When you decide to expand your business overseas there's an important decision that you need to make. Which language services to use. These 3 questions are worth asking to help make the right decision.
Standard translation is not a creative process. This is simply changing a text from one language to another.
It’s best for product/user manuals, technical documentation and any sort of training materials or product catalogues, where you don’t have to focus on cultural nuances or linguistic traps.
Of course, this doesn’t mean you should just use machine translation for it without quality checks. These documents still have to be properly translated, as they also influence your company’s reputation. Poor translations damage customers' trust in the brand. That's why you need the best there is.
It’s a great idea to partner up with a professional translation company that has resources to deliver perfect translations. Your product catalogues, technical documentation, your manuals and even simple copies on your website are how people will view you as a company. Do you care enough to provide all of your content in the right language?
You have to make sure your message and your brand promotion are culturally appropriate in the local markets. You want your message to be compliant with local laws, regulations and traditions. Your brand is at stake here. You do not want to send the wrong message when you enter a new market. So, translation word for word, even if it’s of perfect quality is not the best choice.
The answer here is transcreation as the best possible choice for marketing collateral and advertising copy.
And since it is a highly creative art of word, it’s not suitable for your technical documentation such as manuals, product catalogues, etc. It’s good to remember the difference and to not mix those two. Your brand benefits from both great technical translation and your marketing/advertising copy transcreation.
Unless it’s marketing content that contains highly technical details. Then technical marketing translation is the service to use.
It’s best if all these services are delivered by the same translation company. Assuming they have the resources for that, of course. They should also be able to advise you which service is best for your content.
Creating new copy for your website, landing pages or your slogans for individual local markets can and most probably will generate additional costs. But that’s not the most important thing. What matters the most here is keeping your company voice and message as consistent as possible. Working on new copies for each market carries the risk of losing it when it comes to consistency.
Using marketing translation services gives you marketing collateral translated by professionals who are not only translators but also copywriters in the target language. Natives who not only translate. They also create copy for you, keeping your vision, your company voice and tone in mind at all times. Isn’t that what you should be looking for?
If you cooperate with a translation company that is able to handle technical copies, marketing content and also technical marketing translation, you are in good hands. They know your company’s voice, terminology and they ensure consistency in language and in quality of your multilingual content. One partner for all translation and localization projects is the best guarantee of your brand’s successful international expansion.
To make sure you have such a partner, take a look at this checklist and get all that your company deserves as you should always expect the best for you and for your brand. After all, it’s not just a question of which services to use.
It’s also a question whether your partner offering those services to you has the resources, the tools and processes to ensure your best interest.