About the Video

Competing in a Global World

OVERVIEW & PURPOSE

Most linguists today are competing in a global marketplace that is driving fees down. The eCPD Webinar series Competing in a Global World will give you practical tools to find and retain high value clients. You will learn how to build your brand, plan your strategy and leverage digital marketing to compete on a global scale.

SESSION 1: BUILDING YOUR BRAND

You don’t have to be Coca-Cola to take branding seriously. If you offer linguistic services, you have a brand. This session will help you define your brand, give you the tools to manage it and show you how to leverage it to stand out in today’s crowded marketplace.

Content

  1. What’s a brand? The importance of personal branding and perception.
  2. Personal brand statement, brand values, personality, story and style
  3. Brand assets: web, blog, video/audio, physical assets, digital assets.
  4. Brand boosters: memberships, accreditations, testimonials, image, story, creative.
  5. Brand networks: what, how and when.

Key takeaways:  By the end of the session, you will:

  1. Have a clear picture of what sets your brand apart in the marketplace.
  2. Have a plan to define, boost and launch/relaunch your personal brand.
SESSION 2: BEING STRATEGIC AND PRODUCTIVE

This session will help you get under the skin of your ideal customer, understand the channels available to you to grow your business and define a strategy for your business. It will also give you tried-and-tested tools and processes to do more in less time.

Content

  1. The current competitive landscape: main challenges and opportunities.
  2. Finding your ideal customer: buyer personas and customer journeys.
  3. Using POEM (owned, earned and paid media channels) to grow your business.
  4. Productivity tools for language professionals.

Key takeaways

By the end of the session, you will:

  1. Understand how to reach your target audience using the channels that best fit your individual needs and skills.
  2. Have a strategy for the next 12 months and a list of tools to support it.
SESSION 3: LEVERAGING DIGITAL MARKETING

Digital marketing can amplify your message and help you reach your audience like never before. This webinar will look at the most popular digital marketing channels in detail and give you the inspiration and tools to take your digital marketing to the next level.

Content

  1. The digital marketing funnel (RACE model).
  2. Inbound vs outbound marketing and the rise of content marketing.
  3. Search engine marketing: SEO and PPC.
  4. Using social media’s big four to support your digital marketing strategy.

Key takeaways

By the end of the session, you will:

  1. Understand the different digital marketing tactics and how they work together.
  2. Have an outline of a digital marketing plan covering the next 12 months.

Speaker

Alba Sort

Alba has over 15 years’ experience in global marketing. In her career she has covered marketing strategy, branding, digital marketing, marketing performance management and internal and external communications. She currently runs her own marketing consultancy, delivers marketing workshops and is a marketing lecturer and CIM tutor. Alba also offers boutique Spanish translation services to clients requiring marketing, technology and online business expertise.

Alba has a masters in Marketing Management by the Universidad Politécnica de Madrid and is IoLET Diploma in Translation (DipTrans) qualified. She is a member of both the Chartered Institute of Marketing and the Chartered Institute of Linguists. She is on Twitter (@albasort) and her blog is www.albasort.com.

Duration

Session 1: 57 min

Session 2: 1 hour 6 min

Session 3: 1 hour 4 min

Who should watch it?

Any small business owner, in particular in the language industry, who wishes to create a strong brand, grow their business, retain high value clients, and compete well on a global scale.

What are the benefits to you?

By taking the full course you will:

  1. Have a clear picture of what sets your brand apart in the marketplace.
  2. Have a plan to define, boost and launch/relaunch your personal brand.
  3. Understand how to reach your target audience using the channels that best fit your individual needs and skills.
  4. Have a strategy for the next 12 months and a list of tools to support it.
  5. Understand the different digital marketing tactics and how they work together.
  6. Have an outline of a digital marketing plan covering the next 12 months.
Add to My CPD Plan
Add to My CPD Plan

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