What Are A Translation Strategy's Benefits?
Companies that have expanded into new markets have done so by targeting a different audience through translated content.
This means that the content has been specifically tailored to meet the needs and expectations of the audience in that specific market and that it has been translated by professionals who are familiar with the nuances of that market's language and culture.
A translation strategy is essential for businesses for three reasons.
It’s important to avoid using automatic translation tools that do not take into account localization or grammar. This can result in poor-quality content and a decrease in website ranking.
Why Is It Important To Work With Professionals?
Translation services are vital for businesses to grow. Consumers can easily understand what the business stands for when the content is properly translated.
When translating, different connotations and cultural nuances are often lost in translation. Using the wrong tone or phrasing could cause a message to be perceived as inappropriate in the target language.
This is why it’s important to work with professional translation services. Because they have a team of experienced translators who understand not only the language but also the cultural and social norms of the target market, the translations they produce are accurate, culturally appropriate, and communicate the intended message.
Translation Strategy: 4 Ways To Implement It
Knowing the advantages of translation, how exactly do you put a strategy into action that benefits your company? Most of the translation strategies are based on the four principles outlined below.
Work With Native Speakers
Understanding your new demographic is the first step toward dominating international markets. You'll need native translators who understand the language and tone of the audience you're trying to reach. Depending on the country, product, or service, investing in region-specific translators is necessary.
Content aimed at Australians will use different terms, phrases, and colloquialisms than content aimed at Europeans and Americans. Similar examples happen all over the world. So, for example, if your target market is in Las Vegas, you'll need to work with translation services in Washington that can match that specificity.
Product Information First
Concentrate on building trust and confidence through the translation of product pages and product information.
Customers are more likely to buy online when they understand and trust how a product or service works.
The core website pages, products, and product/service information should be the priority for your translation team.
Website menus, automated emails, and payment pages are also important to keep an eye on.
Divide Enough Resources
You will see a ROI on translation if you invest the necessary resources. Try to get the majority of your content translated before expanding into new markets. It's no good launching a new product line only to have your international customers wait for your one-person translation team to catch up. Then, as your company grows, your translation team won't have to play catch-up.
Apply Transcreation To Marketing Content
While transcreation is not a translation, it is a natural extension of converting content for international markets. It also works much better for marketing and social media content.
It is not enough to change the words to attract international customers; you should also ensure the themes of your content match your audience. Once you've mastered translation, your continued success abroad will be reliant on marketing your product in an effective manner.
Conclusion
Businesses can achieve success in today's global marketplace by investing in a translation strategy. It enables businesses to expand into new markets, increase revenue, and establish a positive brand image.