Here are a few insider tips and pointers on marketing translation for clients who want to make the most of it.
Translating marketing contents means communicating products and services in the most persuasive and effective way, through an appealing and compelling language.
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It means being familiar with marketing methods, strategies and tools, keeping abreast of their evolution, studying the new digital technologies, foreseeing an ongoing professional development and following sector leaders to keep up on new trends.
This is a complex and versatile macro area, where the translator needs to have great familiarity with language and its functioning, both of the source and target language, being able to apply its mechanisms to many different business sectors, while aiming at creating texts able to capture the customers’ attention, comply with local conventions, culture and regulations, and persuade to purchase the product or service.
While texts can be from many different sectors, all share the same need of a target language which is natural and fluent, engaging, on-brand, adapted to target market and audience.
So here are a few ideas and tips to make the best choice for your brand, company and contents in terms of language and communication on more than one market.
✓ Thoroughly review your original copy before localizing it into the languages relevant for your markets. Do the job once and the translation process will be smoother and quicker.
✓ Think about producing a brand style guide, with local versions for every language you communicate in. It will boost compliance, engagement and identity.
✓ Use your sales and marketing data to pinpoint your language/translation needs, identifying opportunities to provide a better service to existing clients, or to start a relationship with clients from new markets on the right foot. It doesn’t have to be all or nothing: if your budget is limited, start tackling the contents and languages most relevant to your immediate business needs and strategy.
✓ Language is the soul of a brand, it’s what takes it to the next level. Define yours through a unique tone of voice and apply it consistently across all channels and touch points, making sure the original brand personality doesn’t get lost in translation, while avoiding cultural missteps. The aim is to speak multiple languages and communicate in one voice.
✓ Translate all training materials in the local language, to drive a better adoption of the brand core values and standards from within. Leverage translation to improve the communication flow at all company levels, and to better internalize brand pillars, corporate values, vision and mission.
✓ Review and proofread existing contents in the target language to avoid repetitions, look for inconsistencies, bring cohesion among channels and materials, pick up mistakes or inappropriate contents and avoid mistakes that can cost you dearly. Consistency is key from a customer’s point of view.
✓ Leverage translators’ expertise as in-country consultants and cultural mediators to the advantage of your brand, company, services and products. Translators live and breathe the mindset of your target customers, because they are constantly in their shoes. Exploiting such a unique expertise and knowledge to your advantage is a smart move.
✓ Consider thoroughly briefing your translator before starting the job. A text is never a standalone piece of communication: it has a background, a target audience, a goal, and it often needs to match similar existing texts in tone, terminology and register. A brief before starting the translation project is a win win for all.
Words matter. The right ones and the wrong ones. Finding words to communicate your brand, services and products may be easy, but finding the right ones is a job for professionals.
Because a cheap translation today will be a big cost tomorrow.
It’s as simple as that: if your customers don’t understand you or don’t relate to your communication approach, you’re in for a bad day. Professionally translating contents for local markets shows respect for your audience, distinguishes your brand (also from your competition), boosts engagement and brand identity, increases sales in the target markets and directly impacts your bottom line.
Think of translators as problem solvers for your local communication needs and use their advice to produce coherent, on-brand and engaging contents. Make your words count, in all the languages you communicate in.