Last time we talked about email marketing for translation business and discussed what it is and whether it can be useful in promoting translation or interpreting services. In this article, I wanted to bring you a bit closer to this whole newsletter, subscription and mailing lists story. Apart from perhaps encouraging you to use one for yourself, you’ll probably understand why and how certain companies, blogs, websites operate (including mine).
So, Iet’s start with the example of the Business School blog. In several places on this website you can see (strategically placed!) sign up forms encouraging you to give me your name and email address. If you join, you’ll even get a copy of my guide on CV-writing. After you sign up, you’ll receive a confirmation email from me and then on a regular basis, once a month, a newsletter with updates and my articles. I’m using Aweber to manage all that to make sure that everybody who signed up receives their newsletter, but I’ve also heard of MailChimp.
But what is the point of it? If you’re reading this post now and you’re not subscribed to my list, I don’t know anything about you, I don’t know what you like and what you want to read more about, and most likely I’ll lose track of you as soon as you leave my website. That’s sad. I’d like to stay in touch with you, ask you for your opinion every now and then, engage with you, or even as simple as ask what should I write about next to help you the most.
Subscribing to a mailing list is also convenient for readers. I’ve signed up to many of them simply because I can’t remember all these great blogs and websites I’ve visited, and receiving newsletters every now and then reminds me of their existence.
We could use exactly the same technique with our clients. We want to know more about them, we want to capture them when they look at our websites, we want to have the permission to drop them an email once in a while, and finally we want to remind them of our existence and our services. This is why, a few months back, I started using a similar strategy to promote my Polish translation services.
Let’s look at how it can be done.
1) Define your audience
The same as with blogging, you need to know who you want to capture and who you want to encourage to sign up to your newsletter. You need to have an idea of the sorts of people that are likely to visit your website and be interested in reading more from you.
2) Offer value
Here comes the tricky one. If you want to invite a visitor to join your mailing list, you need to offer something of value to them. In my case, I want to write about Polish business culture and doing business in Poland. I’m pretty sure that my audience would consider these articles valuable.Watch Full Movie Online Streaming Online and Download
3) Find the right topic
Narrowing down from value, find the right topic to write about, talk about or offer information to your clients. If you offer tourism translation into Spanish, why not offering to brief your English-speaking clients once a month on all tourism-related events in your region? If you’re a legal translator specialising in patents, your visitors may appreciate a roundup of patent cases in your source language landing in their inbox twice a month. You get the idea.
4) Plan your articles
The key point is that if you want to use email as your marketing strategy, you have to have something to share with your clients on a regular basis, like blog posts, articles, or roundups. Consistency is very important here because it helps you build your professional image. To make sure you’re always on top of it and full of ideas, plan your articles in advance in an editorial calendar.
5) Offer an incentive to sign up
Your visitors may initially think that they’re good enough with an RSS feed or just following you on Facebook or Twitter. However, you don’t really want to rely on third parties to contact your visitors (I, for that matter, once lost over 500 RSS subscribers by misplacing a capital letter). So, the best way to encourage your visitors to sign up is to offer something of value that they will get upon subscribing, like an e-book, a checklist or a guide.
6) Send regular newsletters
The point of it all is to stay in touch with your visitors, so make sure that you deliver something of value to them on a regular basis. Think about the platform or software you’re going to do that. MailChimp, as far as I know, is free.
7) Don’t sell
The biggest secret of email marketing is here: don’t sell. Don’t use your newsletter for hard sale or intrusive promotion or people will just unsubscribe. Your email is there to deliver value to your visitors even if they’re not your clients yet, give them something interesting, something helpful and useful. And at the same time you’re just reminding them that you’re out there and you can help when they need you.
How does that sound?