There are approximately 1.5 billion people around the world who speak English. While that sounds like a tremendous amount, and it is, there are still far more than don’t speak English. By some estimates, there are over 5 billion people globally who can’t read or write English. Knowing that, is your business truly prepared to connect, communicate, market and sell to a global audience? If not, then a translation service might be necessary. Explore the benefits of marketing translation services and see how translating your company’s content could mean growth, profits and expansion around the world.
Expand Your Potential Client Base
One of the most important reasons to translate website content is to reach a wider audience. There are many ways to increase customers and traffic, but one of the most obvious ways is to widen your pool of prospective clients. Right now, you might only be catering to potential clients who speak English. However, that can be limiting.
Remember that while some of your clients speak English, they might not prefer it as their first language. It is important to reach out and connect with people who speak more than one language. Deciding on the right languages for translation will depend heavily on where you are located. If your company is located in a part of Texas where many residents speak Spanish, then translating website content into Spanish is a logical step. If you’re based in New York City but you are trying to attract Chinese travelers, then translating content into either Cantonese or Mandarin might be a better idea.
Use SEO Keywords in More Than One Language
If you have a website, then you may already be familiar with SEO. Search engine optimization is a key part of building up an online presence and being found online organically. To optimize your website for search engines, one strategy is to use keywords that help online users navigate to your content. If you’re only using keywords in a single language, however, then you just won’t be found easily on international search engines.
While Google is often considered the ultimate search engine, remember that not all users head to Google.com. In fact, many go to their country-specific variants, such as Google.de, for Germany, and Google.no, for Norway. If you’re trying to reach people in a specific country, then expect them to be using search engines in their native language.
Professional translation services can help you translate content so that it includes keywords appropriate for search engines overseas. Keep in mind that the keywords you use at home could be different once they are translated internationally. You’ll want to work with translators who can translate website content so that it is still optimized for search engines in a new language.
Show Your Strength in a Global Marketplace
If you want to show that you can compete in a global marketplace, then your company also needs to recognize that the world’s markets aren’t always navigated in English. Depending on where in the world you wish to do business, it can be incredibly helpful to demonstrate proficiency in more than one language.
It is common for large international businesses to hire executives that speak more than one language. While this is a smart move, that multilingual prowess doesn’t always extend to the company’s website. You might speak Japanese, Spanish or French, but will your potential suppliers, customers and distributors know that?
You may carry a product that could be sold internationally, but shops and sellers overseas might not recognize that fact. If you manufacture hiking gear in America and you want to offer your products in Swiss hiking stores, you need to be literally speaking their language. If you demonstrate on your website that your company communicates in more than one language, then contacts will be far more likely to reach out and ask questions or learn more about your business.
Prepare for International Expansion
With the advent of the internet, the world became smaller overnight. Today, it is not strange for a small business owner in Kansas to think about selling knitted scarves to buyers in Japan. We can all quickly communicate with people around the world, and there is always the potential for international expansion.
In order to expand your business overseas, however, you’ll need to have an international presence. One of the ways to do just that is by having content that is translated into more than one language. In the months before opening a store in Berlin or establishing a second office headquarters in Shanghai, you should be focusing on creating as much content in the local language as possible. Marketing translation might be necessary for brochures or ad copy, but don’t forget about things like business cards and blog content. A translation service can ensure that your business is ready and poised to expand to its next destination.
Communicate in a Multilingual World
Is your company using social media? If so, you probably already realize the value of communicating with your audience and being engaged with potential clients. Obviously, a key part of that connection is being able to speak the same language. That’s why many companies choose to operate multiple social media profiles. As you expand, it makes sense to start new profiles that are specific to a single country. In America, you might write posts in English and use English captions and hashtags. For the French version of your company’s social media profile, you’ll do the same but in French.
Rather than trying to translate social media content yourself, which could end in disaster, it’s smart to hire a professional translator for the job.
Professional translation services may be the key to communicating on a global level. At Textbroker, translation experts can make sure you’re understood around the world, and they can be a resource on your way to global expansion. Reach out for help with translations today.
