Going global with your company is a big decision – the potential impact on projected sales, new customer expectations, different product ranges, diverse employees, and language complications can sometimes seem a little overwhelming at first.
However, the benefits far outweigh any possible issues, especially if you seek professional assistance from companies who have dealt with these problems before and who know how to avoid, sidestep or negotiate any pitfalls, preferably before they happen!
One of the main issues businesses first face when going global is language.
The need to translate websites, localise marketing campaigns, or communicate through an effective, and understandable, customer service is vital to initial success.
This blog will look at 5 reasons why working with a professional translation company is essential if you’re going global.
1. Quality Translations
Translation is the conversion of a text from one language (the source) into another (the target).
It can be a fairly straightforward process, depending upon your requirements and content, but it often gives a very literal, word-for-word conversion, and if using only translation methods such as Google Translate, it is highly probable that it will be littered with grammatical errors, contextual mistakes, and general inaccuracies.
These issues will lead to your message being misunderstood, your products misrepresented, and your brand misjudged.
In order to avoid these pitfalls, it is essential that you use a reputable, professional translation company who have demonstrable previous experience with the language, or languages, you require, and who can help ensure that your message is conveyed with accuracy and efficacy.
2. Professional Localisation
As discussed above, translation is the conversion of words from one language to another. It is essential when targeting a foreign-speaking market.
However, there are times when translation is not enough to ensure your message, brand or products will be understood, appreciated and esteemed.
In this instance, the use of localisation services, provided by a professional translation company can help.
Localisation (L10N), is the process of adapting language, colours, images, text, and so on, to fit a specific audience.
For instance, when translating a website, a professional localisation service would convert the symbols, fonts, and currencies, while also ensuring that all images are culturally appropriate, all humour, idioms and colloquialisms are acceptable, and that your brand integrity is maintained.
Localisation is translation at a far greater depth, which offers an all-encompassing service designed to ensure your translation is culturally acceptable.
Marketing translations, brand names, product names and labels, websites, language dialects, design aspects, target audience preferences, cultural norms, and so on, are all considered when using localisation services offered by a professional translation company.
3. Native Speaking Translators
One of the main reasons that professional translation companies offer such a quality language service is due to their use of native-speaking translators.
We’ve all read those poorly translated instruction manuals for our new washing machine, or listened to someone attempt to speak our native tongue for the first time – it doesn’t flow well, it is difficult to infer the true meaning, and confusion usually occurs.
When using a native speaking translator these issues are avoided; they fully comprehend the grammar rules of their language, they grasp the intricacies and significance of linguistics, they’re frequently experts in specific sectors, and they often have excellent writing abilities.
Many professional translation companies, while offering access to numerous languages, also specialise in two or three language pairs. For instance, at Creative Word we are experts in Arabic and English translations but also have years of experience working with other language pairs.
Finding a translation team that specialises in your desired language pairs can increase success, improve accuracy, and speed up turn-around time for translations.
4. Save Time and Money on Translations
Although any translation and localisation process will cost money when you take your company global, there is the possibility that poorly translated websites, information and marketing materials will cost you more in the long run.
Mistranslated website copy, marketing ads, and customer service points will lose you customers, repeat sales, and damage your brand image.
By using a professional translation company you can have the job done properly first time around. You’ll have access to years of experience working with overseas markets, foreign languages, remote customers, and access to sector-specific translators who know your field and understand your requirements.
There is also the added bonus of having all your translation needs catered for in one place, with the whole process managed by a professional team who edit, proofread, draft, design and produce quality translations suited to your specifications, thus saving you time and money in sourcing a variety of talents.
5. Culture Awareness
Cultural awareness is not a passing phase, buzz-word, or flash-in-the-pan which might be easily overlooked a few years down the line. Instead, it is only likely to become more essential with the passage of time, so every company that’s considering ‘going global’ needs to take it seriously.
A professional translation company understands the importance of culture – how our languages are linked to our heritage, why we are influenced by certain words, and what connects us a collective nation or a local region.
They act as a bridge between cultures, ensuring complete understanding, accurate translations, and insightful knowledge of different cultures, through the use of native-speaking translators and their years of experience.
Professional translation services offer you access to linguists who know your target market, understand linguistic nuance, are immersed in the culture of your foreign audience, and who are specialists in their fields.
If you are considering moving into a new market, or need advice on translation and localisation, please contact Creative Word where our experts will be more than happy to help.
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