Why It’s Getting Harder to Win Clients on Marketplaces (and What to Do Instead)

Summary & quick links (jump to sections):

• The short version: what’s going on

• Why platforms feel tougher now (data behind the squeeze)

• Upwork & OLJ: how the dynamics differ

• Smarter alternatives to “bid-and-hope”

• The skills strategy: become a T-shaped, evidence-led marketer

• Make your LinkedIn work like a sales page

• Your portfolio stack: website + credible case studies

• Cover letters and outreach that actually get replies

• A one-week action plan to pivot now

• SEO notes for this article

• Sources

What's Going On

If landing clients on big marketplaces feels harder, you’re not imagining it. Supply has exploded (millions of freelancers globally) while client demand on any one platform is finite. That mismatch makes common, undifferentiated services—like general “social media management” or “digital marketing”—feel like a race to the bottom. On OnlineJobs.ph (OLJ), roles often skew toward VA/admin or SMM execution with many listings bundling marketing into assistant-style responsibilities. Meanwhile, outside these platforms, clients still buy: but from specialists who show proof, outcomes, and credibility.

This article explains the squeeze with data, then gives you an easy-to-follow plan—alternative pipelines, upskilling paths, LinkedIn upgrades, a portfolio blueprint, and an outreach template you can copy.

Why platforms feel tougher now (data behind the squeeze)

1. Oversupply + unpaid “shadow work.” Independent research on digital labour platforms shows workers spend significant unpaid time searching, applying, testing, and waiting—time that depresses effective hourly earnings even before a contract begins. As more freelancers pile in, conversion rates drop unless your positioning is sharp and your proof is obvious.

2. Category mix disadvantages generalists. The Oxford Internet Institute’s Online Labour Index (OLI) breaks down online gigs by occupation. Software and tech categories consistently command a large slice of demand, while sales & marketing support is smaller and heavily execution-led. Broad, undifferentiated marketing offers therefore see stiffer competition and more price sensitivity.

3. Platform-specific frictions exist. Each marketplace introduces its own costs (time and/or fees), ranking dynamics, and bidding mechanics. If your offer looks similar to hundreds of other profiles, expect slower win rates and price pressure.

   
   

So what? This doesn’t mean leave platforms forever—it means stop being dependent on them. Build parallel channels that compound (brand, proof, content), and only use marketplaces as one input in a diversified pipeline.

Upwork & OLJ: how the dynamics differ

Upwork is broad, global, and very liquid. That’s great for volume, but it also means popular marketing services are highly competitive. Without niche positioning + strong social proof (e.g., a case study in a specific industry), proposals can blur into the background and rates can trend downward.

OnlineJobs.ph (OLJ) is the opposite in some ways: it’s PH-focused and strong for VA/admin and SMM executor roles. “Digital marketing” postings do exist, but many are bundled as VA + marketing hybrid roles or emphasize consistent execution over senior strategy. If you’re searching OLJ:

• Look in SMM and VA categories using marketing keywords.

• Position yourself as a marketer who’s comfortable with processes and SOPs, then upsell strategy once trust is built.

So on Upwork, win by niching and proving ROI. On OLJ, win by meeting the execution-first brief while signaling your ability to lead strategy later.

Smarter alternatives to “bid-and-hope”

1. Vetted/curated marketing networks

   • MarketerHire, Growth Collective, Mayple, Toptal (Marketing) – Clients are prequalified and talent is vetted. Matching is hands-on and faster than cold pitching. These aren’t magic bullets, but they reduce noise versus open bidding.

   • Contra – A portfolio-driven network with 0% commission on payments; useful if you want a clean public profile and to route direct clients through a system without platform fees.

2. Niche job boards & remote-friendly sites

   • We Work Remotely, Remote OK, Wellfound/AngelList, Dynamite Jobs, industry newsletters. Create saved searches and calendar recurring checks so opportunity discovery isn’t ad hoc.

3. Direct inbound (compounds over time)

   • Publish tiny case studies (one chart, one lesson).

   • Post teardown threads showing how you’d improve an ad account, landing page, or content plan—in your specific niche (clinics, hotels, home builders, etc.).

   • Go on niche podcasts or guest blogs; repurpose the best insights into LinkedIn carousels.

4. Outbound, but value-first

   • Reality check: broad studies peg average cold outreach replies at ~8–9%. That’s not a failure; it’s a benchmark to beat. Targeting, personalization, and genuine value (e.g., a quick audit insight) move the needle.

The skills strategy: become a T-shaped, evidence-led marketer

A T-shaped skill set pairs broad literacy across channels with deep expertise in one or two profit-driving areas (e.g., lifecycle email, local SEO for clinics, CRO for hospitality). Why it matters:

• It clarifies your positioning (“Email & retention for aesthetic clinics,” not “general marketer”).