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Translation Services
Whether you want to translate website content, emails, press releases or ad copy, it is often worthwhile to seek out professional translation services. However, there are many services to choose from, and narrowing down all the options can sometimes feel overwhelming. As you begin searching for the right fit, the following are some of the key things you’ll want to keep in mind.
Person vs. Software
There are two ways to translate written copy from one language to another. The first and best way is to have a person who speaks both languages translate the content. The second way, and by far the least desirable way, is to have software translate the content. There are many online resources that claim to help you translate content, but these can never come close to replacing the human translator.
If you run any given sentence through an online translator app, the results can range from comical to downright confusing. Missing one word, after all, can change the entire meaning of a sentence. Sometimes, a direct translation can be highly amusing, but it still won’t make any logical sense to the reader.
If you’re going to translate content for your business, it is critical that you’re working with humans, not machines. Unfortunately, not every translation service you find online will be upfront about this fact. Take the time to find out who is handling the translation, and make sure that native speakers are tackling the work. If a company admits to using an algorithm or translation software, then look elsewhere if you’re after quality content.
Language Options for Translation
Next, it is time to think about what languages you’ll be working with. If you’re reading this in English, then there is a good chance that English is going to be part of the equation. Some translation services only work with a few languages. They might translate from English into French, but they won’t translate from French into English.
Other companies can only work with a limited number of languages, but the language you prefer isn’t on the list. Above all else, make sure that the translation company can speak your language. Communication will be impossible if you’re not able to accurately get your point across to someone who understands you. Then, find out whether the service can translate between multiple languages, even if English isn’t involved. You might need content translated from German to Japanese, for example, or from French into Swedish.
Turnaround Time
When you’re looking for translation services, it is also important to consider turnaround time. For some projects, you might have ample time to wait for a translation. Sometimes, however, you need content translated as quickly as possible. If you’re waiting around for a translation, then it might be time to look elsewhere for the service. Ideally, you would be working with a company that has authors in multiple time zones. This means that when you need to respond to enquiries in Japan on a Sunday afternoon, there is someone available to help you in real time. In the world of international business, every second that you are delayed could cost you profits. Minimize any potential issues by starting with a translation service that can help you day or night.
Writing Experience
Effective translation is about more than just making content clear to readers in another language. It’s also about keeping the original objectives of the content intact no matter what language it is in. Marketing translation needs to be persuasive, paint a picture and represent your brand. If possible, a translator should also be a writer. Having writing and translating skills means that a person is able to capture the spirit of the original content and relay that to new readers in a second language. That is easier said than done, but a writer is going to be able to do it best. After all, translation isn’t done for the sake of it. You’re hiring a translator to get your point across, whether that is to a potential supplier or a current customer.
Set Prices for Budget Planning
Whether you have a small translation project or a consistent stream of content that needs to be translated, understand the pricing structure upfront. Some translation providers charge per word, others charge per project and still more charge per hour. This can make it challenging to budget for the costs of translation. If possible, find a translating team that is able to quote you a specific price per word. This means you’ll quickly and easily understand the price of any translation project you have coming up.
Large Pool of Translators Available
Right now, you might only need content translated from English into a second language. As your company grows, however, you may want to expand to multiple languages. When you do, will your translation provider be able to keep up with that growth? Often, it’s a good idea to work with translation services that offer a large pool of qualified translators. If you need to translate copy into a new language, they will have someone who fits the bill. If you have a large project, quick turnaround times or just a specific type of content that needs to be translated, you won’t have to wait long to get exactly what your business needs.
Working With an International Translation Provider
If you’re translating content, then you’re probably working with an international audience. At the very least, you’re working with or appealing to a diverse audience. For that reason, it helps to find translators who also have a diverse background. If you work with a translating service based in a single city, then you might not get the full cultural benefits of a global translation team. Having translators with global expertise means that they are more likely to capture cultural phrases, slang words or search terms that should be incorporated into your content. Plus, an international pool of translators probably means increased variety, more languages available and faster turnaround times regardless of time zone.
Through translation, you can connect with more people around the world. Through Textbroker, you can access translation services in multiple languages to help boost your business globally. Contact us to get started.
Need help translating content?
Join over 53,000 customers worldwide and use Textbroker for your content translations.
Get more information on our translation service