NGTV 60th Anniversary Conference Jubileumcongres NGTV 2016

1. 60 ways to promote your freelance translation business
to win and keep the clients you want with work you enjoy
Jubileumcongres NGTV 2016
Doug Lawrence
douglawrence.com

2. 6 areas
A. Have a basic strategy
B. Communicate
C. Maximize your existing clients
D. Improve your online presence
E. Win new clients
F. Invest in yourself

3. A. Have a basic strategy
Ask yourself 3 questions…

4. 1. Where do I want to be?
2. Where am I now?
3. What will I do to make this happen?

5. A. Have a basic strategy
4 Don’t be afraid of formal tools
• SWOT
• STEPLE
• PPPPP
• SMART(I)

6. 4.1 SWOT
Strengths Weaknesses
Opportunities Threats

7. 4.2 STEEPLE (external factors)
Social Technical
Economic Ethical Political
Legal Environmental

8. 4.3 PPPPP (Marketing mix)
Examples
Product Translation, interpreting, cultural adaption, SEO
Place At home, at client offices
Promotion Telephone calls, speaking at events
Price Value, market, different by sector
People You (and your partners?)

9. 4.4 SMART(I) Goals
•Specific
•Measureable
•Achievable
•Realistic
•Time bound
•In harmony!

10. B. Communicate
Decide
Describe
Deliver

11. Decide
• Preferred
projects
• Preferred
industries
• Ideal company
profile
• Typical contact
personas
• Priority clients
Describe
• Services
• Client benefits
• Client language
Deliver
• Best channels
for your client
• Website
• Social media
• Letter
• Brochure

12. 5 Decide what are your preferred projects

13. 6 Decide what are your preferred industries

14. 7 Decide what is your ideal client ‘company’
profile
• Sector / Industry
• Size
• Revenue
• Services needed
• Location

15. 8 Decide what is your typical contact’s persona
• Job title/role
• Experience
• Aspirations
• Challenges

16. 9 Decide who are your priority clients
• Type of client or ‘actual’ companies
• Existing clients
• New clients

17. 10 Describe your services using…
• Client language
• Client benefits…
11.Ask your ‘favorite’ clients why they use you
12.The ‘So what test’

18. Deliver your message
Because…
If they don’t know who you are
they can’t buy from you

19. C. Maximize your existing clients
13. More than one client
14. More than one contact
15. Customers are people and organizations
16. Use a database
17. Set up Google (or other) alerts
18. Create organization charts
19. Talk about your client’s business more than yours

20. 18. Create an organization chart for important clients

21. D Improve your online presence

22. Be found – web presence
20. Buy yourname.com (if it is avaible)
21. Have a website
22. Use social media (as much as you need to)
23. Be on other websites (eg directories)
24. Understand and use basic Search Engine Optimization
25. Have good content of various types (blog posts, videos, images)
26. Search for you (and your services) as your clients would search

23. 27.
What does your website look like
to those
who don’t know you?

25. Be social
27. Social is different in different locales
28. Translate your profiles

28. 4 Be professional
29. All social is business
30. Professional images and consistent profile

29. 31. What do your clients expect to see?

30. Be nice to the platforms
32. Search engines
33. Social media
34. Filters and the ‘bubble’
35. Technical clues: Locale, hreflang, geo-target

33. Be analytical
36. Google Analytics, Facebook Insights…
37. Know if it’s worth all the effort - Return on investment

34. 38. For advice go to the source first…
• Google Webmaster videos on YouTube
• Matt Cutts
• “How search works”
• http://googlewebmastercentral.blogspot.co.uk/2013/11/video-
creating-seo-strategy-with.html
• https://support.google.com/webmasters/answer/35291?hl=en
35

35. E. Win new clients

36. Promote in ways you enjoy
39. Speaking
40. Online posts
41. ’Real’ letters!
42. Use your profiles, personas, and targets
43. Ask for referrals
44. Ask for testimonials

37. 45. Show them what they want

39. Price too high?
• I’m the best
• This is medical, legal, CEO’s
address etc...
• If my price appears higher
than my competitors there is
a good reason
2 responses
Of course it is!
• Never happened before!
• Maybe there has been a
mistake?
• Just how far out am I?
Disagree / act surprised!
47. Have your answers ready

40. F Invest in yourself

41. 48.
Die kochen auch
nur mit Wasser

42. Copyright © Amicus TransTec Limited 2007-
43

43. 50. It’s not personal!

44. 51. Reward yourself

45. Invest in yourself
52. Training and professional development
53. Personal development training
54. Physical activity
55. Great working environment
56. Software and other professional tools
57. Talk with and learn from your peers
58. Use processes and templates
59. Outsource more

46. 60.
You are a business
and
you are the boss!

47. Dank u wel!
Doug Lawrence
douglawrence.com