• It increases perceived value (and rates) because clients buy depth + outcomes.

  
  

Credible upskilling paths you can show in a portfolio:

• Google Digital Marketing & E‑commerce (Coursera) – hands-on projects and job-ready tasks.

• Meta Social Media Marketing (Coursera) – portfolio outputs + an optional Meta exam/cert.

• HubSpot Academy (free) – content marketing, social media, and inbound fundamentals.

Pro move: pick one ideal client profile (ICP) (e.g., Australia-based aesthetics clinics or boutique hotels in APAC) and build a mini “stack of proof”: one pilot, one case study, one testimonial, one playbook.

Make your LinkedIn work like a sales page

Treat LinkedIn like a mini-website that ranks for your service + niche keywords and converts profile views into discovery calls.

• Headline: combine positioning + outcome (e.g., Retention-Focused Email for Clinics | 20–30% revenue from flows).

• About section: write a mini landing page—your ICP, pain points, method, 3 proof bullets, and a single CTA (book a call).

• Featured: pin 3 assets that sell you in 30 seconds—PDF case study, “how I work” one-pager, and a 90‑second screen-recorded walkthrough.

• Creator Mode & cadence: enable Creator Mode for better discovery tools and analytics. Post 2–3 times/week: one practical tip, one teardown, one small case study or behind‑the‑scenes. Repurpose into carousels; measure what lands; double down on formats that get saves.

Checklist (keep handy):

• Keywords in Headline and About that mirror your ICP’s language.

• Current Featured items with obvious outcomes (numbers/screenshots).

• Recommendations from relevant clients.

• Frictionless CTA (Calendly link or contact form).

Your portfolio stack: website + credible case studies

Clients judge credibility fast, and design/clarity matter. Research on web credibility and trust shows that design quality, clear disclosure, current content, and connections to the rest of the web (references, external links) heavily influence trust.

Minimum‑viable site (MVS), done right:

• Hero: who you help + the outcome.

• Services: productized packages with scope and “from” pricing.

• Proof: short case studies with numbers and 2–3 screenshots.

• Process: how engagements work (so clients feel safe).

• CTA: easy scheduling; no friction.

Need a fast, low‑cost build? Harong Studios can ship a lean portfolio site you can expand later. (Great if you’re transitioning off pure marketplaces.)

Case study blueprint (repeatable): Context → Diagnosis → Strategy → Implementation → Results (numbers) → 3 screenshots → Client quote → “What we’d do next.”

Cover letters and outreach that actually get replies

Principles that work:

• Truth over hype. Recruiters and clients do check. Misrepresentation can cost offers and jobs.

• Make it about them. Lead with a specific problem you spotted, preview a 3‑step plan, and offer a low‑risk way to start.

• Expect low reply rates (benchmarks ~8–9%). Win by improving fit, specificity, and follow‑ups (2–3 polite nudges).

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Copy‑paste template:

Hi [Name] — I noticed [specific problem/opportunity] on [platform/site/ad account]. In similar projects for [niche], I’ve shipped [result]. Here’s how I’d approach your brief in week one:[Step tied to their stack][Quick win][KPI you’d own] If helpful, I can start with a fixed‑fee diagnostic so you see value before a retainer. I’ve attached a 1‑page case study; happy to share a 10‑min Loom. — [Your Name] | [CTA link]

A one‑week action plan to pivot now

Day 1–2: Specialize & produce proof

• Choose one ICP + one service (e.g., Email & retention for aesthetics clinics).

• Draft one case study (client, lab, or personal project with real numbers).

  
  

Day 3: Ship your website

• Launch a single‑page MVS with niche, offer, proof, and a booking CTA. (Or hand it to Harong Studios to accelerate.)

  
  

Day 4–5: LinkedIn overhaul + content seed

• Rewrite Headline/About; add 3 Featured assets. Post 2 short insights + one 6‑slide carousel this week.

  
  

Day 6: Curated networks & saved alerts

• Apply to MarketerHire / Growth Collective / Mayple / Toptal (Marketing). Set alerts on 2–3 niche boards.

  
  

Day 7: 15 laser‑targeted outreaches

• Build a list of 15 ICP‑fit companies; send the value‑first note above with one relevant proof. Schedule two follow‑ups.

You don’t have to quit platforms—you just can’t rely on them. Specialize, show proof, and build assets (site + case studies + LinkedIn) that turn strangers into warm leads. When you’re ready, Harong Studios can spin up the portfolio site so you can focus on winning the work.