October 21 2014 Latest news:
Ben Woods, Business writer
Wednesday, July 16, 2014
A Norwich-based translation business is targeting the insurance and legal sectors as it embarks on a three-year strategy to hit the £1m turnover mark.
Integro Languages wants to double the number of clients on its books by driving significant investment into a new marketing campaign targeting industry exhibitions.
It comes as the firm is on the verge of launching a new website and expanding into new offices at the Eastgate Place business park on Salhouse Road to meet its growth demands.
Tom Bool – who came up with the concept for the business 14 years ago – said the company had grown organically on the back of referrals, but now wanted to focus on key markets and build on its strengths.
Its clients include a major Swiss insurance company – which cannot be named for commercial reasons – and the Canadian outdoor clothing brand Arc’Teryx.
“The company is about to go through a massive change,” Mr Bool said. “We are moving to new offices twice the size of the ones that we have now on the other side of the building.
“We should have a new website soon and we want to be working predominantly with exporting business, the insurance industry and the legal sector.
“The insurance side of the business is based around a small number of clients that spend a lot of money.
“Our plan is to quadruple our marketing budget and target key exhibitions within these sectors. But we will always sell our business based on reputation rather than using support advertising and cold call sales – that has never been us.”
“In the next three years we are looking to double our turnover to £1m, take on a bigger premises and grow our workforce to 10 employees. That means doubling the number of clients that we currently have.”
Integro Languages has a core base of 50 translators and 5,000 interpreters, which it draws on to deliver services, including document translation and telephone interpreting.
European countries and China are the main focus for the business, but there is also a growing interest in the Far East, with clients wanting translation into South Korean and Japanese as well.
The company has also diversified into digital marketing, providing analysis and data to help companies identify which countries and languages can help boost their brand.
“Where we are adding value to some of our clients is by offering some practical advice once they have selected a market. We can see who is looking at their website – and from what country,” Mr Bool added.
“Using Google analytics, we can see the number of people visiting from Singapore, or how effective it can be to simply add a Chinese welcome message onto your website. It allows the customers to try different strategies for different countries – it is a form of digital market testing.”
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