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