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One page marketing plan2

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Create a one page marketing plan for your freelance translation business in one hour. This course will provide you with a template to create a short marketing plan and we will go through the plan step, by step, giving you examples for your translation business and a chance to fill in your own marketing plan. When finished you will have an overview of your marketing situation and a to do list for the coming year for getting more or better clients and to stand out among your competitors.

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One page marketing plan2

  1. 1. One Page Marketing Plan<br />Step by Step Guide for Freelance Translators<br />1<br />Tess Whitty<br />tess@swedishtranslationservices.com<br />http://www.swedishtranslationservices.com<br />
  2. 2. Benefits of a marketing plan<br />Preventswaste of time<br />Brings focus on your target market<br />Gives direction for your efforts<br />Create new leads and networkingopportunities<br />Moreclients and moremoney<br />Measuresyour progress<br />2<br />
  3. 3. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />3<br />
  4. 4. The Template<br />Mission, vision and goals<br />Customer segments<br />Competition and your Unique Selling Points<br />Strategies and tactics<br />Budget<br />Monthly tasks<br />4<br />
  5. 5. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />5<br />
  6. 6. Mission and Vision…<br />Mission: Whatdoes and doesn’t your companydo?<br />Vision: Where you want to be in the next 3-5 years?<br />6<br />
  7. 7. … and Goals<br />S = Strategic and Specific<br /> The goal should identify a specific action or event that will take place. Answers the question: Who and What? <br />M = Measurable<br /> Include in the specific goal statement the measurements to be used to determine that the results or outcomes expected have been achieved. It answers the question: How? <br />A = Attainable<br /> Goals should challenge people to do their best, but they need also be achievable <br />R = Relevant /Rigorous<br /> Goals need to pertain directly to the performance challenge being managed. <br />T = Time Bound<br /> Enough time to achieve the goal And not too much time, which can affect project performance. It answers the question: When? <br />7<br />
  8. 8. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />8<br />
  9. 9. Customer Segments<br />Who does your company serve?<br />Who does your companywant to serve?<br />What are theirneeds, behaviours, preferences<br />What trends affectthem?<br />How can you fulfilltheir<br />needs?<br />9<br />
  10. 10. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />10<br />
  11. 11. Competition and your USP<br />Your top 3 competitors<br />How are you different from them?<br />What are your Unique Selling Points (USP)<br />11<br />
  12. 12. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />12<br />
  13. 13. Strategies and Tactics<br />What will you do to reach your goals?<br />What worked last year and what did not work?<br />What will you do next year?<br />Product, Price, Place, Promotion<br />13<br />
  14. 14. Tactics and Tools<br />Basics: resume, business cards, email templates, website<br />Presence: website, portals, directories, social media, networking, advertising<br />Expertise: press releases, articles, discussions in forums<br />14<br />
  15. 15. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />15<br />
  16. 16. Budget<br />Howmuchmoney are you willing or able to spend on marketing?<br />Do your tacticsfit your budget?<br />Alternatives?<br />Yearly and monthly investment<br />Time budget<br />16<br />
  17. 17. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Budget<br />Timeline<br />Resulttracking<br />17<br />
  18. 18. Monthlytactics<br />January<br />February<br />March (tracking)<br />April<br />May<br />June (tracking)<br />July<br />August<br />September (tracking)<br />October<br />November<br />December (tracking)<br />18<br />
  19. 19. Outline<br />The Template<br />Goals – SMART goals<br />Customer segments<br />Competition and You<br />Tactics<br />Timeline<br />Resulttracking<br />19<br />
  20. 20. Tracking and Follow Up<br />Financial tracking – income, total, per client, per month etc.<br />Marketing – number of customers, online presence, views, hits, replies<br />Presence – Google Analytics<br />Follow up at least quarterly<br />Adjust your goals and tactics<br />20<br />
  21. 21. 21<br />Q&A<br />Tess Whitty<br />tess@swedishtranslationservices.com<br />http://www.swedishtranslationservices.com<br />

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