5 Tips for Translating Your Marketing Content
There are several reasons to internationalize your business. Once your brand has established itself in its home market, foreign expansion may be a significant growth driver. For newer organizations, foreign growth is frequently a chance to demonstrate the model’s replicability. In a nutshell, the motives are many.
However, when entering a new market, there is one golden guideline that must always be followed: communicate with customers in their native language. Nothing is more credible and reassuring to a consumer than a brand that understands their culture, speaks their language and understands their concerns.
Determine Your Target Audience Precisely
Who do you want to reach out to?
What is the demographic makeup of your prospects in this market?
What are their issues, and how can you help them find solutions?
To answer these questions, you will need to conduct some in-depth work: persona creation. As a result, you will be able to define your priority targets in the new market and, as a result, which marketing material to translate.
You are not required to translate your entire website, as well as all of your white papers and case studies. You must prioritize! Personas assist you in determining which translations are required and/or urgent in order to provide your target audience with only marketing content that is relevant and appealing to them.
Prepare a Good Translation Briefing
Begin by drafting a thorough briefing in order to obtain high-quality translations that are relevant to your target audience.
What keywords do you want to be known for?
What tone do you want your marketing content to have?
Should the vocabulary be formal, conversational, or sober?
Do you want to be able to address your audience by first or last name?
Do you like lengthy or short phrases better?
Before having your site translated, ask yourself all of these questions so that you can share the answers with the professionals who will be translating your marketing material. Furthermore, many businesses are ignorant of the significant benefits of effective translation from the standpoint of search engine optimization (whether natural or paid).
Have Your Marketing Material Professionally Translated by Native Speakers
Despite the evident advancement of machine translation engines in recent years, translation is still a human job. Only a person translator, and preferably a native one, can understand the nuances of his or her language and can convey the spirit of your brand into the target language.
Multiple online translation services provide you with access to a huge network of native and experienced translators who have been rigorously checked and tested. It is also critical to select translators who are familiar with, or have specialized in, marketing translations.
Optimize Budgets, Quality and Deadlines With Translation Technologies
Although translation is ultimately a human profession, there are luckily numerous technology and computer tools available to assist translators in their job. These can offer translation memories, which are translation databases made up of previously translated text chunks that may be reused.
Translation memories, among other things, decrease translation expenses by spotting repeats, but they also assure the consistency of your marketing translations.
Keep Your Content up to Date
Your Marketing content has now been translated into your target languages, and you are confident that you will persuade your prospects in each of your new markets. But be cautious: make sure your marketing material and translations are long-term relevant.
A blog post about a current issue, for example, does not age well. Remember to keep it up to date, as well as its translations, to ensure that it stays relevant to your target audience.
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