As part of our ongoing conversation with the CIOL community, we recently ran a ‘snap’ poll to ask you, our members, about your confidence in marketing yourselves online. CIOL Head of Membership Dom Hebblethwaite reports back on the findings.

The results, along with some detailed and very thoughtful comments, provide a candid snapshot of our community's relationship with digital promotion. They reveal that many of you are grappling with the same questions of strategy, time, and effectiveness.

A Spectrum of Confidence

We asked how you felt about your online and social media marketing skills. The responses show that while a ‘very confident’ 10% of members feel they have it fully in hand, the vast majority of respondents are on less certain ground.

The largest group by far—the 64% who sit in the ‘fairly’ or ‘not so confident’ categories—shared some of common challenges.

When we asked what holds you back, your answers were direct and honest, ranging from a “Lack of strategy” and not having the “Time and marketing plan,” to the deeper and more fundamental question of “Knowing which audiences to reach.”

One member described their strategic impasse perfectly:

“Positioning - I work with Italian- and English-speaking clients, and their profiles are quite different. I worry about confusing my positioning... I also feel like there is so much noise out there, and everyone has an opinion on what you should be doing, so it can get overwhelming and I end up doing nothing.”

What Is Working

Just as the challenges were common, so too were the paths to success. Comments revealed that there is no single "correct" way to market a language business, but a whole range of effective strategies that members are tailoring to individual strengths and client bases.

For many, the foundation of marketing isn't digital at all. As one of you said,

“What’s working well for me... is building strong client relationships through consistent quality and professionalism... This approach generates repeat business and referrals.”

Others have found a productive balance between different channels. One linguist explained their approach:

“I find that targeting direct clients by email works best for me... Online channels only work as a reminder of my presence (LinkedIn) and to educate a general audience (blog).”

This sentiment was echoed by another member who uses a mix of:

“LinkedIn, trade fairs and events organised by our local chamber of commerce.”

Peer networks are another powerful, and sometimes more comfortable, route to finding work. One member told us:

“Networking in online translator groups... is where I'm most confident, [as] work comes in the form of shared projects and recommendations, almost naturally.”

Persistent Hurdles and a Question of Mindset

Beyond strategy, your comments revealed a deeper set of frustrations. Many who are actively using online platforms find the results disappointing. One member noted that their:

“LinkedIn page, which gets noticed... has not produced any significant job opportunity yet,”

While another found that most enquiries received via the platform:

“Have been very poor fits.”

For some members, the challenges aren't just technical; they're a matter of mindset. One linguist captured the discomfort many feel with the tone of social media, stating:

“I find most of what is posted on social media to be cringy self-promotion, which makes it challenging for me to market myself that way.”

In a surprising twist, another member identified a fear of success as a barrier:

“The challenge I face is a fear that if I market myself, I might have to say no to new work.”

These comments show that our relationships with marketing are complex. It’s not simply a skill to be learned, but a set of choices which intersect with professional identity and personal comfort zones.

In Summary

The poll and your comments  make it clear there is no one-size-fits-all solution, but among peers there is a an ongoing conversation going on about how we can put our best foot forward in our changing professional world.

Dom Hebblethwaite is the Head of Membership for the Chartered Institute of Linguists. For more on Dom see his profile here.  

Views expressed on CIOL Voices are those of the writer and may not represent those of the wider membership or CIOL.