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Unlocking the power of digital marketing for Interpreters

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The slides to the presentation given during the "Digital marketing for Interpreters" organised by the Chartered Institute of Linguists on April 22nd, 2017 in London, UK.

Published in: Marketing

Unlocking the power of digital marketing for Interpreters

  1. 1. UNLOCKING THE POWER OF DIGITAL MARKETING Martina Eco
  2. 2. HELLO! MY NAME IS MARTINA ➤ I’M AN ITALIAN FREELANCE TRANSLATOR AND INTERPRETER ➤ I’M ALSO A MARKETING STUDENT ➤ I LAUNCHED 3P TRANSLATION IN 2013 ➤ I ALSO WORK AS A BUSINESS ADVISOR AT LONDON SOUTH BANK UNIVERSITY IF YOU WANT TO KEEP IN TOUCH ➤ WWW.3P-TRANSLATION.COM ➤ FACEBOOK.COM/3PTRANSLATION ➤ TWITTER @3PTRANSLATION ➤ INSTAGRAM @MARTINA3P © 2017
  3. 3. UNLOCKING THE POWER OF DIGITAL MARKETING WHYTHE IMPORTANCE OF DIGITAL MARKETING WHATSOME MARKETING CONCEPTS WHODEFINING YOUR TARGET WHEREONLINE MARKETING HOWMAKING THE MOST OF DIGITAL MARKETING © 2017
  4. 4. WHY DIGITAL MARKETING? ‘CAUSE WE ARE LIVING IN A DIGITAL WORLD: ➤ 50% OF THE WORLD POPULATION IS ONLINE ➤ 37% IS ACTIVE ON SOCIAL MEDIA ➤ IN EUROPE, 76% OF CITIZENS ARE ONLINE, 49% USE SOCIAL MEDIA ➤ IN THE UK, PEOPLE SPEND ON AVERAGE 5H47 ON THE INTERNET © 2017
  5. 5. WHY: THE IMPORTANCE OF DIGITAL MARKETING VISIBILITY MORE CLIENTS CREDIBILITY MORE SALES PERSONAL BRANDING © 2017
  6. 6. MARKETING STRATEGY IS LIKE BAKING A CAKE MARKETING MIX MARKETING TOOLS OBJECTIVES © 2017
  7. 7. YOUR INGREDIENTS: THE MARKETING MIX PRODUCT PLACE PRICE PROMOTION © 2017
  8. 8. YOUR INGREDIENTS: THE MARKETING MIX PRODUCT ! WHAT DO YOU OFFER? TRANSLATION INTERPRETING PROOFREADING COPYWRITING }PRODUCT MIX © 2017
  9. 9. YOUR INGREDIENTS: THE MARKETING MIX PLACE " WHERE CAN CLIENTS FIND YOU? PHYSICAL AND DIGITAL WORLD © 2017
  10. 10. YOUR INGREDIENTS: THE MARKETING MIX PRICE # HOW MUCH DO YOU CHARGE? BASED ON PERCEIVED VALUE BASED ON BENEFITS YOU PROVIDE © 2017
  11. 11. YOUR INGREDIENTS: THE MARKETING MIX PROMOTION $ HOW DO YOU GET THE WORD OUT? PAID MEDIA OWNED MEDIA EARNED MEDIA © 2017
  12. 12. THINK ABOUT YOUR FIELDS OF EXPERTISE THINK ABOUT YOUR LANGUAGE COMBINATIONS DEFINE SMALL TARGETS WHO IS YOUR ‘PRODUCT’ FOR? INTERNATIONAL COMPANIES INTERNATIONAL F&B COMPANIES INTERNATIONAL WINE COMPANIES ITALIAN WINE COMPANIES EXPORTING TO THE UK © 2017
  13. 13. HOW TO COMMUNICATE WITH YOUR TARGET CLIENTS GO WHERE THEY ARE FIND OUT WHAT THEY NEED SPEAK THEIR LANGUAGE © 2017
  14. 14. HOW DO YOU FIND OUT? RESEARCH, OBSERVE, LISTEN WEBSITES SOCIAL MEDIA NEWSLETTERS © 2017
  15. 15. WHAT TO COMMUNICATE? YOUR PERSONAL BRAND PERSONALITY FUNCTIONAL ATTRIBUTES EMOTIONAL ATTRIBUTES VALUES BENEFITS © 2017
  16. 16. WHAT TO COMMUNICATE? YOUR PERSONAL BRAND WHO YOU ARE WHAT YOU DO WHY YOU DO IT HOW YOU DO IT WHAT’S IN IT FOR THE CLIENT © 2017
  17. 17. WHERE TO COMMUNICATE? ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE ONLINE OFFLINE © 2017
  18. 18. WHERE: ONLINE AND OFFLINE MARKETING ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE OFFLINE INDUSTRY EVENTS NETWORKING EVENTS TRADE SHOWS LOCAL AREA © 2017
  19. 19. WHERE: ONLINE AND OFFLINE MARKETING ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE ONLINE WEBSITE/BLOG NEWSLETTER SOCIAL MEDIA ONLINE COMMUNITIES DIRECTORIES © 2017
