the freelance translators free marketing toolkit - language show live 2016 - martina eco

THE FREELANCE TRANSLATOR’S FREE MARKETING TOOLKIT

Martina Eco#LSL16

HELLO!MY NAME IS MARTINA ➤ I’M A FREELANCE TRANSLATOR AND

INTERPRETER ➤ I TRANSLATE FROM ENGLISH AND FRENCH TO

ITALIAN ➤ 3P TRANSLATION IS MY BRAND ➤ I’M ALSO A MARKETING POSTGRADUATE

STUDENT ➤ I WORK AS A BUSINESS ADVISOR AT LSBU

IF YOU WANT TO KEEP IN TOUCH ➤ WWW.3P-TRANSLATION.COM ➤ FACEBOOK.COM/3PTRANSLATION ➤ TWITTER @3PTRANSLATION

#LSL16 @3ptranslation

LATER TODAY

13.30 LIFE AFTER A LANGUAGE DEGREE, EDWARD VICK 14.30 LANGUAGE MODERATION, ENGAGEMENT AND LOCALISATION IN SOCIAL MEDIA, RICHARD SIMCOTT


THE FREELANCE TRANSLATOR’S FREE MARKETING TOOLKIT

WHY THE IMPORTANCE OF MARKETING

WHAT SOME MARKETING CONCEPTS

WHO DEFINING YOUR TARGET

WHERE ON AND OFFLINE MARKETING

HOW MAKING THE MOST OF FREE TOOLS


WHY: THE IMPORTANCE OF MARKETING

MORE VISIBILITY

MORE CLIENTS

BUILD TRUST

MORE SALES

BRAND BUILDING


WHAT IS MARKETING?

MARKETING =

PROMOTION


WHAT IS MARKETING?

PRODUCT PLACE

PRICE PROMOTION


WHAT IS MARKETING?

PRODUCT !

WHAT DO YOU OFFER? TRANSLATION INTERPRETING PROOFREADING COPYWRITING } PRODUCT MIX


WHAT IS MARKETING?

PLACE "

WHERE CAN CLIENTS FIND YOU?

THINK ONLINE AND OFFLINE PHYSICALLY AND MENTALLY


WHAT IS MARKETING?

PRICE #

HOW MUCH DO YOU CHARGE?

BASIC RATE PERCEIVED VALUE FAIR COMPETITION BASED ON BENEFITS YOU PROVIDE


WHAT IS MARKETING?

PROMOTION $

HOW DO YOU GET THE WORD OUT?

PAID MEDIA OWNED MEDIA

EARNED MEDIA


SOME USEFUL CONCEPTSUNIQUE SELLING POINT (USP) WHAT MAKES YOU DIFFERENT FROM YOUR COMPETITORS?

BRAND IMAGE HOW DO YOU WANT YOUR CLIENTS AND POTENTIAL CLIENTS TO SEE YOU?

SEGMENTING, TARGETING, POSITIONING (STP) WHAT ARE THE DIFFERENT GROUPS IN THE MARKET YOU OPERATE IN? WHICH ONES SHOULD YOU TARGET? HOW DO YOU WANT THEM TO PERCEIVE YOUR SERVICES?


THINK ABOUT YOUR FIELDS OF EXPERTISE

THINK ABOUT YOUR LANGUAGE COMBINATIONS

DEFINE SMALL TARGETS

WHO: DEFINING YOUR TARGET


THINK ABOUT YOUR FIELDS OF EXPERTISE

THINK ABOUT YOUR LANGUAGE COMBINATIONS

DEFINE SMALL TARGETS

WHO: DEFINING YOUR TARGET

IT COMPANIES

SOFTWARE DEVELOPERS

BUSINESS SOFTWARE DEVELOPERS

DEVELOPERS BASED IN FRANCE


WHAT DO YOU DO WHEN YOU LIKE SOMEONE?#LSL16

@3ptranslation

DO THE SAME WITH TOUR TARGET CLIENTS

FIND YOUR IDEAL CLIENTS



GO WHERE THEY HANG OUT



SPEAK THEIR LANGUAGE


COCA-COLA: BRAND VALUEONE OF THE MOST VALUABLE GLOBAL BRANDS

BRANDZ 13TH PLACE - VALUE: $80B

INTERBRAND 3RD PLACE - VALUE: $73B

FORBES 4TH PLACE - VALUE: $58B


“Coca-Cola should always be within an arm's reach of desire.

