ATA’s Back to Business Basics – Effective and Pitch-Perfect Marketing during and after COVID-19

Marketing is a task that even experienced translators and interpreters dread, and it can feel especially daunting during difficult times, like the current pandemic and financial crisis. Should you still be marketing your services to clients? And if so, how can you do that without coming off as salesy and opportunistic? What if your clients are in an industry that was hit hard by the crisis?

You will find answers to these and many other questions in ATA’s Back to Business Basics webinar “Effective and Pitch-Perfect Marketing during and after COVID-19.”

ATA launched its new Back to Business Basics webinar series in September 2020. These webinars focus on a small, practical piece of business advice for translators and interpreters at different stages of their careers. The series quickly became popular: there are usually a few hundred people attending each live session. Members can access these webinars free of charge, and non-members can purchase each recording for $25.

In this first webinar in the series, Madalena Sánchez Zampaulo, a freelance ATA-certified translator working from Spanish and Portuguese into English and ATA’s President-Elect, shared how to deliver pitch-perfect marketing during difficult times.

The first step is finding the right mindset: you need to understand what your ideal clients are going through, what their challenges are, what is coming, and how you can help. As with the stages of “new normal” during the pandemic, businesses will be experiencing different stages of reopening and adjustments and will have to reinvent themselves as the pandemic evolves. The key is to stay informed and be able to make projections on what your clients’ priorities will be and how you can support them.

In her presentation, Madalena showed examples of how some areas that have been hit the hardest (for example, travel and hospitality, education, immigration) are adapting, and how some translators and interpreters have successfully responded to the needs of their clients.

Madalena demonstrated how checking in with clients and offering to help can be done in a tactful and non-obtrusive way. She also gave some ideas on reaching out to both current and new clients during difficult times.

When so many people have been affected by the global pandemic and economic crisis, it may feel that marketing your translation or interpreting services is not a priority. But it is important to continue growing your business, and you can (and should) continue marketing. You may just need to adjust your approach, and this webinar will give you some great strategies on how to do that.

Check out the recording of this webinar and share it with colleagues who may be interested!

Author bio

Veronika Demichelis, CT is an ATA-certified English>Russian translator. She is chair of ATA’s Professional Development Committee, member of ATA’s Membership Committee, blog editor for ATA’s Slavic Languages Division, and co-host of the Smart Habits for Translators podcast.

I asked translators and interpreters what their biggest website challenge was; what I learned is that it’s not website-related at all

In the fall of 2018 I ran a survey to see what are the biggest website-related challenges of freelance translators and interpreters. In addition to four closed questions, there was one open-ended question.

Responses to that question show that the biggest challenge is not copy, design, or even SEO. It’s strategy.

Here are the responses and my answers to them. If you are struggling with similar problems, I hope this will help!

Response 1: “Applying all the SEO and copywriting tips I read and hear from experts”

I hear you. There are so many tips and so little time to implement them (more on that later). Start with this question: “Why do I want to implement all of the SEO and copywriting tips?” In other words, what is your business goal? More clients?

You could be doing any of these tasks:

  • Implementing all of the SEO tips to make your website more visible (more on that later)
  • Start targeting your ideal clients on LinkedIn
  • Perfecting your cold email skills
  • Sending sales emails
  • Actively asking for referrals

You can do all this once you know what you are trying to achieve and who you are targeting. Based on that, decide what exactly you are going to do—in, say, the next six months.

Voilà! Now you have a plan, and can focus only on those tips that are relevant to your plan.

Response 2: “Figuring out which fields to specialize in and how many fields is appropriate. I don’t want to pick too narrow of a niche but also don’t want to be too generalized.”

Chris Durban on @TranslationTalk (enough said):

Response 3: “Pressure from people around me (including from other industries) to make my website into something it’s not, e.g. a blog, a subscriber magnet, “content””

Ah. I have the perfect article from the amazing Margo Aaron from you. And this one specifically about blogging. But let’s go back to the T&I industry…

Chris Durban says:

Angela Benoit says:

Back to your website: what is it for? Is it doing what you want it to do? If yes, then if it ain’t wrong, why fix it? If no, what can you do?

Response 4: “I don’t want to sound fake by marketing my services because I’m a beginner.”

