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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. 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. 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. A. Have a basic strategy
Ask yourself 3 questions…
4. 1. Where do I want to be?
2. Where am I now?
3. What will I do to make this happen?
5. A. Have a basic strategy
4 Don’t be afraid of formal tools
• SWOT
• STEPLE
• PPPPP
• SMART(I)
7. 4.2 STEEPLE (external factors)
Social Technical
Economic Ethical Political
Legal Environmental
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?)
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
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. 18. Create an organization chart for important clients
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
30. Be nice to the platforms
32. Search engines
33. Social media
34. Filters and the ‘bubble’
35. Technical clues: Locale, hreflang, geo-target
31.
32.
33. Be analytical
36. Google Analytics, Facebook Insights…
37. Know if it’s worth all the effort - Return on investment
34. 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
36. 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
39. 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
45. 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