Marketing toolkit for translators 9 nov 18
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Seminar presented at The Language Show on Friday 9th Nov 2018 by Martina Eco - 3P Translation, Vasiliki Prestidge - Greek to Me Translations, and Jaquelina Guardamagna - Translator in London.
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Marketing toolkit for translators 9 nov 18
- 2. WHO WE ARE Martina Eco 3p-translation.com @martina3p @3ptranslation Jaquelina Guardamagna translatorinlondon.com @spanishtranslatorlondon @jaquitranslates Vasiliki Prestidge grtome.com @greektometranslations @greek_to_me
- 3. MARKETING STRATEGY PERSONAL BRANDING DIGITAL MARKETING TOOLS
- 4. 55% of the world population is online
- 5. 3.2 billion people are active social media users
- 6. 6 hours online 2 hours on social media
- 7. 80% of companies are on social media
- 9. Does digital marketing… Fit with my marketing strategy? Fit with my target group(s)?
- 10. KNOW YOUR TARGET
- 13. Age? Gender? Education? Occupation? Income?
- 14. Lifestyle? Attitude? Culture? Influences? Interests?
- 18. Maria, 25 Italian graduate Just moved to London Uses Facebook Limited budget Needs to find a job
- 19. John, 36 Sales manager of a small UK hotel chain Wants to become GM Wants to make more profit Uses LinkedIn Likes to surf the net
- 20. Catherine, 57 Lawyer Great attention to detail and quality Not a tech lover Needs to close an important deal Trusts her colleagues
- 22. A B
- 23. What’s your business all about?
- 24. What are you good at? Areas of improvement?
- 25. Any opportunities out there? Potential threats?
- 26. Who are your competitors? How are they doing? How do you compare?
- 27. What is your goal? Is it SMART?
- 28. What do you offer? What problems does it solve?
- 29. How are your services priced?
- 30. Where can clients find you?
- 31. How do you get the word out?
- 32. PRINT ADVERTISING PAY PER CLICK FACE-TO-FACE NETWORKING RADIO ADS LEAFLETS EMAIL MARKETING WEBSITE POSTERS PUBLIC SPEAKING NEWSLETTER WORD OF MOUTH SPONSORSHIP COLD CALLING BLOG PUBLIC RELATIONS SOCIAL MEDIA
- 35. BRANDING • Definition & Development • Visual Identity • Content Every little helps
- 37. BUSINESS PERSONALITY ‘Be more concerned with your character than your reputation because your character is what you really are, while your reputation is merely what others think you are’ John Wooden
- 38. BUSINESS PERSONALITY Understand my ESSENCE ■ What is my SUPERPOWER? ■ What VALUE do I offer? ■ What is UNIQUE about my experience? ■ How do I SHINE at what I do? ■ What projects fill me with ENTHUSIASM?
- 39. PUBLIC PERCEPTION IDEAL CLIENTS ■ WHERE are they? ■ Why would they like to do business with ME? ■ What problems can I SOLVE for them? ■ How will I CONNECT with them? ■ WHO do I like to work for?
- 40. WYSIWYG BRANDING ■ True to your CHARACTER ■ CONFIDENT about what you offer ■ DELIVER what you promise ■ FULFIL expectations What You See Is What You Get
- 41. VISUAL IDENTITY Name Tagline Colours Logo
- 42. Hatchful-Shopify
- 43. CONTENT ■ Consistent ■ Relevant ■ Valuable
- 44. THE TOOLS
- 45. Every year, we scroll 5.149 miles on our phones. As a nation, together, we scroll to the sun and back. Every. Year.
- 51. Instagram Biggest growing platform Part of Facebook 1 billion active users creatives | marketing agencies | fashion travel | food | translation agencies | beauty | sport
- 57. “People are looking for answers. Be where your customers need you.”
- 61. Conclusions ■ Know your target ■ Think strategically ■ Brand effectively ■ Use the right tools for you …and be successful!
