6 Must-Have Marketing Materials for Your Language Business in 2021

Must Have Marketing Materials

Doing business has become more digital than ever. Use this to your own benefit and invest in some well-crafted digital material to attract potential clients and create stronger relationships online. In this article, we’ll tell you which materials you can’t do without (and why!) throughout 2021.

1. Logo

Any business needs a logo. In fact, having one is as important as proving the quality of your services. No matter how small your language business is, a well-designed logo can bring many benefits. Here are some of them:

  • Creating a professional image
  • Showing you’re serious about business
  • Making a strong first impression
  • Grabbing your ideal clients’ attention
  • Telling your audience who you are
  • Setting yourself apart from the competition
  • Building trust and making you memorable
  • Promoting your language business

You might provide outstanding services, but how will potential clients know you’re the professional they’re looking for? That’s when design comes in. The logo is usually the first thing a client sees, so this is your first chance to communicate the right message. Showcasing a professional logo is the first indication of a reliable language business.

If you have your specific identity as a business, you must have a logo that represents it. Let’s say you’re a Spanish translator working in the medical industry. Your logo should represent exactly that through a thought-out combination of fonts, colours, icons and shapes.

A logo is also expected by your audience, especially if you work directly with established companies and brands, which usually prefer working with other companies and brands that have an identity of their own.

You should use your logo across all your online channels and marketing materials (i.e. business cards, email signature, website, etc.), not only for consistency, but because it unifies and strengthens your brand as a whole.

2. Digital business card

The business card as we know it has never been used as little as during 2020. Unless you’re still meeting clients face to face (let’s say you’re an interpreter who still has physical gigs), you probably won’t have the chance to hand any out anytime soon.

However, a business card is really handy, grouping together your main contact details and perhaps other relevant information in one single place. But who says they’re only worth having on paper?

A digital business card still does the trick and is much more convenient:

  • Easier to share
  • Easier to store
  • Easier to edit
  • Eco-friendly
  • Safer during these times (no physical contact needed)
  • More affordable
  • No space constraints
  • Allows you to get more creative
  • You can have different versions

Whether you’re talking to a potential client on social media, WhatsApp or at a virtual event, sending them your digital business card file or link is a great way to show you’re interested, strengthen ties and remind them to continue the conversation later.

Not sure what to include in your digital business card? Here are some suggestions:

  • Name
  • Job/Title
  • Services
  • Languages
  • Email
  • Phone
  • WhatsApp
  • Skype
  • Location
  • Website
  • Blog
  • Social media channels
  • Photo
  • QR code
 

This is a great way of customising and branding your emails. Again, in the digital world, your brand should be everywhere. An email signature makes your business look professional and credible, conveys more information about what you do, and helps build a relationship with new prospects.

This is especially important when you’re contacting a client for the first time by email, which means your email signature will be the first visual element of your brand they see. All the more reason to make it top-notch! Here’s what an effective email signature looks like:

  • It includes only essential information
  • It’s short and clean
  • It has a good hierarchy of elements
  • It uses readable fonts
  • It has at least one hyperlink (to your website, if you have one)
  • It is consistent with other brand elements
  • It’s responsive

If you need some ideas about what information to include in your email signature, take a look at our article for inspiration!

4. Digital brochure

Sending CVs to agencies is our daily bread, but if you work with direct clients, you probably feel your CV doesn’t quite cover it. Just as a professional photographer or a plumber wouldn’t show you their CV while marketing their services, your approach also needs to be different.

A digital brochure is the ideal document to show your potential direct clients for several reasons:

  • It offers a different overview of your professional life and services
  • It allows you to include more relevant information than a CV
  • It helps you focus on benefits, rather than merely listing your achievements
  • It shows you to be a true service provider and not someone looking for a job
  • It can work like a mini-website, showcasing all relevant information
  • Remember to create different versions depending on your clients’ native language, industry or required services. The more you customise your digital brochure, the more it will resonate with and interest your audience.

You can send your brochure every time a potential client requests information or as part of your email marketing strategy. Make it an interactive PDF or a visual JPEG you can send out easily.

There are many things you can include in a digital brochure, for instance: your services, experience, latest/relevant projects, a few testimonials, and your contact details. Above all, and as we’ve already mentioned, when writing the contents of your digital brochure try to focus on the benefits of what you offer, rather than merely stating your previous job positions or CPD courses.

 

Is your language business on social media? Why not?

Take a look at the following 2020 stats:

  • More than 50 million small businesses use social media to connect with clients.
  • 77.6% of small businesses report using social media to promote their businesses.
  • 50% of Instagram users follow a business.
  • 75% of Instagrammers will visit a website, search or tell a friend when they are inspired by a post.
  • 70% of small business followers retweet content on Twitter.
  • 50% of B2B buyers use LinkedIn to make purchasing decisions.
  • 80% of social media B2B leads come from LinkedIn.

(Source: Small Business Trends, 2019)

To start with, everyone is on social media, including your potential clients. Of all the good reasons we could give you, this is the best one.

Social media channels are also a great opportunity to make your language business more visible by targeting a wider audience. You can engage with existing clients whilst attracting new ones with relevant content.

Potential clients who don’t know you but come across your page will first be attracted to design and, only afterwards, content. So make sure all images look professional and appealing, from profile pictures to posts.

Consistency is also key: stick to the same colour palette, fonts, and imagery. You can create templates for your posts, not only for consistency, but also to save time. Use your beautiful logo as the profile picture and include important information, like services, email address and website in the cover photo.

You don’t have to create a profile for your language business on every social media platform, but you should be where your audience is and think about what type of content they will look for.

6. Website

Many translators, interpreters and copywriters have their own websites. How can you compete with them if you don’t have your own?

Besides, where will potential clients look for you, now that physical networking isn’t happening anymore? Probably on Google, right? Even if they land on your LinkedIn profile, they won’t find all the information they need there. Perhaps they want to know if you work in a specific field, learn about your process, or even read your blog.

Your website is definitely the best place to address potential clients, tell them who you are and what you do, and explain in detail the benefits of your services.

There are a few main pages or sections your website must include:

Home: this is where most visitors land, so it should be a place where you introduce your business to the world and lead them to your other pages.

About: make this page all about the human side of your language business and pinpoint all relevant reasons why clients should work with you.

Services: explain in detail what you offer and to whom, refer to your working languages and specialisms, your process and conditions, along with other relevant information.

Testimonials: this could be a page or a section within a page, but it’s definitely mandatory on any language business website. Social proof can hugely affect buying decisions and is a great way to showcase the quality of your services through your clients’ voices.

Contact: obviously, you must tell visitors how they can reach you. Remember to include only the channels you use frequently.

Creating a brand is one of the best investments you can make to help your language business grow. A modern and appealing brand can do more than spread design beauty – it communicates, builds trust, and creates relationships with your clients.

Give your language business the polished look it needs to win your audience’s hearts in 2021!

We’ve already helped many language professionals create appealing businesses and build a strong online presence. This time, let us help YOUR language business thrive!

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