Freelance translators' marketing budgets are usually quite limited, especially at the beginning of one's career. This seminar, aimed at newly 'born' freelancers, will provide you with a number of free or low-cost marketing tools to enhance your visibility, increase sales and achieve better results.

1. THE FREELANCE TRANSLATOR’S
FREE MARKETING TOOLKIT
Martina Eco
#LSL16

2. HELLO!
MY NAME IS MARTINA
➤ I’M A FREELANCE TRANSLATOR AND
INTERPRETER
➤ I TRANSLATE FROM ENGLISH AND FRENCH TO
ITALIAN
➤ 3P TRANSLATION IS MY BRAND
➤ I’M ALSO A MARKETING POSTGRADUATE
STUDENT
➤ I WORK AS A BUSINESS ADVISOR AT LSBU
IF YOU WANT TO KEEP IN TOUCH
➤ WWW.3P-TRANSLATION.COM
➤ FACEBOOK.COM/3PTRANSLATION
➤ TWITTER @3PTRANSLATION
#LSL16
@3ptranslation

3. LATER TODAY
13.30 LIFE AFTER A LANGUAGE DEGREE, EDWARD VICK
14.30 LANGUAGE MODERATION, ENGAGEMENT AND LOCALISATION IN SOCIAL
MEDIA, RICHARD SIMCOTT
#LSL16
@3ptranslation

4. THE FREELANCE TRANSLATOR’S
FREE MARKETING TOOLKIT
WHYTHE IMPORTANCE OF MARKETING
WHATSOME MARKETING CONCEPTS
WHODEFINING YOUR TARGET
WHEREON AND OFFLINE MARKETING
HOWMAKING THE MOST OF FREE TOOLS
#LSL16
@3ptranslation

5. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

6. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

7. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

8. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

9. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

10. WHY: THE IMPORTANCE OF MARKETING
MORE
VISIBILITY
MORE
CLIENTS
BUILD
TRUST
MORE
SALES
BRAND
BUILDING
#LSL16
@3ptranslation

11. WHAT IS MARKETING?
MARKETING
=
PROMOTION
#LSL16
@3ptranslation

12. WHAT IS MARKETING?
MARKETING
=
PROMOTION
#LSL16
@3ptranslation

13. WHAT IS MARKETING?
PRODUCT PLACE
PRICE PROMOTION
#LSL16
@3ptranslation

14. WHAT IS MARKETING?
PRODUCT
!
WHAT DO YOU OFFER?
TRANSLATION
INTERPRETING
PROOFREADING
COPYWRITING
}PRODUCT MIX
#LSL16
@3ptranslation

15. WHAT IS MARKETING?
PLACE
"
WHERE CAN CLIENTS FIND YOU?
THINK ONLINE AND OFFLINE
PHYSICALLY AND MENTALLY
#LSL16
@3ptranslation

16. WHAT IS MARKETING?
PRICE
#
HOW MUCH DO YOU CHARGE?
BASIC RATE
PERCEIVED VALUE
FAIR COMPETITION
BASED ON BENEFITS YOU PROVIDE
#LSL16
@3ptranslation

17. WHAT IS MARKETING?
PROMOTION
$
HOW DO YOU GET
THE WORD OUT?
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
#LSL16
@3ptranslation

18. SOME USEFUL CONCEPTS
UNIQUE SELLING POINT (USP)
WHAT MAKES YOU DIFFERENT FROM YOUR
COMPETITORS?
BRAND IMAGE
HOW DO YOU WANT YOUR CLIENTS AND
POTENTIAL CLIENTS TO SEE YOU?
SEGMENTING, TARGETING,
POSITIONING (STP)
WHAT ARE THE DIFFERENT GROUPS IN THE
MARKET YOU OPERATE IN? WHICH ONES
SHOULD YOU TARGET? HOW DO YOU WANT
THEM TO PERCEIVE YOUR SERVICES?
#LSL16
@3ptranslation

19. THINK ABOUT YOUR
FIELDS OF EXPERTISE
THINK ABOUT YOUR
LANGUAGE COMBINATIONS
DEFINE
SMALL TARGETS
WHO: DEFINING YOUR TARGET
#LSL16
@3ptranslation

20. THINK ABOUT YOUR
FIELDS OF EXPERTISE
THINK ABOUT YOUR
LANGUAGE COMBINATIONS
DEFINE
SMALL TARGETS
WHO: DEFINING YOUR TARGET
IT COMPANIES
SOFTWARE DEVELOPERS
BUSINESS SOFTWARE DEVELOPERS
DEVELOPERS BASED IN FRANCE
#LSL16
@3ptranslation

