With Rudyard Kipling’s marketing map as a solid foundation for your freelance translation business, let’s look at how to apply this method with an example. Let’s say, you are a freelance translator specialized in medical fields. A defining feature of your language services is the translation of healthcare documents. Your ultimate business objective is, of course, to enlarge the number of customers. Let’s take a closer look at what works best when, why, how as well as who is engaged.
While the last one could seem like a simple answer, it actually has many layers. You have to define who you are going to engage – translation companies / agencies, or direct customers: b2b or b2c. With your target audience in place, it is necessary to state what medical fields you are going to promote and what types of documents your target audience might want to translate. For example, your target audience is b2b – clinical research companies specializing in oncology. These organizations mostly need clinical protocols and trials, pharmacological studies, scientific journal articles to be translated.
With who and what in place, let’s look at the most important element in your freelance translation strategy “why”. You have to concisely define why you are doing this, what goals you are looking to have an impact on. Within our example the goal could be to increase the translation of clinical protocols and trials, pharmacological studies, scientific journal articles by 15% over the next three months.
It is first and foremost to focus on specific documents that might be in demand to translate. A good example of developed translation strategies can be found at Jayne Fox Medical Translation, Language Scientific – Medical and Scientific Translation Services, Marcos Fleury Medical Translation Services, Translational Research Institute, Emma Goldsmith, MPR Medical Translator.
You should also define how you are going to measure your success (there are quite a lot of options depending on your goal: invoices, Twitter followers, Facebook likes, website traffic) within a specific timeline. Make sure your goal is realistic and achievable. According to marketing statistics it should be no more than 15% sale increase within three-month window.
Get a complete table with a developed marketing strategy for a freelance translator (medical field) which includes all the six serving-men. The table is a good example of how to use Rudyard Kipling’s formula to shape your brand as a freelancer in the translation market.