If your website, product information or business content is in only in one language, there are billions of people around the world unable to read your content or understand your product or service.
Not even if that language is English, since only one in seven people on the planet speak English as their first language, which means that there are six billion people around the world who do not.
If you aspire to sell in other countries or globally, it is essential that you are able to communicate effectively with your potential new clients. To penetrate new markets and achieve global growth requires an effective translation strategy along with proper execution, in order to gain market share and establish yourself internationally.
The Role of Translations Within Your Business Strategy
Content in its different formats (commercial message, labelling, product description, websites, user manuals, etc.) is the lifeblood of brands. And that content works best when adapted to each local market, allowing you to reach a global audience while talking to your customers in their own languages.
With customers increasingly interested in a personalized user experience, prioritizing translation in your business strategy will help you build trust and connect with your customers more deeply and personally. The better you get to know your customers and customize your messages, the easier it will be to establish a business relationship with them.
So, answering our initial question about where translation fits into your business strategy, translation is the means to communicate with your customers internationally and, without a doubt, the basis to achieve sales in other markets.
Integrate Translations Into Your Strategy
However, as you incorporate translation into your business strategy you will understand that it is not easy. There are more and more types and formats of content. New types of digital content require continuous updates and the channels to deliver that content are currently being reinvented every day. And fast delivery -of both products and content- is the new key factor in meeting and capturing demand.
So if you want to constantly communicate your brand and value proposition to your customers across different markets in a way that is familiar and local to them, your first steps should be aimed at defining your translation priorities, investing in the right processes for efficient translation, looking into ways to automate those efforts,and building the right team. That is, to have a plan, a strategy.
Define Translation Priorities
When accessing new markets or launching new campaigns around the world, it should be borne in mind that there is no single translation model. Different markets will vary in size, potential, and culture, so not all languages can be treated in the same way. Establishing an intelligent translation strategy means making intelligent decisions about what to translate and when.
Be selective about what content is most strategic, as it may be impractical to translate all your resources. And take into account all the types of content to be implemented in each commercial campaign.
As mentioned above, translating relevant content is the most obvious requirement for any company seeking global sales, although this process can be complex and time-consuming. The solution is to have the right processes and resources, either within the company, outsourcing the translation or through a combination team work combining both options.
This is the case of one of our clients in the Health & Beauty sector who needed to translate product descriptions and user instructions for different countries simultaneously. For this company, finding qualified technical translators who could work in a coordinated way was a great effort.
However, the Gear Translations platform, enabled them to reduce the time and cost of their translations through an agile process for the entire import/export team. Now, with our 5-hour delivery service they have access to technical translations in multiple languages on time and with an efficient and coordinated system.
If you need help getting the most out of your translations and turning them into a competitive advantage, quote your project online in just a few clicks. At Gear Translations, we offer effective solutions to global challenges.