Entrepreneurs are risk-takers. They barge into fierce competition in local and foreign markets with promising futures. But not every business can survive or let alone thrive in the current economy. Why is it so? The startups lack to understand the importance of language and culture. Keeping a blind eye to consumer’s cultural preferences is an ultimate doom for the business. So how can one remedy this problem? Every once in a while, a business will need to acquire the help of translation services. Several language service providers are cheap, fast, and can help a business to grow beyond their expectations.
For any global venture, it is important to understand that to target international markets you need to be able to speak and understand the local language. Being more global literally means ‘to act locally’ as much as a company can. Did you ever wonder why your phenomenal marketing strategies are unable to generate the desired results? It’s because your strategies didn’t attract the target audience. After all, the message wasn’t conveyed properly. So the translation companies come to the rescue for such a business who wants to cover the global field.
But what other reasons should possibly persuade a business entity to invest in a translation company? To make it an easy choice for you, we have listed some of the major reasons to hire language translation services.
We keep saying communication is the key. But what is the ideal way to communicate with the target audience? The first thing that matters most is how you convey your message to potential customers. At a global level, it becomes a bit of a problem when your audience is unable to understand why they need to buy your product when they have a substitute in use already?
To convince the consumer, you need to translate and localize the content according to your target market. A successful commercial in the USA may not hit the desired target in the Chinese market because consumer behavior is different and of course language is the key factor too.
A professional translation service provider ensures to understand the market scenario before taking up a project. Their teams are composed of native translators with a pique understanding of how the consumer mind’s work. The translator also takes care of the cultural issues in advertising or other local content. That way, the consumer can have the knowledge and know what to expect from the product.
What is the most common factor among the popular fast-food chains like McDonald’s, Howdy, Texas Chicken, or Burger King? They have ideally customized their menu and language preferences to reach the local market. Their goal was to aim for the local market without compromising the brand or food quality (the actual reason behind their popularity). Consumers do not like brands that falsify their goals in the name of the consumer. A brand shouldn’t be about the product, but more about how a consumer should be able to buy it.
One of the major benefits of translation is that brand visibility grows. The consumer loves it when a popular brand or a new start-up engages in their language. This is also helpful for website localization. The available content if translated into multiple languages attracts a larger group of the target audience. A language friendly content is an ideal way to boost your conversion rate too, that’s the primary goal for a translator. So if you do want to retain a consumer for the long-term, try translation and localization.
Brand visibility in the target market enhances the goodwill of the company too. When a document or any relatable content is translated into the target language, it instantly becomes an original copy of the source content. Instead of becoming duplicated content, the original content is converted according to the lingual and cultural references. This helps the consumer to have a better understanding of how the product works, and so on.
Translators keep the company’s goodwill and the language of the local market in mind. They find the best possible solution to maintain the original meaning of the source content into the target language. The goal is to promote the brand reputation and the company’s goodwill in the eyes of the local consumer. It’s best to not experiment with localization or translation on your own. Otherwise, the company can face long legal battles that would ultimately drag the company’s repute into the mud.
Efficient decision making
Translation provides you a second perspective to look at your strategy. A campaign may sound good in English but the same content may sound ironic or somewhat convey a vague meaning in French. Therefore, hiring a professional translation company will ensure your professional translation of the context.
Digital marketers may spend months creating a campaign or a commercial for a product launch in a foreign market, but if it’s not in the native language, it will take eons and a whole bunch of doubtful thinking to move ahead with the idea. However, if translator(s) work alongside such campaigns, it will save time, boost work productivity as well. The content generation will be twice as fast and results will be according to the expectations.
Avoid relying on crowdsourcing or automated translation, as these are not synonymous with your long-term goals of success.
You may be bilingual or even multilingual, but can you spot the minute errors in the documents right away? Translation becomes tricky with odd language pairs. A translator is not only native experts but also has in-depth knowledge with years of expertise under their belt. This gives them an upper hand when translating a document for a client.
They help the client to make the right adjustments in the documents (even the source document) as they are bound to identify any errors that may produce a flawed result. If you don’t want your customers to lose confidence in your brand (product) then it’s for the best to take help from professional translation services. Modern consumers are internet users and before even buying a
product, they opt to see the online reviews on social media and other websites too, to ensure they are making the right choice. So your customer is “not” dumb! They are intelligent creatures and can easily call out a brand for misleading them about the said product regardless of the intention. So companies related to healthcare, technical, or legal domains need to choose a translation service that can produce accurate results.
Quality is essential
How do you ensure the quality of the content? Several tools are available that help a translator in improving the content quality during the translation process. Improving quality does not mean the use of ‘rhetorical or complex sentence structures’ instead it means the content is easy to read, easy to understand, and easy to interpret by the audience.
Translation will not only suffice to improve the quality of the content, therefore the next stage of the process begins – the localization. A translation company’s services are not only limited to provide translation only. They also provide other services like
A professional team of translators ensures to produce a quality transition by converting the text according to the cultural references. This makes content more reliable, close to source content, and also gives a local feel to the audience.
Business is about earning profits and targeting customers. Both goals are unachievable if you are speaking Chinese while your target audience speaks German. Feel the difference yet? One of the major requirements at a global level is to be able to represent your company as a bilingual or at the best as a multilingual. This will help you have a crystal clear understanding of international legal issues and policies. Result: smooth running of business operations!
When a business enters the foreign market, they have to face the local government’s legal grounds. This involves writing terms and negotiations and other required conditions. Since legal documents are sensitive to tackle, especially in a foreign language, you need to let translators handle this part of the business. Once documents are translators, you can effectively communicate with the shareholders as well (via interpretation) on a conference call even to help ensure smooth business operations.
Overcoming cultural differences
Globalization is helping local businesses to conquer the new stream online and physical markets onshore and offshore. Translation is the basic root of globalization helping entrepreneurs to sell their products in local markets at a rapid pace.
Despite the achievements of globalization, cultural differences cannot be ignored. To do it means to kill the brand before it can even take a breath of success. Therefore, getting a professional team of translators insinuates the confidence you want the consumers to have in your product. The translation helps remove the cultural differences by converting the content into a simplified form.
Translators understand the market culture, consumer behavior, and how fast sales can be reciprocated. Therefore, one of the main strategies should be to hire a translation service provider.
The translation is not the only solution to expand your business at a global level. However, it does ensure a way for B2B and B2C businesses to target the right audience with the right language. Proper communication indeed is a key to success, but only if you are willing to adapt locally. So what is your verdict at the end of the day?
DISCLAIMER: This article was written by a third party contributor and does not reflect the opinion of Born2Invest, its management, staff or its associates. Please review our disclaimer for more information.
This article may include forward-looking statements. These forward-looking statements generally are identified by the words “believe,” “project,” “estimate,” “become,” “plan,” “will,” and similar expressions. These forward-looking statements involve known and unknown risks as well as uncertainties, including those discussed in the following cautionary statements and elsewhere in this article and on this site. Although the Company may believe that its expectations are based on reasonable assumptions, the actual results that the Company may achieve may differ materially from any forward-looking statements, which reflect the opinions of the management of the Company only as of the date hereof. Additionally, please make sure to read these important disclosures.
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