  20. 20. ONLINE TOOLS © 2017
  21. 21. FOR EVERYTHING YOU DO… KEEP YOUR OBJECTIVES IN MIND DEFINE SMART GOALS CHOOSE APPROPRIATE TOOLS SET MILESTONES MEASURE YOUR PROGRESS EVALUATE REVIEW © 2017
  22. 22. WEBSITE WHY? ➤ VISIBILITY ➤ CREDIBILITY ➤ UNDER YOUR CONTROL © 2017
  23. 23. WEBSITE HOW? ➤ CLIENT-ORIENTED ➤ USER FRIENDLY ➤ EASY TO FIND GOOGLE’S WEBMASTER GUIDELINES © 2017
  24. 24. BLOG WHY? ➤ KEEPS YOUR BRAND ALIVE ➤ SHOWCASE EXPERTISE ➤ LEAD GENERATION ON AVERAGE, INTERPRETERS AND TRANSLATORS WITH A BLOG MAKE £1,800 MORE THAN THOSE WITHOUT © 2017
  25. 25. BLOG HOW? ➤ RELEVANT TO YOUR TARGET ➤ UPDATED REGULARLY ➤ SEO FRIENDLY ➤ EASY TO READ YOAST © 2017
  26. 26. METRICS DEPENDING ON YOUR GOALS ➤ SUBSCRIPTIONS ➤ CONVERSION RATES ➤ TRAFFIC © 2017
  27. 27. NEWSLETTER ➤ BUILD A CONTACT LIST ➤ SHARE UPDATES AND ACCOMPLISHMENTS ➤ SHARE RELEVANT CONTENT ➤ REMIND CLIENTS AND PROSPECTS THAT YOU’RE THERE © 2017
  28. 28. SOCIAL MEDIA WHY? ➤ INTERACTION ➤ NETWORKING ➤ CUSTOMER SERVICE ➤ WORD OF MOUTH © 2017
  29. 29. WHICH ONES? ➤ THE ONES THAT YOUR TARGET CLIENTS USE THE MOST ➤ DIFFERENT PURPOSES, DIFFERENT SOCIAL MEDIA PLATFORMS ➤ THE ONES YOU’RE COMFORTABLE WITH ➤ THE ONES YOU CAN MANAGE © 2017
  30. 30. NETWORKING WITH COLLEAGUES DON’T UNDERESTIMATE THE VALUE OF GOOD RELATIONSHIPS ➤ INDUSTRY TRENDS & ISSUES ➤ USEFUL TOOLS ➤ GLOSSARIES ➤ FUN ➤ REFERRALS © 2017
  31. 31. SOCIAL MEDIA HOW? ➤ RELEVANCE ➤ CONSISTENCY ➤ PLANNING HOOTSUITE BUFFER © 2017
  32. 32. ONLINE COMMUNITIES ➤ FORUMS ➤ BLOGS ➤ SOCIAL MEDIA GROUPS DON’T FORGET THAT YOU’RE COMMENTING AS YOUR BRAND © 2017
  33. 33. DIRECTORIES ➤ YELL ➤ GOOGLE PLACES ➤ PROZ THEY HAVE TO FIT WITH YOUR STRATEGY AND YOUR TARGET © 2017
  34. 34. KEEP IT UNDER CONTROL IS EVERYTHING CONSISTENT WITH YOUR BRAND? ➤ GOOGLE YOUR NAME AND REMOVE/UPDATE OLD PROFILES ➤ KEEP SOCIAL MEDIA PROFILES NICE AND PROFESSIONAL MONITOR MENTIONS AND LINKS ➤ SOCIAL LISTENING ➤ BACKLINKS © 2017
  35. 35. EMAIL PROSPECTING 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 RESEARCH COMES FIRST! © 2017
  36. 36. AN EXAMPLE OF CHANNEL INTEGRATION You read about a company that fits your target in a forum You subscribe to their newsletter and find out they have an event coming up You check their social media to see how they communicate You send an email to their events manager via LinkedIn You communicate your value and win a new client © 2017
  37. 37. ARE THESE TOOLS REALLY FREE? © 2017
  38. 38. “The most precious resource we all have is time. Steve Jobs © 2017
  39. 39. FINAL THOUGHTS & TIPS ➤ TIME IS A LIMITED, VALUABLE RESOURCE: DON’T WASTE IT ➤ BE CONSISTENT ACROSS ALL YOUR COMMUNICATIONS ➤ 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!) © 2017
  40. 40. TO SUM IT UP ➤ KNOW WHAT CAKE YOU WANT TO BAKE > OBJECTIVES ➤ KNOW WHO IS GOING TO EAT THE CAKE > TARGET ➤ GET THE RIGHT INGREDIENTS > MARKETING MIX ➤ DECIDE WHICH TOOLS TO USE > MARKETING ACTIVITIES HAPPY BAKING! © 2017
  41. 41. MARTINA@3P-TRANSLATION.COM 3P Translation @3ptranslation 3p-translation.com THANK YOU! All images from pexels.com and pixabay.com; all icons from flaticon.com (by Madebyoliver, Freepik, Popcorns Art). 3P Translation © 2017

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