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60 ways to promote your freelance translation business
to win and keep the clients you want with work you enjoy
Jubileumco...
6 areas
A. Have a basic strategy
B. Communicate
C. Maximize your existing clients
D. Improve your online presence
E. Win n...
A. Have a basic strategy
Ask yourself 3 questions…
1. Where do I want to be?
2. Where am I now?
3. What will I do to make this happen?
A. Have a basic strategy
4 Don’t be afraid of formal tools
• SWOT
• STEPLE
• PPPPP
• SMART(I)
4.1 SWOT
Strengths Weaknesses
Opportunities Threats
4.2 STEEPLE (external factors)
Social Technical
Economic Ethical Political
Legal Environmental
4.3 PPPPP (Marketing mix)
Examples
Product Translation, interpreting, cultural adaption, SEO
Place At home, at client offi...
4.4 SMART(I) Goals
•Specific
•Measureable
•Achievable
•Realistic
•Time bound
•In harmony!
B. Communicate
Decide
Describe
Deliver
Decide
• Preferred
projects
• Preferred
industries
• Ideal company
profile
• Typical contact
personas
• Priority clients
D...
5 Decide what are your preferred projects
6 Decide what are your preferred industries
7 Decide what is your ideal client ‘company’
profile
• Sector / Industry
• Size
• Revenue
• Services needed
• Location
8 Decide what is your typical contact’s persona
• Job title/role
• Experience
• Aspirations
• Challenges
9 Decide who are your priority clients
• Type of client or ‘actual’ companies
• Existing clients
• New clients
10 Describe your services using…
• Client language
• Client benefits…
11.Ask your ‘favorite’ clients why they use you
12.T...
Deliver your message
Because…
If they don’t know who you are
they can’t buy from you
C. Maximize your existing clients
13. More than one client
14. More than one contact
15. Customers are people and organiza...
18. Create an organization chart for important clients
D Improve your online presence
Be found – web presence
20. Buy yourname.com (if it is avaible)
21. Have a website
22. Use social media (as much as you ne...
27.
What does your website look like
to those
who don’t know you?
Be social
27. Social is different in different locales
28. Translate your profiles
4 Be professional
29. All social is business
30. Professional images and consistent profile
31. What do your clients expect to see?
Be nice to the platforms
32. Search engines
33. Social media
34. Filters and the ‘bubble’
35. Technical clues: Locale, hre...
Be analytical
36. Google Analytics, Facebook Insights…
37. Know if it’s worth all the effort - Return on investment
38. For advice go to the source first…
• Google Webmaster videos on YouTube
• Matt Cutts
• “How search works”
• http://goo...
E. Win new clients
Promote in ways you enjoy
39. Speaking
40. Online posts
41. ’Real’ letters!
42. Use your profiles, personas, and targets
4...
45. Show them what they want
Price too high?
• I’m the best
• This is medical, legal, CEO’s
address etc...
• If my price appears higher
than my competi...
F Invest in yourself
48.
Die kochen auch
nur mit Wasser
Copyright © Amicus TransTec Limited 2007-
43
50. It’s not personal!
51. Reward yourself
Invest in yourself
52. Training and professional development
53. Personal development training
54. Physical activity
55. G...
60.
You are a business
and
you are the boss!
Dank u wel!
Doug Lawrence
douglawrence.com
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy
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NGTV 60th Anniversary Conference
Jubileumcongres NGTV 2016

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60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy

