Post on 21-Jan-2018
HELLO!MY NAME IS MARTINA ➤ I’M A FREELANCE TRANSLATOR AND
INTERPRETER ➤ I TRANSLATE FROM ENGLISH AND FRENCH TO
ITALIAN ➤ 3P TRANSLATION IS MY BRAND ➤ I’M ALSO A MARKETING POSTGRADUATE
STUDENT ➤ I WORK AS A BUSINESS ADVISOR AT LSBU
IF YOU WANT TO KEEP IN TOUCH ➤ WWW.3P-TRANSLATION.COM ➤ FACEBOOK.COM/3PTRANSLATION ➤ TWITTER @3PTRANSLATION
#LSL16 @3ptranslation
LATER TODAY
13.30 LIFE AFTER A LANGUAGE DEGREE, EDWARD VICK 14.30 LANGUAGE MODERATION, ENGAGEMENT AND LOCALISATION IN SOCIAL MEDIA, RICHARD SIMCOTT
#LSL16 @3ptranslation
THE FREELANCE TRANSLATOR’S FREE MARKETING TOOLKIT
WHY THE IMPORTANCE OF MARKETING
WHAT SOME MARKETING CONCEPTS
WHO DEFINING YOUR TARGET
WHERE ON AND OFFLINE MARKETING
HOW MAKING THE MOST OF FREE TOOLS
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHY: THE IMPORTANCE OF MARKETING
MORE VISIBILITY
MORE CLIENTS
BUILD TRUST
MORE SALES
BRAND BUILDING
#LSL16 @3ptranslation
WHAT IS MARKETING?
PRODUCT !
WHAT DO YOU OFFER? TRANSLATION INTERPRETING PROOFREADING COPYWRITING } PRODUCT MIX
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WHAT IS MARKETING?
PLACE "
WHERE CAN CLIENTS FIND YOU?
THINK ONLINE AND OFFLINE PHYSICALLY AND MENTALLY
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WHAT IS MARKETING?
PRICE #
HOW MUCH DO YOU CHARGE?
BASIC RATE PERCEIVED VALUE FAIR COMPETITION BASED ON BENEFITS YOU PROVIDE
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WHAT IS MARKETING?
PROMOTION $
HOW DO YOU GET THE WORD OUT?
PAID MEDIA OWNED MEDIA
EARNED MEDIA
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SOME USEFUL CONCEPTSUNIQUE SELLING POINT (USP) WHAT MAKES YOU DIFFERENT FROM YOUR COMPETITORS?
BRAND IMAGE HOW DO YOU WANT YOUR CLIENTS AND POTENTIAL CLIENTS TO SEE YOU?
SEGMENTING, TARGETING, POSITIONING (STP) WHAT ARE THE DIFFERENT GROUPS IN THE MARKET YOU OPERATE IN? WHICH ONES SHOULD YOU TARGET? HOW DO YOU WANT THEM TO PERCEIVE YOUR SERVICES?
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THINK ABOUT YOUR FIELDS OF EXPERTISE
THINK ABOUT YOUR LANGUAGE COMBINATIONS
DEFINE SMALL TARGETS
WHO: DEFINING YOUR TARGET
#LSL16 @3ptranslation
THINK ABOUT YOUR FIELDS OF EXPERTISE
THINK ABOUT YOUR LANGUAGE COMBINATIONS
DEFINE SMALL TARGETS
WHO: DEFINING YOUR TARGET
IT COMPANIES
SOFTWARE DEVELOPERS
BUSINESS SOFTWARE DEVELOPERS
DEVELOPERS BASED IN FRANCE
#LSL16 @3ptranslation
COCA-COLA: BRAND VALUEONE OF THE MOST VALUABLE GLOBAL BRANDS
BRANDZ 13TH PLACE - VALUE: $80B
INTERBRAND 3RD PLACE - VALUE: $73B
FORBES 4TH PLACE - VALUE: $58B
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“Coca-Cola should always be within an arm's reach of desire.
ROBERT W. WOODRUFF PRESIDENT OF THE COCA-COLA COMPANY 1923-1954
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WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINE OFFLINE
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WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINESOCIAL MEDIA WEBSITES/BLOGS EMAIL FORUMS MAPS & YELL
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WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
OFFLINEINDUSTRY EVENTS
NETWORKING EVENTS TRADE SHOWS
LOCAL AREA
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ONLINE TOOLSSOCIAL MEDIA
WHAT TO KEEP IN MIND: ➤ USAGE ➤ TRENDS ➤ PURPOSE ➤ METRICS ➤ BEST TIMES TO POST
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SOCIAL MEDIA ADOPTION BY B2B BUSINESSES IN 2014
Google+
YouTube
0 25 50 75 100
19
41
52
59
88
89
89
MARKETING DONUT, 2015
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PURPOSE OF SOCIAL MEDIA➤ ATTRACT NEW CUSTOMERS ➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE) ➤ SELL YOUR SERVICES ➤ DRIVE TRAFFIC TO YOUR WEBSITE ➤ NETWORK WITH COLLEAGUES
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PURPOSE OF SOCIAL MEDIA➤ ATTRACT NEW CUSTOMERS ➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE) ➤ SELL YOUR SERVICES ➤ DRIVE TRAFFIC TO YOUR WEBSITE ➤ NETWORK WITH COLLEAGUES
MEASURE EFFECTIVENESS
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SOCIAL MEDIA METRICSFOLLOWERS
IMPRESSIONS ENGAGEMENT
CLICKS CONVERSION
% | TRACK '( EVALUATE )* INVEST TIME/DITCH
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SOCIAL MEDIA: WHEN TO POST
CHECK WHAT TIMES/DAYS WORK BEST FOR
YOUR AUDIENCE!
