Marketing is a very old business model. It has been around for centuries. One may say that the very first marketing tool used was word-of-mouth. It is geographically limited, but still extremely effective, even in our days. After that, other marketing tools (including digital marketing) or methods followed, such as radio advertising, billboards, print media, and many others.
Nevertheless, the human being’s constantly evolving nature saw an opportunity in using the internet to conduct marketing, giving birth to what we know as digital marketing.
In simple terms, digital marketing refers to the promotion of brands with potential customers using the internet and other forms of communication, such as e-mails, social media, web-based advertising such as Google ads, and more advanced concepts such as SEO, SEM, analytics and others.
It is no secret that digital marketing is a revolutionary tool for many businesses around the world. Like almost anything in life, it has its pros and cons, but its pros outshine the cons by far.
The language industry is one of the industries that highly benefited from digital marketing. Throughout this blog, we will discuss the following:
- What is the language industry
- Impact of digital marketing in the language industry
- Ways to use digital marketing in the language industry
- The future of the language industry
What is the language industry?
The language industry is an industry dedicated to facilitating multilingual communication, orally, written or through the usage of sign language. It comprises the activities of translation, interpretation, copywriting, subtitling and dubbing, language teaching, localization, globalization, linguistic consultancy, transcription, editing, and so much more.
It is a massive industry that connects people of different backgrounds and languages, with the sole focus of never losing the intended or primary message.
The size of the industry in 2020 was estimated to produce a revenue of 57 billion American dollars. Like I said, MASSIVE!
Despite being a relatively old industry, it benefited immensely from the implementation of digital marketing. It registered exponential growth over the past 10 years. For example, in 2020 alone, the industry registered 17,5% growth.
The impact of digital marketing in the language industry
Digital marketing is famous for its global reach. With the correct goals, strategy and skills, it allows organizations and freelancers to reach a global audience if so they desire.
The last 5 years, registered an enormous raise of 45% freelance professionals, who gained visibility online, providing their specialized services. Unlike the major organizations in the industry, who offer services through automated tools, these freelancers were able to showcase their importance in the industry, which is personalized and localized services, through digital marketing.
Fun Fact: Although there are no official statistics on this, a freelance language practitioner is now capable of being financially sustainable, as long as he/she possesses a well-organised online presence. It is known that, in the past, prior to the internet era, it was almost impossible.
Ways to use digital marketing in the language industry
There are several ways in which a language practitioner can use digital marketing to stand out in this competitive industry.
1. Website as a Digital Marketing tool
This is very important. A website must display what the professional is about, the services that he/she can offer and the contact details. Additionally, for credibility, the professional can add a portfolio displaying past work done as well as testimonials from previous clients. In case the professional has certain certifications that add more value and credibility to his/her work, they may also be displayed on the website.
Moreover, for SEO purposes, it is recommended that the website contains a blog page, where topics related to the industry are discussed by the professional. It will help the website rank higher, against its competitors.
The creation of websites costs money, however, the price varies depending on specifications, hosting, design and other factors.
2. Google listing as a Digital Marketing tool
Google listing is a free tool offered by Google, that allows your business to pop up when potential customers are looking for your business or services. It gathers all your relevant information such as business name, contact details, geographic location, contact details, reviews and operating hours, all in one place and in a very easy to read manner.
It is a great tool. After all, the more exposure, the better.
3. Social media as a Digital Marketing tool
This is a huge tool in the language industry. The social media platforms mainly used by professionals in the industry are Facebook, Instagram, Linkedin, and Whatsapp Business.
Social media allows the professional to connect with his/her platform in a more informal, conversational, and friendly manner, creating a personal connection with the audience. Nevertheless, in order for this to be possible, it is imperative that the professional constantly uploads content onto the platforms to ensure constant communication.
People spend a tremendous amount of time on social media and it is the professional’s audience to make use of this. It is free to open an account on the above-mentioned platforms, and it is free to create marketing campaigns on them as well. However, for greater reach, the professional can make use of paid media campaigns.
The language industry has tremendous potential and enormous room for growth. Digital marketing has made it possible for many freelance professionals to come out of the shadows, and show why they are still relevant in the industry, despite the automation tools that the major organizations have implemented over the past couple of years.
The continuous development of digital marketing techniques will only prove beneficial to those professionals who are ready to continue to grow.
Hi there, my name is Andre Raul, and I am an intern at IIDM. Moreover, I am a sworn translator, duly recognized by the Supreme Court Of South Africa (Western Cape Division, Cape Town). I speak Portuguese and English.