unlocking the power of digital marketing for interpreters
TRANSCRIPT
UNLOCKING THE POWER OF DIGITAL MARKETING
Martina Eco
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
UNLOCKING THE POWER OF DIGITAL MARKETING
WHY THE IMPORTANCE OF DIGITAL MARKETING
WHAT SOME MARKETING CONCEPTS
WHO DEFINING YOUR TARGET
WHERE ONLINE MARKETING
HOW MAKING THE MOST OF DIGITAL MARKETING
© 2017
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
WHY: THE IMPORTANCE OF DIGITAL MARKETING
VISIBILITY
MORE CLIENTS
CREDIBILITY
MORE SALES
PERSONAL BRANDING
© 2017
MARKETING STRATEGY IS LIKE BAKING A CAKE
MARKETING MIX MARKETING TOOLS OBJECTIVES
© 2017
YOUR INGREDIENTS: THE MARKETING MIX
PRODUCT PLACE
PRICE PROMOTION
© 2017
YOUR INGREDIENTS: THE MARKETING MIX
PRODUCT !
WHAT DO YOU OFFER? TRANSLATION INTERPRETING PROOFREADING COPYWRITING } PRODUCT MIX
© 2017
YOUR INGREDIENTS: THE MARKETING MIX
PLACE "
WHERE CAN CLIENTS FIND YOU?
PHYSICAL AND DIGITAL WORLD
© 2017
YOUR INGREDIENTS: THE MARKETING MIX
PRICE #
HOW MUCH DO YOU CHARGE?
BASED ON PERCEIVED VALUE BASED ON BENEFITS YOU PROVIDE
© 2017
YOUR INGREDIENTS: THE MARKETING MIX
PROMOTION $
HOW DO YOU GET THE WORD OUT?
PAID MEDIA OWNED MEDIA
EARNED MEDIA
© 2017
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
HOW TO COMMUNICATE WITH YOUR TARGET CLIENTS
GO WHERE THEY ARE
FIND OUT WHAT THEY NEED
SPEAK THEIR LANGUAGE
© 2017
HOW DO YOU FIND OUT?RESEARCH, OBSERVE, LISTEN
WEBSITES
SOCIAL MEDIA
NEWSLETTERS
© 2017
WHAT TO COMMUNICATE?
YOUR PERSONAL BRAND PERSONALITY
FUNCTIONAL ATTRIBUTES
EMOTIONAL ATTRIBUTES
VALUES
BENEFITS
© 2017
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
WHERE TO COMMUNICATE?ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINE OFFLINE
© 2017
WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
OFFLINEINDUSTRY EVENTS
NETWORKING EVENTS TRADE SHOWS
LOCAL AREA
© 2017
WHERE: ONLINE AND OFFLINE MARKETINGALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINEWEBSITE/BLOG NEWSLETTER SOCIAL MEDIA ONLINE COMMUNITIES DIRECTORIES
© 2017
ONLINE TOOLS
© 2017
FOR EVERYTHING YOU DO…
KEEP YOUR OBJECTIVES IN MIND DEFINE SMART GOALS
CHOOSE APPROPRIATE TOOLS SET MILESTONES
MEASURE YOUR PROGRESS EVALUATE
REVIEW
© 2017
WEBSITE
WHY? ➤ VISIBILITY ➤ CREDIBILITY ➤ UNDER YOUR CONTROL
© 2017
WEBSITE
HOW? ➤ CLIENT-ORIENTED ➤ USER FRIENDLY ➤ EASY TO FIND
GOOGLE’S WEBMASTER GUIDELINES
© 2017
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
BLOG
HOW? ➤ RELEVANT TO YOUR TARGET ➤ UPDATED REGULARLY ➤ SEO FRIENDLY ➤ EASY TO READ
YOAST
© 2017
METRICS
DEPENDING ON YOUR GOALS
➤ SUBSCRIPTIONS ➤ CONVERSION RATES ➤ TRAFFIC
© 2017
NEWSLETTER
➤ BUILD A CONTACT LIST ➤ SHARE UPDATES AND
ACCOMPLISHMENTS ➤ SHARE RELEVANT CONTENT ➤ REMIND CLIENTS AND
PROSPECTS THAT YOU’RE THERE
© 2017
SOCIAL MEDIA
WHY? ➤ INTERACTION ➤ NETWORKING ➤ CUSTOMER SERVICE ➤ WORD OF MOUTH
© 2017
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
NETWORKING WITH COLLEAGUESDON’T UNDERESTIMATE THE VALUE
OF GOOD RELATIONSHIPS
➤ INDUSTRY TRENDS & ISSUES ➤ USEFUL TOOLS ➤ GLOSSARIES ➤ FUN ➤ REFERRALS
© 2017
SOCIAL MEDIA
HOW? ➤ RELEVANCE ➤ CONSISTENCY ➤ PLANNING
HOOTSUITE BUFFER
© 2017
ONLINE COMMUNITIES
➤ FORUMS ➤ BLOGS ➤ SOCIAL MEDIA GROUPS
DON’T FORGET THAT YOU’RE COMMENTING AS YOUR BRAND
© 2017
DIRECTORIES
➤ YELL ➤ GOOGLE PLACES ➤ PROZ
THEY HAVE TO FIT WITH YOUR STRATEGY AND YOUR TARGET
© 2017
KEEP IT UNDER CONTROLIS 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
EMAIL PROSPECTINGSHOW 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
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
ARE THESE TOOLS REALLY FREE?
© 2017
“The most precious resource we all have is time.
Steve Jobs
© 2017
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
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
[email protected] Translation @3ptranslation 3p-translation.com
THANK YOU!
All images from pexels.com and pixabay.com; all icons from flaticon.com (by Madebyoliver, Freepik, Popcorns Art). 3P Translation © 2017