Thanks to the development of communication technology, the translation industry is a sector in constant growth. The need for professional translation services keeps increasing and so does the number of linguists, making it the fastest growing jobs market in America. Such a crowded industry can be a little daunting for freelancers. With around 640,000 translators in the world and a quarter of it being independent linguists, the competition is tougher than ever, and it has therefore become necessary for translators to develop multiple strategies in order to stand out.
When the pressure of the competition gets too tough, a translator might be tempted to lower their prices in attempt to get clients more easily, but there are other steps to take before resorting to such measure. Indeed, there are many ways of promoting yourself in order to draw in clients that doesn’t require changing your rates.
A Good Social Media Presence
When entering the industry, the first thing a freelancer learns is that the basis of a promoting yourself is mainly centered around your social media presence. Being present on almost every single platform is at the core of branding yourself, it lays down the groundwork. Thus, having polished and professional Twitter, Facebook, Instagram and LinkedIn accounts is the first step. Then, to make the research process easier for employers, you can also create yourself an account on a membership-based website for translators such as ProZ. By doing so, your translator profile will be the first result to show up once an employer will look up your name on Google followed by the keyword “translator”.
Business Cards
As mentioned above, an exhaustive online presence lays down the groundwork for finding clients, however a lot of promoting yourself as a translator also happens away from your screen. Unlike their projects, a translator’s marketing can take place away from their computers as they are just as likely to meet potential clients outside of their house. This is why keeping a business card in your wallet at all time is important – you never know when you might get an opportunity to encounter someone in need of translation at an event.
Attending Events
Speaking of events, they are another key to marketing yourself outside of social medias. Attending them will give you opportunities not to meet potential clients but fellow translators who just might be of great help – especially if you are a newbie. Not only could they share their experience with you, including good tips or mistakes to avoid, but they could also later help you with a project or even provide opportunities to you. These are after all the three main benefits of networking (It is also a good occasion to take a break from your screen)!
Networking
In spite of the reluctance that tends to surround that word, networking is seen as the key to success in the industry and can actually be easier than it appears. Going to events surrounding the profession can be a way of doing it, but if going up to talk to strangers is a bit too scary, there is always the option of connecting with fellow translators on LinkedIn and kicking off your message by mentioning said event. You can also mention a project they might have been involved in or a specialization you share with them… Anything to start off a conversation that might later lead to a helpful connection within the industry.
Being active on forums
Being active on forums relating to your specializations can also be a good way of marketing yourself outside of social medias as you might encounter some clients there in need of a translation service suitable for your profile. However, one important thing to remember regarding specializations is to always check the demand in the area before picking one. Always rely on the principle of demand and supply, some specific areas can help you earn more.
Branding
Now that you have a good online presence and that your business cards are in the pockets of many potential clients, one detail remains: your branding. Drawing the attention of customers is good but making a lasting impression is better. Your identity is the fundamental of promoting yourself and therefore having a noteworthy logo and tagline on all your accounts and business cards can be a great advantage. Your content and your branding will make a lasting impression.
Crafting a well-designed website
These noteworthy visuals will help you craft an original website portraying your brand that will catch the eye of clients not only because of its uniqueness but also thanks to its simplicity. Even though your website needs to draw the attention with a nice design, it also needs to remain concise and sober. If the client has to look for information on your page, they might lose interest and simply move on with their research – the information needs to be presented to them in the most succinct way. Be clear about what you do. Do not forget to list the best way to contact you.
Adding some light blogging to it
Finally, to end with the least expected, some light blogging on your website might help you draw in customers. The third most important criteria when hiring a translator is considered to be transparency and honesty, therefore likeability weighs in a lot more than expected in the decisions of clients. They seek a translator with whom they’ll be able to communicate freely and with who they won’t have a problem discussing their project. Not only can encountering some light blogging on your website make you appear more likeable in the eyes of potential clients, but it can also build trust before they even reached out to you.
Conclusion
Whether it is on the screen or in real life, there are more than one way to promote yourself. The key element to remember is that your branding is at the core of marketing yourself. Your business cards, your website and your accounts all need that one recognizable visual that clients will associate with your work. Once you have your own brand, it becomes much easier to promote on every platform!
And you, on what do you base your marketing strategy? We’d love to hear about your experience through this survey!