Marketing translation, or localization, is the process of adapting and tailoring marketing content to specific international markets. As one of the fastest-growing global industries, it’s no surprise that marketing translation has become increasingly popular in recent years.
But did you know that there are numerous benefits to using marketing translation? Whether you’re looking to save time and money or appeal to a wider range of customers, marketing translation might be right! Keep reading to find out what they are!
A (brief) Intro to Translation
When you look at it, marketing translation is just another way to view your marketing. It’s another tactic to increase your brand’s reach and relevance with a new audience. Translation lets you create more engaging and impactful campaigns for customers in different markets when done correctly.
Like everything else in marketing, translation isn’t easy—but if you want to think of it that way, think of it as getting paid twice for your effort. After all, most companies aren’t willing to translate their content; why should they? So by offering it as an option—and a value-added one at that—you’re setting yourself apart from other companies trying to get ahead in competitive markets.
How Much Is It Going To Cost?
The amount of money you’ll have to spend to translate your content depends on various factors, like how many languages you want to translate into and what type of service you choose. Some translation services cost just pennies per word, while others can run into hundreds or even thousands of dollars. If it’s too good to be true, it probably is—plenty of free online tools do exist. Still, they don’t always provide good-quality results (and are often littered with ads). No matter which route you choose, ask around and see if any professional freelancers in your industry can help out; they might charge less than most firms.
The Basics of Translation
There are two basic types of translation, general translation, and marketing translation.
The general translation is best for business documents like legal contracts and manuals. On the other hand, marketing translation is a better fit for your marketing content and social media. Suppose you use native speakers for marketing translation jobs. In that case, you’ll also want to be sure they understand your industry so that their translations aren’t misinterpreted or unclear to potential customers. Using marketing translators who specialize in your niche can help you stay authentic while ensuring that everything translates perfectly—and more easily.
Tips for Working with a Translation Agency
While agencies may be an important part of your marketing, they are not all created equal. Translation agencies vary in experience and quality. Some are great, some offer reliable service at a competitive price, and some cut corners to provide low-cost translations for their clients.
When you’re looking to outsource your marketing translations, it’s always best to work with Legal Service Translation experts who speak your language and know about delivering quality work within budget constraints. Here are six tips for working with translation agencies:
- While working with an agency of marketing translators, it’s important to clarify some details about how you want them handled and what kind of feedback you expect from them during each development phase. For example, explain that marketing content can quickly become outdated. So periodic check-ins are needed to discuss changes and ensure accurate translations match your objectives before they go live.
- When it comes to marketing translations, you’ll want to avoid agency relationships that require too much oversight. At the same time, it is important to have a strong relationship with your agency. Still, there are times when your marketing plans will change, content updates need to be made quickly, or mistakes will occur—all of which can cause tension if they aren’t handled correctly.
- For example, you should discuss whether your agency requires a minimum number of words for each job or a translation per hour. Either can result in inaccurate, potentially incorrect translations that will waste your time and money.
- It’s important to work with agencies that meet your needs. So make sure to clearly explain yours and be sure they can provide quality service at a price you can afford—and that you’re willing to pay upfront.
- Knowing how to work with translation agencies is important, but it also pays to know when you should be working with one in the first place. Translation services are necessary if you have marketing content in multiple languages and don’t want to risk losing customers or attention by
- When you work with translation agencies, ask them about their process for translation quality control. In many cases, translation agencies have a review and revision process to ensure your content is translated accurately before it goes live on your website or social media channels.
What Kind of Language am I Talking About?
One of the first things you’ll want to consider is who your target audience is. Is your product or service best suited for international audiences? If so, how do you pick one language over another? Ultimately, suppose you can reach more people and make more sales by translating into different languages. In that case, that’s a decision you should make. The translation isn’t always easy. The translation is never easy, but reaching an otherwise inaccessible market is worth it. Then take the time necessary to research translation services providers and make sure they can help you out with these particular needs.
Before you leap into another market language, make sure you’ve put as much time and energy into translating your content as you have written it. Localizing content is just as important as creating it and must be approached similarly. Translation won’t happen overnight—it takes time to build relationships with translators, review work, train translators and ensure consistency.
It may also mean that an entire LST team must be dedicated to localizing marketing content for larger organizations. This is no small task for anyone, but it is well worth it when you see local users clicking through your translated website or getting involved with your brand after reading authentic content in their native tongue.