Fledgling businesses already know how valuable the Internet is; they were conceived in a time that recognised the global markets available at the touch of a button, unlike their older siblings who have had to come to terms with emerging technologies and fast paced markets.
This gives them an advantage when considering localisation and translation for their business as they already know, the moment it goes online, that it has the possibility of a global audience. However, it may still seem a daunting process, so we’ve compiled a list of do’s and don’ts to make sure you get it right.
Propose to translate
We all know that once a company is online it is already global, even if it’s not trading abroad, it is instantly observable around the globe. Therefore, the ability to trade in other countries is more relevant to start-ups, as they probably created their whole presence online from the outset. To make the best use of this online market it is advisable to plan ahead for the need for localisation. Know what content needs translation and be ready to go global.
Don’t rush it
There have been some huge translation blunders made when localising products or services, even by large, international companies. KFCs “Finger-licking good” slogan translated into Chinese as “Eat your fingers off” which is less than appealing when trying to entice diners into your restaurant! Spending the time finding the right translators, or transcreators (they recreate the original material to give the best translation that fits for the new market) is well worth the effort to ensure you get it right. Machine translation isn’t fully fail safe either and must be managed like a project to ensure its accuracy.
Devote your energy, and yes, perhaps some money too, on getting it right first time so that you are prepared for the transition.
Professional writers
Your original content may have been written by developers however, they are generally not professional writers. Your content will be more professional and easier to translate, if you have invested in expert content writers in the early stages.
Nuances are what writers look for, and translators will be aware of the differences in language, culture and values that a developer may not. This could save you from making some costly mistakes.
Appreciate content and consistency
Your content should be consistent in voice and terminology across the whole company as this will enable a smooth, speedy, and therefore, less costly translation. Ensure your content writers maintain the style and vocabulary that you require by investing in their training and supplying the tools they need to get their job done correctly. Translation will be easier when consistency of content is preserved.
Know your customer
Profiling your customers will enable you to determine the style and voice of your content. Translation will be easier and more accurate if the audience is familiar and therefore, it may be necessary to create a customer profile if you don’t already have one.
Questions to be considered might be; demographics – who are they, what age, sex, etc? What are their core values? And, what are their buying habits?If you don’t know the answers to these questions, find out, as this will ensure you are tailoring your translation to the right customers.
Translation technology
In this digital age translation hardly ever occurs without the use of technology of some kind. Computer aided translation (CAT) is, on many levels, an excellent tool that can be used for accuracy, speed and cutting costs.
However, if you have yet to follow the advice above then you should consider doing so before splashing out on Translation Management Systems (TMS) so that you purchase the right piece of equipment, relevant to your needs, and within budget.
The guidelines offered here don’t guarantee a successful, global company overnight but, what they do offer is a comprehensive check list by which you can monitor your progress and ensure you are on track for the best translation and localisation provision to assure your success.
Speak to us if you need help.
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