My suggestion is to have a one-page mini-CV website for agencies if you think that you’re not ready to take on direct clients. You could also postpone working on a website until you are more confident in your skills. Writing copy about yourself is super-hard, and it can feel icky and wrong (and trigger an existential crisis – or is it just me?)

It doesn’t have to.

Talk to fellow translators in your niche or your mentor (if you’re part of the ATA Mentoring Program). Maybe they can help you find a way to talk about your experience and services that will not be all Saul Goodman. The Copywriter Club has an amazing podcast episode with Tanya Geisler about the imposter complex and its evil twin, the Dunning-Kruger effect.

Response 5: “SEO, I don’t know enough about it”

OK, this is one of my favorite things to hate. Why, oh why, are so many translators focused on SEO? Below is a screenshot of what Ubersuggest, a SEO research tool, shows for “translator Spanish”. Where are people going? That’s right, dictionaries and MT.

https://app.neilpatel.com/en/ubersuggest/overview?keyword=spanish+translator&country=us

This is what Ubersuggest shows for “localization Spanish” How many estimated visits? That’s right, just six. Per month.

https://app.neilpatel.com/en/ubersuggest/overview?keyword=spanish%20localization&country=us

So, you can try to rank for high-volume words… even though it looks like people are not doing web searches for actual human translators. You can focus on long-tail search queries and hope that those six website visitors will all decide to work with you. Or you can focus on other ways of getting clients, from blogging (in case Margo Aaron did not persuade you that this whole thing sucks) to being excellent at what you do (and perhaps gently nudging clients to refer you to their business partners) to whatever else might work for you—and, more importantly, for your target audience.

Response 6: “Being perceived as a professional (content, images, design, colours), but at the same time being me and being attractive to potential customers”

On having a professional look, check out WordPress, Squarespace, and Wix. Just pick a template. Done. (Also, you do not need a logo.)

On being you: Abbey Woodcock has an amazing tutorial book titled” What They Hear When You Write: Find and Perfect Your Unique Writing Voice” (includes worksheets).

Response 7: “Time. Because I have so little.”

Ouch. I hear you. Maybe this could help:

How to Set Effective Goals for your Freelance Business

Time Block Your Weeks

Theme Your Week: A Schedule Hack for Maximizing Productivity

Response 8: “Figuring out how to present my varied specializations to my equally varied targets, since those fields are pretty different from one another.”

Could there be a unifying idea, maybe personality-related, that can tie those fields together to be presented on a home page? If not, why not create separate websites?

Response 9: “The biggest challenge is to present myself in a way that would attract a client.”

Do you know your ideal clients well? Can you ask your existing clients what attracted them to you? Start by trying to gather information from your ideal clients and go from there.

Conclusion

The poll is still live here: https://docs.google.com/forms/d/e/1FAIpQLSeL-OSjKrKBayX6-9vhmhncYZVSdSp8350lazXbq4Fyle2rlw/viewform?usp=sf_link. If you have different challenges, and want to share them, I’m up for take two!

Have a different opinion on how to tackle the challenges? Leave your ideas in the comments!

Author bio

Ekaterina Howard is a bilingual copywriter helping companies optimize their localized Russian copy for their Russian-speaking target markets at yourcopyinrussian.com. She also publishes tips on how T&I businesses can make their website more persuasive and relevant to their prospective clients. You can read them at pinwheeltrans.com, or connect with her on Twitter @katya_howard.

Book review: Guide to Becoming a Successful Freelance Translator

The translation and interpreting industries have been blessed with a plethora of new books in the last few years. The book I’m going to talk to you about is mostly for new translators and interpreters, curious to explore and eager to learn more about their communities. Let’s see the basics of the book first.

Title: The Ultimate Guide to Becoming a Successful Freelance Translator
Authors: Oleg Semerikov, Simon Hodkinson
Published: March 25, 2017
237 pages
More details: Translators Book or Amazon

Chapters
1: Getting on your feet
2: Client relationships
3: Marketing yourself
4: Languages and you
5: Practical matters
6: The lighter side of translation

The author starts by listing some types of linguistic services, including a few less “traditional” ones, like copywriting and desktop publishing. That list briefly outlines all the exciting opportunities awaiting recently graduated linguists, seasoned translators looking to specialize in a new type of service, or even non-linguists looking for a career change.

