for freelancers there. Among LinkedIn users, 81% say it’s important or very important for getting clients, and 57% say it is their top source.
- Networking continues to rise. Since 2019, 75% to 90% of freelancers report networking as a top source of best clients.
- Referrals are underused. Only 33% of freelancers get at least 51% of their business from referrals, while 42% get less than 25%.
- Repeat business is strong and steady. 77% of freelancers get at least 51% of their business from repeat clients.
More freelancers find marketing a challenge, but you can still get the steady, high-paying clients you deserve, if you focus on what works best:
- Networking
- Direct email.
That’s the key finding of How Freelancers Market Their Services: 2025 Survey.
Survey Methodology
The Mighty Marketer How Freelancers Market Their Services: 2025 Survey from February 11 to March 3, 2025. Respondents (n=267) were primarily freelance writers and editors, many working in medical communications.
How is Marketing Harder Now?
Five years ago, marketing was easier for freelancers. Now it takes more time and effort to get and keep the attention of clients and to build a stable, successful freelance business. The percentage of freelancers who say marketing is a challenge is:
- 2021: 83%
- 2023: 93%.
- 2025, 99%
Almost every freelancer is struggling to find good clients, get noticed, and stand out. And 75% now say it’s their biggest challenge or a major challenge. That’s a 20% jump in just two years, according to my survey.
What’s Changed?
So, what’s changed? The growing freelance workforce is the biggest reason marketing a freelance business has become harder.
In the United States alone, about 64 million Americans freelanced in 2023, according to Freelance Forward 2023. This is 38% of the entire U.S. workforce and 4 million more freelancers than in 2022. Globally, there are between 1.56 and 1.57 billion freelancers worldwide, making up 46.7% of the global workforce, according to Genius and DemandSage.
The number of freelancers in the U.S. has been growing fast:
- 2020: 59 million freelancers
- 2023: 64 million freelancers.
Looking ahead, projections suggest this trend will continue:
- 2027: 86.5 million freelancers (estimate)
- 2028: 90.1 million freelancers (estimate).
What Does this Mean for You?
More competition for quality projects and clients means that standing out in a sea of freelancers takes so much more effort now. This creates pressure to differentiate yourself and provide clients with more value.
Marketing is harder.
But you can build a stable, successful freelance business—if you do more and the right marketing.
That’s where How Freelancers Market their Services: 2025 Survey comes in. Survey results show what works best in marketing a freelance business—so you won’t waste your time or effort.
Fielded from February 11 to March 3, 2025 and with 267 respondents, the survey asked freelancers about what works best for them in marketing their businesses, the challenges they face, their use of social media for business, membership in professional associations, and more.
Free content and tools from The Mighty Marketer and paid courses and coaching can help you learn how to market your freelance business. Along with focusing on what works best, you’ll learn to focus on what your clients need and how you can help them. So your marketing will be professional and comfortable, not pushy or sleazy.
Read the survey results
How Freelancers Market their Services: 2025 Survey
What Works Best in Getting the Clients You Deserve?
LinkedIn, networking, and direct email have been the top three sources of the best clients since 2019. But the order has shifted.
LinkedIn is more important than ever
More clients are searching for freelancers on LinkedIn and checking us out before deciding whether to contact us about freelance work.
LinkedIn has replaced networking as the top source of the best clients. Between 2023 and 2025 , 26% more freelancers reported LinkedIn as a top source of clients:
- 83% of freelancers who use social networks for business are on LinkedIn.
- 81% of freelancers who use LinkedIn say it’s “important” or “very important” in getting clients, a 20% increase since 2023
- 57% said LinkedIn was their #1 source of the best clients.
Learn more about LinkedIn
The Ultimate LinkedIn Profile for Freelance Success This Year
3 Steps to Getting More Clients on LinkedIn: Your Ultimate Guide
Mighty Marketer posts about LinkedIn
Networking is rising in importance too
Clients want to work with freelancers they know and trust or freelancers someone they know and trust referred to them. Since 2019, networking has steadily risen as a source of the best clients:
- 2019: 75% of freelancers
- 2025: 90% of freelancers.
Learn more about networking
Networking for Freelancers: The Ultimate Guide
Mighty Marketer posts on networking
How Important are Referrals and Repeat Business?
Referrals and repeat business from current clients are easy ways to build a stable, successful freelance business. But few freelancers are taking full advantage of referrals:
- 51%+ of business from referrals: 33%
- 25% of business from referrals: 42%.
Learn more about referrals
Word of Mouth: The Best Way to Get Better Freelance Work
Freelancers are doing great in getting repeat business from clients.
- At least 51% of business: 77%.
- Less than 25% of business: 8%. .
Learn more about repeat business
How to Make More Money and Do Less Work: Repeat Business
Updated October 2025 by Lori De Milto.
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Learn More About Survey Results and Freelance Marketing
Content from The Mighty Marketer
How Freelancers Market their Services: 2025 Survey
Free ebook for freelance medical writers and editors
Free ebook for other freelancers
Get the Freelance Clients You Deserve: The Proven Process for Growing Your Freelance Business
The Ultimate LinkedIn Profile for Freelance Success This Year
3 Steps to Getting More Clients on LinkedIn: Your Ultimate Guide
Mighty Marketer posts about LinkedIn
Networking
Networking for Freelancers: The Ultimate Guide
Mighty Marketer posts on networking
Other posts
Word of Mouth: The Best Way to Get Better Freelance Work
How to Make More Money and Do Less Work: Repeat Business
Other Content
Upwork, Freelance Forward 2023
Genius, Number Of Freelancers 2025 (By Country And Industry)
DemandSage. Latest Freelance Statistics 2025 – Industry Size & Trends.
FAQ
How should I prioritize my marketing channels?
Focus first on LinkedIn, then networking, then direct email. The survey shows these three deliver the best clients.
What should I improve on my LinkedIn profile to get clients?
Optimize your headline and About section. Show how you meet client needs and use client-focused keywords.
How do I increase referrals without feeling pushy?
Ask satisfied clients after a successful project, provide a short referral blurb they can share, and thank referrers with a note or a small courtesy.
What should I track to know it is working?
Track profile views and inquiries from LinkedIn, number of warm conversations from networking, reply rates on direct emails, referral volume, and percent of revenue from repeat clients.