How Public Speaking Can Bring You Better T&I Clients

As translators and interpreters, we are used to serving our clients in a behind-the-scenes manner. So, presenting or public speaking might not feel all that natural or like a necessary part of business to many of us at first.

That said, public speaking is a great way to find clients and meet people who can refer us to others who might need our services. I have found public speaking to be a wonderful way to market my business. That's why I want to share some ideas here in hopes that you can benefit from them in your business, too.

What kinds of speaking engagements can help you find better freelance clients?

There are a variety of public venues you can tap into to reach potential clients. Whether you prefer speaking in person or virtually, sharing your expertise and offering value to your audience is the goal. 

As you open your mind up to the possibility of using public speaking to reach your target clients, keep a running list of potential events where a speaking engagement might be worth your while.

• In-person events

Over the past two years, there's been a shortage of in-person events due to the pandemic, but these events are slowly coming back as people are itching to gather in person again. Think about where your clients would be most likely to hang out in person (or better, ask them!) and make a list of events you could travel to or attend in your local area. Consider adding client-side conferences, trade shows, local business groups, etc. to your list of potential venues.

• Virtual events

If in-person events are not a possibility, or if you simply want to have an additional option, search for virtual events your clients might attend. With so many events having gone digital in the past two years, you can still easily find low-cost or free events where you could drum up new business. Search for virtual conferences, seminars, webinars, workshops, etc., and see if you can land a speaking spot from the comfort of your home office.

• Interviews

If you don't feel comfortable in front of a large group of people, you might consider something more one-on-one that can still help you reach a large audience. Interviews are a great way to share your professionalism and expertise without the additional pressure of a live crowd. Consider pitching yourself for podcasts, live-streamed events, or even print media where your clients are likely to subscribe.

Before you home in on the types of events or venues you prefer, consider those your clients are likely to prefer and attend. If you enjoy conferences with thousands of attendees, but your clients are not likely to be there, it might be best to rethink your strategy to include smaller events where you're more likely to find more of them.

How can you prepare to speak to an audience of potential clients?

It's important to be prepared before you dive into the world of public speaking as a marketing strategy for your freelance business.

• Understand your audience

First and foremost, you need to understand who you'll be speaking to, what their challenges and goals are, and where you fit into the equation. Just like you would want to know who the target audience is for a translation, you need to be familiar with your audience if your spoken words are going to land well with them.

• Get comfortable with the venue

Whether you plan to speak to a virtual or in-person audience, you need to take a few steps before you show up. In addition to planning what you'll share with the audience, prepare how you will present your content. Become familiar with any technology you will need, and consider ways to pivot if something fails. Have a backup of your slides or talking points and ask about the size of the room or virtual session ahead of time. The more you can picture yourself in front of an audience, the more comfortable you will be before you ever show up.

• Err on the side of planning

Most audiences can tell when a speaker is trying to wing it. And if you're nervous about talking to a group of people who could potentially become your long-term clients, a lack of preparation will only create more problems. Err on the side of planning when it comes to the details of your talk. Think about the amount of time you'll be given to speak, whether there will be a Q&A session or chat, and whether anyone will introduce you or moderate your session. If you're like me and you prefer not to rehearse your talks before you give them, make sure you thoroughly review your main talking points and anticipate some of the questions you might receive from your audience. This will help you stay calm and gauge the audience's interest and engagement throughout your talk.

• Wrap it up nicely with a bow

Just as proper planning is key to a successful public speaking engagement, so is making sure your attendees can follow up with you after the event if they want to learn more, hire you, or refer you to someone they know. 

Be sure to leave our audience with at least two ways they can find you online or reach you if they have additional questions. I like to offer my name again at the end of my presentations since many people find it hard to spell or recall. I also offer my email address, my website URL, and any social media accounts I use where my audience might also be hanging out online. If you're going to offer a social media account as a way to connect, make sure you use it actively and for professional purposes.

What about after the event?

Once you finish your public speaking engagement, you can still get a little more mileage out of it. After all, you put a lot of effort into preparing for the event. If possible, share about the event and the topic of your presentation online with your professional social networks, use any relevant hashtags if using platforms like Twitter, LinkedIn, or Instagram, and commend the organizer(s) for putting on a successful event. You might even write about your experience in the form of a blog post or an article on LinkedIn. Doing so helps promote the event and its value.

If anyone from your audience connects with you, continue the dialogue in direct messages in the comments on each other's posts. You could even offer to have a virtual or in-person coffee chat with a promising lead to get to know them and their business better. Talk to them about what they do and see if there is any interest in collaborating or partnering in the future. If not, you could still kindly ask for a referral in case they know anyone who needs your services. Continue to stay in touch with that person. Now that they've heard you speak and have experienced your professionalism, they are more likely to keep you top of mind whenever they hear of a need for your services.

Just like most marketing methods, public speaking can take time to pay off

Public speaking can be a very lucrative form of marketing, but the payoff can take a while. For example, I picked up two long-term anchor clients after speaking at an event a few years ago. But these business relationships took time to nurture. Between the time we met at the conference and the time we started working together, we stayed in touch for about 6 to 10 months. They are two of my favorite (and biggest) clients to this day.

If you're interested in doing some public speaking to market your business, first think of where your potential clients are (in person or virtually) and choose events where you would feel comfortable talking about what you do and how you help your clients. Make a plan for how you will offer value and demonstrate your expertise and professionalism through the content you share. And brainstorm ways you will follow up with anyone in your audience who seems like a promising prospect.

Have you picked up any long-term clients from public speaking? How long did it take from the time you spoke to the time you started working together?