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Q: How can I find marketing opportunities? Other than online marketing with search engines, how else can a business owner market their business? Speaking of that, how can I network more?

Andrew REEVES, Founder
Luxe Translation Services

A: To identify marketing opportunities, look at your company with several key questions: what is it that you do well, who are the prospects that are a good match for your services and how do they hear about you?

Start by analyzing your existing clients. Review your orders and invoices for the last six months and evaluate them on criteria that makes sense for your business. These may be order size, market area of focus, services provided, client location, fit with your expertise, repeat vs. new accounts, and financials. This will help you see the pattern of clients that provide the best fit and opportunity.

Next, select your target market(s) and the services you provide. What do you offer? How technical are these translations? Do you want to continue to pursue the type of clients with the best fit for your existing expertise, or expand into a new market area of focus or geographical area?

Research. Call as many of your existing accounts as you can, ask questions such as: How was your experience with our company? How did you hear about us? What sources do you use to find out about translations services? Ask them to refer you to others. Use the sources mentioned to advertise.

Once you know who you want to reach and what you want to convey, there are many avenues you can use to reach these people.

As translation services are used in many areas, each may have a potentially different need for marketing promotion. For example, individual medical practices may find you through attendance at conferences, through friends or online searches.

Listings in directories such as the American Translators Association may generate leads, as well as offer you suggestions on how to market and promote your services.

Word of mouth is key to finding new opportunities. Good places for networking are your local Chamber of Commerce, professional association meetings related to your target audience and LinkedIn.

Kathy Jenson is an adjunct professor of marketing at the University of St. Thomas Opus College of Business.