Marketing Yourself and Your Translation Services to Agencies

Marketing Yourself and Your Translation Services to AgencieS

If you’re just starting out in the translation industry, you may be trying to determine the best types of clients to get your business off the ground – translation agencies or direct clients.

If you’re just starting out in the translation industry, you may be trying to determine the best types of clients to get your business off the ground – translation agencies or direct clients. Of course, this is all a matter of personal preference and many translators have determined that working with both translation agencies and direct clients provides a good mix of interesting projects while keeping their work volume and income levels up.

Here are some helpful tips for promoting your translation business to agencies –

Personalize Your Application

There’s probably no bigger turnoff for an agency than when a translator sends a generic carbon-copied email requesting work. You must target your marketing, and ensure that the email you send is personalised towards the recipient. Do some prior research and learn a little about the agency you’re applying to. Now, with that information you can comment on something that caught your eye. You must ‘act’ interested in the agency you’re applying to! Anything personalized you say in your email will be much more effective than the traditional: To whom it may concern: I’m writing to offer my translation services’, and so on.

All Agencies Are Not the Same

We know that, generally, agencies pay less than direct clients, and they add a layer between the translator and the client – which, depending on the project and the client, can be a plus or a minus. But don’t discard agencies altogether because there are many top-quality agencies out there who pay well, plus you save a heap of administrative overheads that you’re responsible for when you work for direct clients. Like all other industries, there are great business models out there and there are the ones that leave a lot to be desired!

Don’t Sell Yourself Short

Charge appropriately for your translation work; then earn that money. Many translators avoid working for agencies because they think they’ll be underpaid and/or overworked, but that’s not true. There are many great agencies out there who understand that using quality-conscious translators means that their work requires less editing, thus saving the agency money: it also means that the agency’s client’s become loyal clients.

Prove That You Provide Quality Work

Provide metrics showing the agency the quality of your work. This might include:

• You compile and send a list of queries all at once, meaning that issues can be resolved before the deadline is reached.  This means no rushed emails to a Project Manager who’s already rushed off their feet; no file submitted right on the deadline with questions still unanswered;
• You’re always either on time or ahead of your deadlines: The Project Manager will never have to make excuses to the end client.

Actively Seek High-Margin Projects

It’s quite acceptable to advise the agency that you’re most interested in medium to large projects – (say) $500 or more. Remember that high margin projects can often be found in unusual places. For example, translating individual clients’ official documents, such as diplomas, educational transcripts, birth certificates, drivers’ licenses, and so on can be interesting work, and very lucrative.

Use Data That’s Available to You

Direct your marketing to agencies that mesh with your own business goals. One    suggestion is to search the database of Payment Practices for agencies that other translators rate highly.

Target Small-Medium Size Agencies

This is a generalization, but large agencies are often geared toward the high-volume low-margin market. You’re more likely to find small and medium translation agencies that work either primarily or exclusively in your own specialization.

A Good Marketing Strategy Is Vital to the Success of Any Business

The most effective way to attract customers to your business is to have an excellent marketing strategy.

Being successful in your translation business means successfully selling your product or service, which means that potential customers must be made aware of what you’re selling. The most effective way to attract customers to your business is to have an excellent marketing strategy.

What Is Marketing?

Marketing is a general term referring to the various ways of introducing your product or service to potential clients, promoting that product or service and making it stand out above the rest. It’s through marketing that you convince your potential customers to buy your product. Marketing might include advertising, promotions, public relations, and sales. You could have the most amazing product or service to offer a specific industry, but without a marketing strategy you won’t be able to achieve the level of sales you need to help your business grow. In fact, marketing is vital to the success of your business, and when you decide to expand your business and take it international, that’s when your marketing strategy becomes even more important.

A Good Marketing Strategy Makes All the Difference!

A well thought out marketing strategy makes all the difference between a business’s success and failure. Some of the advantages of a great marketing strategy include –

• You’ll sell more of your product or service with good marketing. The only way any business can make themselves known is through good marketing, and depending on the marketing campaign you decide to use it’s possible to see an increase in sales within just a few short days.
• You’ll increase public awareness of your brand. When people become familiar with your products and your brand, they’ll stay in the mind of your potential customers; they’ll remember what you’re offering, who you are, and where to find you.
• When you continue with a great translation marketing strategy, your consumers will begin to trust you. They’ll see you as reliable and honest, and in exchange they’ll start trusting you, your business, and your product.

It’s almost impossible to develop a powerful brand name without a good marketing strategy, and smart marketers understand that it’s professional branding that separates them from their competitors. It’s the reason why clients choose your brand and products instead of your competitors.

 Are You Ready to Go International?

Becoming international is certainly the goal for many small, medium, and large businesses, but we can’t deny that it really is a huge step and there are certain processes that must be undertaken to prepare for the challenge. If your business dream is to take your services or products to the international market, then there are some important factors you need to consider before expanding your business. Creating a strong international presence is not a simple step. Consider the following –

Future Customers

Considering the country or countries you’re considering expanding into, do you believe there will be customers for your product? Have you done your research into the potential market in this country, and will your product have the same appeal as it does in your local market? Make sure that the customers in your new market have a need for what you’re offering.