ROBERT W. WOODRUFF PRESIDENT OF THE COCA-COLA COMPANY 1923-1954


WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE

ONLINE OFFLINE



ONLINESOCIAL MEDIA WEBSITES/BLOGS EMAIL FORUMS MAPS & YELL



OFFLINEINDUSTRY EVENTS

NETWORKING EVENTS TRADE SHOWS

LOCAL AREA


ONLINE TOOLS


ONLINE TOOLSSOCIAL MEDIA

WHAT TO KEEP IN MIND: ➤ USAGE ➤ TRENDS ➤ PURPOSE ➤ METRICS ➤ BEST TIMES TO POST


SOCIAL MEDIA ADOPTION BY B2B BUSINESSES IN 2014

Facebook

Twitter

LinkedIn

Google+

YouTube

Pinterest

Instagram

0 25 50 75 100

19

41

52

59

88

89

89

MARKETING DONUT, 2015


SOCIAL MEDIA TRENDS IN 2016#LSL16

@3ptranslation

PURPOSE OF SOCIAL MEDIA➤ ATTRACT NEW CUSTOMERS ➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE) ➤ SELL YOUR SERVICES ➤ DRIVE TRAFFIC TO YOUR WEBSITE ➤ NETWORK WITH COLLEAGUES


PURPOSE OF SOCIAL MEDIA➤ ATTRACT NEW CUSTOMERS ➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE) ➤ SELL YOUR SERVICES ➤ DRIVE TRAFFIC TO YOUR WEBSITE ➤ NETWORK WITH COLLEAGUES

MEASURE EFFECTIVENESS


SOCIAL MEDIA METRICSFOLLOWERS

IMPRESSIONS ENGAGEMENT

CLICKS CONVERSION

% | TRACK '( EVALUATE )* INVEST TIME/DITCH


SOCIAL MEDIA: WHEN TO POST#LSL16

@3ptranslation

SUMALL, 2014

SOCIAL MEDIA: WHEN TO POST

CHECK WHAT TIMES/DAYS WORK BEST FOR

YOUR AUDIENCE!


SUMALL, 2014

ONLINE TOOLSWEBSITE LIKE A SHOP WINDOW: ➤ SHOW YOUR BEST FEATURES ➤ DON’T OVERCROWD IT ➤ MAKE IT STAND OUT

YOU CAN BUILD AND MANAGE YOUR WEBSITE EASILY WITH A PLATFORM LIKE WORDPRESS

COST: ➤ HOSTING (CA. £60/Y) ➤ TEMPLATE (CA. £50 ONE-OFF)


ONLINE TOOLSBLOG MAKE IT USEFUL: ➤ KEEP YOUR TARGET AUDIENCE IN MIND ➤ KEEP YOUR CONTENT ORIGINAL ➤ DON’T NEGLECT IT

YOU CAN INTEGRATE A BLOG INTO YOUR WEBSITE OR HAVE IT ON ITS OWN

COST: ➤ FREE ON WEBSITE ➤ FREE ON PLATFORMS LIKE WORDPRESS ➤ HOSTING COSTS FOR ORIGINAL DOMAIN


YOU NEED TO BE EASY TO FINDSEARCH ENGINES LIKE GOOGLE GIVE A HIGHER RANK TO ORIGINAL CONTENT THAT IS EASY TO READ AND CONSISTENT WITH ASSIGNED META TAGS AND KEYWORDS ➤ USE GOOGLE WEBMASTER TOOLS (KEYWORD PLANNER, SEARCH

