What You’ll Learn in This Episode
Navkiran built a content and social media agency generating 3 to 5 lakhs INR monthly entirely through Upwork, without a website. In this episode, she shares how she scaled quickly, balances AI with manual writing, and offers tips on Upwork profiles, outsourcing, and pricing.
[00:00:00.27] – Speaker 1
Hi there, welcome to The Digital Jayasty Show, your go-to podcast for digital marketing insights that drive business growth and career success. I am Jayasty Anandan, your host, and this podcast is brought to you by Digital Jayasty. That’s my digital marketing consultancy, helping businesses worldwide. You can check it out at digitaljst.com. Whether you are a B2B business looking to expand your online presence or a professional in a full-time job or freelancing, this podcast is designed to help you learn from top marketing experts. If you are watching on YouTube, subscribe to my channel and hit the bell icon for updates. If you are listening on any podcast app, follow The Digital Jayasty Show, and if you like the show, leave a rating. All right, let’s jump right in.
[00:00:49.27] – Speaker 1
Hello everyone. Today on the podcast, we have with us Nav Kiran, the founder of a growing content and social media agency. Her journey is nothing short of inspiring. Hailing from Patiala, India, she studied engineering and initially wanted to pursue a job after her B.Tech. But after the unfortunate loss of her mother, she had to pause her plans and take care of her family. After a 2-year gap, she went on to do her M.Tech, got married during her final year, and soon realised that traditional job opportunities were limited in her field. That’s when her husband encouraged her to explore content writing. What started with a small job paying just a minimum salary in 2020 soon turned into a freelancing journey on Upwork. In just a few months, she started working with overseas clients, building a team, and steadily growing her agency to a monthly revenue of 3 to 5 lakhs INR. And here’s the interesting part. While most digital marketing advice tells you that having a website is a must, Navkiran has managed to build and run a successful agency purely through Upwork. In this conversation, we will dive into how Navkiran scaled her agency in just a few months, the strategies she uses to find the right clients on Upwork, and how she’s navigating challenges like AI in content writing.
[00:02:05.06] – Speaker 1
We’ll also touch on outsourcing best practices, pricing services, and building a sustainable freelancing business. This episode will be especially valuable for freelancers, content writers, digital marketers, and business owners who want practical insights on growing online even without a website. Welcome Navkiran. I’m excited to have you on the show and hear your story.
[00:02:26.28] – Speaker 2
Thank you, Jayasty. So, as you already introduced, I am a freelancer, and for the last 5 years I’ve been running a partnership firm in digital marketing. So yes, let’s start.
[00:02:43.11] – Speaker 1
Yeah. So to start the conversation, you mentioned your firm works on 7 to 8 projects per month and makes 3 to 5 lakhs INR monthly. What helped you scale so quickly within 6 to 7 months?
[00:02:56.14] – Speaker 2
Yes, so see, nothing happened overnight, right? So it was hard work, discipline, and passion for writing and for earning a good amount of money, you know. So initially I joined the company. From there, I learned about the platform and how to approach clients. And then from there I met my partner, and we started— we planned to start a business. So, to get a few projects, we worked day and night, you know. At that time, Upwork was a very useful and very easy platform. You know, there were no charges for bidding, uh, so we spent hours and hours bidding, approaching clients, you know, showing them our previous work. And by doing so, we started getting projects. And once we got the project, our discipline, our commitment to, you know, timely deliveries, and of course our good, honest team helped us grow really well and in a short period of time.
[00:04:10.18] – Speaker 1
Yeah, I agree. Obviously it wasn’t that competitive earlier, but now it’s very competitive. But I still would recommend people who want to start their freelancing career to get started on Upwork. You never know how competitive it will get later on also.
[00:04:25.24] – Speaker 2
So yeah, because yeah, on Upwork, even today you get good clients, you get good projects, and from there you can, you know, build your portfolio for, you know, for your further out-of-Upwork projects.
[00:04:45.04] – Speaker 1
Yeah, that’s correct. So AI tools are affecting content writers globally. So how are you positioning yourself to stay competitive?
[00:04:55.10] – Speaker 2
See, the first thing we all should understand is that we cannot ignore AI, no matter what we say, what we listen to, and what we think, right? AI is futuristic tech, and we have to adopt it. But at the same time, I believe in AI and manual work altogether because we simply cannot rely only on AI, because nothing can beat what human thinks what humans can do. AI cannot replace humans completely. Yes, it can help you in your work; it can reduce your time, but of course it cannot replace you. So this is the same approach I am following. So I’m using AI where it is needed, but of course I do my manual research also so that my content is unique and is, you know, readable and effective. Because based on my experience, I can say that AI every time creates a kind of similar kind of content, right? Of course, it gives you good sentences, it gives you good flow, it gives you the right information also, but still the human emotions are missing in any content you generate from AI. So AI is there to help, but it is not there to replace you.