  1. 1. 60 ways to promote your freelance translation business to win and keep the clients you want with work you enjoy Jubileumcongres NGTV 2016 Doug Lawrence douglawrence.com
  2. 2. 6 areas A. Have a basic strategy B. Communicate C. Maximize your existing clients D. Improve your online presence E. Win new clients F. Invest in yourself
  3. 3. A. Have a basic strategy Ask yourself 3 questions…
  4. 4. 1. Where do I want to be? 2. Where am I now? 3. What will I do to make this happen?
  5. 5. A. Have a basic strategy 4 Don’t be afraid of formal tools • SWOT • STEPLE • PPPPP • SMART(I)
  6. 6. 4.1 SWOT Strengths Weaknesses Opportunities Threats
  7. 7. 4.2 STEEPLE (external factors) Social Technical Economic Ethical Political Legal Environmental
  8. 8. 4.3 PPPPP (Marketing mix) Examples Product Translation, interpreting, cultural adaption, SEO Place At home, at client offices Promotion Telephone calls, speaking at events Price Value, market, different by sector People You (and your partners?)
  9. 9. 4.4 SMART(I) Goals •Specific •Measureable •Achievable •Realistic •Time bound •In harmony!
  10. 10. B. Communicate Decide Describe Deliver
  11. 11. Decide • Preferred projects • Preferred industries • Ideal company profile • Typical contact personas • Priority clients Describe • Services • Client benefits • Client language Deliver • Best channels for your client • Website • Social media • Letter • Brochure
  12. 12. 5 Decide what are your preferred projects
  13. 13. 6 Decide what are your preferred industries
  14. 14. 7 Decide what is your ideal client ‘company’ profile • Sector / Industry • Size • Revenue • Services needed • Location
  15. 15. 8 Decide what is your typical contact’s persona • Job title/role • Experience • Aspirations • Challenges
  16. 16. 9 Decide who are your priority clients • Type of client or ‘actual’ companies • Existing clients • New clients
  17. 17. 10 Describe your services using… • Client language • Client benefits… 11.Ask your ‘favorite’ clients why they use you 12.The ‘So what test’
  18. 18. Deliver your message Because… If they don’t know who you are they can’t buy from you
  19. 19. C. Maximize your existing clients 13. More than one client 14. More than one contact 15. Customers are people and organizations 16. Use a database 17. Set up Google (or other) alerts 18. Create organization charts 19. Talk about your client’s business more than yours
  20. 20. 18. Create an organization chart for important clients
  21. 21. D Improve your online presence
  22. 22. Be found – web presence 20. Buy yourname.com (if it is avaible) 21. Have a website 22. Use social media (as much as you need to) 23. Be on other websites (eg directories) 24. Understand and use basic Search Engine Optimization 25. Have good content of various types (blog posts, videos, images) 26. Search for you (and your services) as your clients would search
  23. 23. 27. What does your website look like to those who don’t know you?
  24. 24. Be social 27. Social is different in different locales 28. Translate your profiles
  25. 25. 4 Be professional 29. All social is business 30. Professional images and consistent profile
  26. 26. 31. What do your clients expect to see?
  27. 27. Be nice to the platforms 32. Search engines 33. Social media 34. Filters and the ‘bubble’ 35. Technical clues: Locale, hreflang, geo-target
  28. 28. Be analytical 36. Google Analytics, Facebook Insights… 37. Know if it’s worth all the effort - Return on investment
  29. 29. 38. For advice go to the source first… • Google Webmaster videos on YouTube • Matt Cutts • “How search works” • http://googlewebmastercentral.blogspot.co.uk/2013/11/video- creating-seo-strategy-with.html • https://support.google.com/webmasters/answer/35291?hl=en 35
  30. 30. E. Win new clients
  31. 31. Promote in ways you enjoy 39. Speaking 40. Online posts 41. ’Real’ letters! 42. Use your profiles, personas, and targets 43. Ask for referrals 44. Ask for testimonials
  32. 32. 45. Show them what they want
  33. 33. Price too high? • I’m the best • This is medical, legal, CEO’s address etc... • If my price appears higher than my competitors there is a good reason 2 responses Of course it is! • Never happened before! • Maybe there has been a mistake? • Just how far out am I? Disagree / act surprised! 47. Have your answers ready
  34. 34. F Invest in yourself
  35. 35. 48. Die kochen auch nur mit Wasser
  36. 36. Copyright © Amicus TransTec Limited 2007- 43
  37. 37. 50. It’s not personal!
  38. 38. 51. Reward yourself
  39. 39. Invest in yourself 52. Training and professional development 53. Personal development training 54. Physical activity 55. Great working environment 56. Software and other professional tools 57. Talk with and learn from your peers 58. Use processes and templates 59. Outsource more
  40. 40. 60. You are a business and you are the boss!
  41. 41. Dank u wel! Doug Lawrence douglawrence.com

NGTV 60th Anniversary Conference Jubileumcongres NGTV 2016

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