By the helpful people at ProofreadingServices.com
We are lucky to share this post from TranslationServices.com, the sister company of ProofreadingServices.com. Find them on Twitter @ProofreadingHQ. Read on to learn about improving your work’s reach with translation!
Of an estimated more than 7,000 languages worldwide, English is the most widely spoken, at least when non-native speakers are included. But English is not as dominant as you might believe: Only around 13% of the population speaks it, so if you’re not translating your content into other languages, you’re missing out on 87% of the world.
Translation can be an essential part of your content marketing strategy. @ProofreadingHQTweet
Translation is key to engaging new customers, but an inaccurate or amateur translation of your marketing materials could hurt your business more than help it. This is why high-quality translation from experienced professional translators is a crucial and worthwhile investment.
Carefully consider which languages to target. Spanish, French, and German have large audiences, and Japanese, Russian, Arabic, and Korean are also popular options. But branching into less commonly translated languages such as Vietnamese, Indonesian, Turkish, Bengali, Tagalog, and Farsi could allow your business to grow its global presence in emerging economies with strong potential.
Translation is essential especially for international businesses, which cannot risk missing out on customers as the world becomes increasingly interconnected. Here are four key goals your business can achieve through translation.
1. Expand into New Territories
In business, expansion is the name of the game. Success in English-speaking countries is a great start, but your business likely has an entire world left to conquer. With translation, you can reach a diversified new clientele, maximizing your potential, generating more profit, and protecting yourself from localized economic hardship.
Companies like to target wealthy European nations using Spanish, French, German, Portuguese, and Italian translation, but they often overlook countries like the Netherlands, Denmark, Norway, Sweden, and Finland. Though these countries may have smaller populations than their neighbors, they are home to wealthy customers who, although they may speak English well, identify more strongly with and prefer to communicate in their own languages. Translations into Dutch, Danish, Norwegian, Swedish, and Finnish can boost your presence in these lucrative markets.
Given that certain languages are spoken in multiple countries, exploring translation into local standard dialects can help your business reach particular populations. For example, companies specifically targeting Quebecois customers can opt for translation into Canadian French rather than European French. The same applies for customers in Switzerland, especially speakers of Swiss German, which differs fairly significantly from the German spoken in neighboring Germany.
Translation can also open up the wider world. Perhaps you want to break into the BRICS countries of Brazil, Russia, India, China and South Africa. You may wish to go for budding new economies or traditionally overlooked nations. Translation is key here. Burst onto the Indian business scene in Hindi, or establish a presence in the burgeoning country of Georgia by translating your marketing materials into Georgian. With the right translation strategy, the whole world is at your fingertips.
2. Cater to Local Minority Populations
Translation can help your company make an impact in its home country, as well. Most developed countries are fairly diverse, so translation is useful in engaging minority populations in a way that drives respect and loyalty.
Immigrants often form their own communities in a new country, keeping their ties to their culture and language strong. In some of these communities, English proficiency may even be relatively low. Translation is the best way to draw in these customers. With messages tailored specifically to their community, people feel personally addressed and valued. If you are based in India, offering materials in languages such as Urdu, Punjabi, and Sinhala could be a key aspect of your local marketing strategy.
Translating into minority languages can also help you engage with indigenous communities in your area. Navajo, for example, has more than 200,000 speakers in the American Southwest, whereas Welsh and Basque are relatively large indigenous European languages. In Central and South America, too, languages such as Southern Quechua, Aymara, and Nahuatl boast more than a million speakers each. This makes them great candidates for translation, offering opportunities for your business to reach large yet commonly overlooked communities of potential customers.
3. Demonstrate Loyalty and Commitment
Translating your business content into multiple languages offers practical as well as emotional value for your customers. Marketing is not just about communicating but also about showing your customers you’re invested in them. This is why translating into overlooked languages can be so valuable.
If you break into a new country but keep all your content in English, the local clientele may struggle to connect with or access your product or service. But if you invest the time, effort, and money into translating your advertisements, product labels, press releases, and more into your customers’ language, they will see you’re committed to engaging with them and will be more likely to reward you with their patronage.
An example of this is in New Zealand, where companies that translate into the indigenous Māori language are perceived as being more committed to their customers. Since this boosts their public image and drives sales, it incentivizes businesses to invest in Māori translation even though the language is spoken by only a minority of their potential customers in New Zealand.
4. Emit a More Professional Image
When you operate in multiple countries or in linguistically diverse areas, offering content only in English makes your company seem unwilling to invest in its clientele. Conversely, marketing to your potential customers in their languages proves your business is eager to engage with the local culture.
But hiring only experienced translation experts for the task is crucial. Beware amateur or machine translation, since the money you save immediately could pale in comparison to the future sales your business will lose out on. Among your target audience, as with English speakers, polished communication signifies high-quality products and services.
Professional Translation Is Key
When expanding into new countries or local communities, communicate your commitment to customers through your respect for their languages and cultures. Investing in high-quality translation is how you can continuously grow your business, breaking into ever more markets, diversifying your clientele, and maintaining your professional image.
Translation allows your company to thrive in an increasingly globalized world.
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