How to market your services effectively

Marta StelmaszakJune 2015

About the speaker

• Polish – English translator and interpreter• Based in London• BA, PgCert in language-related disciplines• MSc in Management, Information Systems and Innovation• Training in marketing, e-business, economics• Certificate in business mentoring• Publications, presentations, articles• www.wantwords.co.uk/school• @mstelmaszak

Our plan for today

• Problems with translator marketing: doing things • Part 1: Marketing theory: doing things right• Part 2: Marketing practice: doing the right thing• Part 3: Marketing plan template for you

What are the problems with marketing?

Part 1: Marketing theory

Part 1: Marketing theory

Part 1: Marketing theory

Part 1: Marketing theory

Part 1: Marketing theory

Part 1: Marketing theory

Assessment

Communications

Marketing planning

Brand and positioning

Market segmentation

Market research

Analysis

Part 2: Marketing practice

• Analysis– What is my objective?– What are my goals?

• Audit– What am I doing to market my services now?– What is the environment like?– What does my SWOT analysis tell me?– What do I need to change?

Part 2: Marketing practice

• Market research– Define the problem and agree the objective– Develop your research plan: who is to be researched?– Collect relevant data– Analyse the data to turn it into information– Present conclusions

Part 2: Marketing practice

• Market segmentation– Identify real segments– Set an objective– Analyse the situation– Profile your segments– Select segments to target– Ideal Customer Avatar– Develop a strategy

– More: http://wantwords.co.uk/school/lesson-93-how-to-segment-your-translation-market/

Part 2: Marketing practice• Brand and positioning

– More: http://wantwords.co.uk/school/usp-translators/– http://wantwords.co.uk/school/developing-translators-usp-challenges-opportunities/

Part 2: Marketing practice

• Marketing planning– Marketing mix

Part 2: Marketing practice

• Marketing communications

Part 2: Marketing practice

• Assessment– KPIs– Goal– Measure– Target– Actions

Take away

Marketing plan template to download: http://goo.gl/4cC3EZ

Marta Stelmaszakwww.wantwords.co.uk

marta@wantwords.co.uk@mstelmaszak