21. WHAT DO YOU DO WHEN YOU LIKE SOMEONE?
#LSL16
@3ptranslation

22. DO THE SAME WITH TOUR TARGET CLIENTS
FIND YOUR IDEAL CLIENTS
#LSL16
@3ptranslation

23. DO THE SAME WITH TOUR TARGET CLIENTS
GO WHERE THEY
HANG OUT
#LSL16
@3ptranslation

24. DO THE SAME WITH TOUR TARGET CLIENTS
SPEAK THEIR
LANGUAGE
#LSL16
@3ptranslation

25. COCA-COLA: BRAND VALUE
ONE OF THE MOST VALUABLE
GLOBAL BRANDS
BRANDZ
13TH PLACE - VALUE: $80B
INTERBRAND
3RD PLACE - VALUE: $73B
FORBES
4TH PLACE - VALUE: $58B
#LSL16
@3ptranslation

26. “Coca-Cola should always be within an
arm's reach of desire.
ROBERT W. WOODRUFF
PRESIDENT OF THE COCA-COLA COMPANY 1923-1954
#LSL16
@3ptranslation

27. WHERE: ONLINE AND OFFLINE MARKETING
ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINE OFFLINE
#LSL16
@3ptranslation

28. WHERE: ONLINE AND OFFLINE MARKETING
ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
ONLINE
SOCIAL MEDIA
WEBSITES/BLOGS
EMAIL
FORUMS
MAPS & YELL
#LSL16
@3ptranslation

29. WHERE: ONLINE AND OFFLINE MARKETING
ALWAYS KEEP IN MIND WHERE YOUR IDEAL CLIENTS ARE
OFFLINE
INDUSTRY EVENTS
NETWORKING EVENTS
TRADE SHOWS
LOCAL AREA
#LSL16
@3ptranslation

30. ONLINE TOOLS
#LSL16
@3ptranslation

31. ONLINE TOOLS
SOCIAL MEDIA
WHAT TO KEEP IN MIND:
➤ USAGE
➤ TRENDS
➤ PURPOSE
➤ METRICS
➤ BEST TIMES TO POST
#LSL16
@3ptranslation

32. SOCIAL MEDIA ADOPTION BY B2B BUSINESSES IN 2014
Facebook
Twitter
LinkedIn
Google+
YouTube
Pinterest
Instagram
0 25 50 75 100
19
41
52
59
88
89
89
MARKETING DONUT, 2015
#LSL16
@3ptranslation

33. SOCIAL MEDIA TRENDS IN 2016
#LSL16
@3ptranslation

34. PURPOSE OF SOCIAL MEDIA
➤ ATTRACT NEW CUSTOMERS
➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE)
➤ SELL YOUR SERVICES
➤ DRIVE TRAFFIC TO YOUR WEBSITE
➤ NETWORK WITH COLLEAGUES
#LSL16
@3ptranslation

35. PURPOSE OF SOCIAL MEDIA
➤ ATTRACT NEW CUSTOMERS
➤ COMMUNICATE WITH CUSTOMERS (CUSTOMER SERVICE)
➤ SELL YOUR SERVICES
➤ DRIVE TRAFFIC TO YOUR WEBSITE
➤ NETWORK WITH COLLEAGUES
MEASURE EFFECTIVENESS
#LSL16
@3ptranslation

36. SOCIAL MEDIA METRICS
FOLLOWERS
IMPRESSIONS
ENGAGEMENT
CLICKS
CONVERSION
%| TRACK
'( EVALUATE
)* INVEST TIME/DITCH
#LSL16
@3ptranslation

37. SOCIAL MEDIA: WHEN TO POST
#LSL16
@3ptranslation
SUMALL, 2014

38. SOCIAL MEDIA: WHEN TO POST
CHECK WHAT TIMES/
DAYS WORK BEST FOR
YOUR AUDIENCE!
#LSL16
@3ptranslation
SUMALL, 2014

39. ONLINE TOOLS
WEBSITE
LIKE A SHOP WINDOW:
➤ SHOW YOUR BEST FEATURES
➤ DON’T OVERCROWD IT
➤ MAKE IT STAND OUT
YOU CAN BUILD AND MANAGE YOUR
WEBSITE EASILY WITH A PLATFORM LIKE
WORDPRESS
COST:
➤ HOSTING (CA. £60/Y)
➤ TEMPLATE (CA. £50 ONE-OFF)
#LSL16
@3ptranslation

