Most translators and interpreters are aware that marketing can make a huge difference to their business, but they either don’t know where to start, don’t have much of a budget for marketing and/or just don’t have any time for it. The challenge: without marketing it’s more difficult to get clients, and without clients a business is not sustainable.
The Marketing for Linguists sessions will show you effective ways to market your business and help you put together a basic plan of action. You will learn how to create your brand, compete in a global world and run marketing activities alongside your many other responsibilities.
SESSION 3: MARKETING PLANNING AND EXECUTION FOR LINGUISTS
Marketing is not an option if you’re running your own business, but it is often a challenge. This session will help you identify easy marketing wins, define a marketing strategy around them and give you tools and processes to do more in less time.
1. The basics of marketing strategy and execution (using RACE model).
2. Speaking to the right person at the right time. The importance of your message.
3. Nurturing: keeping your leads warm.
4. Converting without trying: the power of inbound marketing.
5. Fitting marketing activities into your life: time management, tools, processes.
6. ACTIVITY: what are the strengths and weaknesses of your marketing approach? How can you improve things to gain visibility online and offline?
7. ACTION: develop a 12-month marketing plan outline and adopt the calendar and tools to help you execute it.
By the end of the session, you will:
1. Understand the basics of marketing management and how to fit it around your work as a linguist.
2. Know a number of time management strategies, tools and online resources to help you run your marketing activities.
3. Have a basic marketing plan covering the next 12 months.
ABOUT THE TRAINER
Alba Sort has over 15 years’ experience in global marketing, most recently as Head of International Marketing at DigitasLBi, a global digital marketing agency part of Publicis Groupe. In her career she has covered areas including marketing strategy, branding, digital marketing, marketing performance management and internal and external communications.
These days she runs her own consultancy, delivers marketing workshops and is a marketing lecturer and CIM tutor for the Chartered Institute of Marketing Diploma in Professional Marketing. Originally from Barcelona, Alba also offers boutique Spanish translation services to clients requiring marketing, technology and online business expertise. She is also a keen linguist and speaks six languages.
Alba has a Master’s in Marketing Management by the Universidad Politécnica de Madrid and the IoLET Diploma in Translation (DipTrans). She is a member of both the Chartered Institute of Marketing and the Chartered Institute of Linguists. She is on Twitter (@albasort) and can be reached at firstname.lastname@example.org.