CONSOLE, ANALYTICS) AND WEBSITE STATS (JETPACK PLUGIN ON WORDPRESS) TO FIND KEYWORDS THAT LEAD TO YOUR WEBSITE

➤ MAKE SURE THAT YOUR META TAGS AND KEYWORDS ARE IN LINE WITH TRAFFIC TRENDS

➤ A SEO PLUGIN (YOAST ON WORDPRESS) CAN HELP YOU MAKE YOUR CONTENT OPTIMISED EVEN IF YOU’RE NOT A SEO WIZ

➤ TRACK TRAFFIC TO ADJUST YOUR STRATEGY


IF YOU WANT TO LEARN MORE…#LSL16

@3ptranslation

ONLINE TOOLSEMAIL ➤ SHOW THAT YOU’RE THE SOLUTION TO

YOUR (POTENTIAL) CLIENT’S PROBLEM ➤ TELL THEM HOW YOU WILL MEET

THEIR NEEDS ➤ HIGHLIGHT THE VALUE YOU’LL BRING

TO THEM ➤ FOCUS ON THE RECIPIENT

EMAILS SHOULD BE SIMPLE, SHORT, EASY TO READ, WITH A POLITE, PROFESSIONAL & FRIENDLY TONE

➤ GIVE IT A STRUCTURE (INTRO + BODY + CONCLUSION)

➤ SPELLCHECK & CONTACT DETAILS


NETWORKING ON THE WEBDON’T UNDERESTIMATE THE

VALUE OF GOOD RELATIONSHIPS

➤ INDUSTRY TRENDS & ISSUES ➤ USEFUL TOOLS ➤ GLOSSARIES ➤ FUN ➤ REFERRALS


OFFLINE TOOLS


OFFLINE MARKETINGINDUSTRY EVENTS NOT JUST TRANSLATION-RELATED, BUT ALSO CONFERENCES AND EVENTS RELATED TO THE INDUSTRIES YOU TARGET

➤ EVALUATE COST/BENEFIT ➤ HAVE A PITCH ➤ RESEARCH & PLAN AHEAD ➤ BRING BUSINESS CARDS /

BROCHURES


OFFLINE MARKETINGTRADE SHOWS

➤ HAVE A LOOK AT EXHIBITORS LIST

➤ PLAN WHO YOU WANT TO MEET ➤ ARRANGE MEETINGS IN

ADVANCE ➤ ENGAGE IN SIDE ACTIVITIES

(NETWORKING, SEMINARS, ETC.)


NETWORKING EVENTS#LSL16

@3ptranslation

NETWORKING EVENTS

BE PROACTIVE


NETWORKING EVENTS

DON’T SELL


NETWORKING EVENTS

FOLLOW UP


EXPLORE YOUR LOCAL AREA

MAKE SURE LOCAL BUSINESSES KNOW YOU’RE THERE

CHECK OUT COUNCIL RESOURCES AND BUSINESS SUPPORT

SOME LIBRARIES OFFER SUPPORT TO LOCAL BUSINESSES


FINAL THOUGHTS & TIPS➤ TIME IS A LIMITED, VALUABLE RESOURCE: DON’T WASTE IT ➤ ALWAYS EVALUATE IF SOMETHING IS WORTH YOUR TIME ➤ KEEP TRACK OF ALL YOUR ACTIVITIES AND MEASURE THEIR

EFFECTIVENESS ➤ CONSTANTLY ADJUST AND PERFECT YOUR STRATEGY ➤ IF SOMETHING DOESN’T WORK FOR YOU, STOP DOING IT ➤ PLAN AHEAD AND ALWAYS HAVE YOUR GOALS IN MIND (AND ON

PAPER!)


[email protected] Translation @3ptranslation 3p-translation.com

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