Translators Family Newsletter, Ed. 2

By Oleg Semerikov, CEO of Translators Family

Executive Summary

In this issue of Translators Family Newsletter, I’m sharing my key lessons from the past year, strategic shifts for the future, and insights from industry experts, entrepreneurs, and my own experiences. From the power of video on LinkedIn to turning employees into brand advocates, this edition covers marketing strategy for translation businesses in 2025 to build credibility, engage audiences, and grow a business in today’s digital landscape. I’m also marking a special milestone — Translators Family celebrates 10 years in Poland! And for those looking to refine their marketing strategy, I’ve included my top book recommendations to help SMEs create a more structured and data-driven approach. Keep reading for valuable takeaways you can apply in 2025.

Summarising 2024 & Planning for 2025

I hope you all had a wonderful start to the new year, taking the time to reflect on 2024’s successes and challenges while mapping out a clear strategy for 2025. Here’s what I’ve been working on:

• Shared a brief summary of the year at Translators Family in this video.
• Conducted a detailed team review, analysing our wins, gaps, and opportunities for improvement.
• Started preparing for a milestone year — Translators Family is turning 10 in Poland!
• Revisited our vision and mission, ensuring our strategy is aligned with our FAMILY values.
• Refined our marketing strategy, focusing on what truly matters for growth and long-term success.

Video on LinkedIn and Personal vs. Company Page

It’s easy to scroll past great content on LinkedIn, especially with the platform’s algorithm favouring personal posts over company pages.

Sarah Clay, a LinkedIn expert, found that posts published on personal profiles receive up to 561% more interaction than company page posts.

That means many of my company page videos might not have reached you. But video remains one of the best ways to engage audiences. Here’s why:

• Video generates 5x more engagement on LinkedIn than static posts (Sprout Social).
• 73% of B2B marketers say video improves their marketing ROI (Sprout Social).
• LinkedIn is the most widely used video marketing platform, with 70% of video marketers relying on it (Wyzowl).
• Videos are the most shared content type on LinkedIn (Social Insider).

Best Videos from our Business Talks Series (Oct 2024 – Jan 2025)

Here’s a selection of the top videos featuring insights from fellow entrepreneurs, coaches, and industry experts.

 Marketing & Branding

• Why Branding and Design Matter + Some Tips For Translation Companies– with Giles, experienced brand consultant.
• Business Strategy Insights with Natasha, a Strategy Doctor.

 Video & Content Strategy

• How To Make Videos That Resonate – with Allie, Creative Director at Kymera Media.
• Tik Tok Videos For Translation Companies – with Aleksandrina from arte.doc, who inspired me to start a Tik Tok channel for Translators Family.

 Podcasts & Digital Trends

• The Role of Localisation in the Podcasting Business – with Bogdan, podcast producer.

 Screen Addiction & Digital Well-being

• How to Reduce Screen Addiction (Part 1 & Part 2) – with Munur Shah, author of Screen Addict.

 Networking & Business Growth

• How To Maximise Your Opportunities At A Networking Event – with Colin, a business networking expert.
• Networking For Introverts – strategies to help introverts build connections.

 Business & AI Tools

• AI-enabled Social Media Management – with Oyvind, CEO of Aida Social.
• Translation Business Management Software – with Anna from LBS Suite.

 Inside RWS Trados

• Exploring RWS Trados Headquarters – with Nicole, Senior Product Marketing Manager.
• Team Building At RWS – with Laura and Laura.

 Inspiring Entrepreneurial Stories

• A story of Meriam, a British immigration lawyer, born in Ukraine.

The Power of Employee Advocacy

In today’s world of AI, scams, and fraud, trust is one of the most valuable currencies. A strong brand isn’t just about logos and marketing — it’s about the people who represent it.

Employee Advocacy is a powerful strategy where employees become the most authentic brand ambassadors. When employees actively engage in advocacy, the results are significant:

• A formal Employee Advocacy program helps shorten the sales cycle. 64% of advocates in a structured program say it helps attract and develop new business, and 45% attribute new revenue streams to it (Hinge Research Institute).
• Employee-shared content generates 30% more engagement than corporate posts (LinkedIn).
• 76% of people trust content shared by employees over content published on a company’s official channels (SOCIUU).
• 65% of companies that implemented Employee Advocacy programs saw an increase in brand recognition (LinkedIn).
• Companies with engaged employees experience a 40% reduction in absenteeism and a 60% reduction in turnover (Gallup).

AI-generated images or stock photos of people are losing their appeal (unless they’re exceptional AI influencers). Consumers want authenticity. People trust real people over polished marketing visuals. You build credibility by showcasing your team – not hiding behind DALL·E’s imagination.

At Translators Family, we embrace this by highlighting our colleagues, and they, in turn, proudly share our successes with their networks. Here are recent colleague spotlights of two of our managers, Alina and Ada – real people, real achievements, real impact.

Become a part of our team.

Books for SMEs on Marketing Strategy

Many small business owners struggle with marketing strategy, relying on scattered tactics rather than a structured approach. I was once in the same position, going with the flow — until I shifted my focus to data-driven, strategic marketing.

Here are three books that helped me refine my approach:

The New Marketing: How to Win in the Digital Age by Cheryl Burgess and Mark Burgess

An easy-to-read book with practical tips for efficient marketing, including the role of social employees in brand advocacy. It explores data-driven buyer personas, personalisation, content creation, storytelling to WOW customers, and personal branding.

Marketing Strategy: Overcome Common Pitfalls by Jenna Tiffany

This book covers major marketing frameworks essential for developing a structured marketing strategy. It helps avoid common pitfalls and ensures no critical details are overlooked. The content is structured around the STRATEGY acronym: Scenario, Targets, Reach, Awareness, Tactics, Execution, Generate, and Yield.

Marketing Strategy Made Simple by Lucy Brook

A practical and straightforward workbook for anyone looking to develop a clear marketing strategy. It includes templates for quick and effective planning, covering PESTLE analysis, SWOT, competitor research, the marketing mix, and more.

Best regards, Oleg Semerikov, CEO of Translators Family