Steve Folland on finding success and freedom in freelancing

Freelancing offers the flexibility and autonomy many professionals look for, but it also demands a unique set of skills.

As digital tools evolve, they're transforming how freelancers organise, collaborate and build communities around shared goals and challenges.

Here, we talk to Steve Folland, the founder of Being Freelance, an award-winning podcast and community connecting freelancers across the UK.

Since going freelance in 2013, Steve also co-hosts Doing It For The Kids, a podcast for freelance parents that won Best Business Podcast at the 2021 British Podcast Awards.

Here, Steve shares his journey and insights on crafting a successful freelance career, and discusses some of the tools and strategies that have fuelled his success.

Steve, can you start by sharing a bit about your background and how you got into freelancing?

I initially started out in radio, working for a small independent station. Radio was what I'd always wanted to do, but over time, I started freelancing on the side.

Initially, it was just for creative reasons – I wanted to work on bigger projects, like national stations. But once I had kids, freelancing became more of a necessity so that I could establish a more flexible working set-up for myself.

This was around 2009, just as people started needing video for their websites. I had experience in podcasting, voiceovers and scripting, so I began offering those services.

And, before long, I was juggling so much freelance work alongside my full-time job that I decided to go all in and freelance full-time, which ultimately gave me more freedom and flexibility to be there for my family.

How did freelancing eventually lead to building a community and offering courses for other freelancers?

It all happened pretty organically. Around 2013, I started looking for resources on freelancing, but there weren't many podcasts or communities dedicated to the subject – just a few focused on niche areas like graphic design.

So, since I had a background in radio and access to a microphone, I figured, why not start my own? In 2015, I began interviewing freelancers from different fields and countries to learn from their experiences.

That podcast eventually led to a vlog, a Facebook group and then a whole community off the back of it. It was great to see freelancers from all over the world connecting with each other, learning and sharing ideas.

VIDEO: How to start a freelance business

Steve and Andy Wilson of Dropbox UK share tips on managing clients and keeping your freelance business running smoothly:

What's the most valuable piece of advice you'd offer to someone who wants to build a community around their business or brand?

First, make sure there's genuine common ground. The term "community" has become a bit of a buzzword, but a real community needs more than just an audience or following. It's about people interacting, sharing and supporting each other.

For example, with our freelancing community, everyone is going through similar experiences, so there's an authentic reason for them to connect.

It does take a lot of time and effort, but if you foster genuine connections, you'll find it can be really powerful.

Over time, it's also helpful to recognise potential leaders within your community, and individuals that can help it to thrive and carry things forward even if you're not around.

Speaking of support, freelancing often comes with unique challenges. What have been some of the biggest benefits and struggles you've encountered?

I think a big challenge is handling everything yourself – the marketing, the admin, the sales, all of it. Many of us start freelancing because we love a particular craft, but then we realise we need to manage a whole business around it.

Isolation is another big one. I worked solely from home for years, and it wasn't until I started going to a co-working space that I realised how much I'd missed those little, everyday interactions. Community, whether online or in-person, really helps freelancers combat that isolation.

What tools have been essential in your freelance business over the years?

Two standouts for me have been accounting software and something that I use everyday – Dropbox.

Setting myself up with accounting software was a game-changer because it made invoicing and tracking finances so much easier – and it's a simple way to really establish yourself as a business.

Then there's Dropbox. I actually started using Dropbox before going full-time freelance and it's been integral to my work ever since.

I work with large audio and video files, so Dropbox is a lifesaver for managing storage and organisation. It syncs my files across all my devices and lets me access anything on the go.

Plus, there are a number of features in Dropbox that have really streamlined my work when it comes to collaborating with clients.

Which Dropbox features have you found most useful for client work?

The FileRequest feature is brilliant – I can send a link to a client, they drop their files into a browser and it all automatically appears in the right folder on my computer. There's no need to manually download or organise it, allowing me to focus on more of the work that matters.

Then there's Dropbox Replay, which is amazing for video and audio projects. I send clients a link to review files, and they can leave comments directly on specific parts of the recording.

It saves so much time and makes communication and feedback smoother, especially when developing a new podcast series or adjusting a video edit. And when you're using tools that enable more seamless collaboration, you're also creating a better client experience.

Dropbox has developed some other great tools and features over the years, too, like AI-powered transcription and the ability to digitally sign contracts, which means that I don't need separate apps for those tasks – everything is all in one place.

On that, do you have any advice for managing a number of tech subscriptions?

Every year, I go through my subscriptions to make sure I'm still using what I'm paying for. It's easy to end up with lots of overlapping tools.

Sometimes, I find that platforms such as Dropbox have added another feature that replaces a separate app I was using, so I can cancel that extra subscription. It's worth doing this regularly, both to save money and to streamline your tools.

AI is a big topic these days, especially in creative industries. What are your thoughts on AI tools and their role in freelancing?

Freelancers are naturally good at experimenting with new tech, tools and ways of working. I really think it's better for us to have a play with AI and understand how it could be applied in our fields. Even if we choose not to use it, we can have better, informed conversations with our clients.

For me, it's about finding tools that make life easier or speed up repetitive tasks. For example, in podcasting and video, there are AI-based tools that can clean up audio quality, create incredibly accurate transcriptions or automatically generate marketing content in multiple formats. Huge time savers that also improve the quality of what I can deliver.

While AI still isn't perfect, it's amazing for overcoming things like writer's block or as a way to save time and kickstart ideas. Some freelancers struggle with writing emails to clients or creating proposals. Why not get help with that? You can still put your spin on it before hitting send.

There are some really interesting developments happening in the AI-powered search space too, enabling people to find the content and the files they need faster. Or helping to schedule their days and manage their projects. 

It's only going to keep evolving, so we need to know what the options are and make the most of the ones that can help us when running a company of one.

What are your thoughts on the future of freelancing in the UK – and what are your own plans for the future?

Over the past decade, the number of communities for freelancers and small businesses has grown so much that it's unrecognisable from when I started out. 

Spaces like Being Freelance and Enterprise Nation are amazing for learning from and supporting each other. They're also great for having transparent conversations about pay, contracts and boundaries.

We're not in competition against each other – we're all stronger when we help each other. So I see even more of us benefiting from these spaces in the years ahead, both in general terms and in more niche groups too.

As more freelancers find each other, I think we'll see more collaborative working too. I already see some people joining forces to work on projects in informal partnerships, collectives – call it what you will.

It's recognising the abilities in others who you may like to team up with and then spotting the opportunities to help clients beyond just your own skills.

Personally for my future, I love the unpredictability of freelancing – I never know exactly what's around the corner and that keeps it interesting!

Right now, I'm focused on growing the Being Freelance community and helping others on their freelance journeys. It's a great time to be a freelancer, with all the tools and community options available, so I'm excited to see where things go!

Get more insights in our latest podcast

Steve joined freelance journalist Dan Martin for the final episode in our podcast series The Small Business Sessions. 

Dan and Steve discuss topics including how to succeed as a freelancer, how to set prices and how to win new clients.