Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Freelance Translator's Free Marketing Toolkit - Language Show Live 2016 - Martina Eco

1,006 views

Published on

Freelance translators' marketing budgets are usually quite limited, especially at the beginning of one's career. This seminar, aimed at newly 'born' freelancers, will provide you with a number of free or low-cost marketing tools to enhance your visibility, increase sales and achieve better results.

Published in: Business
  • Be the first to comment

The Freelance Translator's Free Marketing Toolkit - Language Show Live 2016 - Martina Eco

  1. 1. THE FREELANCE TRANSLATOR’S FREE MARKETING TOOLKIT Martina Eco #LSL16
  2. 2. 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
  3. 3. LATER TODAY 13.30 LIFE AFTER A LANGUAGE DEGREE, EDWARD VICK 14.30 LANGUAGE MODERATION, ENGAGEMENT AND LOCALISATION IN SOCIAL MEDIA, RICHARD SIMCOTT #LSL16 @3ptranslation
  4. 4. THE FREELANCE TRANSLATOR’S FREE MARKETING TOOLKIT WHYTHE IMPORTANCE OF MARKETING WHATSOME MARKETING CONCEPTS WHODEFINING YOUR TARGET WHEREON AND OFFLINE MARKETING HOWMAKING THE MOST OF FREE TOOLS #LSL16 @3ptranslation
  5. 5. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  6. 6. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  7. 7. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  8. 8. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  9. 9. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  10. 10. WHY: THE IMPORTANCE OF MARKETING MORE VISIBILITY MORE CLIENTS BUILD TRUST MORE SALES BRAND BUILDING #LSL16 @3ptranslation
  11. 11. WHAT IS MARKETING? MARKETING = PROMOTION #LSL16 @3ptranslation
  12. 12. WHAT IS MARKETING? MARKETING = PROMOTION #LSL16 @3ptranslation
  13. 13. WHAT IS MARKETING? PRODUCT PLACE PRICE PROMOTION #LSL16 @3ptranslation
  14. 14. WHAT IS MARKETING? PRODUCT ! WHAT DO YOU OFFER? TRANSLATION INTERPRETING PROOFREADING COPYWRITING }PRODUCT MIX #LSL16 @3ptranslation
  15. 15. WHAT IS MARKETING? PLACE " WHERE CAN CLIENTS FIND YOU? THINK ONLINE AND OFFLINE PHYSICALLY AND MENTALLY #LSL16 @3ptranslation
  16. 16. WHAT IS MARKETING? PRICE # HOW MUCH DO YOU CHARGE? BASIC RATE PERCEIVED VALUE FAIR COMPETITION BASED ON BENEFITS YOU PROVIDE #LSL16 @3ptranslation
  17. 17. WHAT IS MARKETING? PROMOTION $ HOW DO YOU GET THE WORD OUT? PAID MEDIA OWNED MEDIA EARNED MEDIA #LSL16 @3ptranslation
  18. 18. SOME USEFUL CONCEPTS UNIQUE 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? #LSL16 @3ptranslation
  19. 19. THINK ABOUT YOUR FIELDS OF EXPERTISE THINK ABOUT YOUR LANGUAGE COMBINATIONS DEFINE SMALL TARGETS WHO: DEFINING YOUR TARGET #LSL16 @3ptranslation
  20. 20. 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 #LSL16 @3ptranslation
  21. 21. WHAT DO YOU DO WHEN YOU LIKE SOMEONE? #LSL16 @3ptranslation
  22. 22. DO THE SAME WITH TOUR TARGET CLIENTS FIND YOUR IDEAL CLIENTS #LSL16 @3ptranslation
  23. 23. DO THE SAME WITH TOUR TARGET CLIENTS GO WHERE THEY HANG OUT #LSL16 @3ptranslation
  24. 24. DO THE SAME WITH TOUR TARGET CLIENTS SPEAK THEIR LANGUAGE #LSL16 @3ptranslation
  25. 25. COCA-COLA: BRAND VALUE ONE OF THE MOST VALUABLE GLOBAL BRANDS BRANDZ 13TH PLACE - VALUE: $80B INTERBRAND 3RD PLACE - VALUE: $73B FORBES 4TH PLACE - VALUE: $58B #LSL16 @3ptranslation
