The ATA Chronicle - September/October 2020 - 20

5 STRATEGIES TO IMPROVE YOUR ONLINE PRESENCE DURING AND AFTER COVID-19 continued
so that you become known for and
associated with them. Yes, this is related
to marketing. But you can become
known for certain characteristics or fields
of expertise by showing up as someone
with a professional identity that reflects
those characteristics or fields.
Here are a few ideas on how to
market yourself as an expert translator
or interpreter:
■	

Speak about topics in your field
of expertise. (Even though inperson events are not happening
at the moment, there are plenty
of opportunities to share your
knowledge via online professional
development events.)

■	

Attend lectures, workshops,
conferences, trade shows, and other
events that are being offered virtually.

■	

Write articles or share news about
issues in your field.

■	

Volunteer for professional associations
in your specialization(s) or special
interest groups within a larger translator/
interpreter association that fit your
specialization(s). (Think ATA divisions!)

■	

Connect online with other colleagues
in your specialization(s) and language
pair(s) who you can network with and
share ideas on a regular basis.

While I know it's not always easy to
talk about yourself, you have to consider
that if you don't tell people what you do,
how will they know?
You need to talk to people and engage
with them. These are the best ways to
become known for the professional work
you do.
Choose the most strategic
places to showcase your
professional work for your
ideal clients. Hands down, the number
one place to showcase your work is
through your website. You must build
your online home-your website-first
and the roads leading to it-social
media, search engine optimization
strategy, etc.-second. Once you have
a website in place that you're sure
speaks to your ideal clients in a way
that appeals to them and specifically
portrays the type of work you want to

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The ATA Chronicle | September/October 2020

do in the long term, you can work on
other areas of your online presence to
complement it.
So, what are those roads leading to
your online home? Here are a few paths I
would recommend you start paving first:
■	

Your LinkedIn profile;

■	

Professional directory profile listings;
and

■	

Social media accounts on platforms
where your clients are hanging out and
actively engaging on a regular basis.

While I know it's not always
easy to talk about yourself, you
have to consider that if you don't
tell people what you do, how will
they know?

First, let's start with LinkedIn. This
is perhaps one of the most overlooked
tools professional translators and
interpreters can use to their advantage.
In fact, after your website, I would say
it's the most important piece of your
online presence to get right. Why?
Because LinkedIn is a massive search
engine used by professionals to find
other professionals. Professionals are on
LinkedIn to do business.1
Second, your professional association
directory listings should feature
information similar to what one would
find on your LinkedIn profile and
website. Now, before you think this is
overkill, hear me out. When customers
need a translator or interpreter and
don't know where to look, they turn to
professional associations. If your profile
is up to date, clear and concise, contains
your contact information (and please
link it to your website!), and stands out
from others in your language pair(s)
and area(s) of specialization, clients will
be more inclined to reach out to you
instead of someone else whose profile is
not as comprehensive.
Finally, we come to social media.
I don't push social media a whole
lot when it comes to marketing your

professional translation and interpreting
services. This is because most clients
are more inclined to look at the other
three pillars of your online presence
first: website, LinkedIn profile, and
professional directory profile listing.
That said, if you know your clients are
hanging out on Instagram or Facebook,
then by all means be active there! Here
are two examples:
■	

A translator who regularly works
on marketing texts for fashion and
cosmetics is more likely to find their
clients on Instagram than other social
media platforms.

■	

However, a translator whose bread
and butter lies in translating
genealogical records and related
documents is more likely to find
their ideal clients on Facebook. Why?
The fastest growing demographic
on Facebook tends to be users age
65 and older.2 So, it makes sense to
invest in some Facebook ads to target
a group like this if you're already
active on Facebook with a company
page for your professional services.

And of course, there are those of us
who work in fields where our ideal
clients are simply not looking for
professionals on the mainstream social
media platforms. That's okay. We have
our websites, LinkedIn, and professional
association directory profiles where they
can find us.

It's easy to get excited about
improving your online presence,
but it can quickly become
overwhelming if you don't have
a plan.

Determine how much time
you have to work on the
various platforms where you
will have an online presence. It's easy
to get excited about improving your
online presence, but it can quickly
become overwhelming if you don't have
a plan. Ask yourself these questions.

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The ATA Chronicle - September/October 2020

Table of Contents for the Digital Edition of The ATA Chronicle - September/October 2020

Contents
The ATA Chronicle - September/October 2020 - Cover1
The ATA Chronicle - September/October 2020 - 2
The ATA Chronicle - September/October 2020 - Contents
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The ATA Chronicle - September/October 2020 - 6
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The ATA Chronicle - September/October 2020 - Cover4
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