Social media marketing

After a recent discussion on Corinne McKay's blog Thoughts on Translation regarding the utility of LinkedIn for translators, I've been giving some thought to my approach to that platform as well as Xing and a few others. The only environment of this sort where I have invested any serious effort over the years is the translator's portal ProZ, where I have established some very satisfying client and colleague relationships. However, one seldom encounters people from outside the translation profession there; to develop one's direct client base through online networking other approaches are needed. So when I found a reference to a list of 42 free e-books covering various topics for social media marketing I was rather pleased. The post is in German, but most of these works are in English, and it's easy enough for those without German skills to scroll through the list and download titles that may be useful.

Pleasant and well organized: another translator's web site

I've known Stefanie Sendelbach, an English/Chinese to German translator, for a number of years in professional forums (even before she finished her degree I think) and have also had a few very pleasant business dealings with her. I'm often reluctant to communicate with German clients and colleagues in English, but her command of my native language has always seemed so good that it's easy to forget that it's her second language. She's young and new in the business compared to many others, but I've always had the feeling that she can probably hold her own with many that have a much longer resumé.

That positive impression was reinforced again today when I took a look at her web site for the first time. My first impression was "wow - clean and quiet!". A little too much white space at the top, maybe, but the page makes a very calm impression, and it is very well organized. No flashing graphics, gaudy colors or anything else to set my nerves on edge. The best part, of course, is how her information is presented. I really like the fact that she explains the navigation on a number of her pages, telling visitors which links will take them to what information. I seldom thought of such things in the past when doing my own web pages, but after a decade and a half of cutting my way through the thickets of inscrutable web interfaces, I appreciate the value of her approach.

I also see her contact information in three places, yet it doesn't feel irritatingly redundant. She's just smart enough to be sure that you know how to get in touch with her now if you need a job done.

She's also got a nice little update column for news on the home page which mentions her new book in German on web site translation (HTML und PHP in der Website-Lokalisierung: Einführung - Hintergründe - Anwendung) and other useful information.

Other basic information that potential clients might want to know about her services is presented in a straightforward, understandable way, with good navigation in German and English. Overall I think this is another site worth looking at when one is considering how to put together a good web presence to promote your freelance translation business.

Sad Sack Sam strikes again!

Many translators wonder why they have a hard time acquiring and keeping customers. For those with basically good linguistic skills, a little business education can go a long way. In rare cases, perhaps the only hope lies with psychopharmacology. Susanne Aldridge called attention to a rather disturbing mail exchange between a translator and his prospect posted on a German marketing blog. The original post is here.

I've put this post under the keyword "marketing", because the approach of this self-designated translator is, of course, a fine example of what not to do. His behavior is so extreme that the point is obvious, but in some cases I see others encouraging practices that might in many cases prove counterproductive. There are so many good ways to build one's business, so why waste time spamming "prospects" and chasing after clients who aren't in a desirable market segment. Too many do, but now of course, their excuse for failure will be the Great Worldwide Financial Crisis. Hey, your crisis is my opportunity!

Postscriptum:

I seldom make changes to old posts; for better or worse I let them stand unless the information is completely outdated and a possible source of technical trouble. In this particular case, however, I've made an exception after receiving 14 e-mails (and still counting) from a deeply disturbed individual with bizarre obsessions involving sex, baldness, Scottish water creatures and scatology. This is, unfortunately, the typical operating mode for this individual, who has made a number of bizarre attacks on clients of mine over the years and has apparently been stalking one colleague on XING for weeks now. His example is more valuable than his name, which appears to be known to all, as he is one of the most dedicated spammers of agency lists that I have ever heard of. The recipients of his mail are, alas, not as open to business as might be wished, so I passed on an opportunity which he surely deserves and wished him Godspeed.

In contrast to cases like the Great Snake, there are no specific warnings required here; the warning is writ large in every communication with this individual with Braille subtitles for those who can't trust their eyes.

Here's a truly unique approach to marketing from which we can all derive some good laughs. Now go and market otherwise.

Edited comment:

Sonja said...

Oh yes, I've seen this mail exchange and found it rather embarrassing. It does cast a negative light on all translators but then we cannot be held responsible for somebody else's mental state, can we? What strikes me as odd is that is still in business after so many years, and apparently so many years in trouble. How come natural selection hasn't worked here?