[00:06:17.15] – Speaker 1
Yeah, yeah, that’s true. But apart from what AI can do, I feel that as a content writer— because I am also a content writer— if you don’t have the foundation, like how the right content structure should be there, how SEO keywords should be there, we have to do all that research as well.
[00:06:34.12] – Speaker 2
Yes.
[00:06:35.04] – Speaker 1
If we don’t have that foundation, even if we give the prompt to ChatGPT, you never know what result you’re getting and whether it is correct or not for the Online content that we create for our clients. So I think even if someone is thinking of using AI, they should have the foundational skills, no matter what skills they have, whether it is content writing or any other skills, but they should check everything, validate it, and you also get the help of AI and then get the output, desired output.
[00:07:05.29] – Speaker 2
Yeah, that is true. Because, uh, we don’t know, because AI is basically what data we, the companies, feed into it. And, you know, we don’t know if it is, uh, relevant, if it is the latest or not. So human efforts are always there, no matter how much AI grows or not.
[00:07:26.19] – Speaker 1
Yeah, yeah. So as digital marketers, we are often told that having a website is critical for online visibility, yet you have focused purely on platforms like Upwork. So how have you been able to build? Yes.
[00:07:42.22] – Speaker 2
So, just as I already told you, when I started my journey, when I worked on Upwork in the initial days of my career, it was a very good platform. Like, it was outstanding. There were no charges for bidding, no charges to clients, even. So more and more clients were there on Upwork, offering good projects at good prices. Plus, the competition was less. But when COVID hit, when, you know, people lost jobs, or most people learned how to work from home, the competition on platforms like Upwork also increased. So due to that, what happened— plus Upwork has changed its policies. Now it has started charging for everything, whether you bid, whether you accept a project, or whether a client, you know, posts a project. So Upwork started charging a lot. A lot of freelancers, you know, signed up on Upwork, due to which I feel nowadays there is more competition. So clients get their work at lower rates. And now, for 2-3 years, we are also planning to start our personal branding because now we can see these platforms are not as effective as they were, you know, before COVID or during COVID. The reasons can be many, right?
[00:09:15.01] – Speaker 2
More competition, more people are becoming aware of freelancing jobs, freelancing work; more youngsters are getting skilled in, you know, whether it is content writing, digital marketing, script, or whatsoever. So, until now, we have been doing very good from Upwork and LinkedIn only. We don’t feel like doing branding or having our personal website, you know, for visibility. But now I think it is a time to think about it. Plus, it depends on what are— what your goals are. Some people want to grow their business as much as they can, you know. Some people are satisfied with their everyday happy living and earning, right? For us, the goal is not to establish such a big firm. For us, the goal is to help a few women because our team mostly are the women only. So we want to help women who cannot go outside but can work from home and earn good money. Plus, so everyone, including us and our team, can live a good, happy life. So that is why I think we don’t feel the need for personal branding or a website, but I think we should consider it, and we will.
[00:10:40.27] – Speaker 1
Okay, obviously, like if you have a website, people can build that first impression, but apart from that, even in my personal experience, I feel clients don’t ask you for a portfolio; they ask you for work Samples, which are relevant. So even if you have a portfolio where you have like worked for like several niches, you just have to show them the relevant work samples. So I think people can still work as a content writer without a website.
[00:11:06.13] – Speaker 1
Yes, true. Okay, so for someone who just started on Upwork, what are your top tips for creating a profile that attracts projects?
[00:11:15.25] – Speaker 2
See, the only tip is your cover letter needs to be personalised and honest, right? Don’t write anything in the COVID letter that you’re not aware of or you don’t know how to explain to the client, right? Plus, try to keep it as personal as possible, you know. Don’t make it too lengthy, to be boring for read for the client. So the profile should be straightforward, simple. should cover your key skills and what you really can offer. That is the tip.
[00:11:52.13] – Speaker 1
Okay, so basically, optimization of profile is what can help people land clients on Upwork?
[00:11:57.29] – Speaker 2
Yes, yes.
[00:11:59.23] – Speaker 1
So how should businesses think about outsourcing content and social media work? Do you have any dos and don’ts?
[00:12:08.10] – Speaker 2
Yeah, sure. Outsourcing is a good option for businesses that want to grow their revenue and who want to, you know, win more and more projects. Sometimes what happens is you don’t have enough team or resources to complete the projects, but your skills and your experience are enough, and you’re getting more and more projects. So in that case, outsourcing is a good option. But you have to be careful while outsourcing your work, right? Make sure that you are not sharing every single detail of your business with the outsourced person. Just share the task, the project, and only the minimum details that it needs to complete the project, you know. Also, clarify every detail in advance, like what your target audience is, what you want, how things should go, whatever your requirements are for a project, uh, clear from day one to the outsourced person or team. So outsourcing is a good option, and it helps you grow really well, but at the same time you have to be careful whom you are hiring and how much information you are sharing with.
[00:13:25.01] – Speaker 1
Okay, so if someone has to have an in-house team member or outsource, what would you recommend?
