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

ConVTI (Virtual Interpreting and Translation Conference)

 

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Márcia Nabrzecki and I, Gio Lester, have a lot in common. Besides being Brazilian and translators, we are also advocates, instructors, and mentors. Last year, a common friend brought us together and the result is a 2-day event that we believe will delight those who attend it.

I better tell you a bit about ourselves. My career in Translation and Interpreting started in 1980. Yes, I am a legacy professional and have witnessed and adapted to many changes over the years. I have also been an advocate for our professions: President of two Florida Chapters for the American Translators Association-ATA (2001-2003; 2011-2012; 2015), Director and also Interim Vice Chair for the National Board of Certification for Medical Interpreters (2010-2013), mentor for members of ATA and also of its Brazilian counterpart, ABRATES, and currently I am also the Editor of The NAJIT Observer, a weekly online publication by the National Association of Judiciary Translators and Interpreters. Márcia started her career in 1995. Love for her profession led Marcia to engage in activities beyond translation projects. She is busy mentoring other professionals for Coletivo Identidade, a program that evolved from T&I events in Curitiba and spread to other cities in Brazil; she leads workshops and organizes events such as the monthly barcamps that also started in lovely Curitiba. Márcia manages to find time to lead Pro-Page, Traduções e Projetos, her own company. You can read more about us here.

So, after a few conversations and planning, we decided to throw a party at your place. Well, actually, a conference. Why, you may ask. Well, how many conferences have you missed this year? How many more are on your wish list? The truth is, regardless of origin, language and customs, we all share the desire to learn, grow and save. ConVTI ([//kon-vee-tee-eye//], in Portuguese, Congresso Virtual de Tradução e Interpretaçãomakes all three available to all of us.

Márcia and I feel the same way: earning continuing education credits, networking with colleagues, improving the quality of our services, etc. should not be a hardship. And we have a solution that makes use of modern technology to solve that issue – after all, this is the 21st Century!

Our professions have experienced exponential changes at different levels. Technology’s effects have been both negative and positive: clients expect a lot more from us in a shorter period of time but we have tools that help us work smarter; new market segments are open to us but the learning curve can be discouraging; there are incredible new tools out there but either cost, availability, compatibility, or something else are obstacles.

However, technology has reached a point that allows for presenters from all over the world to congregate on your laptop. And we have arranged just that for you: a great professional event with international talent, respected colleagues, best representatives in their specializations. ConVTI will fill in the gap between events, allow professionals to meet their certification requirements and learn from leaders in various segments. And the latest: HeadVox will be providing simultaneous interpreting for the live sessions.

We have put together a collection of top-notch T&I professionals to delight you. No divas. We wanted an even constellation of professionals who understand the changes in the market and what they mean to us.

Wherever you are, we promise you two event-filled days. On August 26, we will have four 1-hour presentations followed by a 90-minute panel on MT and interpreting technology. The day’s closing event is a live roundtable with all presenters. On August 27, we will have six 1-hour presentations and the closing is another live roundtable with all presenters. ConVTI will cover subjects ranging from the practical side of translation to the technical aspects of it, interpreting technology and changes in judicial interpreting, the business side of our profession, and we are working on bringing sign language interpreting into the offerings. Since Márcia and I do believe in equal opportunity learning, we have plans to have the presentations subtitled in English, Portuguese and Spanish.

And your wallet will be happy too: No airfare cost. No hotel cost. No meals cost – well, that will depend on you. Just take your mobile device to wherever you feel more comfortable and join us. A flat fee of $75 gives you access to the 2-day event. The presentations will be available for sale after the event.

Are your ready for a visit? Have your computers, laptops, cell phones or tablets at the ready. We are coming your way: August 26 and 27.

Visit our website for more detailed information. Also, like our Facebook page, follow the event on Twitter, and subscribe to our YouTube channel to stay updated. Should you have any doubts, send us an email to info@convti.com.

If you missed the webinar The Business of Being in Business – Part I: The Professional Side (free webinar to give you a taste of ConVTI), just click here to watch the video. And get ready for the second installment: The Business of Being in Business – Part II: The Commercial Side coming to you on June 24, at 8 am EST – check your local time on Time Buddy. Registration is now open, just click here.

Márcia has talked about the event (in Portuguese) for the TradTalk podcast. You can watch or listen to it here.

About the author
GioBrazilian-born Giovanna “Gio” Lester‘s career in translation and interpreting started in 1980. Gio is very active in her profession and in the associations she is affiliated with. She has held many volunteer administrative positions within various organizations related to our profession, and often speaks and writes on issues that affect us. As an international conference interpreter, Gio has been the voice of government heads and officials, scientists, researchers, doctors, hairdressers, teachers, engineers, investors and more. Gio has been a contributor to The NAJIT Observer since its inception in 2011, and its Editor since 2016. She can be reached at gio@giolester.com.