The ATA Chronicle - November/December 2020 - 12

SHOULD I MARKET MY TRANSLATION OR
INTERPRETING SERVICES ON SOCIAL MEDIA? continued
potential clients hanging out on one
of these platforms. But given my own
specializations and clients, I prefer
to look to other potential platforms
instead. Following this method of ruling
out the obvious options, I'll move on
to Twitter.
I've yet to find my main contacts
within my clients' companies on Twitter.
Yes, they may have a company Twitter
account, which I'll follow and interact
with from time to time. But typically,
the people running their company social
media accounts are not the decision
makers or the ones hiring professional
translators. So, that rules out Twitter
for me.
Instead, I prefer to use Twitter to
connect with colleagues and friends. I
can still market my business via Twitter
by using it to grow my referral network.
In that sense, Twitter is a very powerful
marketing tool. But more on that later.

ONCE YOU KNOW WHERE YOUR
CLIENTS ARE HANGING OUT ONLINE,
THINK ABOUT WHAT KIND OF CONTENT
WILL RESONATE WITH THEM
One platform where I can say my clients
definitely do hang out is on LinkedIn.
So, that means that if I'm going to create
a social media marketing strategy for
my translation business, I should come
up with a way to regularly engage with
them there.
Now, my clients may not be logging
into LinkedIn every day, but they do
check in from time to time, and they're
connected to more of my potential
clients. This can be really beneficial for
freelancers! That's when I go back to the
purpose behind the platform and the way
my clients use it. Here are the questions I
ask myself:
■	

Why are my clients using LinkedIn?

■	

What do they want to get out of
connecting with others on this platform?

■	

How do they use the platform?

■	

When do they tend to sign in and
engage with others?

■	

Where do they tend to be when they
use the platform?

12

The ATA Chronicle | November/December 2020

Let's break these questions down a
bit. By the way, these questions and this
process can be used for any social media
platform where you think your potential
clients are engaging on a regular basis.
1. Why are my clients using LinkedIn?
Like most people with a LinkedIn
account, the purpose of using this
platform is to connect with other
individuals. It's expected that one is
there to do business or form business
relationships. So, I focus on that. Building
relationships.
2. What do they want to get out
of connecting with others on this
platform? Like most clients, mine want
to connect with others who can help
them in their business or position, or who
can provide them with a solution to a
problem. They also want to see how their
friends, former colleagues and classmates,
and new professional connections are
doing. It's a way to stay connected without
having to hear about what someone had
for lunch or read a political rant from
their neighbor. It can also be a first step or
introduction to someone before taking the
leap to forming a business relationship.

Who better to refer you to a
potential client than a colleague
who knows you, understands your
skill set, and can speak highly of
your professionalism?

3. How do they use the platform? The
answer to this question will be different
for everyone. But my ideal clients are not
usually scrolling through their newsfeed
on a daily basis, going down a rabbit
hole of posts. They just don't have time.
Instead, they log into LinkedIn to check
their inMail or to approve a connection
request. Maybe they want to look up a
potential partner or client. Or perhaps
they're filling a need by checking in with
a LinkedIn Group that reflects one of their
special interests.

4. When do they sign in and engage
with others? I would bet that my
clients tend to log into LinkedIn at the
beginning of their workday, on a break,
or between meetings. Because of how
LinkedIn works and the fact that there
is little drama to suck you in like other
social media platforms (and if there is,
I haven't found it yet!), people tend to
" get in and get out " when it comes to
LinkedIn. So, they often use it in small
pockets of time during the workday.
5. Where do they tend to be when
they use the platform? This is another
question that will be different for
everyone, but I think it's safe to say that
most of my clients use LinkedIn when
they're already at work-whether they're
in the office or still working from home
due to the pandemic-because it very
much relates to their professional life. Yes,
they may check an inMail message on the
weekend now and then, but I feel fairly
confident that my clients are not spending
their weekends mindlessly scrolling their
LinkedIn feeds.
Because I know all of this about my
clients, I can come up with a game plan
of sorts. It's easier (and smarter!) for
me to spend my time looking for useful
content, like articles, that my clients
would appreciate and find relevant. I
simply send them a friendly message
now and then to share something useful
or send a congratulatory note about a
work anniversary, a promotion, etc. This
allows me to check in from time to time
and stay top of mind with them much
more than if I tried to create a bunch of
original content to post in my feed and
cross my fingers that they'll see it.
So, it's important to determine where
your clients hang out online and why they
use the social media platforms they use.
Then, determine how you fit into this
online space in relation to them (or not).
Here's another example. Let's say you
earn a decent amount of your income by
translating documents for individuals.
Maybe doing a bit of marketing on
Facebook and Instagram is a good use
of your time. You could join groups for
speakers of your source language that also
have the same interests or hobbies, engage
with the people in those groups, and
provide helpful responses to questions.
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The ATA Chronicle - November/December 2020

Table of Contents for the Digital Edition of The ATA Chronicle - November/December 2020

Contents
The ATA Chronicle - November/December 2020 - Cover1
The ATA Chronicle - November/December 2020 - 2
The ATA Chronicle - November/December 2020 - Contents
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The ATA Chronicle - November/December 2020 - Cover4
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