How to Care for the Health of Your Translation or Interpreting Business during the COVID-19 Pandemic (COVID-19 Series)
While it’s not news anymore that the entire world is feeling the effects of the COVID-19 pandemic, it does seem that the news and our circumstances are changing almost daily. Not only does this bring a lot of uncertainty to our personal lives, but our businesses are feeling the effects of this global health issue as well.
So, what can you do to care for the health of your translation or interpreting business in this unprecedented situation?
First, it's important to remember that there will be an end to social distancing. People will be going back to work in their offices. And your work will pick back up again if it has slowed down for you during this global health crisis.
People will always need to communicate. And we are valuable in both our local communities and the global market.
So, while my best advice in this situation is to keep the future in mind, I do recognize that COVID-19 is putting a strain on businesses, both large and small.
That’s why it’s essential to be strategic when it comes to caring for the health of your translation or interpreting business.
Start by looking at the big picture
One way to do this is to consider what has worked well in your business and what hasn’t (pre-global health crisis, I mean). Ask yourself these questions:
What kind of work brings you the most positive results (intellectually, financially, emotionally, etc.)?
What clients would you consider to be your ideal clients, and which would you not mind letting go of?
Why are the ideal ones ideal to you? What do you feel works well when it comes to working with them, and would you want to work with more clients like this?
Why are the others less-than-ideal? What can you do to avoid attracting more of these clients in the future?
What area(s) of specialization or language pair(s) do you prefer to work in and why? Can you find ways to attract more of this type of business once people are back to work and the economy is in recovery mode?
For any area of specialization or project types you don’t enjoy, what is it about these that makes them so? What can you do to handle less of this type of work in the future so you can focus more on what does work well for you?
One way to assess your business is to hold a mini business retreat for yourself. And what better time to do this than when work is slow? If you want some ideas, check out Episode 8 of the Smart Habits for Translators Podcast. Veronika and I discussed how to do this in the new year, but the tips are relevant for any time of year!
Next, consider what you can do right now to improve the immediate health of your business
Even though thinking strategically about the future is key in the health of your overall translation or interpreting business, it’s also good to think about the ways you can market to clients right now.
There are certainly clients who need your services during a time when everyone is keeping their social distance. It’s important to think about how you can “meet people” where they are right now.
Here’s how to do this well. Trust me, it works. I’ve done this in the past few days and have seen some positive results.
Write to your clients and check in on them. Acknowledge the situation we’re all facing right now. Showing solidarity in times like this is important for everyone.
Let clients know that you are available to help them in any way you can. You might also add that if they have any COVID-19-specific projects to handle that you will put them in the front of your project queue to assist them as quickly as possible.
If you know your clients well enough, you can even pitch a project or two that might be useful to them during this time. For example, one of my clients in the health and wellness industry provides online content. I pitched a blog post to them about how to handle stress in uncertain times, and they really liked it. Don’t be afraid to pitch projects to clients even if they’re just one-offs for now. Not only can this keep you top of mind for the future, but these projects can add up while showing your clients that you’re paying attention and willing to help however you can.
After you've touched base with your clients, focus on the long-term strategy
What are your areas of specialization? The reality is that some industries are faring better during the COVID-19 pandemic than others. And while even those that are suffering will eventually bounce back, it may take some time.
Do you work in healthcare and medicine? If so, you might have some work in the pipeline now and in the future just because of this global health crisis. Or you may be seeing less of your regular work in the coming weeks as attention shifts to certain priorities and budgets tighten.
Do you specialize in travel and tourism translations or conference interpreting? It’s no secret that this is an industry that is very much feeling the effects of COVID-19. That said, communications are vital no matter the current state of affairs for hotels, air travel, and meetings and conferences.
So, how do you plan for the future in an uncertain economy and when you work in an area of specialization that is experiencing such flux right now?
The best way to handle any kind of business adversity is to not put all your eggs in a single basket. I’ve actually done this myself, so I speak from experience. And I’ll tell you it’s not too late to do any of the items that I suggest here to plan a long-term strategy for your business.
Here are 5 ways to care for the health of your translation or interpreting business right now.
Diversify your business
Diversification is essential for any business, not just the big ones. If this global health crisis shows us anything about business, it’s that putting all your eggs into one basket—whether that be one type of service or only working with the same small group of clients who are now not sending any work your way for the foreseeable future—is something to reconsider.
If you are an interpreter who suddenly finds yourself with canceled appointments and a clear calendar, consider what you might be able to offer virtually for your clients. Can you work remotely? What would it take for you to set this up for your business so that you can supplement your on-site work with a remote option for situations like this that are beyond your control? How can you continue to offer your clients multiple options once social distancing ends and we find ourselves recovering from the current situation?
If you are a translator who’s seeing your work dry up before your eyes, what can you offer in addition to your translation services that your clients would find valuable? Some options include consulting, copywriting, copy editing, support with crafting customer surveys and communications, etc.
What can you do to diversify? How can you create more than one income stream to allow your business to recover faster in a crisis like this or when you’re simply experiencing a slow month of the year? What might you need to learn or train for in order to provide additional services or offerings?
If you need some ideas and are interested in the strategy of diversification, my on-demand webinar on this topicmay be useful.
