How To Market Your Translation Service

People often use the phrases selling and advertising interchangeably with marketing. They are not entirely wrong, but they are missing the big picture. Marketing is not just about advertising, but it is a total system of business activities. These activities mainly consist of planning, pricing, promoting, and distributing. 

In this article, we will expound upon the activities and discuss the importance of marketing translation services in today’s time. 

a) Planning:

1. Identifying Target Market: A translation service would start by identifying its target market. For example, it could be businesses in various industries that require translation services for their international operations.
2. Defining Services: The translation service would plan which translation services to offer, such as document translation, website localization, or interpretation services. They would also determine the languages they specialize in, considering the demands of their target market.
3. Setting Goals: The service would establish specific goals, such as acquiring a certain number of new clients, increasing market share, or expanding into new geographic regions. These goals would guide the planning process and subsequent marketing strategies.

b) Pricing:

1. Cost Analysis: The translation service would conduct a thorough analysis of their costs, including employee salaries, software and technology expenses, overhead costs, and any outsourcing fees. They would also consider factors like the complexity and volume of the translation projects.
2. Competitive Analysis: The service would research and analyze the pricing strategies of its competitors to ensure their prices are competitive within the market. They would consider the quality of their services and the value they offer clients.
3. Pricing Structure: Based on the cost analysis and competitive research, the translation service would determine a pricing structure. They offer different pricing options, such as per-word rates, hourly rates, or project-based pricing, depending on each client’s specific requirements.

c) Promoting:

1. Online Presence: film translation services, for instance,  would develop a professional website that showcases their services, expertise, and client testimonials. They would optimize their website for relevant keywords to improve their visibility in search engine results.
2. Content Marketing: The service could create informative blog posts, articles, or e-books on topics related to translation, language, and localization. Sharing valuable content helps establish the service as an industry expert and attracts potential clients.
3. Social Media and Advertising: The service could leverage social media platforms, such as LinkedIn or Twitter, to engage with its target audience, share industry news, and promote its services. They may also invest in targeted online advertising to reach potential clients actively seeking translation services.

d) Distributing:

1. Online Platforms: Agencies, such as video translation services would make their services easily accessible through online platforms. This could include providing a client portal or online submission system where clients can submit their documents for translation or request quotes.
2. Network of Translators: The service would have a network of professional translators skilled in various languages and subject areas. They would distribute translation projects to the appropriate translators based on their expertise, ensuring high-quality and accurate translations.
3. Client Communication: The service would establish efficient channels of communication with clients, such as email, phone, or project management software. They would ensure the timely delivery of translations and provide ongoing support to address any client queries or concerns.

e) Satisfying Customer Needs 

A translation service satisfies the needs and wants of its customers by providing high-quality translations that meet their specific requirements. Here are some examples of how a translation service can achieve customer satisfaction:

• Understanding and Meeting Language Requirements:

 A translation service ensures that it has a team of professional translators who are fluent in the target language and have expertise in the subject matter. For instance, if a customer needs legal document translation from English to Spanish, the translation service assigns the task to a translator with legal expertise and native-level proficiency in Spanish. The service ensures accurate and culturally appropriate translations by understanding the customer’s language requirements and assigning suitable translators.

• Customization and Adaptation: 

Different customers have different needs regarding translation. A translation service takes the time to understand each customer’s specific requirements and tailors the translation process accordingly. For example, a customer may require professional video translation services to adapt the translation to the target market’s cultural norms, preferences, and linguistic nuances. The agency works closely with the customer to adjust the content and deliver a translation that resonates with the target audience.

• Quality Assurance Measures:

 A translation service implements robust quality assurance processes to ensure the accuracy and consistency of translations. They may have a team of proofreaders and editors who review the translations before delivery. Some services also use technology-assisted tools like translation memory and terminology management systems to maintain consistency and improve efficiency. By prioritizing quality control, the service ensures that the final translation meets or exceeds customer expectations.

• Timely Delivery: 

Customers often have time-sensitive translation needs. A translation service understands the importance of timely delivery and sets realistic deadlines based on the project’s scope. They allocate sufficient resources and manage their workflow to ensure that translations are completed within the agreed-upon timeframe. Meeting deadlines consistently demonstrates reliability and customer-focused service.

Conclusion

In this article, we discussed the different phases that are involved in the marketing of a professional translation agency . The key takeaway from this article is that marketing is not just about selling. It’s a complete process that consists of various steps.