The ATA Chronicle - March/April 2022 - 30

BUSINESS PRACTICES By Madalena Sánchez Zampaulo
Make Your Marketing
Efforts Work for You
There are lots of things
you can do to market your
translation or interpreting
business. Sometimes, too
many! In fact, there are so
many options, it can be hard
to know where to start.
Here are a few ways to make
your marketing efforts work
for you.
How to Get Out of a Marketing
Rut in Your T&I Business
So many people would love to make marketing a habit in their translation
or interpreting freelance business, but it can be easier said than done.
The key to getting
out of a rut
and marketing
your business
consistently lies in
two things most
of us don't think
much about:
what works for
you and making
marketing fun.
ust like with any
skill or habit, good
marketing practices
take time to develop. And
when you find what works
for you, what resonates with
your clients, and what brings
you more business, you'll
inevitably want to keep doing
more of it. That said, it's
not unusual to experience a
marketing slump from time
to time. We all have them.
Perhaps you have enough
work in the queue at the
moment and stopped
marketing altogether. I've
been there! Or maybe you
haven't found what really
works so it all just feels like
J
a slog. Been there, too! The
key to getting out of a rut
and marketing your business
consistently lies in two things
most of us don't think much
about: what works for you
and making marketing fun.
Yes, marketing can be fun.
It doesn't have to feel like
you're constantly pitching
your services to clients.
Marketing can be a routine
part of your day and business
operations just like any other
task you regularly handle.
And once you check it off
the list, you can move on
to other tasks and projects
where you need or want to
spend time.
Be clear about what you
want from your marketing
efforts. Identify what you
want to achieve with your
marketing and write it down.
Own it. Maybe you want to
earn more money or take
a paid vacation from your
freelance business. Maybe
you want to try to avoid
times of famine in your
business and have a set
monthly income. Or maybe
you just want to work with
more clients you really enjoy.
Whatever you want from
your business, make that
the main reason to show
up and check off marketing
tasks every day. The more
clarity you have around your
marketing, the easier it will
be to get it done and pull out
of any marketing slumps
you might experience. As
Brendon Burchard, personal
development trainer and
author of the bestseller
High Performance Habits, has
said, " Momentum is always
preceded by clarity. " 1
Identify what you absolutely
need and let go of what you
don't. Just because there
are multiple ways to market
your business doesn't mean
" Business Practices " will alternate in this space with " The Entrepreneurial Linguist. " This column is not intended to constitute legal,
financial, or other business advice. Each individual or company should make its own independent business decisions and consult its own
legal, financial, or other advisors as appropriate. The views expressed here are not necessarily those of ATA or its Board of Directors.
30 The ATA Chronicle | March/April 2022
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