Working with a specific niche can make a lot of sense for a freelancer. If a web designer gets a reputation for designing the best real estate websites in town, real estate agents may seek him out, rather than the other way around. It can be a little harder to get started in a niche than just focusing on getting as many clients as possible of any kind. At least when you’re starting out, you probably won’t even be able to work solely on the niche you prefer. However, there are certain ways that you can improve your access to prospective clients and market directly to them.

1. Join local industry groups

In most towns, you’ll find that there are professional organizations for all sorts of individuals and businesses. Some have no limitations on membership — a freelance writer who wants to write sales copy for antique dealers may be able join their local group outright, attending all their events and meeting all their members. Even if you find that you don’t qualify for a membership, there are probably still some events you can attend and network at.

2. Organize a newsletter for your niche

A relatively simple way to keep your name in prospective clients’ minds is to send out a newsletter. If you’ve focused on working with a specific group of businesses or people, providing them with some useful information on regular basis can be a way to connect. You can mail or email out a few marketing tips for your niche, industry news or other relevant information easily.

3. Go to industry conferences

While you may not be prepared to spring for a booth at a national conference, regional conferences are often far less expensive. You may want to take a vendor table, or you can often do some effective networking by walking around the conference. Either way, be prepared to focus on what you can do for members of your niche.

4. Focus your portfolio

Even if the grand majority of your clients to this point have not been in your target market, your portfolio should still focus on the types of work you want to land in the future. Your website, business card and even testimonials should all reflect the niche you want to work with.

5. Study your industry of choice

If you’ve chosen to work primarily with one niche, you should be an expert on that industry. You should know exactly what you can do to help your clients. If a graphic designer primarily works on restaurant menus, she should be able to say how a menu can be used to push a specific dish, as well as details that have less to do with the design. Little details like being able to talk about how menu items are priced can move a graphic designer from good to the person that every restaurant owner in town calls.

Freelancing in one niche

Working with just one industry can be a lucrative approach for many freelancers. While the work may be a little more repetitive than taking on a wide variety of projects, it does allow you to become an expert in your area and can make marketing your services to clients significantly easier. That sort of specialization can even be a way to increase your rates: while clients won’t want to pay much more than the going rate for a general freelancer, one who can address their specific needs can be worth his weight in gold.