This document provides an overview of digital marketing strategies for freelance translators and interpreters. It discusses why digital marketing is important given how many people use the internet. It then covers key marketing concepts like the marketing mix and defining a target audience. Specific digital marketing tools are explored like websites, blogs, social media, email marketing, and online directories. The importance of consistency across all online presences and integrating different digital channels is emphasized. Metrics and goals are recommended to evaluate each strategy's effectiveness. The overall message is that a well-planned digital marketing strategy can increase visibility, clients, credibility and sales for one's business.

1. UNLOCKING THE POWER OF
DIGITAL MARKETING
Martina Eco

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. 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. 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. WHY: THE IMPORTANCE OF DIGITAL MARKETING
VISIBILITY
MORE
CLIENTS
CREDIBILITY
MORE
SALES
PERSONAL
BRANDING
© 2017

6. MARKETING STRATEGY IS LIKE BAKING A CAKE
MARKETING MIX MARKETING TOOLS OBJECTIVES
© 2017

7. YOUR INGREDIENTS: THE MARKETING MIX
PRODUCT PLACE
PRICE PROMOTION
© 2017

8. YOUR INGREDIENTS: THE MARKETING MIX
PRODUCT
!
WHAT DO YOU OFFER?
TRANSLATION
INTERPRETING
PROOFREADING
COPYWRITING
}PRODUCT MIX
© 2017

9. YOUR INGREDIENTS: THE MARKETING MIX
PLACE
"
WHERE CAN CLIENTS FIND YOU?
PHYSICAL AND DIGITAL WORLD
© 2017

10. YOUR INGREDIENTS: THE MARKETING MIX
PRICE
#
HOW MUCH DO YOU CHARGE?
BASED ON PERCEIVED VALUE
BASED ON BENEFITS YOU PROVIDE
© 2017

11. YOUR INGREDIENTS: THE MARKETING MIX
PROMOTION
$
HOW DO YOU GET
THE WORD OUT?
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
© 2017

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. HOW TO COMMUNICATE WITH YOUR TARGET CLIENTS
GO WHERE THEY ARE
FIND OUT WHAT
THEY NEED
SPEAK THEIR
LANGUAGE
© 2017

14. HOW DO YOU FIND OUT?
RESEARCH, OBSERVE, LISTEN
WEBSITES
SOCIAL MEDIA
NEWSLETTERS
© 2017

15. WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND
PERSONALITY
FUNCTIONAL ATTRIBUTES
EMOTIONAL ATTRIBUTES
VALUES
BENEFITS
© 2017

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. WHERE TO COMMUNICATE?
ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINE OFFLINE
© 2017

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. 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. ONLINE TOOLS
© 2017

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. WEBSITE
WHY?
➤ VISIBILITY
➤ CREDIBILITY
➤ UNDER YOUR CONTROL
© 2017

23. WEBSITE
HOW?
➤ CLIENT-ORIENTED
➤ USER FRIENDLY
➤ EASY TO FIND
GOOGLE’S WEBMASTER
GUIDELINES
© 2017

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. BLOG
HOW?
➤ RELEVANT TO YOUR TARGET
➤ UPDATED REGULARLY
➤ SEO FRIENDLY
➤ EASY TO READ
YOAST
© 2017

26. METRICS
DEPENDING ON YOUR
GOALS
➤ SUBSCRIPTIONS
➤ CONVERSION RATES
➤ TRAFFIC
© 2017

27. NEWSLETTER
➤ BUILD A CONTACT LIST
➤ SHARE UPDATES AND
ACCOMPLISHMENTS
➤ SHARE RELEVANT CONTENT
➤ REMIND CLIENTS AND
PROSPECTS THAT YOU’RE
THERE
© 2017

28. SOCIAL MEDIA
WHY?
➤ INTERACTION
➤ NETWORKING
➤ CUSTOMER SERVICE
➤ WORD OF MOUTH
© 2017

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. NETWORKING WITH COLLEAGUES
DON’T UNDERESTIMATE THE VALUE
OF GOOD RELATIONSHIPS
➤ INDUSTRY TRENDS & ISSUES
➤ USEFUL TOOLS
➤ GLOSSARIES
➤ FUN
➤ REFERRALS
© 2017

31. SOCIAL MEDIA
HOW?
➤ RELEVANCE
➤ CONSISTENCY
➤ PLANNING
HOOTSUITE
BUFFER
© 2017

32. ONLINE COMMUNITIES
➤ FORUMS
➤ BLOGS
➤ SOCIAL MEDIA GROUPS
DON’T FORGET THAT YOU’RE
COMMENTING AS YOUR
BRAND
© 2017

33. DIRECTORIES
➤ YELL
➤ GOOGLE PLACES
➤ PROZ
THEY HAVE TO FIT WITH YOUR
STRATEGY AND YOUR TARGET
© 2017

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. 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. 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. ARE THESE TOOLS
REALLY FREE?
© 2017

38. “The most precious resource we all have
is time.
Steve Jobs
© 2017

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. 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. MARTINA@3P-TRANSLATION.COM
3P Translation @3ptranslation 3p-translation.com
THANK YOU!
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