5 common marketing mistakes LSPs make and how to avoid them

5 common marketing mistakes LSPs make and how to avoid them

General

ProfectaBDI | March 5, 2025

Effective marketing is crucial for language service providers (LSPs) to stand out and attract clients. However, many LSPs fall into common traps that can significantly impact their marketing success. Let’s explore five frequent mistakes and how to correct them, ensuring your marketing efforts yield better results.

1. Inconsistent posting

One of the most prevalent issues in LSP marketing is inconsistent posting on social media and other platforms. Regular, valuable content is key to staying top-of-mind with your target audience and building trust over time. Many LSPs will start strong, posting frequently for a few weeks, and then gradually taper off. This inconsistency can confuse your audience and make your business appear unreliable or inactive.

For example, Lionbridge, a leading LSP, maintains an active blog with frequent posts on various topics relevant to their audience. Their consistent presence helps them remain visible and engaged with potential clients once they need them. If you sell translation services, you need to be patient and be prepared to be at the top of the list of your potential clients when the need arises.

How to fix it:

● Create a content calendar to plan your posts in advance

● Use scheduling tools like Buffer or Hootsuite to maintain a regular posting schedule

● Repurpose content across different platforms to maximize reach

2. Misaligned topics

Many LSPs focus solely on promoting their services without addressing their clients’ needs, wants, interests, or frustrations. This approach can alienate your audience and fail to capture their interest.

TransPerfect, another major player in the industry, excels at creating content that speaks directly to their target clients’ pain points. Their blog covers a wide range of topics, from industry-specific translation challenges to broader localization trends.

How to fix it:

● Conduct market research to understand your clients’ needs and pain points

● Create buyer personas to guide your content creation

● Focus on providing solutions to common problems in your target industries

For example, instead of saying “We offer translation in over 50 languages,” try: “Need to expand your business globally? We provide translation services in over 50 languages to help you tap into new markets.”

3. Showcasing knowledge, not application

While demonstrating expertise is important, potential clients are more interested in how your knowledge can benefit them. Many LSPs fall into the trap of sharing technical information without illustrating its practical application.

RWS does an excellent job of balancing expertise with real-world applications. Their case studies section showcases how their services have made tangible differences for clients across various industries.

How to fix it:

● Develop case studies that highlight specific client successes

● Share testimonials that emphasize the practical benefits of your services

● Create content that demonstrates how your expertise solves real- world problems

4. Unclear client benefits

If your marketing materials don’t clearly articulate the benefits to your clients, they won’t immediately see the value in your services. This mistake is often seen in generic service descriptions that fail to highlight specific advantages of your translation services and make the potential clients aware of what to watch out for when looking for translation services.

Welocalize stands out by clearly communicating client benefits on their website. They use concise, benefit-focused language to describe their services, making it easy for potential clients to understand the value they offer.

How to fix it:

● Clearly state the benefits of your services in all marketing materials

● Use client-centric language that focuses on outcomes rather than features

● Create before-and-after scenarios to illustrate the impact of your services

For example, make sure every post answers the question, “What’s in it for me?” from the client’s perspective. Instead of focusing on the features of your service (e.g., “We use CAT tools”), explain the benefits (“Our tools ensure translation consistency, reducing revision time and saving you money”).

5. Misguided calls to action

Many LSPs make the mistake of using overly aggressive or premature calls to action (CTAs) in their marketing. Asking for direct contact from a single social media post or blog article can be too forward and may deter potential clients.

Translated.com provides a good example of balanced CTAs. Their website offers various entry points for engagement, from instant quotes to viewing case studies, allowing potential clients to choose their level of interaction.

How to fix it:

● Create a variety of CTAs that cater to different stages of the buyer’s journey

● Guide your audience to informative content before asking for direct contact

● Use progressive CTAs that nurture relationships and build trust over time

Additional considerations

While addressing these five common mistakes is crucial, there are other areas where LSPs can improve their marketing efforts:

● Neglecting SEO: Many LSPs underestimate the importance of search engine optimization. Implementing a solid SEO strategy can significantly improve your visibility online and attract more potential clients.

● Overlooking local marketing: For LSPs serving specific geographic areas, local SEO and marketing strategies are essential. Ensure your business is listed in local directories and optimize for location-based searches.

● Ignoring analytics: Regularly analyze your marketing efforts’ performance and adjust your strategy accordingly. Tools like Google or LinkedIn Analytics can provide valuable insights into your audience’s behavior and preferences.

● Lack of personalization: With the wealth of data available today, there’s no excuse for generic marketing. Tailor your messages to specific audience segments for better engagement and conversion rates by focusing on different micro angles of their problems and regular work situations.

Conclusion

By avoiding these common marketing mistakes, LSPs can significantly improve their visibility, engagement, and ultimately, their bottom line. Remember, effective marketing is an ongoing process that requires continuous learning and adaptation. Stay informed about industry trends, listen to your clients’ needs and frustrations, and be willing to experiment with new strategies. With a thoughtful, client-centric approach to marketing, your LSP can stand out in a crowded market and attract the right clients for your business.

Let us know what might work for you.