Seek and you will find - physical marketing suggestions for freelancers

 

Many freelancers, especially translators, tend to be introverted. They prefer to stay in their cave, practice their craft and avoid marketing. Unfortunately, in today’s chaotic business world, it is extremely difficult to survive without making an effort and stepping out of one’s comfort zone. Networking among one’s colleagues is one relatively painless method, one that I will discuss at the upcoming Israel Translators Association conference. However, that approach is not sufficient in itself. To maintain and expand a client base, freelancers should physically meet their customers. Potential clients tend to trust people that they have actually talked with in person. This technique does not have to involve great financial investment but does require looking for and taking advantage of opportunities to be where your potential customers are. As an example, I will discuss three inexpensive marketing events that I found personally relevant.

This previous week, I took part in a tour, organized by the college where I teach at, of a nearby high-tech industrial park. The event was successful in terms of general knowledge, specific insights and marketing opportunities. First, I discovered the existence of a high-tech park less than 10 minutes from where I live. This site is not only successful and provides facilities for start-up and established businesses, but it is even currently expanding from two to three buildings. On an intellectual basis, I learned about an Israeli invention for rapidly growing the specialized white cells used in fighting cancer. The company presentation was interesting and easy to understand and provided hope for the present and future. As importantly. I gave my business card to several decision makers, including market managers and lecturers, who may provide me with business in the near or far future. It was a morning well spent (and did not cost a cent).

I also signed up for a speed-marketing event in Tel Aviv in January for small businesses owned by English-speakers organized by Helena Baker. Last year, I attended the event in Jerusalem, a three-hour bus trip from my home city in the north of Israel. Thus, I was happy that it moved a bit closer to home, a mere 2-hour train trip. I chose to participate again in this event as the first one was beneficial in terms of exposure and marketing knowledge. The format allowed me to meet, however briefly, more than 200 small business owners that I would have never had an opportunity to contact on my own. I assume that the Tel Aviv event will be as big or even bigger. As most business owners do not need translation on a regular basis, it is important to place your name in their head to give you an advantage when they may need that service. As for marketing skills, giving a short introduction pitch scores of times refines it and makes it much more effective. By the end of the day, you truly know what you do and what the customers’ questions are, vital marketing knowledge for any freelancer. This event does cost a bit of money but less than a day’s income. The true cost is the allocated time and expended energy. In my opinion, the payoff is far higher than the outlay.

Finally, I considered participating in the annual event organized by Midrag, an Israeli service rating site for consumers. I suppose that every country has this type of site as customers seek assurance when seeking service providers. The actual evening formally consists of a few lectures and a sales pitch. In practice, I spend the whole time talking with the other participants, mainly small business owners of varying relevance. The event is free once you pay to join the service for one year, which I did many years ago. I actually have received work via Midrag, justifying my initial expense. Therefore, I have clearly profited from my listing. Unfortunately, I cannot make it this year as it falls at a time when I teach. Alas, it is not always possible to take advantage of opportunities. However, next year I hope that it will fall on a free day.

Note that I did not initiate or invest a great amount of money on any of these events. I merely kept my eyes open, was willing to invest the time and effort and acted on the opportunties. Nobody can promise results from these events but it is clear that sitting in one’s office staring at the computer will not bring in these potential customers. An important key in finding new customers is meeting them face to face. As Walt Whitman wrote, “sail forth to seek and find.”