Don’t think that utilizing marketing translation services is as simple as popping your article or advertisement into some generic tool like Google Translate, then presenting it to the targeted international market, because it isn’t. If it were really so easy then all the marketing translation services available would simply be put out of business.
If You’re a Professional, Go, Professional
Putting in all the effort to create a product or service and investing all the energy and time to fulfill a quality advertising campaign is the way for any ambitious business (Or businessperson) to get ahead in their industry. So why stop there? Why on earth would you contribute such sincere personal investments, and then go slack when it comes to really expand your business and charting a marketing course on an international level? That’s why you need a quality language and marketing translation services exist, and why you should find one that best suits your business’ needs.
Consider communication for a moment. There’s what you say, and then there’s how you say it. There are mediocre language and marketing translation services that you could seek out to invest your money in, ones who will accurately get across what you say… but not necessarily how you say it.
The Little Things Make All the Difference
How you say things is part of your personality, and that little piece of who you are can be what attracts clients to your business. The nuances that compose your speech or messages, from the way you talk to the way you type, are what will hook an interesting prospect and – in regards to “lead quality” – turn them from a cold lead to warm lead in a flash.
There’s something that world-class marketing instructor Dan Kennedy focuses on, and it’s called “Personality in Copy.” If you’re investing in marketing translation services – which you should be – then this is exactly what you’re going to need to accurately project in your advertisements, your articles, your press releases, and everything else you market: your personality.
If you’re considering making the shift to an international market, promoting your business products and services on an international or global scale, then you want to make the biggest splash possible that will benefit your new prospects in the greatest way while leaving the most positive impression on your new market. You’re going to need marketing translation services with people who get to know you, and just as importantly, know how to accurately project your message to a fresh audience while keeping your “voice” intact.
A US-based textile company has decided to establish a new branch company in Mexico. They invested 30% more into their advertising costs to set up the campaign. After it was launched the company realized a 60% growth in total profit for that year. Amazing right?
Take a look at this other scenario. This time on a smaller scale. A company based in Northern Nigeria decides to establish another branch in the Southern part of the country. They invest 25% more into their advertising costs to set up the campaign.
After it was launched, there was a drastic decrease in profits for that year. The company realized no returns on investment for the campaign.
You might be wondering what could have gone wrong. We have two companies expanding their businesses, by establishing new branches across the country/globe. They both increased their advertising expenses by a significant percentage.
Yet, one realized a tremendous increase in profit and the other, a terrible loss. The answers to your question revolve around a concept known as marketing translation.
From the examples given and the name of this article, you might already have an idea of what this concept is about.
Marketing translation is a field that is often underestimated. It may seem like simply converting marketing content from one language to another, but it goes beyond that. It also involves writing content that is appealing and persuasive to the local audience.
It is different from other types of translation because of the need to adapt it to local culture. It’s more than advertising, product descriptions and sales letters. It’s about creating quality content that can drive an international message.
How it works
Marketing translation involves taking all forms of media content from social media posts and product descriptions to video scripts and translating then from one language to another.
It goes beyond direct translation as there are a lot of nuances present in marketing translations. A lot of thought goes into everything from the words chosen to the colors used. As well as a possible meaning of signs and symbols.
Whether you are creating marketing content for your local audience or a foreign one, the first step for creating a great piece of copy is the same worldwide. And that’s establishing your goal. Whatever the purpose of your copy is, it is important to state it and understand it.
After that, the next stage is finding a way to achieve that by creating a copy that is culturally acceptable wherever and however it appears in the world. The only way to do this is to understand your target audience.
It is important that you are not only creative but possess good writing skills. This is because your creativity is the key to creating an adaptable marketing copy. You equally need to have translation skills that are as accurate as possible.
Problems faced in Marketing Translation
Common pitfalls in marketing translation revolve around humor, metaphors, imagery, and cultural blunders. We will go through each of them to help you better understand how they can pose a threat to your marketing campaign.
Humor: how many times have you come across a tweet that you found hilarious, but surprised to see people offended in the comment section? The same thing is applicable to marketing. One man’s LOL can quickly turn to another man’s WTF?! Being able to correctly judge what is considered funny in a different setting can be challenging.
Metaphors: literary devices such as puns, idioms, etc. Are frequently used by marketers when developing advertising campaigns to make them memorable. However, when translating to another language, it is important great care is used in applying these devices. This is because the use of these devices is dependent on local culture.
Imagery: the use of imagery is a great way to define your brand identity while delivering your message to the audience in a persuasive way.
But let’s not forget that everything with pros has cons. When used wrong, imagery can send a wrong message to our audience.
Take for example a picture of a slim woman on a weight gain supplement. The image might be intended to show that even a woman as slim as the one in the picture can gain weight from using the product. Unfortunately, not a lot of people will get that idea.
A petite woman on the product is more likely to send the message of a weight loss supplement. People may feel that the product will make them as slim as the woman on the packaging, thus sending the wrong idea.
Cultural blunder: Whether in written form or in the form of a picture, proper research should be made about the cultural values of the audience. It may seem unlikely, but your brand name or logo could be highly offensive in some parts of the world.
Take for example the word “bitch”. Technically, it refers to a female dog. But in pop culture today it can be an insult or a greeting depending on who it’s coming from. And believe us when we say, you are going to be the one with the bad meaning. With adequate research, blunders like this can be avoided.
Why Choose Us?
At this point, your mind is racing with thoughts of how complicated marketing translation is. Fortunately for you, we are at your service.
Trust us to give you a copy that will lead to increased profits and exposure. All you have to do is tell us your goal, hand us the original copy and take a seat back.
While our dedicated team of technical writers, copywriters, and translators handle the rest.
Be sure to receive a copy that makes appropriate use of humor, imagery, and metaphors. While avoiding scandals that could arise from using words, images, or symbols that are deemed offensive by your audience.
Our services range from translating copies, ads, and other forms of marketing media.
Expect not only accurate copies of your work but timely delivery as well. All for a very affordable rate.
We provide exceptional international marketing translation services including press release translation services worldwide.
