Globalising your business for international sales is a sure fire way to expand your company, increase profit, and encourage growth in new sectors. However, to do this successfully takes, time, planning, and a professional language service provider to ensure that translation and localisation are effective and accurate.
The following tips will help guide you through decisions regarding translations, language, content, software, and so on, so that you can make informed choices.
Selecting your Language Set
Do you know which market you plan to target? If so, ensure you thoroughly research your target audience – their culture, language, dialects, competitor’s products, and so on, as this will help you select the language set you require.
If you are targeting an area like the Middle East for instance, you will need to be aware of dialect variances throughout the region, and cultural differences. Don’t risk offending customers before your product, or service, has had a chance to gain popularity.
An effective translation provider will assist you with making informed choices regarding variations in language for your chosen area.
Keep in mind that some language sets are less costly than others due to their popularity, frequent translations, and similarity of languages. For example, English to French is likely to be less expensive than English to Russian.
Choosing What to Translate
It may not be necessary to translate all of your company literature, website, packaging, and so on, initially. Your language service provider (LSP) can help you to select the right level of localisation and translation for your company’s needs.
The following points should be worth considering when selecting which assets require translation as part of your globalisation plans:
Website
Internationalisation (i18n) is the process that is used by professional translation specialists to ensure web content is ready for localisation. Formatting, design, content, and software are all explored in the internationalising development guaranteeing your website will be ready for the switch in language. This procedure only needs to be completed once no matter how many languages you plan to use.
Another factor to consider is which content you plan to translate on your website. Is may not be necessary to translate every page initially, perhaps just your home page, social media posts, and sales information. If so, talk this through with your LSP, and research what competitors in the market offer.
Keeping up-to-date with any changes to product lines, prices, etc, that may require frequent alterations so take account of this within budgets, and in discussion with your translation team. Be aware that there are numerous options for glossaries, and translation memory packages which can assist with later translations.
Software
Software localisation is essential with translation and will take account of issues such as, date formats, currency, graphics, and varying text expansions or contractions. This is a multi-layered process that takes time to complete so ensure you give your LSP plenty of notice, and get it right far in advance of release dates.
Technical Documents
If is often necessary for customers to access help guides, FAQ, or technical booklets in their own language. If you offer these services they will need to be localised for each new market you plan to target.
It may be required, for some highly technical documents like medical provisions, to be translated by specialist translators. Check with your LSP that they offer this service if you think you are likely to require it.
Marketing
This can range from social media campaigns to glossy brochures, or content on your website. Once again, not all of it may require translation so be sure you discuss possibilities with your translation team, and complete adequate market research. Costs can be reduce through systematic planning, and advance preparation.
Consider utilising international search engine optimisation as this can help with target your audience effectively.
Budgets
Once you have decided on language sets, content, marketing, and so on, you should have a clearer picture of your translation requirements. Your LSP should talk you through the costs involved, and help you build a budget plan around your needs, and expectations. Remember each language is unique so translation costs will vary from one language to another.
Selecting the best provider for you globalisation strategy isn’t simply a matter of cost. Check quotes from different translation companies, see what each can offer your business.
Selecting the Right Translation Provider
The best translation team will not only get you started on your globalisation plans, but they should also support, educate, and inform you, throughout the process, and beyond. There are numerus tools that can assist with localisation projects ensuring that the process goes smoothly, and cost efficiently for all those involved.
Early talks with translation experts will ensure you get the best service, remain within budget, and are confident in your globalisation plans.
The benefits of a well-planned, properly executed globalisation strategy will make the process of translation, and localisation, easier, faster, and cheaper.
Communicate with your LSP, give them as much information as possible to help them better understand your business brand, and products, and give them the opportunity to explore your requirements with you, as this will guarantee a complete translation strategy created uniquely for your company.
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