Translation agencies, like any services company, need to be seen and to make it easy for potential and future customers to find them. From the communication point of view, it is true that describing a service is harder than describing a physical product, which can be photographed, showing its features and qualities. A service must be explained, making people to understand it as its creator does and generating a need for it in future customers.
How should a translation agency do this? That’s the key point. A translation agency is properly speaking a service, and a rather particular, as the customer rarely sees the translator that works on the texts. With the arrival of the Internet, contact with project managers is usually established by telephone, email, or, at most, video conference. But then how can customers find about an agency and work with it? How can you, the customer, find the best translation agency that commits to following the best criteria in terms of quality, time, and budget?
This is where an online communication strategy, and thus social media, come into play. These days it makes no sense not to have an online communication strategy that includes at least email marketing, a blog, SEO, and social media. (We will see how these strategies apply to translation in other posts).
Focusing on Social Media, we know there are many, more than we are able to use and take care of. What is important is not to have a constant presence in all of them, but having a presence in the right ones, providing excellent contents with the right frequency to reach users (publishing more is not necessarily better).
For this reason, you should always follow these premises:
- Choose the social media in which it makes sense to have a presence.
- Choose social media that you are able to manage.
- Plan your contents. Use a schedule to know what to publish, but above all, when. In this way you will avoid missing relevant data that can achieve a high degree of engagement.
- Focus on attracting quality users and followers. Quantity is no longer the main point in social media. What is most important is that followers interact with the brand because they are interested in it and become influences. The new motto on social media is: fewer, higher quality followers.
Which Social Media should you choose?
Even though this should be included in a company’s specific marketing plan and strategy (and of course we also recommend working with an online marketing professional), there are four main social networks in which you should have a presence, due to their professional impact.
- Facebook: because of its global reach, its ability to publish contents (links, images, videos), and because it is the most used network in the world. You must be on Facebook, even if only for reasons of image. It enables us to convey longer messages with graphic materials. In addition, its comprehensive metrics provide us with a good map of what your users are like, when they interact with you, and other useful information.
- Twitter: the best network to send short, direct messages. You can also interact with your users in real time. It is restricted to 140 characters, which should be seen as a benefit, using this network for specific contents. There also tools that allow you to automatically replicate contents.
- LinkedIn: the professional social network par excellence. A company should have a presence in LinkedIn at all costs. Although it has its limitations, having a good corporate page on LinkedIn, sharing updates, and being an active part of discussion groups to share your contents is crucial.
- Google +: even though this network belongs to the almighty Google, it is not developing at high speed, although it is making progress. Professionally, you should have a Google+ profile, because Google positions your contents in terms of SEO. It also allows you to include graphic materials and links and highlight contents (something not allowed in other networks). It also enables you to share contents in communities, which makes you more visible.
There are many other networks, but it is really important to know why you are there, and schedule your publications well. It’s always best to trust a professional in this field, in the same way that it’s always best to have a translation agency for your texts. However, the back-office work to be performed before you take the leap to social media is important: preparing contents, visualising publications, studying your competitors… It’s best to wait until everything is ready (the company’s tone of voice, the service, etc.) rather than publishing for publishing’s sake. Being impatient on social media is not a good idea. Quality should always prevail over quantity.