Right approach to winning clients abroad.
No Business is on it’s own anymore. Even if a Country-based business limits it’s customer base to within its own borders, major segments of the population speaking a different language could be found.
As businesses grow, there is the need to expand beyond national borders. Acquiring multilingual business and/or individual clients and customers therefore becomes inevitable.
In both of these circumstances, companies must seriously consider investing in translation and localization as part of their business strategies.
Here is what you need to know.
Steps to Investing In Translation Services
Entering new markets is a process, that is:
- State Marketing, Operational and functional goals in order to aid in the expansion of one’s business in foreign markets.
- Expansion into foreign markets may also include acquiring foreign suppliers, who may be based in more than one country. In such cases, a company may look at more than one translation/localization effort simultaneously.
- The next step involved in investing in translation services for a business is to pick out all documents, materials, websites, etc. that need translation and the order in which it will be done. For businesses attempting to market products or services, the first priority will be the website and any other online marketing content (e.g., blog, social media advertising). For companies intending to have a physical presence in another country, the process is far more complex. Employing the services of a local attorney and other business specialists might be the first step.
- After the above steps you need to look for a Translation and Localization Service Provider with whom you can establish a long-term relationship. That will be based on your expansion goals and the types of documents, content and materials you need translated.
Choosing the Right Translation and Localization Service Provider
Most businesses have “unique brands” and “voices” which may require some specific translation needs due to the differences. One therefore has to find a translation service with native experts who will convey the brand appropriately to a target audience as well as have a history of success in the niche. The process involves a tall order which requires time and research. A lot of options may exist for a business owner when choosing the right translation service these include:
- Locating a native in-country translator who has at least some working experiences with similar businesses. That is, someone who can supply references and who has a portfolio of successful work for similar clients.
- Exploring professional translation services with the same types of credentials. These generally have more native resources and are able to meet urgent demands as they arise.
You are looking for more than just a translator, you are looking for a long-term relationship, along with expert guidance and advice, as documents and materials are localized for your foreign audience.
Many businesses contract with several individuals or services in the beginning and ultimately settle on the best products and services. Though, ultimately one may desire for that which provides all the needs and acts as a true partner. This may be costly and less effective contractors but it is an investment well worth it.
Meeting Your Expectations
Expectations can be met by the following:
- Consistency must be maintained by investing in the right translation providers. That is, for a brand image that wants to be portrayed to a foreign audience regardless, a tone and style of communication must be consistent yet culturally appropriate. It may be formal, fun (entertaining) or somewhere in between yet still it must follow a pattern that is accepted globally.
- For a highly competitive marketplace, conveying a unique value to potential customers or clients in a foreign market might be difficult. This can be achieved by employing exceptional presentations via website content, visuals, videos with engaging scripts, blog posts, newsletters, social media and any other marketing materials. This will ensure a brand has a unique identity within the marketplace.
- In order to reach the right audience in a foreign market, content must be uniquely designed for a specific demographic area. This must include the language and visuals that are culturally appropriate. Just as in a native environment, there are specific demographics one needs to target. There is a big difference between targeting an audience of older people versus an audience of millennials, Gen X’ers or business professionals. The right translation/localization service will see this through successfully.
Going Global Requires Third-Party Assistance
Expanding a business in a foreign environment is not a quick, easy, or streamlined process. There are so many factors involved. Even if all of the legal, financial, and other elements are successfully navigated, nothing happens until customers/clients are engaged. This element is intimately tied to the right translation/localization of all business outreach activities. Investing in the right translation services will be the difference between success and stagnation. Don’t cut corners.
Originally written By: Pauline Farris
