Best practices for effective marketing translation: Insights from experts in the field

When selling and marketing to an audience, you must present your campaigns in a language the spectators can understand. If your marketing collateral is in various languages, this requires marketing translation.

It is easy to supervise (proper) marketing translation due to its prospective complexity. However, marketing translation can significantly impact your success, reputation, and business with a new audience if you are targeting audiences who speak a variety of languages, especially in the worldwide marketplaces.

Take advantage of this crucial process!

What is the meaning of marketing translation, and why should you use it?

Translating your marketing materials and campaigns into several languages is known as marketing translation. It comprises the translation of your

• Website marketing copy,

• Social media posts,

• Presentations,

• Press releases,

• Product packaging,

• Product descriptions,

• Posters,

• Brochures, and

• Any other marketing-related material!

While industries often undertake marketing translation to arrive at new markets in diverse geographic regions, this isn't the case. Translation of your marketing still counts as marketing if you use a different language, even if your recently translated material is meant for the same native audience you've been serving all this while.

There are several benefits of marketing translation, such as:

1. Assisting you in reaching a wider audience: When you make your marketing collateral accessible in different languages, new people can apprehend it. This helps you link with more prospective customers (particularly if they speak a different language from you and are multilingual).

2. Growing your brand awareness: As more people relate to your marketing in their chosen language, they'll learn more about your products and business. In the course, you'll foster greater customer goodwill and shape how they notice your brand.

3. Dropping your support costs: By translating your marketing materials into a language your objective market understands, you lessen the prospect of miscommunication. As a result, customers may meet fewer issues or misunderstandings with your offering and thus consume fewer support resources.

4. Increasing customer satisfaction: Customers will like your business more easily if they can grasp what you're trying to tell them in your marketing materials. They'll also run into fewer problems with their buying, which gives an excellent customer experience.

5. Increasing your rankings in the local search results: From a search engine optimization (SEO) opinion, translating your web pages into definite languages can help them rank higher for searches conducted by users who want responses in these similar languages.

Expert Opinion: Things to keep in mind when implementing marketing translation

1.

Set the scope of your marketing translation efforts

Translating your marketing will take resources and time. Thus, before you begin, you should have a clear understanding of the opportunity of this attempt. Question yourself:

• Why are you applying for marketing translation? For instance, are you considering making your foods available in more languages to your present audience? Or do you want to enter new markets or have your sights set on the global shores?

• How will you translate your marketing? Will you be professional marketing translation services or hiring linguists and copywriters to assist? Otherwise, you should spend on a machine translation tool, which charges affordable prices and delivers high-quality translation.

2. Marketing translation is multi-faceted

Simple word-for-word translation is different from marketing translation. It also requires:

• Transcreation, where you translate and create new marketing content in a diverse language, and

• Localization, where you adjust your translated marketing content to suit the local context.

Hence, be prepared to make several repetitions of your marketing translations until you reach the best one. When finding translators, you can select prospective candidates based on attention such as their:

• Portfolio: You'll want them to have practice working on projects related to yours.

• Expertise is mainly important if you need technical, medical or legal translation, where expert field knowledge is required.

• Rates: Check if their costs fall within your budget.

• References: What do their previous clients say about them? These references can provide vital intel into whether they'll be a headache or a joy to work with.

After that, use a machine translation solution to do a primary translation layer. Lastly, engage professionals in the local culture to fine-tune your translations for aptness for your target audience.

3. Your translated marketing materials should fit flawlessly with your brand

Your marketing translations don't function in a vacuum but form a module of your brand as you take an interest in your offerings. Thus, take care to craft your translations to match your brand voice.

In addition, pay added care when translating your advertising copy, subtitles, voiceovers, and any other marketing materials that contain:

• Jargon,

• Humour,

• Idioms, or

• Examples.

What is accepted in your native business language can have diverse implications and meanings when openly translated into a foreign language. You'll need to balance being faithful to your brand and opting for a translation your local audience can appreciate.

Besides confirming that your marketing translations mix in with your brand, check that they also look good.

4. Cater to the local market's cultural preferences.

Different cultures have diverse dialects, superstitions, and beliefs. Leveraging these well in your marketing translations can help foster more customer goodwill and humanize your brand. But, insulting the local culture – carelessly or otherwise – can drive people away from patronizing your business and offend.

Be careful to provide local feelings when translating your marketing for a specific audience. And it helps to:

5. Conduct market research to get feedback

Work to carefully understand your target market before you start interpreting your marketing. As stated, you'll want to be mindful of the local preference and culture, including your audience's dislikes and likes.

If your budget allows, hire experts who can offer knowledgeable counsel on these issues; they'll be a goldmine of tips on what to do and what not to do while performing marketing translation.

In addition, get advice on your marketing from possible customers themselves. And as the response comes in, alter your translated marketing consequently. Remember, translation is an ongoing process! The changes could contain just making a small tweak here and there, but you may be astonished at how much more powerful your marketing translations become later.