40. ONLINE TOOLS
BLOG
MAKE IT USEFUL:
➤ KEEP YOUR TARGET AUDIENCE IN MIND
➤ KEEP YOUR CONTENT ORIGINAL
➤ DON’T NEGLECT IT
YOU CAN INTEGRATE A BLOG INTO YOUR
WEBSITE OR HAVE IT ON ITS OWN
COST:
➤ FREE ON WEBSITE
➤ FREE ON PLATFORMS LIKE WORDPRESS
➤ HOSTING COSTS FOR ORIGINAL DOMAIN
#LSL16
@3ptranslation

41. YOU NEED TO BE EASY TO FIND
SEARCH ENGINES LIKE GOOGLE GIVE A HIGHER RANK TO ORIGINAL
CONTENT THAT IS EASY TO READ AND CONSISTENT WITH ASSIGNED META
TAGS AND KEYWORDS
➤ USE GOOGLE WEBMASTER TOOLS (KEYWORD PLANNER, SEARCH
CONSOLE, ANALYTICS) AND WEBSITE STATS (JETPACK PLUGIN ON
WORDPRESS) TO FIND KEYWORDS THAT LEAD TO YOUR WEBSITE
➤ MAKE SURE THAT YOUR META TAGS AND KEYWORDS ARE IN LINE WITH
TRAFFIC TRENDS
➤ A SEO PLUGIN (YOAST ON WORDPRESS) CAN HELP YOU MAKE YOUR
CONTENT OPTIMISED EVEN IF YOU’RE NOT A SEO WIZ
➤ TRACK TRAFFIC TO ADJUST YOUR STRATEGY
#LSL16
@3ptranslation

42. IF YOU WANT TO LEARN MORE…
#LSL16
@3ptranslation

43. ONLINE TOOLS
EMAIL
➤ SHOW 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
EMAILS SHOULD BE SIMPLE, SHORT,
EASY TO READ, WITH A POLITE,
PROFESSIONAL & FRIENDLY TONE
➤ GIVE IT A STRUCTURE (INTRO + BODY
+ CONCLUSION)
➤ SPELLCHECK & CONTACT DETAILS
#LSL16
@3ptranslation

44. NETWORKING ON THE WEB
DON’T UNDERESTIMATE THE
VALUE OF GOOD RELATIONSHIPS
➤ INDUSTRY TRENDS & ISSUES
➤ USEFUL TOOLS
➤ GLOSSARIES
➤ FUN
➤ REFERRALS
#LSL16
@3ptranslation

45. OFFLINE TOOLS
#LSL16
@3ptranslation

46. OFFLINE MARKETING
INDUSTRY EVENTS
NOT JUST TRANSLATION-RELATED,
BUT ALSO CONFERENCES AND
EVENTS RELATED TO THE
INDUSTRIES YOU TARGET
➤ EVALUATE COST/BENEFIT
➤ HAVE A PITCH
➤ RESEARCH & PLAN AHEAD
➤ BRING BUSINESS CARDS /
BROCHURES
#LSL16
@3ptranslation

47. OFFLINE MARKETING
TRADE SHOWS
➤ HAVE A LOOK AT EXHIBITORS
LIST
➤ PLAN WHO YOU WANT TO MEET
➤ ARRANGE MEETINGS IN
ADVANCE
➤ ENGAGE IN SIDE ACTIVITIES
(NETWORKING, SEMINARS,
ETC.)
#LSL16
@3ptranslation

48. NETWORKING EVENTS
#LSL16
@3ptranslation

49. NETWORKING EVENTS
BE PROACTIVE
#LSL16
@3ptranslation

50. NETWORKING EVENTS
DON’T SELL
#LSL16
@3ptranslation

51. NETWORKING EVENTS
FOLLOW UP
#LSL16
@3ptranslation

52. EXPLORE YOUR LOCAL AREA
MAKE SURE LOCAL BUSINESSES
KNOW YOU’RE THERE
CHECK OUT COUNCIL RESOURCES
AND BUSINESS SUPPORT
SOME LIBRARIES OFFER SUPPORT
TO LOCAL BUSINESSES
#LSL16
@3ptranslation

53. FINAL THOUGHTS & TIPS
➤ TIME IS A LIMITED, VALUABLE RESOURCE: DON’T WASTE IT
➤ 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!)
#LSL16
@3ptranslation

54. MARTINA@3P-TRANSLATION.COM
3P Translation @3ptranslation 3p-translation.com
THANK YOU!
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my blog!