In “Getting on your feet,” Oleg explains what being a freelance translator entails and what it takes to be a freelance translator (being fluent in two languages is not enough, sorry). I quite like that part; it’s useful for all those second cousins and my mum’s friends’ children who ask if they can be a translator like me. Instead of spending 20 minutes on the phone explaining why it doesn’t sound like a good idea (because not one of those people ever had anything to do with languages and no future whatsoever as a translator), I could have just recited the following list.

To be a freelance translator, the following is required: native speaker of target language, fluency in source language, specialist subject knowledge (you can’t just translate anything and everything), advanced training (university, classes, qualifications, accreditations), working experience, key skills (linguistic and others), professionalism (you’re a business after all).

In “Client relationships,” Oleg starts with explaining the difference between translation agencies and direct clients. The focus then stays on agencies: how to maintain a good relationship, how to research them to avoid non-payers, how to trust them. There’s also a part about rates with specific examples, which is quite rare to find in books about translation; however, it mostly covers translation agency rates and only translation, not the other types of linguistic services.

This chapter closes with a very interesting section: what to ask your client before starting a translation project. I remember creating a checklist like that already four or five years into my translation career, a standard template to include in emails or to ask over the phone during initial client enquiries. Apart from this first set of questions, Oleg also focuses on the importance of asking questions during translation projects and provides examples.

“Marketing yourself” starts with an important principle: being a freelance translator means running your own business. And believe me, this, along with knowing your own value, takes a while to sink in, especially at the beginning of a translator’s career. This part includes tips on building a translation portfolio, how to use social media for business, and how to find your USPs (unique selling points, which means the combination of features that make your business special).

In “Languages and you,” the author describes some of the different markets or niches a translator can specialize in: video games, technical (including tips for readable technical translations), marketing, literary. Then, he explores ways of keeping up with our source and target languages and mentions some reference tools for English.

“Practical matters” starts with a few tips from freelance translators. My favorite was Clara’s secret to a happy work life, the four Cs: composure, calm, caffeine and cake. Have you seen that image of a cityscape at night and an apartment building with only one light on? That’s probably a translator working! In the first three to four years of my translation career, I spent more nights and weekends working than I want to admit. Then, I finally learned how to say no and how to put family time and my health over work. Oleg calls this “capacity management” and offers helpful tips. Next comes a section on SEO (search engine optimization), another quite interesting niche for translators, especially for marketing translators and website localizers.

“The lighter side of translation” includes a brief history of translation, how to work from home away from home (digital nomads), and how we can beat the loneliness of freelancing (co-working is on the rise and the options are endless).

An important part of this book is the appendix, which includes useful resources for translators. I’m a big fan of lists; I love to explore resources and this section was like Christmas morning for me. Quick list of the resources mentioned: CAT and QA tools, online glossaries, thesauruses and encyclopedias, dictionaries and glossaries by subject, translation blogs (The Savvy Newcomer is there too; thanks Oleg!), podcasts for translators, popular LinkedIn and Facebook groups for translators, webinars and annual conferences, worldwide associations for translators and interpreters, and a list of the 100 largest translation companies according to the Common Sense Advisory 2016 report.

Overall, I liked the book. I think it’s a good read, especially for newbies in the translation industry. Nonacademic books that focus on the translation business can be overwhelming in some cases, because they cover so many aspects and you might think, “How am I supposed to do all that, fresh out of university?” The writing style in this book feels more personal, like reading a blog.

Have you read the book? Did it help or inspire you in any way? Any other similar books that you enjoyed reading and would like to recommend for our future book reviews?

Linguist in the Spotlight: An Interview with Corinne McKay

This fourth installment of our “Linguist in the Spotlight” interview series features Corinne McKay, French-to-English translator and current president of the American Translators Association (ATA). If Corinne’s name is familiar, it may be thanks not only to her visible role in the ATA, but to the fact that she is a regular contributor to The Savvy Newcomer and also the author of what many consider to be the quintessential guide for aspiring freelance translators, How to Succeed as a Freelance Translator. Read on to discover why you could say Corinne was born to translate, how her time spent in Nepal and Switzerland ended up benefitting her translation work years later, and why the formula for freelance success may be simpler than you think.