#LSL16 @3ptranslation
SUMALL, 2014
ONLINE TOOLSWEBSITE LIKE A SHOP WINDOW: ➤ SHOW YOUR BEST FEATURES ➤ DON’T OVERCROWD IT ➤ MAKE IT STAND OUT
YOU CAN BUILD AND MANAGE YOUR WEBSITE EASILY WITH A PLATFORM LIKE WORDPRESS
COST: ➤ HOSTING (CA. £60/Y) ➤ TEMPLATE (CA. £50 ONE-OFF)
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ONLINE TOOLSBLOG MAKE IT USEFUL: ➤ KEEP YOUR TARGET AUDIENCE IN MIND ➤ KEEP YOUR CONTENT ORIGINAL ➤ DON’T NEGLECT IT
YOU CAN INTEGRATE A BLOG INTO YOUR WEBSITE OR HAVE IT ON ITS OWN
COST: ➤ FREE ON WEBSITE ➤ FREE ON PLATFORMS LIKE WORDPRESS ➤ HOSTING COSTS FOR ORIGINAL DOMAIN
#LSL16 @3ptranslation
YOU NEED TO BE EASY TO FINDSEARCH ENGINES LIKE GOOGLE GIVE A HIGHER RANK TO ORIGINAL CONTENT THAT IS EASY TO READ AND CONSISTENT WITH ASSIGNED META TAGS AND KEYWORDS ➤ USE GOOGLE WEBMASTER TOOLS (KEYWORD PLANNER, SEARCH
CONSOLE, ANALYTICS) AND WEBSITE STATS (JETPACK PLUGIN ON WORDPRESS) TO FIND KEYWORDS THAT LEAD TO YOUR WEBSITE
➤ MAKE SURE THAT YOUR META TAGS AND KEYWORDS ARE IN LINE WITH TRAFFIC TRENDS
➤ A SEO PLUGIN (YOAST ON WORDPRESS) CAN HELP YOU MAKE YOUR CONTENT OPTIMISED EVEN IF YOU’RE NOT A SEO WIZ
➤ TRACK TRAFFIC TO ADJUST YOUR STRATEGY
#LSL16 @3ptranslation
ONLINE TOOLSEMAIL ➤ 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
EMAILS SHOULD BE SIMPLE, SHORT, EASY TO READ, WITH A POLITE, PROFESSIONAL & FRIENDLY TONE
➤ GIVE IT A STRUCTURE (INTRO + BODY + CONCLUSION)
➤ SPELLCHECK & CONTACT DETAILS
#LSL16 @3ptranslation
NETWORKING ON THE WEBDON’T UNDERESTIMATE THE
VALUE OF GOOD RELATIONSHIPS
➤ INDUSTRY TRENDS & ISSUES ➤ USEFUL TOOLS ➤ GLOSSARIES ➤ FUN ➤ REFERRALS
#LSL16 @3ptranslation
OFFLINE MARKETINGINDUSTRY EVENTS NOT JUST TRANSLATION-RELATED, BUT ALSO CONFERENCES AND EVENTS RELATED TO THE INDUSTRIES YOU TARGET
➤ EVALUATE COST/BENEFIT ➤ HAVE A PITCH ➤ RESEARCH & PLAN AHEAD ➤ BRING BUSINESS CARDS /
BROCHURES
#LSL16 @3ptranslation
OFFLINE MARKETINGTRADE SHOWS
➤ HAVE A LOOK AT EXHIBITORS LIST
➤ PLAN WHO YOU WANT TO MEET ➤ ARRANGE MEETINGS IN
ADVANCE ➤ ENGAGE IN SIDE ACTIVITIES
(NETWORKING, SEMINARS, ETC.)
#LSL16 @3ptranslation
EXPLORE YOUR LOCAL AREA
MAKE SURE LOCAL BUSINESSES KNOW YOU’RE THERE
CHECK OUT COUNCIL RESOURCES AND BUSINESS SUPPORT
SOME LIBRARIES OFFER SUPPORT TO LOCAL BUSINESSES
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FINAL THOUGHTS & TIPS➤ TIME IS A LIMITED, VALUABLE RESOURCE: DON’T WASTE IT ➤ 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!)
#LSL16 @3ptranslation
MARTINA@3P-TRANSLATION.COM3P Translation @3ptranslation 3p-translation.com
THANK YOU!
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