QESTION: Hi Joy,
I’m looking for free marketing plans. Could you share some free marketing ideas as to how I can market my translation service to lawyers? I translate from Spanish to English and from English to Spanish.
I’m trying to target the legal field, but I find it hard to attract clients in that field.
I don’t have the funds to run ads on legal magazines or attend expensive gatherings that lawyers would go. Besides I wouldn’t know what to say at a business networking event.
Do you think it would be easier to attract lawyer clients online? If so what are the best business networking sites that you recommend? Can you share some effective marketing tips in that area? Much appreciated.
Hector Montez from U.S.
ANSWER: Dear Hector,
Thanks for your message. Choosing a profitable niche is the first step towards building a successful translation business. I can feel your frustration when it comes to marketing.
Legal translation can be demanding at times, that’s why I always recommend that translators should do a self-assessment before targeting that niche.
If you feel confident and are ready for the challenge, here’s the good news – there are effective ways to attract lawyer clients. No, I’m not talking about spending a sizable amount of cash on advertising.
Most translators don’t have a lot of money set aside for that purpose, nor would that guarantee any positive results.
So here are some free marketing plans you might find helpful:
Free Marketing Plans
1-Keep a list of social networking sites
Business networking sites are great for connecting with professionals and entrepreneurs. They are convenient and for the most part free. As a matter of fact, I would recommend that all translators should have some solid online business strategies in place. That includes getting active on social media.
Believe it or not, lawyers need to network too. More and more lawyers have acknowledged the power of social media. Many of them are spending time on various business networking sites daily for the purpose of getting informed and staying connected with their colleagues and clients.
Here’s a list of social networking sites you may find a big presence of lawyers:
On the other hand, if you only market online, you are definitely missing something important in your business plan. Lawyers are often extremely busy professionals.
If you don’t attract their attention in a very short time span, you’re losing out. So here are couple more free marketing plans that would work wonders:
2- Volunteer in your community
I have to admit that in the first couple years when I tried to approach lawyers I was petrified. I visited a lot of law firms trying to sell my service as a court interpreter. Most lawyers I met ( if I could somehow pass their secretaries that is) were polite and diplomatic. But they were also cold and distant and in most cases impatient.
It was an intimidating experience. Worse yet, it didn’t yield much positive response. I quickly realized that my approach didn’t work. There must be a more relaxing environment to meet these legal professionals.
That’s when I started volunteering in some community groups. Apparently some groups work better than others. You may get the best chance of meeting lawyers in a casual setting in these groups:
- 1- Various local municipal committees
- 2- Parent groups
- 3- Pro bono societies
However, I would not suggest anyone who has no real interest in the cause of these groups to join. That’s simply hypocritical. But if you happen to share the same belief and passion, you may find it easy to get connected with other members in the group.
As many lawyers are very involved in their local communities, you sustain a great chance of meeting them.
One friendly advice though – do not expect anything in return right away. Just enjoy the process of giving. Best things often happen when you least expect them!
3- Get involved in a hobby or interest group
It’s interesting that I’m talking about free marketing plans here when in fact there’s NO free lunch indeed. To get the result you want, you either have to invest money or time. Any either one takes a lot of thought and effort.
One thing I’ve learnt over the years from my other experience working for an elected public figure (who happens to be a successful business owner too) is that you have to actually get out there in a big way.
You have to meet people, talk to people and get involved in the community and do things for people so that others may remember you and like you. Hiding behind your computer and hoping for the best is not going to work.
Local sport groups, political parties all have a fair presence of lawyers. Many of these legal professionals sincerely want to share their passion with like-minded people. They are also eager to help if opportunity arises.
I’ve met many lawyers who seem to be the most serious and stern people at court, but when they talk about issues that they care about they become so passionate, warm and it’s contagious.
When you can communicate with them on that level, what’s impossible?
In my case many of these lawyers even kindly offered to help me find more clients and they did.
I hope you find these free marketing plans helpful or at least give you some ideas to explore. They are not difficult to implement at all. You just need to do it. Here’s some more readings on
All the best,