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  1. 1. Online Marketing and Communication Skills
  2. 2. Why did I choose this subject? <ul><li>New comer to the profession </li></ul><ul><li>Eager to learn more about the translation industry </li></ul><ul><li>Will help me to start my own translation business and write my business plan </li></ul>
  3. 3. Defining the subject <ul><li>Online marketing: the use of the internet to achieve marketing objectives </li></ul><ul><li>(Institute of Direct Marketing, 2011) </li></ul><ul><li>Communication skills: the ability to communicate clearly and persuasively, orally or in writing (Armstrong, 2006) </li></ul>
  4. 4. <ul><li>Social media: A collection of web pages and applications that are designed to allow users to interact with their friends ( Brown, 2010) </li></ul>
  5. 5. 5 marketing tools examined <ul><li> </li></ul><ul><li>TranslatorsCafé.com </li></ul><ul><li>Professional website </li></ul><ul><li>Blogging </li></ul><ul><li>LinkedIn </li></ul>
  6. 6. How did I proceed? <ul><li>I researched what was written and said about the subject </li></ul><ul><li>I approached professional translators (ITI LIFT, French networks and survey + interview </li></ul><ul><li>I compared the findings with the theoretical part in order to draw conclusions </li></ul>
  7. 7. Plan <ul><li>Literature review </li></ul><ul><li>Methodology </li></ul><ul><li>Findings </li></ul><ul><li>Conclusion </li></ul>
  8. 8. Literature review <ul><li>Marketing plan : </li></ul><ul><li>Major document that underpins the whole marketing strategy in a structured way </li></ul><ul><li>Provides clear directions towards specific goals to achieve </li></ul>
  9. 9. Minimal components of a marketing plan: <ul><li>Unique selling point (USP): what differentiates your services from those of your competitors </li></ul><ul><li>SWOT analysis: strengths, weaknesses, opportunities and threats of your business </li></ul>
  10. 10. <ul><li>-> leads to the identification of your professional brand </li></ul><ul><li>Online brand: Your online presence and information on the web (Brown , 2010) </li></ul>
  11. 11. Online brand <ul><li>Values </li></ul><ul><li>Offer </li></ul><ul><li>Identity </li></ul>
  12. 12. Implementing the marketing plan via the Internet and social media <ul><li>Questions: </li></ul><ul><li>What client groups are we targeting? </li></ul><ul><li>How does this strategy fits in with your overall marketing strategy? </li></ul><ul><li>What objectives do you expect to meet? </li></ul>
  13. 13. <ul><li>Expansion of the number of Internet users: 30.1 million users in 2010 in UK (Office for National Statistics, 2010) </li></ul><ul><li>Is social media a risky venture? </li></ul>
  14. 14. <ul><li>Numerous advantages of social media </li></ul><ul><li>Low cost marketing </li></ul><ul><li>Remain connected with existing clients </li></ul><ul><li>Find your ‘influencers’ </li></ul>
  15. 15. <ul><li>Meaningful, interactive and public discussions </li></ul><ul><li>Identify followers’ expectations and integrate these into the marketing plan </li></ul><ul><li>Include a social media plan which is part of the marketing plan </li></ul>
  16. 16. Implications for the professional brand <ul><li>Outstanding communication skills </li></ul><ul><li>A lot of maintenance and effort </li></ul><ul><li>Everything is public </li></ul>
  17. 17. Reviewing the marketing plan <ul><li>Wide range of metrics: e.g. Google Analytics </li></ul><ul><li>Updates </li></ul><ul><li>Review and alter the marketing plan </li></ul>
  18. 18. Channels for promoting successfully a translation business <ul><li> and TranslatorsCafé.com </li></ul><ul><li>Professional website </li></ul><ul><li>Blogging </li></ul><ul><li>LinkedIn </li></ul>
  19. 19. and TranslatorsCafé.com <ul><li>Ideal place for newcomers </li></ul><ul><li>Minimal online presence </li></ul><ul><li>Responding to jobs (mostly outsourced by translation agencies) </li></ul><ul><li>Prices driven towards the bottom? </li></ul><ul><li>Securing payment </li></ul><ul><li>Other interesting features: Blue Board, terminology questions, etc. </li></ul>
  20. 20. Professional website <ul><li>A ‘shop window’ which embodies the translator’s professional brand </li></ul><ul><li>Simple design </li></ul><ul><li>Differentiating content and copy </li></ul><ul><li>Sections: About, Contact, Services, Background, Rates, Clients Testimonials </li></ul><ul><li>Regular updates </li></ul><ul><li>Links with social media platforms </li></ul>
  21. 21. Blog <ul><li>Hosted or self-hosted </li></ul><ul><li>Personal online journal </li></ul><ul><li>Blogging: an excellent way of creating connections with other like-minded people </li></ul><ul><li>Importance of links </li></ul><ul><li>Niche markets for future blogs: specialisations and clients’ needs </li></ul><ul><li>Time-consuming </li></ul>
