Can Marketing Translations Help Your Business Grow In A Global Market?
Did you know that around 137,000 new businesses open every day globally? That means people are moving towards owning a business rather than solely depending on jobs. But, starting a business and making yourself heard by international clients needs a marketing translation service because of the language barrier.
Industry giants easily communicate with the world by translating their marketing materials. However, small and medium enterprises (SMEs) face the challenge of requiring more help in building relationships with international customers.
So, the best way to manage this situation is to get assistance from a translation service and follow these marketing tips.
Get Help from a Language Service Agency
Taking your business to a global level is achievable but comes with several challenges. The most common challenge is translating your website, which is a robust multilingual marketing strategy.
An established language translation services agency offers you such strategies and ensures that your marketing budget for global campaigns is invested correctly. That service also provides content localisation and generates marketing material in different languages.
You must research your audience well and realise the language barrier your business is facing. Otherwise, your marketing campaigns will go in vain. A professional marketing translation service will do that for you by identifying the key areas where localisation is mandatory and doing the needful.
Your prospects across international waters like it when a business uses their language to address them. That creates a sense of intimacy between you and your customers.
So, check the portfolio of the translation service you intend to use before deciding and ensure they have previously worked with other businesses like yours. Also, the translation service provider should refrain from making decisions on your behalf. Instead, it would be best if you approved their action in choosing things such as which language you require and major tasks like localisation.
Track Metrics
Always track the performance of your digital marketing campaigns, for example:
- PPC (pay-per-click)
- SEO (search engine optimisation)
- Google Ads
- Email marketing
- Social media engagement rate
There are many digital marketing tracking tools available, but most are paid. Having said this, Google Analytics offers free services for your online business. However, some users want more advanced marketing features, so they use a paid marketing tool.
When you track the metrics of your marketing campaign, you will find new trends in your audience. These metrics also help you change ad campaigns on digital platforms like Facebook, YouTube, and Instagram.
Transcreation
Transcreation is when a company addresses a specific audience using a customised and creative translation. For example, a company uses a language that resonates with the target audience’s cultural values. This strategy creates a bond between the customer and the business.
However, it would be best to spend time researching transcreation because you need every detail of your audience. For example, you might need the following for a specific group of people:
- Demographics
- Psychographic
- Geographic
- Behavioural
After collecting this data, check their preferred language to communicate in their local community. That way, you will ensure that your business personally provides them with something useful.
Avoid AI-based or Machine Translation
Machine-based translations are undoubtedly a fast way to get things done. However, it’s not accurate due to differences in contextual language. An AI-based translation system doesn’t understand such differences and translates every word.
That might look efficient, but if you see the outcome, you will probably want to stop using machine translations for an important task, such as in your marketing efforts.
Firstly, AI-based translation often requires revisions. There are many instances where even a native speaker can’t understand a sentence in a particular language that was translated using AI. That happens because the system ignores the context and only translates what’s in front of it.
Secondly, machine-based translation sometimes generates offensive and absurd sentences. Although it doesn’t do that intentionally, it’s how the system works. So, never use AI-based or machine translation for your business. This may result in negative feedback, affecting your business’s reputation.
Follow the Communication Style Guide
You already know that companies prefer hiring an international workforce to increase:
- Diversity
- Innovation
- Network
So, preparing a communication style guide for international customers, employees, partners, and other business stakeholders is essential. That style guide includes your communication style and how to present your business online.
This communication style guide also helps you communicate with media representatives. Since the media is quite active, you must simultaneously keep things confidential and friendly. That’s only possible when you prepare and follow a communication style guide with the help of a marketing translation service provider.
Focus on Culture
People love when businesses display their cultural values in their marketing campaigns. Again, it’s the closeness that the customers feel with your business. So, always train your marketing team to research a specific culture to target them.
Even if most people do not buy your product or service, they will know that your business exists.
Create a Universal Marketing Campaign (but for a Local Audience)
The purpose of your product or service must be to solve a problem for your customers. That’s what you will share in your marketing campaign on a global level. However, it would help if you also remembered that the local audience is more inclined toward your business than international clients.
Therefore, make your marketing heard by everyone but target only the local population for now. Not only this, but your local audience must understand your message. So, keep it concise and clear.
Optimise Content
Always check the latest SEO updates by Google and ensure the content you upload on your website is optimised. That will rank your business on the search engine result page (SERP) and make you visible to online audiences.
SEO-optimised content is also helpful in your business industry and boosts your ranking in the competition. For example, thousands of similar brands exist globally if you sell perfume online. But you can easily stay ahead of them by following the latest SEO guide and optimising web content.
That way, you will get organic traffic on your website and eventually more sales and revenue.
Final Words
Translating a website is vital if your business is global. Your customers also prefer companies that value their language and culture. So, go for a marketing translation service and boost the customer experience on an international level.
