No doubt you’ve heard it before: If you’re trying to increase your exposure, grow your network, and win more clients, you’ve got to work the social media scene. You may even have created your own Twitter account, grouped your Facebook contacts into relevant audiences for different posts, joined that mysterious Google+ network, or launched your […]
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Earlier this month, I had the pleasure of being interviewed by Kathrin Bussmann of Verbaccino for her new podcast The Worldly Marketer. We had a lovely chat about how to reach German audiences, how small businesses with a limited budget can break into the German market, pitfalls to avoid, and some general pointers about marketing […]
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Have you ever asked yourself the question: What makes a text sing? Why do some texts make you tune out after the first few lines while others suck you in and keep you engaged until the very last word? And what does this have to do with translation, you may ask? A lot of thought […]
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Have you ever thought about why certain websites appeal to you more than others? Or why some ads seem to strike a chord with you while others leave you cold? Chances are your cultural background has something to do with it, and clever marketers know how to play into those subconscious preferences. Marketing materials, including […]
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One of the first things every budding journalist learns in J-School is the 5Ws: Five basic questions every news story should answer. Who, what, when, where, and why. Incidentally, these questions can help make your translation projects better as well. By answering the five Ws when you ask for a translation of your marketing materials, […]
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Let’s be honest: Are you positive that your international marketing efforts resonate with your multilingual target audiences? That is, of course, assuming you’ve put the effort into targeting foreign-language markets in the first place. According to a recent study by translation technology company Smartling, only 15 percent of marketers whose organizations target multilingual audiences are […]
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Last week, the American Translators Association sent out a compensation survey to collect data on current rates in the translation and interpretation industry. “The survey results will be an invaluable resource for everyone in the field,” ATA claims. Well, I have my doubts about that. Several years ago, when I was starting out as a translator, […]
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