Media Mavens: In conversation with Lana
By: Ellie Larkin
After starting to freelance as a marketing strategist, Lana Karapetyan noticed a problem in the space and went out to fix it. She started Women Who Freelance: an online community that helps empower and connect women-identifying freelancers all across Canada.
Their Facebook groups are a main space for members to connect and have now grown to over 18,000 followers combined. The Women Who Freelance community has also grown to over 7,000 followers on Instagram and over 1,000 followers on Facebook. Their community fosters positivity and mentorship for all who choose to join.
We chatted with Lana about the founding of Women Who Freelance, how it has changed her as a freelancer, and some tips for how freelancers can grow their social media accounts.
Cleo: What was it about working in the freelance world that made you decide to start Women Who Freelance? And how has it felt to see the community grow as it has?
Lana: A few months into freelancing, I found the journey to be incredibly isolating. I didn’t have a network of entrepreneurs I could tap into for advice. Starting a Facebook group where freelancers like me could connect sounded like a great solution. That’s how the Women Who Freelance Toronto Facebook group was born.
The goal was to create a space where local women identifying as freelancers can connect, ask questions and overcome the loneliness of freelancing. I can confidently say that it has become much more than that!
With the growth of the community, I shifted my focus to trying to understand the pain points of the members and create solutions to address them. The Directory was created to connect our community members with potential clients. The Rate Transparency Guide is meant to help them compare rates with fellow freelancers, with the ultimate goal of inciting confidence to charge more.
Lastly, our merch is designed with slogans that make a statement, start difficult conversations and advocate for the rights of freelancers and women entrepreneurs. We also host speaker events that address the most in-demand topics, like contracts, taxes, social media marketing, etc.
Cleo: Facebook groups have become a special place for people to connect. They can make you feel surrounded by like-minded individuals, and even safe. Have there been any challenges along the way?
Lana: I truly believe one of the main reasons our Facebook groups have been so successful is that all posts go through a vigilant post approval process and must comply with our community rules. This includes zero tolerance for deliberately offensive or provocative posts, content that is not related to freelancing, or purely promotional posts that do not offer value to the rest of the community.
With the rapid growth of our Facebook groups, it has definitely been challenging to monitor all content and keep the overall quality of the group high. I would like to give a huge shoutout to our Toronto moderators Bobi and Samantha as well as Afriena, who manages our Montreal chapter for the amazing work they’ve been doing in this regard.
Cleo: Have you found that the WWF community has changed the way you freelance in your own work?
Lana: Absolutely! Being surrounded by so many experienced and talented women entrepreneurs has been a game-changer for me and my business. I have learned so much from the valuable advice being shared in our group discussions. From learning how to set boundaries with clients to understanding tax deductions or what to include in a freelance contract, I feel so much more confident in the way I run my freelance business.
Cleo: What do you find works best on your social media channels to engage your audience and get people to join this special community you’ve built?
Lana: When I first started Women Who Freelance, I primarily leveraged other women and entrepreneurship-centred groups to promote our Facebook community. At this point, it’s become almost entirely word of mouth with members referring their friends to join the groups.
What I did notice was that our growth on Instagram was largely due to sharing educational content that was timely and provided value. At the start of the pandemic, I spent a few hours researching and gathering a list of financial assistance programs available to gig workers. We then put together a short and concise carousel guide on our Instagram account. That post alone generated about 500 followers.
Understanding the pain points of your audience, and providing needed content at the right time definitely goes a long way.
Cleo: What’s your biggest challenge when it comes to social media, including both your clients and your own pages?
Lana: The biggest challenge - and I’m sure a lot of marketers can relate to this - is the declining organic reach and engagement rates on social channels. If you’re not willing to leverage sponsored content, the average number of people who will see your content will be relatively low.
As a marketer or an entrepreneur, you have to learn to adapt. Incorporating more video content into our marketing strategy has definitely helped in generating more organic traffic on our social channels. Creating engaging video content takes energy, time, and creativity. It’s been a learning curve for sure, but I’ve become more comfortable with putting myself out there through Reels and IG Lives. I’m positive that it only gets better from here.
Cleo: What advice would you give to a fledgling freelancer about growing their social media accounts, and their contacts?
Lana: First of all, don't focus on selling, but rather on providing value. Share advice and resources in your area of knowledge. By establishing yourself as an expert in the field, you will be the first to come to mind when your followers or someone they know are looking for a particular service that you offer.
Secondly, leverage the data that’s available to you. By diving into your social metrics (saves, shares, etc), you will build a deeper understanding of your audience, allowing you to tailor your strategy accordingly.
Lastly, authenticity is what really builds a genuine social following. Speak in a tone that’s natural to you and share content you truly believe in.
Cleo: And a fun one to finish off, what’s your favourite way to take a break from work!?
Lana: Moving my body! Whether it’s exercising at the gym or salsa dancing, I find that there's no better way to disconnect.