You’ve seen how creating a referral-worthy client experience (or “window dressing”) can set the stage for more referrals. But even if your clients love working with you, they won’t be able to refer you if they forget you exist. People are busy, and without consistent reminders, your name will slowly fade from their memory.

Staying top of mind means maintaining a gentle yet consistent presence in your clients’ lives. The goal isn’t to pester them; it’s to show up regularly and remind them of the value you bring, so when someone asks, “Do you know a good designer/consultant/marketer?” you’re the first person they think of.

Why Staying Top of Mind Matters

It’s human nature: we tend to refer people we remember. If you’re out of sight, you’re out of mind. As time goes by, even your best clients can forget about the great experience they had working with you—unless you nurture the relationship.

When you consistently show up in their feed, inbox, or conversation, you don’t just remind them you exist. You reinforce your brand, your expertise, and your personality. This makes it far easier for them to recall your name and recommend you when the opportunity arises.

How to Stay Top of Mind (Without Being Annoying)

Staying top of mind is a balancing act. Think of it like watering a plant: too little and it withers, too much and you drown it. Here are several strategies to stay visible, relevant, and welcome:

1. Periodic Check-Ins and Follow-Ups
   A friendly, personalized message every few months can do wonders. Instead of “Hey, any new projects for me?” try something more genuine, like:

   • “How’s business going for you this quarter?”
   • “I just came across this article and thought it might help with your new product launch.”

   These check-ins show you care and keep the relationship alive without feeling pushy.

   Action Step: Set a calendar reminder every 3–4 months to message past clients. Congratulate them on recent successes, share a useful resource, or just ask how things are going.

2. Regularly Posting Content (Both Professional and Personal)
   Many freelancers think they must strictly post “expert” content, but don’t underestimate the power of personal stories. Maybe you’re used to posting industry insights on LinkedIn—keep doing that. But as a compliment, share more personal, behind-the-scenes content on Instagram or other platforms.

   For example, you might think your personal Instagram story about your morning routine or a weekend hobby doesn’t relate to your freelance work. But these personal touches can help past clients remember you more vividly. They see you not only as a professional they’ve worked with but also as a real, relatable human being. That personal connection can be just as powerful at triggering their memory when a referral opportunity comes up.

   Action Step: If you’re active on Instagram, commit to posting a personal story at least once a week. It could be something simple—like a snapshot of your workspace, a personal win, or a short reflection on a lesson learned. Over time, these genuine glimpses into your life keep you in your clients’ minds and make you more memorable.

3. Sharing Relevant, Value-Packed Content on Social Media
   Beyond personal stories, share insights your network will find valuable. If you’re a graphic designer, maybe you share quick tips on choosing brand colors or a before-and-after case study of a recent client project. If you’re a consultant, post a short video explaining a common industry challenge and how to overcome it.

   By mixing personal stories with valuable professional content, you strike a perfect balance: they remember you’re skilled, and they also enjoy “hanging out” with you online.

   Action Step: Set a posting rhythm. For example, every Monday you post a professional tip, and every Thursday you share something personal. This regularity helps you show up consistently without feeling forced.

4. Email Updates and Newsletters
   Consider sending an occasional email update to past clients—maybe quarterly or twice a year. Include a brief success story, a useful industry resource, or a small “did-you-know” tip related to your services. This is less frequent than social media posting but can be more direct and personal.

   Action Step: Draft a simple email template and schedule it in your calendar. Keep it short, helpful, and friendly. The idea is to remind them you’re around, doing great work, and ready to help when they need you.

5. Engaging with Clients’ Content
   Staying top of mind isn’t just about you broadcasting messages. Take time to engage with what your clients share online. If a past client posts an article, leave a thoughtful comment. If they celebrate a company milestone, congratulate them. These small acts of attention help reinforce the relationship and remind them of your presence.

   Action Step: Dedicate 10–15 minutes each week to interact with your clients’ posts. Show genuine interest in their updates. They’ll appreciate it, and you’ll remain a warm presence in their network.

6. Hosting Group Events or Webinars
   Another way to stay on your clients’ radar is by inviting them to occasional events—like a Q&A session, a short webinar on industry trends, or a roundtable discussion with other professionals. These events position you as a leader and offer value without the one-on-one pressure of direct selling.

   Action Step: Think of a topic your clients often ask about, and host a quick 30-minute Zoom session. Send a friendly invite and encourage them to forward it to anyone who might benefit. This can turn into a referral opportunity right on the spot.

Quality Over Quantity

You don’t need to dominate their feeds or send constant emails. The key is consistency. Pick a manageable cadence—maybe post on LinkedIn once a week, share a personal Instagram story every weekend, and send an email update every quarter. The point is to become a steady, welcomed presence rather than an annoying interruption.

Turning Visibility into Referrals

Staying top of mind isn’t about pushing for immediate work; it’s about making sure you’re at the top of the “mental rolodex” when someone they know needs help. The trust you built with great client experiences, combined with regular reminders of your presence and personality, forms the perfect combination that leads to referrals.

When your clients think of an expert who is reliable, talented, and easy to work with, they’ll picture you—because you’ve been showing up consistently, both professionally and personally.

Reflection and Action

1. Self-Assessment:

   • How often are you currently reaching out to past clients or posting helpful content?
   • Are you comfortable sharing personal stories, or have you been strictly business so far?
   • Can you identify a schedule or cadence that fits your personality and workload?

2. Next Steps:

   • Pick one platform or approach to start with. Maybe you’ll commit to a monthly check-in email to past clients, or start posting more frequently on Instagram.
   • Write down a schedule (even a simple one) and stick to it for the next three months. Track how often past clients engage with you—comments, likes, replies to emails. Over time, you’ll see patterns emerge, and you can refine your approach.

By staying top of mind in a genuine, value-driven way, you keep a warm relationship with your network—ensuring you’re the first person they think of when it’s time to refer someone. Next, we’ll dive deeper into how and when to actually ask for referrals so it feels natural, comfortable, and effective.