  22. 22. LinkedIn <ul><li>Huge directory of professionals across various industries </li></ul><ul><li>Define goals </li></ul><ul><li>Make contact with new people </li></ul><ul><li>Have a genuine interest in others and expect to give a lot </li></ul>
  23. 23. Conclusion of Literature Review <ul><li>Marketing plan: your ‘tailored’ route to professional success </li></ul><ul><li>Communication channels will require time, commitment and consistency in order to improve visibility, credibility and reputation of the business. </li></ul>
  24. 24. Methodology <ul><li>A descriptive and exploratory research </li></ul><ul><li>A mixed strategy: quantitative and qualitative data collected via a questionnaire and an interview </li></ul><ul><li>Samples of respondents: ITI LIFT and French networks, </li></ul>
  25. 25. Findings No. of professional translators who took part in the research
  26. 26. Membership of respondents
  27. 27. No. of years spent as a freelance translator
  28. 28. Detailed profile of the interviewees
  29. 29. Main results across all channels
  30. 30. Benefits of ProZ
  31. 31. <ul><li>Nearly a third of the participants (6 out of 19) have found their first paid assignments with ProZ </li></ul><ul><li>10 have worked with translation agencies </li></ul><ul><li>6 have worked with direct clients </li></ul>
  32. 32. ProZ - criticism <ul><li>Not helpful to professional reputation </li></ul><ul><li>Low rates </li></ul><ul><li>False or misleading comments on Blue Board </li></ul>
  33. 33. Making the most of ProZ <ul><li>Clients find translators via their profile </li></ul><ul><li>Kudoz points + positive entries left by clients + paid membership = profile ranks higher in search engines </li></ul><ul><li>Type of clients: direct clients + translation agencies </li></ul><ul><li>Respond to jobs at your current rate </li></ul><ul><li>Socialising with other translators </li></ul>
  34. 34. Benefits of LinkedIn
  35. 35. Making the most of LinkedIn <ul><li>Long-term strategy </li></ul><ul><li>Networking with translators from all over the world </li></ul><ul><li>Gaining an insight of the translation industry at a global level </li></ul><ul><li>Membership to professional groups (translators’ specialities) improves visibility </li></ul><ul><li>Taking part in groups discussions </li></ul>
  36. 36. Are you satisfied with your website?
  37. 37. Making the most of a professional website <ul><li>Design </li></ul><ul><li>Sections </li></ul><ul><li>Content and copy </li></ul><ul><li>Results achieved </li></ul>
  38. 38. What about having a blog? <ul><li>Insight into the profession of translators </li></ul><ul><li>Continuous professional development </li></ul><ul><li>Type of audience </li></ul><ul><li>Frequency of posts </li></ul><ul><li>Downside: visitors cannot leave comments </li></ul>
  39. 39. Marketing plan and online brand <ul><li>Marketing plan </li></ul><ul><li>Visibility and niche market </li></ul><ul><li>Business’ brand and any forms of communication that represents it </li></ul><ul><li>Importance of writing and networking skills </li></ul><ul><li>Marketing and its implications </li></ul>
  40. 40. <ul><li>Main source of work: peers and translation agencies </li></ul><ul><li>-> raises many questions regarding the effectiveness of an online marketing strategy </li></ul>
  41. 41. <ul><li>Importance of being seen and meeting other translators: conferences and training events </li></ul>
  42. 42. Conclusion <ul><li>Displaying a profile on ProZ is an excellent way for ensuring a minimal online presence </li></ul><ul><li>Further step with the development of a website </li></ul><ul><li>Creating an account on LinkedIn </li></ul>
  43. 43. <ul><li>Socialising with translators at professional events is fundamental </li></ul><ul><li>Marketing plan tailored to your needs </li></ul>
  44. 44. Some references <ul><li>Armstrong, Michael, A Handbook of Human Resource Management Practice , 10th edn (London: Kogan Page, 2006) </li></ul><ul><li>Brown, Eileen, Working the Crowd: Social Media Marketing for Business (Swindon: British Informatics Society, 2010) </li></ul><ul><li>Institute of Direct Marketing, Cut through the Babble with our Jargon Buster (Teddington: IDM, 2011) < =E > [accessed 05/02/2011] </li></ul><ul><li>Office for National Statistics, Internet Access , (Newport: ONS, 2010) <> [accessed 25/02/2011] </li></ul><ul><li>Zarrella, Dan, The Social Media Marketing Book (Sebastopol: O’Reilly Media, 2010) </li></ul>
  45. 45. <ul><li>[email_address] </li></ul>