A birthday to match her calling, and her long-term dedication to the profession at large

In 2002, I had a master’s degree in French literature, a baby, and the desire to find a job where I could use French and work from home while my daughter was little. I quickly gravitated toward translation, and found my calling (proof: my birthday is International Translation Day!). In those early years, I really relied on my local translators’ association—the small but mighty Colorado Translators Association—and on the contacts I made in ATA. I became ATA-certified in 2003 and attended my first conference in 2004, and then began moving up the volunteer ranks, serving as Colorado Translators Association president, ATA French Language Division administrator, and finally joining the ATA Board in 2012.

Mountaineering and the unlikely connection between time spent in Nepal and a French book translation

My favorite project from the past several years was being selected by Mountaineers Books (a US-based publisher of outdoor adventure literature and guidebooks) to translate two mountaineering memoirs. The first was Ang Tharkay and Basil P. Norton’s Sherpa: The Memoir of Ang Tharkay, and the second was Erhard Loretan and Jean Ammann’s Night Naked: A Climber’s Autobiography. These projects were fascinating from a few points of view: I was able to combine my love of and interest in languages and mountains (my husband and I spent four months in Nepal after we got married, and he’s also half Swiss, so I’ve visited many of the places mentioned in Erhard Loretan’s book), and I was able to help bring to life the words of two authors who are no longer alive. Ang Tharkay died of natural causes, and Erhard Loretan was killed in a mountaineering accident. So that was gratifying: to be contacted by Ang Tharkay’s family members who had never really heard his story before. Night Naked was also shortlisted for the 2017 Boardman Tasker Award for Mountain Literature; although it didn’t win, it is actually an honor—to me at least!—just to be nominated, and I was proud that it was the only work in translation to be nominated.

A word of advice on success, from the person who wrote the book on the topic

So much of succeeding in your first few years as a freelancer is just showing up. You need excellent language skills; you need to be a good writer (or speaker!); you need to target specializations that are marketable and that you know a lot about and/or enjoy researching and reading about. But in addition to that, you just need to do the boring, tedious, repetitive work that allows you to develop a steady base of regular clients who send you work, so that you can spend your time working rather than looking for work. I get so many emails from translators who say something like, “I’m so discouraged! I’ve sent out 25 emails to potential clients and only two have responded! What am I doing wrong?” To which I respond that during my first year as a freelancer, I contacted over 400 potential clients (and tracked them on paper… I still have the index cards to prove it!) and still, it took about 18 months until I was earning anything close to a full-time income. If your mindset is that you would be so great at this job, if only someone would consistently funnel you a steady stream of high-paying, interesting work, then you should find an in-house job instead of trying to be a freelancer. That sounds harsh, but it took me a long time to accept that very few translators enjoy marketing or looking for work in general; but an ability to force yourself to do that is what differentiates the happy and successful people from those who are just translating what lands in the inbox.

A work in progress: On constantly honing one’s skills and discovering new territory

I always ask clients for feedback on every translation. Some of my clients have in-house translation departments, or the clients themselves speak enough of both languages to give feedback. I stress that even if their feedback is negative, it helps me improve. I also commit to ongoing professional development: taking Coursera classes in my specializations, participating in ATA webinars, and attending lots of sessions at the conference every year. I’m currently working on improving my interpreting—in a sense, that’s not difficult, because I’m starting from close to zero!—but it’s a good way to maintain and improve my spoken French, which is a critical skill since I work with lots of direct clients who don’t speak any English. My “baby” daughter who was my motivation to start a freelance business is now a sophomore in high school, so I’d like to actively pursue interpreting when she goes to college in a few years.

For clients not already knocking on her door, an experiment in handwritten notes

I have a pretty active web and social media presence, so I’m fortunate in that a significant percentage of my clients have found me online. I also actively network with other translators and we refer work to each other. Finally, I try to send out at least one marketing contact every day or every few days to a client I don’t know but would like to work for. My primary marketing method is warm emails, but I’m currently experimenting with handwritten notes. I can report back on how that goes!

