We all know that, in general, language professionals are behind the curve when it comes to marketing. CRM is an entirely new concept for most translators and interpreters and the most popular CPD courses are those that aim to enhance business and sales skills. It makes sense that we should learn from professionals whose lives are spent marketing and selling. But are there times when their ideas should be ignored?
There is one place when that is definitely the case.
Marketing Tactics Translators and Interpreters Should Not Use
Marketing gurus will commonly tell you that you need to grow your list of client contacts. That much is absolutely true. Few people will go straight from website visitor to client. Having periodic emails to keep your name and email fresh in people’s memory is a great idea if you want people to book you.
While gathering email contacts is important, some of the tactics used to gather those emails are definitely not to be recommended. Go to the website of any leading marketer and you will likely be confronted with a pop-over window asking you to sign-up for updates. The most annoying part is that often you can’t actually read anything on their page unless you manage to locate that pesky close button.
While that tactic has always been sneaky and downright annoying, it will soon be an SEO nightmare as google are going to actively punish sites that use those tactics.
Let Users See Content Quickly
From a user standpoint, those changes are long overdue. Personally, I have started to simply leave any website that asks for my email before it has given me a reason to stay. Let me see the content first and then, if the content looks good, I might sign up.
Of course, if you are giving away something substantial like an entire book, then things are different. It makes sense, in that case, to give a sample for free and then swap details for the full thing. Even here, however, you are better to create a specialist landing page than have an ugly floating pop-up. For single blog posts, let people read first and subscribe later.
Google’s changes are even good from a marketing perspective. Do we really want email addresses from people who are only typing them to get rid of a stupid window?
So, the next time you refresh your website, remember to let people get to content as quickly as possible. The more directly we communicate with clients, the more likely that are to want to work with us.