A digital marketing strategy is essential for businesses across all economic sectors. It’s one of the most effective ways to stay relevant and ahead of the curve. As more and more consumers turn to the web to help them find quality interpreting and translation services, it’s crucial to ensure you rank high on the result pages of search engines. In this light, we’re sharing the most critical digital marketing tips for the translation and interpreting sector that can help highlight and promote your organization’s linguistic excellence.
This post is divided into three main points which the pros offering interpreting and translation services should focus on when implementing or refreshing their digital marketing strategy. We also explore the main elements for each focus point that should be addressed and implemented for a successful digital marketing strategy.
Fundamental Digital Marketing Strategy Focus Points for Translation & Interpreting Service Providers
SEO
Any digital marketing buff will tell you that SEO is the end-all and be-all in online marketing. Search Engine Optimization (SEO) isn’t optional; it’s critical.
This process involves optimizing your website to ensure it ranks better in search results. With up to 93% of all online encounters starting off on search engines like Google, your website must be optimized to ensure more people can find it online.
Optimizing your keywords is one of the first steps to take when performing SEO for digital marketing, as these words or phrases trigger your website to appear in relevant searches online. To do this, you’ll need to perform thorough keyword research and implement a strategy that includes long-tail keywords comprising more than three words. After identifying your keywords, it’s essential to integrate them into your website. You can use them in page and blog post headings, subheadings, and body content.
Although it’s important to identify your focus keywords, this is not where digital marketing SEO stops. Here’s what else you might need to focus on:
Title Tags and Meta Descriptions
When search engines display the results of searches, consumers also see the title tags and meta descriptions of the result pages. And this can mean make or break since the information they see here is a first impression of your interpreting services. Aim for title tags that are around 60 characters long and meta descriptions that include no more than 155 characters.
Site Speed
Waiting for slow-load sites is one of the greatest annoyances of the web. With slow-loading sites, search engines like Google understand this pain point and don’t display pages with delayed load times high up on the result page. Using a site speed tool might help you optimize your site load time. Alternatively, you can invest in page speed services and have specialists in the business process outsourcing industry handle this.
Mobile Responsiveness
The majority of modern consumers use their smartphones to search the web. This is why Google uses a mobile-first index to ensure consumers are exposed to mobile-friendly websites. Integrating mobile responsive design into your site is fundamental for offering visitors the best possible mobile experience.
PPC
Pay-per-click (PPC) advertising is a great way for translation and interpretation agencies to boost their digital marketing efforts. As the name implies, these paid ads always appear at the top of search engine result pages.
Are you aware of the fact that up to 46% of page clicks belong to the top three paid ads on result pages? This means that PPC is a great way to drive traffic and page clicks for your website.
Like SEO efforts, you’ll need to find relevant keywords (preferably long-tail ones) to focus on for your digital marketing campaign. Long-tail keywords often have less competition and ensure you’re appealing to very specific searches, which also drives more qualified traffic to your site.
To get started, you must bid for ad placements. Advertisers get to set the maximum amount they’re willing to pay every time someone clicks on their ad. This is called the maximum bid. Working out the average cost per click (CPC) for your specific keywords should help you determine how much to bid for each keyword. But what else can you do aside from bidding on keywords? Here are some tips:
Ad Extensions
Ad extensions assist you with getting more clicks since they allow you to add more content to your ads and capture the attention of your target audience. There are various options for ad extensions, including structured snippets and call extensions, but the one you end up using depends on your budget, specific keywords, and the amount of competition for those keywords.
Negative Keywords
Using negative keywords will help ensure your ad doesn’t feature in irrelevant searches. Let’s suppose you’re trying to rank for “interpreting services in Florida,” but you don’t want to rank for “in-person interpreting services in Florida”, you’ll add the word “in-person” as a negative keyword.
A/B Testing
It’s normal to go through some trial and error with PPC ads. To improve the quality and effectiveness of your ads, you could try implementing A/B testing. This process can help you optimize your ads and boost their performance.
Social Media Marketing
Establishing a presence on social media is one of the best ways for translation and interpreting agencies to boost their digital marketing efforts. Although social media marketing is a very effective way of targeting potential customers looking for translation and interpreting services, you’ll need to determine which social media platform will be the most effective for your brand.
You can choose one or various social media platforms to post your content on. Once you’re clear on your preferences for social media platforms and which kind of content you’ll share, you should implement the following best practices:
Regular Content
If you’re not publishing content regularly on social media, there’s a chance your audience won’t even see it in their feed. The frequency of your posts will probably differ from one platform to another, but it’s important to publish often, as this helps you stay relevant.
Social Media Calendar
Posting frequently and across different platforms can be tedious if you’re going at it alone, which is why a social media calendar is the best way to stay organized. This tool allows you to plan posts ahead of time and ensures that posts always go live according to their scheduled date.
Paid Advertising
Social media advertisements allow businesses to attract new clients with ease. They often feature advanced targeting options and great visuals, so investing in paid Facebook ads, for example, can help you attract a lot of great quality leads.
Final Thoughts
In the modern digital economy, brands cannot afford to deploy digital marketing strategies that do not focus on SEO, PPC, and social media advertising.
It's also important to consider what languages you should focus on and whether or not multilingual marketing campaigns might benefit your business. Although content promoting Spanish translation services might not be the most effective when presented in the English language, it might have massive ROI when presented in another language and to a foreign target market.
It's important to remember that digital marketing campaigns and online marketing tactics will differ from one provider of translation services to another, depending on their area of expertise, service offerings, and target market. Cultural differences can also impact the online marketing approach you should take with your marketing copy as a language service provider.
By implementing the digital marketing tips for the linguistic sector we’ve mentioned in this post, translation and interpreting agencies should be able to attract more qualified leads.
Image credit: Translate by Nick Youngson CC BY-SA 3.0 Pix4free
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