Image credit: Pixabay

Corinne McKay, CT is an ATA-certified French-to-English translator and the current president of ATA. She has worked as a freelancer since 2002, translating for the international development, corporate communications/content marketing and non-fiction book sectors. Corinne also writes and teaches for other freelancers; her book How to Succeed as a Freelance Translator has sold over 11,000 copies, and her blog Thoughts on Translation was voted the best blog about translation in the 2016 ProZ.com community choice awards. She will serve as ATA president through 2019.

Beat the January doldrums starting now

Beat the January doldrums starting nowThe holiday season is an interesting time in the freelance business cycle. For many freelancers, some much-wanted/needed time off turns into an unwelcome amount of down time when work is slow in January. Following are some tips on how to beat the January doldrums in your freelance business, starting now:

Tip 1: Work over the holidays if you need or want to. Many established freelancers may look forward to a holiday lull. And if you work with clients in Europe, they may all but shut down until about January 9, the first Monday after New Year’s. But especially if you’re just starting your freelance business (or if you need to bring in some more income before the end of the year), consider working over the holidays. This is an especially good time to land new clients, when all of a translation agency’s go-to translators are out of the office and they have no choice but to branch out.

Tip 2: Assign yourself some work for January. What do most freelancers do when work is slow? Panic. Assume that no client will ever call them again. What’s a better option? “Assign yourself” to those non-paying projects that (if you’re like me…) remain eternally on the back burner because they’re not due tomorrow. Demo some accounting software. Upgrade your website. Take an online course. Start researching a new specialization. Write an e-book. Pre-load your blog with 10 posts. The key here is to plan ahead, so that the “assignments” are in place when you sit down at your desk in the new year, and before panic mode sets in.

Tip 3: Do a marketing push ahead of your slow periods. The time to get on a client’s radar screen is before they need you. For next year, schedule a marketing push in early December, before your clients wind down for the holidays. For now, prepare a marketing push for the next big work slowdown (such as July and August, when a lot of clients and translators go on vacation). For example, write a warm e-mail that you can send to prospective clients; resolve to send at least three e-mails a day, starting two to three weeks before you expect your work volume to drop off. Check in with all of your current clients (anything in the pipeline that you might help with?) and prospect for some new clients.

Tip 4: Evaluate your business expenses. Many freelance translators spend *too little* on their businesses, in a way that can lead to stagnation. But it’s also important to look at what you’re currently spending, and where you could reallocate some money. This is especially critical if you tend to sign up for services that require a monthly fee, but then you don’t end up using as much as you anticipated. It’s also critical if you pay for big-ticket expenses such as health insurance or office rent. Otherwise, think about what expenses might make you happier and more productive in your work (an accountant? a better desk?) and allocate some money for those.

Along those same lines, the end of the year is a good time to rack up tax-deductible business expenses. For example, make sure to renew your ATA membership and any other professional association memberships before December 31, so that you can claim the business expense for this year. If you need office equipment or a new computer, Black Friday and after-Christmas sales are a great time to shop for deals. Software companies may even run end-of-the-year specials. In future years, you may even want to earmark some money to spend in December.

Tip 5: Plan a “think swap” activity with other freelancers. January is a great time for types of activities that seem like a good idea, but for which you never have time. Invite three or four (or more) other freelancers, block out a couple of hours, and pick a topic. Maybe you invite other people in your language pair and everyone translates the same passage before you meet, then you go over your translations together. Maybe you invite freelancers of various flavors and trade marketing ideas. Go over each other’s resumes or LinkedIn profiles. Practice interpreting using YouTube videos. The possibilities are pretty much endless, and in January you may actually have the time for some of them!

Thanks for reading, and happy translating!

Header image credit: MTT

Author bio

Corinne McKayCorinne McKay, CT, is an ATA-certified French to English translator and the current ATA President-elect. She specializes in international development, corporate communications, and non-fiction book translation. She is also passionate about helping beginning and established translators launch, run, and grow successful freelance businesses. Her book, How to Succeed as a Freelance Translator, has become a go-to reference for the industry with over 10,000 copies in print, and her blog, Thoughts on Translation, has been a lively gathering place for freelance translators since 2008. You can keep in touch with Corinne on Twitter @corinnemckay, or on LinkedIn.