[00:13:31.29] – Speaker 2
I would recommend in-house is better in terms of, you know, trust, in terms of transparency, because you know when the person is coming, what he is doing, how much time he is spending, how much— or you can, you can, you know, uh, meet him personally, teach him the skills you want for a particular project. In outsourcing, there is always a risk of fakeness. Maybe, for example, you have hired someone to outsource your work, but you really don’t know if he is the person who is doing your work, or if he has outsourced it to another third person. So their quality can be compromised, and trust can be compromised. So if you’re asking me if outsource or in-house, I suggest in-house. It can be remote, or it can be in a physical office. That all depends.
[00:14:31.08] – Speaker 1
Or do you think personal branding is mandatory for service providers, or can results and referrals alone sustain a business?
[00:14:38.19] – Speaker 2
I feel referrals help you sustain a business, but of course there is always, you know, uncertainty. Because with referrals, sometimes you have work, sometimes you don’t. So uncertainty is always there. But with personal branding, this is not the case. You know, with personal branding, you know that you have work to do every day, right? And so yes, I feel personal branding is important. Again, it depends on what your desire is, what your goal is, and how you want to grow. Like, of course, what are your satisfaction points? You know, if you’re satisfied with referrals and that much work, it is all on you. But if you really want to grow, want to grow your business, then personal branding is a must. Yeah. Okay.
[00:15:34.10] – Speaker 1
How do you balance offering competitive pricing to clients while still keeping your business profitable and paying your team?
[00:15:41.17] – Speaker 2
Uh, see, uh, Justy, I follow a mix of both. Like, I have set my lowest price, right, considering the competition these days and considering what is going on in the market. So there is a minimum price I have set for my projects, but of course that is the minimum. I try to get projects at a good price. If not, then I try to negotiate, but I make sure that I don’t go below that minimum price. You know, I have some projects that are at a low price, some at a high price, and some pay me even higher. So there is a mix of projects. Not all are low. If all are low, then how will I manage the expenses, right? And the salaries, which are the most important. So there is a mix of projects. So I make sure I have enough projects with all price structures so we can all live happily.
[00:16:43.13] – Speaker 1
Yeah. Okay. So basically, the pricing should not be fixed. It should, it may vary from market to market. Yeah. Because if we are working with a US client, it can be high. And if you’re working with an Indian client, it could be less because obviously the pay parity is there, like, is an issue. So that is one thing. And apart from that, if you charge higher, like most people, like the creators who say, like, target high-paying clients and stuff, it’s not easy because there are a lot, a lot of freelancers out there. Why would they work with you when you’re charging high, right? Yeah. So obviously we have to understand.
[00:17:21.09] – Speaker 2
They will go for another one.
[00:17:22.23] – Speaker 1
So we have to understand the entire scenario of the job market we are catering to, and accordingly we have to be flexible with our rates. That’s when we will be able to crack the deals. Okay.
[00:17:34.02] – Speaker 2
Yes.
[00:17:35.14] – Speaker 1
So what advice would you give to writers who are struggling with pricing their services and finding clients, especially those who feel stuck between charging too low and not getting projects when they charge higher?
[00:17:46.10] – Speaker 2
See, the advice is: only if you’re new to platforms like Upwork or anywhere, if you have just started your freelancing career, then you should not keep the price in mind. Your main agenda needs to be finishing, completing as many projects as you can so that you can build a good portfolio; you can gather good, uh, work samples. And after that, uh, for any freelancer on any platform, again I must say, don’t stick with a fixed price that I don’t go lower than this. Of course, don’t accept clients who pay very low to you because you should not underestimate your skills either. But you also should not be rigid with your price structure. Consider everything. So, getting a project is also important if the price is important. So set a low price for yourself: how much you can afford, how much is okay for you, considering your skills, your financial condition, your availability, considering everything. And, uh, then accept projects if they are ready to pay you that price. And if they are not ready to pay you that price and ask you for less than that, then I should say you should not accept.
[00:19:09.21] – Speaker 2
Even try to focus on getting a bid for other projects. Definitely, if you— when you work hard, when you bid for good projects, you will get the project at the right price.
[00:19:22.15] – Speaker 1
Okay, so basically they have to show some patience also to get the right clients rather than going with whatever projects they are getting, so that they avoid burnout as well because they are not getting paid for the effort they are putting in. So that’s something they can try out. So thank you so much for joining us today, Navkiran. Your journey and insights are truly inspiring, and I’m sure our listeners have learned a lot about a scaling an agency, navigating freelancing challenges, and building a thriving business without a website. Before we wrap up, could you share where people can find you online and connect with you?
[00:19:59.13] – Speaker 2
Thank you, Jayasty. Sure, people can find me on LinkedIn.
[00:20:05.09] – Speaker 1
And this podcast is brought to you by Digital Jayasty. If you want more tips, strategies, and interviews with top marketing experts from around the world, make sure to subscribe and follow The Digital Jayasty Show. Thank you for tuning in, and I’ll catch you next time.