Once you are in charge of managing multilingual content and marketing translations, you begin to understand how challenging it really is.
One of those challenges is simplifying the content you send for translation – avoiding slang and complicated vocabulary. Using elaborate jargon and complex ideas results in additional revisions, the text taking longer to translate, and more room for misinterpretation.
Businesses looking to succeed in foreign markets require top-notch translation services when it comes to their marketing materials. Your translated content is not something to be taken lightly, as it could impact your reputation and financial viability. The following are six tips that will enable you to effectively target your foreign audience.
Essential tips for marketing translation:
1. Speaking the language
Several surveys have concluded that many online shoppers prefer buying from brands that communicate to them in their native language. In addition, they may even be prepared to pay more based on language preferences.
2. Search engines
It is important to register your website with local search engines, because most consumers prefer to use their own country’s search engine, rather than Google or Bing. The Vietnamese, for example, prefer their locally built search engine, Coc Coc, while people in China prefer Baidu.
3. Video localization
Whenever creating video projects for international audiences, it is important to localize the content and ensure that you do not offend the viewers by making a cultural faux pas.
4. Cultural branding
We recommend that you stay culturally connected to your target audience. Liaising with native linguists will also help you effectively promote your brand.
5. Customizing products for foreign markets
When advertising your brand in foreign markets, consider adapting strategies that multinational corporations have tried and tested. When it comes to assets like names and slogans, product flexibility has become a requirement for meeting the demands of foreign markets.
6. Understanding local laws
Being familiar with the advertising rules in the markets you target is important in order to avoid expensive mistakes. In some countries, for example, making comparisons between brands is prohibited, while in others it is perfectly acceptable.
Consider the tips listed above when it comes to marketing translation – you’ll be glad you did!