The ATA Chronicle - November/December 2020 - 11

FEATURE

BY MADALENA SÁNCHEZ ZAMPAULO

First, determine if your ideal clients-
those you really want to keep working
with 5, 10, or 15 years from now-are
using any social media platforms. If so,
which ones do they tend to use and why?
Let's think about it this way. Most
people these days have Facebook
accounts. Many also use and love
Instagram. A lot of people enjoy Twitter.
And most of us have a professional
LinkedIn profile. But where are your
clients hanging out online? If you don't
know the answer to this just yet, it's
okay. Sometimes it's easier to answer this
question by simply ruling out a few of
the most obvious options.

Determine where your clients
hang out online and why they
use the social media platforms
they use.

Should I Market My Translation
or Interpreting Services on
Social Media?
If you have the time to scroll through any social media feed these days, you
have time to market your business on a social media platform.

Y

ou may be one of the many
freelance translators and
interpreters who've asked
themselves, " Should I market my
services on social media? " and " Which
social media platforms are best for
marketing my translation or interpreting
business to clients? "
You're not alone. I hear this question
from translators and interpreters pretty
frequently. But here's the thing. If you're
planning to market your business on
social media, keep in mind that it's
a long-term strategy. Setting up an
account and creating a few posts is the
easy part. But if you hope to attract the
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right clients for you, it's important to
create a framework or plan to follow to
make the time you spend worthwhile
and effective. Here are some strategies
to help you do just that.

DECIDE IF SOCIAL MEDIA IS, IN
FACT, WHERE YOU CAN REACH
YOUR POTENTIAL TRANSLATION OR
INTERPRETING CLIENTS
It's easy to assume that marketing via
social media is a " must " for any business.
After all, shouldn't every business use
social media to reach their target markets?
Well, it depends.

CONSIDER YOUR SPECIALIZATIONS
WHEN DECIDING WHICH (IF ANY)
SOCIAL MEDIA PLATFORMS WILL
GIVE YOU THE GREATEST RETURN
ON INVESTMENT
I bet most of my clients have personal
Facebook accounts. They may even
be on Instagram. But given my
specializations, I highly doubt that
they're using these accounts for
their work. Instead, they prefer the
distractions these social media platforms
provide away from their work.
So, it's not the best use of my time
to try to friend, follow, or connect with
them on Facebook or Instagram. Yes,
perhaps I could create a business page
and target my ideal clients with ads, but
I also don't necessarily want to remind
them of their work when all they really
want to do on Facebook after 5:00 p.m.
is check in with their friends. So, in
that sense, I've ruled Facebook and
Instagram out for my medical and life
sciences clients.
That said, someone who translates
for the fashion or beauty industry
might very well have a large pool of
American Translators Association

11


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The ATA Chronicle - November/December 2020

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The ATA Chronicle - November/December 2020 - Contents
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