- 62. GRAZIE | GRACIAS |ΕΥΧΑΡΙΣΤΟΎΜΕ martina@3p-translation.com | contact@translatorinlondon.com | vp@grtome.com
- 63. Resources ■ Shopify: www.shopify.co.uk ■ The Brand Stylist www.thebrand-stylist.com ■ Personal Branding Secrets for 2019, by Gary Ramsey ■ Design: https://www.canva.com ■ Free photos: https://unsplash.com ■ Social media scheduling tool: https://hootsuite.com ■ Social media scheduling tool: https://buffer.com ■ Inspiration content: https://www.bloglovin.com ■ Inspiration content: https://www.answerthepublic.com
Notas del editor
- Mention Q&A + Resources
- Not all businesses are registered
- You may be thinking… OH MY GOD I NEED TO BE ON SOCIAL MEDIA THEN! Well, not necessarily.
- Before joining the social media frenzy and register an account on every existing platform, you should be asking yourself two main questions: Does my target market use social media? Does social media fit with my overall marketing strategy?
- If we all know about marketing strategy and have a spot on branding, we will all be amazing. So how can we be different and engaging? If we all have amazing brands and the tools to impress our audience why are we not seeing high engagement numbers? There is a lot of 'dead-scrolling’ out there. How are you going to make them stop?
- The perfect anatomy of a social media post: Short Visual/image Call to action Hashtags Emojis Links
- And so you know what the ideal post should look like, but how will you create it? Let’s look at some great tools. which is a fantastic image bank. Using high-quality images is very important. It means you are professional. iStock can look unprofessional and generic. With unsplash you can search for images, choose what works for you and your brand, download them and….
- …then edit in canva, write on them + apply your own brand colours. Canva is an online design platform. You can design your logo, social media headers, social media posts, CV, newsletter, Christmas cards, anything. You can have the free version or the paid version. You can insert your brand colours and fonts in it and customise the ready-made designs to your brand identity very quickly. The important thing is to make the content your own. Make the images your own because if we all start using what’s available and free out there, the danger is we will all be using the same stuff.
- Marketing strategy, branding, online presence, it can get overwhelming when you are one person! There are a few social media scheduling tools to help you plan your social media marketing activities, like Hootsuite. You can create your account for free, add up to 3 channels Up to 30 messages and schedule posts to go out when you are busy translating or interpreting. Devote 1-2 hrs on Monday to schedule your posts. Try to schedule your posts going out not on the hour or every half an hour. Try to schedule them for 13:43, 11:28 etc.
- From all social media today I’ll focus on IG Why?
- Profile, photo, bio, links, highlights
- Feed, post, create a story with a photo offer insight into what you do We sell services, so it’s difficult to find what to post about. Take photos of yourself, your space, your office, your desk, and make them relevant using the right content in the captions. Top tip: don’t overwhelm your feed with brand colours. That doesn’t work on IG. You need to blend in with the personal accounts.
- Stories stay for 24hrs on your profile, they are my favourite feature: promote, inform, engage, action, call to action.
- But sometimes, we lack inspiration What do you post about? What to write about? Create a free profile Log your interests: French, law, art, marketing -> see posts only relevant to you Follow others Like blogs Share Use it for inspiration To stay up to date To read all your blogs in one place Follow blogs and bloggers
- Also on Bloglovin, Claim your own blog Bloglovin publishes for you, pushes your content on Twitter – more automation = more free time to invest elsewhere
- You may be blogging and posting on social media but unless you’re adding value, it won’t bring results. As Google says: So how do you know what customers need? How do you know what they’re looking for? How can you solve their problems?
- So how can you know what customers are looking for? How can you know what their pain points are? Answer the Public is the Answer and the last tool I’ll be speaking about. Online platform, use for free.
- In which you can look for anything. I’ve searched for sweet shop.
- You can see the questions people ask Google using the keyword you’ve just search for. You know the questions, give them the answers, Gives the results in visuals, spreadsheets, you can download them, and save them.