Guerrilla marketing involves taking a non-traditional approach to meeting conventional marketing goals. Best of all, it’s a way for small fry to successfully compete with the big players in the industry by applying a toolbox of tricks that no self-respecting translator should be without.
In fact, it’s probably more accurate to describe guerrilla marketing as a mindset. Key to its adoption is the understanding that marketing is not just about trying to sell your services. Marketing involves everything you do in the process of carrying out your day-to-day business activities (including the clients you choose to work with).
The really interesting thing about all this is that when you take a guerrilla approach to marketing, the question of whether to use [insert preferred web 2.0 tool here] is no longer relevant. Instead the question becomes what exactly do these online tools offer, and how can you apply them to meet your specific, offline goals.
If you want to read a little bit more about guerrilla marketing, I recommend downloading this free pdf called Guide to Guerrilla Marketing for Consultants. It doesn’t refer to web 2.0 directly but it does give a really useful framework on which to hang your activities.
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About the author
Sarah Dillon is a qualified, accredited and experienced professional translator originally from Co. Clare in Ireland. She specialises in producing English-language texts that don't "sound" like translations, ensuring her clients' message has the desired impact in their overseas market. She is based in Brisbane, Australia and works with corporate clients, small businesses, agencies and nonprofit organisations all over the world. In her spare time, Sarah is also Marketing Director of eCPD Webinars.
Sarah Dillon has written 252 posts for There's Something About Translation.
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Great post, thank you! I certainly enjoy getting free advice, especially guerilla marketing advice — which I certainly didn’t get in business school. And you are right, those tactics are good for freelancers/independent contractors to be able to compete in the global market. Looking forward to reading it.
Hm. The 7 sentence marketing plan in the guide is an interesting twist, nice contrast to my 80+ page monster. I’ll have to think about that one.
Oh yes, I’m a big fan of the 7 sentence marketing guide! Surprisingly effective and it definitely focuses the mind.
Guy Kawasaki makes available his free one-page template here, which he calls The World’s Shortest Marketing Plan (although when completed the template should come in under 24 pages). I like this grid a lot. He also links to another article by Kelly Odell which explains a bit more about the reasoning behind the grid and a “short” marketing plan.