Market your business
It would be really easy right now to fall into a negative mindset, right? I mean, things are really uncertain. But at the same time, it’s important to remember that we provide truly valuable services to our clients and communications to those who need it in order to be successful, whether it be growing their business or simply communicating vital information.
In the short term, consider what you can share with clients right now that is valuable or useful. In addition, what can you share with them that will be valuable once they get back to work? This is where you can come up with ideas for content for blog posts or articles, email campaigns, social media, etc.
When you come from a place of service, your clients will appreciate you and your skills even more than they do now.
In looking to the future, consider how you can best reach your ideal clients and what needs they might have going forward.
Is it best to reach them through speaking engagements? If so, can you share an online training or presentation that can be shared widely while in-person events and venues are recovering?
Or would online content be a smarter way to reach your ideal clients? Maybe you can organize your ideas to start a blog or a series of online articles that your customers would find useful. If you aren’t sure where to start with a plan and strategy for creating and sharing online content, this webinar can help.
Maybe you’d like to start a regular email campaign to your customers. What better time is there to plan this than right now? What do your clients want to know to be successful? What information can you provide to them on a regular basis to help them overcome challenges? If you can share valuable information consistently, it's highly possible that you'll be successful with this marketing approach.
How does your website look lately? Is it up-to-date with current information, and does it reflect what you want to offer your customers in the long term? If you need help with this, please reach out. I can help you figure out a strategy for your site and share information with you that will take your online presence further, especially in looking to the future.
Review your business finances and plan for the future
While I’m not a financial expert, I do know a thing or two about changing the trajectory of a freelance business. And while cash flow might be an issue right now, this may very well be the perfect time to get your finances in order if they’re not already.
Even if you are fairly savvy when it comes to your freelance business finances, a conversation fellow podcaster Veronika Demichelis and I had recently with our colleague Susie Jackson was incredibly insightful. We’ve already been told how useful it is during this pandemic and economic crisis. Tune in to Episode 12,Financial Habits for a Healthy Business with Susie Jackson and consider how you can care for your own freelance business finances.
Continue to seek professional development (PD) offerings
Now may be a time to spend a bit less due to cash flow restrictions, but now is not the time to stop learning and improving your craft.
In fact, this might be the perfect time to take advantage of virtual trainings and webinars that are available.
Look to your local and national associations to see what they have to offer. If there is a topic you feel would be particularly useful to you and colleagues, propose that they offer it. You never know who else could benefit from the same information.
In addition to watching for new PD offerings, take a look at purchasing pre-recorded webinars and trainings that could be useful in your business. Not only do translation and interpreting associations offer these, but so do colleagues who specialize in specific topics and areas of growth.
For newer translators, our colleague Corinne McKay is offering her Getting Started As a Freelance Translator for free for a limited time. The course starts March 30, 2020! Corinne’s programs are widely known and well received, so be sure to check out what else is on tap. (This is not an affiliate deal in any way. I’m just sharing what I know can be useful to colleagues.)
For those who are more established or who are looking at trying a variety of effective marketing methods, I have three on-demand webinars to help you with your strategy. I am also thinking about running my popular T&I Website Blueprint Course early to help those who need to update their websites sooner than June 2020. If that’s you, please reach out and let me know. You can join the waitlist and find out about when the course will be open again.
Make time to care for your mental health
A global crisis like this can affect us all very quickly. It already has, right?
Remember to take care of your mental health always, but especially in times like this. This podcast episode from Deliberate Freelanceris one of the best resources I've seen. Melanie Padgett Powers interviews therapist Mira Dineen about strategies for dealing with the rollercoaster of emotions and anxiety triggers most all of us are experiencing at the moment.
Turn off the news while you work, and look for information from trusted sources like the World Health Organization (WHO)and the Centers for Disease Control and Prevention (CDC, for those in the U.S.)when you are ready to consciously consume the latest news on the current pandemic.
Get some fresh air. No one has canceled the outdoors yet, right? Even if you are supposed to keep your distance right now, getting some fresh air can work wonders for your spirits. Take breaks throughout the day to open a window, go for a walk, or even plant a garden.
Take this time to connect with others. Even though social gatherings are discouraged right now, you can still have a virtual coffee chat with your fellow freelancers and friends. In fact, I would love to see more freelance translators and interpreters doing this. Can we adopt the hashtag #coronacoffeechats or something similar? ;)
Pick up a new book. If you need some ideas, or if you would just like some camaraderie by connecting with fellow freelance translators and interpreters, sign up for the Global Reads Book Club and start reading more when you’re not working! I’m pretty sure you’ll find some familiar faces in the group, and it’s really fun that we’re all reading the same books together. Sign up!
Download some new podcasts to your phone and listen to uplifting content whenever you can. Here’s one you might like! ;)
Send a note to a friend or colleague. Yes, snail mail is great during times like these, because it helps us to feel connected, loved, and thankful for those wonderful people in our lives.
Start studying for a certification exam or determine what you might do in your business to challenge yourself in another way. Then, make a plan to do it. Even setting and working toward a goal like this can give your mind a boost!
Above all else, take care of yourself.
Take care of your physical health. Take care of your mental health. Take care of you first, and remember, this too shall pass.
You can do positive, productive things right now to take advantage of any extra time you’re finding you have these days and really put your best foot forward. You’ve got this.
If you have more tips to share with colleagues, please put them in the comments below so we can all benefit from them!
