The ATA Chronicle - November/December 2023 - 13

be hanging out online. If
you're going to offer a social
media account as a way to
connect, make sure you use it
actively and for professional
purposes.
What about After
the Event?
from your audience. This
will help you stay calm and
gauge the audience's interest
and engagement throughout
your talk.
Wrap It Up Nicely with a
Bow: Just as proper planning
is key to a successful public
speaking engagement, so is
making sure your attendees
can follow up with you after
the event if they want to learn
more, hire you, or refer you
to someone they know.
Be sure to leave your
audience with at least two
ways they can find you online
or reach you if they have
additional questions. I like
to offer my name again at
the end of my presentations
since many people find it
hard to spell or recall. I also
offer my email address, my
website URL, and any social
media accounts I use where
my audience might also
www.ata-chronicle.online
Once you finish your public
speaking engagement, you
can still get a little more
mileage out of it. After all,
you put a lot of effort into
preparing for the event. If
possible, share about the
event and the topic of your
presentation online with
your professional social
networks, use any relevant
hashtags if using platforms
like LinkedIn, X (formerly
Twitter), or Instagram, and
commend the organizer(s)
for putting on a successful
event. You might even write
about your experience in
the form of a blog post or an
article on LinkedIn. Doing so
helps promote the event and
its value.
If anyone from your
audience connects with
you, continue the dialogue
in direct messages in the
comments on each other's
posts. You could even offer to
have a virtual or in-person
coffee chat with a promising
lead to get to know them
and their business better.
Talk to them about what
they do and see if there is
any interest in collaborating
or partnering in the future.
If not, you could still kindly
ask for a referral in case they
know anyone who needs your
services. Continue to stay in
touch with that person. Now
that they've heard you speak
and have experienced your
professionalism, they are
more likely to keep you top of
mind whenever they hear of a
need for your services.
Just Like Most
Marketing Methods,
Public Speaking Can Take
Time to Pay Off
Public speaking can be a very
lucrative form of marketing,
but the payoff can take a
while. For example, I picked
up two long-term anchor
clients after speaking at an
event a few years ago. But
these business relationships
took time to nurture. Between
the time we met at the
conference and the time we
started working together, we
stayed in touch for about 6
to 10 months. They are two
of my favorite (and biggest)
clients to this day.
If you're interested in
doing some public speaking
to market your business, first
think of where your potential
clients are (in person or
virtually) and choose events
where you would feel
comfortable talking about
what you do and how you
help your clients. Make a plan
for how you'll offer value and
demonstrate your expertise
and professionalism through
the content you share. And
brainstorm ways you'll follow
up with anyone in your
audience who seems like a
promising prospect.
Just like you
would want
to know who
the target
audience is for
a translation,
you need to be
familiar with
your audience
if your spoken
words are
going to land
well with them.
Madalena Sánchez Zampaulo, CT is the
immediate past president of ATA. A Spanish
and ATA-certified Portuguese>English translator,
she is also the owner of Accessible Translation
Solutions and Pure Language Services. With more
than 15 years of experience in the language professions, she
shares her knowledge and years of research to help freelance
translators and interpreters improve their online presence by
refining their professional profiles to attract their ideal clients
while collectively elevating and promoting our professions.
She is also the author of The Online Presence Roadmap: A
Practical Guide to Confident Online Marketing for Translators
and Interpreters. madalena@accessibletranslations.com
American Translators Association 13
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The ATA Chronicle - November/December 2023

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