  26. 26. “Coca-Cola should always be within an arm's reach of desire. ROBERT W. WOODRUFF PRESIDENT OF THE COCA-COLA COMPANY 1923-1954 #LSL16 @3ptranslation
  27. 27. WHERE: ONLINE AND OFFLINE MARKETING ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE ONLINE OFFLINE #LSL16 @3ptranslation
  28. 28. WHERE: ONLINE AND OFFLINE MARKETING ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE ONLINE SOCIAL MEDIA WEBSITES/BLOGS EMAIL FORUMS MAPS & YELL #LSL16 @3ptranslation
  29. 29. WHERE: ONLINE AND OFFLINE MARKETING ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE OFFLINE INDUSTRY EVENTS NETWORKING EVENTS TRADE SHOWS LOCAL AREA #LSL16 @3ptranslation
  30. 30. ONLINE TOOLS #LSL16 @3ptranslation
  31. 31. ONLINE TOOLS SOCIAL MEDIA WHAT TO KEEP IN MIND: ➤ USAGE ➤ TRENDS ➤ PURPOSE ➤ METRICS ➤ BEST TIMES TO POST #LSL16 @3ptranslation
  32. 32. 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 #LSL16 @3ptranslation
  33. 33. SOCIAL MEDIA TRENDS IN 2016 #LSL16 @3ptranslation
  34. 34. PURPOSE OF SOCIAL MEDIA ➤ ATTRACT NEW CUSTOMERS ➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE) ➤ SELL YOUR SERVICES ➤ DRIVE TRAFFIC TO YOUR WEBSITE ➤ NETWORK WITH COLLEAGUES #LSL16 @3ptranslation
  35. 35. 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 #LSL16 @3ptranslation
  36. 36. SOCIAL MEDIA METRICS FOLLOWERS IMPRESSIONS ENGAGEMENT CLICKS CONVERSION %| TRACK '( EVALUATE )* INVEST TIME/DITCH #LSL16 @3ptranslation
  37. 37. SOCIAL MEDIA: WHEN TO POST #LSL16 @3ptranslation SUMALL, 2014
  38. 38. SOCIAL MEDIA: WHEN TO POST CHECK WHAT TIMES/ DAYS WORK BEST FOR YOUR AUDIENCE! #LSL16 @3ptranslation SUMALL, 2014
  39. 39. ONLINE TOOLS WEBSITE 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) #LSL16 @3ptranslation
  40. 40. ONLINE TOOLS BLOG 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 #LSL16 @3ptranslation
  41. 41. YOU NEED TO BE EASY TO FIND SEARCH 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 #LSL16 @3ptranslation
  42. 42. IF YOU WANT TO LEARN MORE… #LSL16 @3ptranslation
  43. 43. ONLINE TOOLS EMAIL ➤ 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 #LSL16 @3ptranslation
  44. 44. NETWORKING ON THE WEB DON’T UNDERESTIMATE THE VALUE OF GOOD RELATIONSHIPS ➤ INDUSTRY TRENDS & ISSUES ➤ USEFUL TOOLS ➤ GLOSSARIES ➤ FUN ➤ REFERRALS #LSL16 @3ptranslation
  45. 45. OFFLINE TOOLS #LSL16 @3ptranslation
  46. 46. OFFLINE MARKETING INDUSTRY 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 #LSL16 @3ptranslation
  47. 47. OFFLINE MARKETING TRADE SHOWS ➤ HAVE A LOOK AT EXHIBITORS LIST ➤ PLAN WHO YOU WANT TO MEET ➤ ARRANGE MEETINGS IN ADVANCE ➤ ENGAGE IN SIDE ACTIVITIES (NETWORKING, SEMINARS, ETC.) #LSL16 @3ptranslation
  48. 48. NETWORKING EVENTS #LSL16 @3ptranslation
  49. 49. NETWORKING EVENTS BE PROACTIVE #LSL16 @3ptranslation
  50. 50. NETWORKING EVENTS DON’T SELL #LSL16 @3ptranslation
  51. 51. NETWORKING EVENTS FOLLOW UP #LSL16 @3ptranslation
  52. 52. 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 #LSL16 @3ptranslation
  53. 53. 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!) #LSL16 @3ptranslation
  54. 54. MARTINA@3P-TRANSLATION.COM 3P Translation @3ptranslation 3p-translation.com THANK YOU! subscribe to my blog!

×