Job profile! Translator & localizer: With online marketing from the guest room to the boardroom

From a guest room at home to a translation company that operates on four continents - how do you create a career like this?

Guest room instead of garage

Schotten says one likes to prove that you are stingy! If stinginess means that you can keep operating costs low, so to speak Companys build up slowly and respond to market fluctuations, then I like to agree!

I started 2001 in the guest room of my parents' house in Aberdeen, Scotland, with translations. Today, I am managing director of the international translation company Lingo24, which operates on four continents.

Working from home proved to be a great advantage for Lingo24: I was able to keep my operating costs low and through direct Online-Marketing Offering prices up to 30% lower than my competitors, gradually expanding my customer base. Today I have 25 Employees worldwide and for 2010 we expect one Turnover of £5 million.

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International instead of regional

At first I only had a few customers on site, yes Internet offered me new opportunities: why limit yourself to customers in your own region when you can penetrate foreign markets around the world?

The beauty of the internet is that there are 1,8 billion worldwide People are online, and if you know how to market yourself efficiently, you can have an equally large one in Japan Success like in Johannesburg or Jordan - for me the key to lasting growth!

Internet as a financial advantage

Financially it was very usefulto focus on the internet: All 25 permanent employees at Lingo24 work from home. It doesn't matter where you live on the globe. On the one hand, this keeps operating costs low, is more efficient and flexible – and ultimately also saves Costs. This is an extremely crucial point for newly founded companies!

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Also the name of my company I could make on the Internet at minimal cost. And the increasing shift to international markets has led to a gradual increase in company turnover from year to year.

Know the market

The most important pillars for online success in foreign markets are, in my opinion, knowing each market before taking the plunge and the website content as well as the direct marketingStrategies to be translated into the local language.

Before the Investment investing large sums in any new initiative, I first checked what kind of results could be achieved. When it came to developing our online presence in foreign markets, I first researched the competition in each country, made some contacts and satisfied myself that we could be confident of making a profit there.

Website in the Landessprache

The next step was to set up national language websites for each country. According to research, 85% of consumers consider buying a product if they do not find information about it in their native language (Common Sense Advisory, 2006).

For this reason, the top level domains (TLD) for every country with regard to e-commerce and aesthetics are tailored to the preferences of the consumers in every market and was designed specifically for the culture and language of each country.

Search Engine optimization

I quickly discovered that there were numerous Methods of online marketing that cost little but are extremely effective. First and foremost was a convincing search engine optimization (SEO) strategy.

The main advantage of SEO in non-English speaking markets is that there is less competition for keywords on non-English websites - simply because there are fewer websites in languages ​​other than English - and this makes it easier to move up the page rankings ,

Keywords carefully research

The trick to non-English language search engine optimization was to carefully research the keywords before incorporating them into the website content – ​​the English one Term or its literal translation was often not the most frequently used search term.

Es war light, to find the most popular search terms for products, services and phrases in any language using a keyword search engine like Google's.

Pay-per-click advertising

Pay-per-click advertising (PPC) also proved to be a practical and cost-effective way to get the top of the search engine rankings at the top.

Because: I was able to set a monthly amount (for example, € 10) and check the results before I changed the distribution of my advertisement month by month.

Linking and texts

I complemented these marketing strategies by building strong relationships with other relevant websites in my Industryby posting on their internet forums and generally communicating online with the other players in our industry to organically build Lingo24's profile and brand awareness.

In addition, the Lingo24 website is regularly updated with new, relevant text to ensure that not only the search engine bots keep coming back, but also my clients.

Conclusion

I have been able to gradually create a carefully designed and managed growth model and grow Lingo24's revenue to our current expected 5 revenue of £2010m increase, by taking it slow, mine expenditure low and learning from both my own experiences and those of others who have already had success in each of my markets.

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