Guest post: Adapting to our new reality

Welcome back to our guest post series!

Today, please welcome Virginia Katsimpiri, Greek translator, who will talk about how to turn your translation business into an online model.

Welcome, Virginia!

Photo by Arnel Hasanovic on Unsplash

How to turn our translation business model into a virtual one so as to adapt to the new reality

When I was creating the slides for my presentation for the BP20 Conference on client-retention strategies and how to turn your existing clients into loyal promoters of your business previously this year, I could not have predicted the coronavirus crisis that would hit us all. As a result, I had to adapt the content of my speech to the current situation, which inspired me to think of methods of turning the strategies I was going to teach into online ones. And eventually our business model into a virtual one. 

Before getting into this article’s topic, I would like to mention that we, as translators and language professionals, are lucky enough to be able to practice our profession even the current situation or in the event of such a coronavirus crisis.

And I know you might be thinking, “What about us who work in-house, who are interpreters, or who are even legal translators that cannot go to the court under such circumstances?” Well, I repeat: We are lucky enough to be able to turn our business model into a virtual one, work as freelancers with clients from all over the world, or even as employees with teleworking.

I know that too many translators put all their efforts towards optimizing their sales funnels and forget about what comes after a customer makes a purchase. 

Did you know that gaining new clients is 25% more expensive than retaining your existing ones?

Here are some excellent strategies you can use not only to make loyal promoters out of your clients BUT also to turn your translation business model into a virtual one:

Engage with Your Clients Online

When you interact with clients online and show them that you value their opinion, your customers will think positively about your brand. 

This has become easier than ever especially nowadays that the whole world is connected online.

Online presence
With your website and your online presence through your social media accounts, you can interact with customers anytimeanywhere.

Direct contact
Reach customers by directly engaging with them. 
Use social media to publish posts that start a conversation, or questions that encourage customers to share their opinion. 

I totally recommend you respond directly to your customers’ comments, posts, questions, and even tweets.

High-quality content
It is very important to create high-quality content that is useful and informative for your ideal clients. They’ll appreciate your publishing content they can use, leading them to share it with their own network.

Diverse content
In order to get the best possible results, you can publish different forms of content, such as articles, videos, gifs, infographics. That way you can reach different audiences no matter what type of content they look for.

Interactive website
Set up an interactive website where your ideal clients can interact with you. How can you create an interactive website? It is simpler than you think: You can add a review section, a Q&A page, why not a live chat? All of these ways are effective when it comes to boosting your interactivity.

Hold Online Events 

One of the best ways to spread word of mouth about your business is by setting up events. Many colleagues among us know that very well and have been practicing that method for many years.

They can give you a chance to connect one-on-one with your potential customers.

The best way to have better results is to keep in mind your target market. 

Tip 1: Your clients will enjoy an event even more if it has content that fits their own unique needs and interests.

Tip 2: Your clients can help your brand reach a larger audience more effectively than you could on your own. 

Tip 3: In order to spur more participation, you can offer small giveaways for anyone who posts or tweets about the event. It can be a discount in project, or a printed calendar with your logo, for example.

Many of you have been asking me what those events could be. I always encourage my mentees to be creative and resourceful. For example, I started hosting lives on my translation business Facebook account every Monday to discuss issues my clients would be interested in.

Provide First-Class Customer Service Online

Customer service horror stories can spread in no time. It has been shown that complaints about a company’s customer service have twice as much reach as positive stories, on average. Can you imagine that?

Sometimes you cannot avoid complaints, but you can handle them the right way so each and every one of your clients feels like a priority. 

Personalised communication
Start by genuinely talking with your customers and addressing them by name. A personalized message is much more effective at engaging the recipient and building brand loyalty.

If there is a problem with one of your clients and/or projects, be respectful as you take steps to solve it. 

Valuable feedback
The more comfortable you make the customer feel, the more likely they are to appreciate your customer service and provide valuable feedback that helps you improve your business.

Always aim to go above and beyond in terms of service. Instead of learning about issues when customers complain, follow up with every customer to make sure they’re satisfied with their purchase. How you can do this? 

A very common and simple way is to use a free app/software/tool to create a survey online asking your clients to give you feedback about your work. You can send it as soon as you deliver a project. It’s an online process that builds trust between you and your clients, creating a long-lasting relationship with them. That is also a great way to ask for a testimonial that you can share later on your website or social media accounts.

Offer Freebies and Special Deals also Online 

As a great tactic, you can consider sending occasional gifts to your clients. It doesn’t have to be anything major – most of people will perceive it as a nice gesture.

I will never forget a very nice purple notebook I got from Caroline last year with her logo on it in Bologna during the BP 19 Conference as a nice gesture and also a great marketing strategy. 😉 I still have it at my office!

Customer loyalty programs and referral programs are beneficial for your business and build brand loyalty.

  • Loyalty programs lead to more sales and reward clients. You can offer a discount, for example, to loyal clients.
  • Referral programs help you build a larger customer base while rewarding customers who spread the word about your business. You can offer a percentage of the earnings to the person who refer you to potential clients, or hire a salesperson to do this professionally. 

Unexpected extras, even if it’s something as simple as an email with a discount offer or a personal letter, give customers a positive impression of your business. They’re also an easy way to keep your brand on your customers’ minds.

Final Thoughts

Sales are the lifeblood of your translation business but focusing entirely on your sales means you’re only considering short-term goals without seeing the bigger picture.

Nowadays, especially during this lockdown, we have the perfect occasion to start implementing the above-mentioned strategies to attract projects, if not now in the near future. This is the right time to be present online and remind our ideal clients about our brand.

To build a strong brand that continues growing, you need to develop a connection that makes customers want to promote your brand for you. How cool would that be?

 You can connect online through your web presence and with events. Make sure that you provide excellent service and the occasional bonuses that consistently make your customers happy.

Let me know if you have any more ideas that could help us transform our business model into a virtual one.

If you still struggle with finding clients, getting more projects and creating a steady workflow, I’ve got you covered: I created a 90’ free masterclass to teach all strategies that I’ve used and that helped me expand my business over the years, and triple my income over the last few years.

Register for free here now! It’s tomorrow, May 28, 5 pm CET!

I created this masterclass especially for these times of crisis we’re all experiencing.

About the author

Virginia Katsimpiri is an English & French to Greek Certified Translator, with more than 13 years of full-time translation experience in the following fields: law, finance & aeronautics/defence industry. She holds an ΜA in Translation & an Executive MBA. As a certified translator and coach, Virginia teaches and practices translator mentoring methods. For her MBA dissertation Virginia ran a qualitative research study on “Client Acquisition Strategies for Language Professionals”, while she helps other translators to attract clients and build their profitable business.
You can visit her website or LinkedIn | Contact: info@vmentoring.com & mail@virginiakatsimpiri.com