The art of selling skills : strategic marketing approach for freelancer and small and medium-sized enterprises empowerment in Kyky Today Oy

Abstract

This thesis examines the strategic marketing approaches necessary for empowering freelancers and small and medium-sized enterprises (SMEs) on the Kyky Today platform. The research addresses the shift from conventional employment structures towards flexible and independent work arrangements, focusing on how digital platforms like Kyky Today can facilitate this transition. A comprehensive literature review high-lights the evolution of freelancing and digital marketing, including models such as the 4P Self-Branding Model for SMEs and Entrepreneurial Marketing in SMEs. Using an inductive qualitative research approach, data was collected through surveys and document anal-ysis to understand the preferences and marketing strategies of freelancers and SMEs. The thematic and grounded theory analysis identified three key components crucial for Kyky Today's marketing strategy: marketing and promotion strategies, branding and value proposition, and client relationship manage-ment. Findings suggest that freelancers and SMEs benefit from the global reach, efficiency, and cost-effectiveness of freelancing platforms. Effective self-promotion strategies identified include leveraging social media, offering promotional discounts, optimizing profiles and portfolios, and maintaining high cus-tomer satisfaction. The study underscores the importance of a strong brand narrative and the potential role of AI in enhancing marketing efforts.