Budget Marketing Can Work
There is an old Chinese saying that “Good wine needs no bush.” This wise proverb also appears in writing in the epilogue of Shakespeare’s As You Like it. But, alas, the idea that good things sell themselves is not true in the 21st century translation localization industry.
From MLVs and SLVs to traditional translation agencies and freelancers, catching the clients’ eye has never been such a challenging task.
For small and mid-sized translation and localization service vendors, a proactive and flexible marketing strategy backed by reasonable investments can powerfully expand business.
A company’s success depends largely on clear positioning within the industry. We cannot be everything to everybody:
How can you find overseas customers more effectively? We have used the Internet as one of our greatest marketing resources. In 1999, there were far fewer companies listed in the Yahoo! Directory for translation agencies than there are today. Now everybody uses Google or other search engines to find what they want - including customers. We have attracted almost all of our overseas customers by initiating contact with them via e-mail. But this is only the first step in establishing a relationship of mutual trust with the potential client. You must also be able to deliver what you promise.
Of course, e-mail and the Internet have improved our efficiency as a company, too. Without e-mail marketing, how could a Chinese localization company employ a U.S.-based native Japanese translator to translate a technical manual for a UK company, and achieve the best possible turnaround times by utilizing time-zone differences among three locations?
Beat-the-SPAM Filter Tip
engine optimization (SEO) and submission
Make sure you optimize your website or web pages before submitting them to search engines. Meta Tags, for example, should be optimized with proper Site Title, Description and Keywords. Check these references for additional tips on SEO: www.google.com/webmasters/seo.html and www.webposition.com.
This article was originally published by GALA: The Globalization and Localization Association (http://www.gala-global.org).
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