The document discusses creating a marketing plan for a translation business. It recommends analyzing your current situation including services, specializations, clients, competitors and goals. The plan should identify a target market and customer and set goals and tactics. Tactics may include networking, referrals, research and direct outreach. The plan should establish a budget, calendar and tracking to measure results and make adjustments. Developing a plan brings focus and growth for a translation business.

1. Create focus and simplify your marketing
efforts with a marketing plan for your
translation business
© Tess Whitty - Marketing Tips for Translators 2015 @Tesstranslates #ata56 1
Link to electronic copy of marketing plan:
http://marketingtipsfortranslators.com/lexd

2. Who am I?
• EN-SV freelance translator for 13 years
• Professional and educational background in marketing
• Passionate about sharing what I have learned - trainer,
presenter, mentor, author, coach, podcaster
• Started presenting on marketing plans for freelance
translators since 2010
© Tess Whitty - Marketing Tips for Translators 2015 @Tesstranslates #ata56 2

3. Benefits of having a marketing plan
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Prevents waste of time
Brings focus on your target market
Gives direction for your efforts
Creates new leads and networking opportunities
Produces more clients and more money
Measures your progress

4. Steps
© Tess Whitty - Marketing Tips for Translators 2015 @Tesstranslates #ata56 4
Analyze
Plan
Implement
Analyze

5. Current situation - Services
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What services do
you offer right
now?
How are they
priced and how
are they different
from each other?
Additional
services to better
meet client
needs?

6. Current situation - Specialization
What is your expertise?
In what areas is there a strong demand for your services?
What do you WANT to work with?
How can you improve your expertise?
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7. Current situation - Clients
Industry
Size
and
nature
Location
Needs
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Several client groups?
Focus on most
lucrative

8. Current situation - Competitors
Top 5
Compare to
your
business
Messaging
and
positioning
Services
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9. Current situation – How are you unique?
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10. What do you want to achieve (vision)?
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A vision is about creating a short statement
that will guide you over the next 3 to 5
years. It should be specific enough to say
something about what you will do and
equally what you will not do.

11. 4 Basic ways to grow your business
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1. Raise prices
2. Find new clients
3. Sell more to existing clients
4. Diversify

12. Target Market
Industry?
Location?
Size?
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13. Target Customer
Role/position?
Demographics?
Problems?
How can you help?
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14. Goals
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15. Deciding on marketing tactics
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• What worked last year and what did not work?
• What will you do next year?
• Where will you market these services?
• What methods will you use?

16. Marketing Activities
Website and other inbound marketing
Networking online and offline
Recommendations and referrals
Research potential clients and markets
Direct contact (email, phone, letters…)
Develop marketing material
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17. Budget
• How much money?
• Does budget fit tactics?
• Are there alternatives?
• How much time do you
have?
• Annual and monthly
budget?
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18. Marketing calendar
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19. Tracking and following up
• Finances/income
• How many customers?
• Online presence
• Follow up on clients,
prospects and goals
• Where did you hear
about me?
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20. Conclusion
Developing a marketing plan is nothing more
than setting goals and making a to-do list to get
you there. The most important thing is to follow
it, to set up goals, and go back to see if the
marketing is working. If the plan is not working,
change it and adapt to new circumstances.
© Tess Whitty - Marketing Tips for Translators 2015 @Tesstranslates #ata56 21

21. Template
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http://marketingtipsfortranslators.com/lexd

22. Questions
Email: tess@marketingtipsfortranslators.com
Website: www.marketingtipsfortranslators.com
Tess Whitty
@Tesstranslates
Tess Whitty
Marketing Tips for Translators
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