Expanding a business abroad is an exciting time for a company of any size, nevertheless, it’s also a complicated process which requires an in-depth planning and extensive research. In the last 10-15 years, the way companies conduct business has changed significantly, mainly due to the developments in technology and now widely available internet. The way consumers behave, in many ways remains the same however, regardless of their specific location or market.
One of the most significant factors which can directly influence how consumers behave and whether they are more inclined to complete a purchase is the use of language. A number of studies has shown that consumers are more willing to spend money on a product or a service if they are able to read about it in their native language.
Companies today understand this, and so the old-school ‘one-fits-all’ approach has been replaced by a more productive and modern method, where each market is targeted specifically based on its values, beliefs and customs and where consumers are engaged from an individual angle. Approaching consumers directly in their native language plays a key part within this particular method.
Often however, this is easier said than done. Language, especially within the corporate sector where even a small mistake can be extremely costly – in both – the money as well as reputation terms, must be approached carefully. As a result, in the recent years, professional language agencies specialising in translation services have become crucial partners for a number of organisations from different business sectors.
What to translate?
Nonetheless, many organisations, especially from the SME sector may not be fully aware as to which documents and materials they should translate in order to achieve a notable return on investment. This can be especially true if a business has never worked with a translation agency before or if haven’t previously approached international customers.
Regardless of whether an organisation has a physical presence in the target market, e.g. store, or targets international consumers solely via the online/digital means, accurately translating the company’s website is perhaps one of the most important aspects of internationalisation.
In many cases, the website will be an opening point of interaction between the business and a potential customer. Consequently, ensuring that all steps are taken in order to provide accurate translation of the digital content to the visitor is essential.
In some markets however, a simple word-for-word translation of a website simply won’t be sufficient. In countries such as China, Japan or some markets in the Middle East, customs, tradition and religion can directly influence consumer behaviour and shopping habits. In order to ensure that the company’s website is fully suitable for the audience, a localisation service must be applied. Localisation is essentially an advanced form of translation, which takes into the account not only the written text, but also aspects such as colours, images and design, adjusting them specifically for the chosen market. An expert translation agency is usually able to also provide this service.
Legal documents and marketing materials
Although a business website is perhaps the most significant item which needs to be translated during internationalisation, other marketing and legal materials can also play an essential part in approaching foreign markets and customers. If the business decides to open a physical store abroad, marketing materials such as leaflets, business cards or products descriptions must be translated in order to appeal to the new market.
Translating legal documents is equally important. Contracts, terms and conditions or warranties may not directly help a business in acquiring new customers but may prove extremely valuable in the long term. By providing these documents to your customers and business partners in the market’s native language, you somewhat proof yourself against any legal actions which may otherwise not be in your favour from the start.
How to choose the right translations provider?
Choosing the right translations agency is not easy, especially if your company doesn’t have any previous experience in dealing with such providers.
Majority of agencies specialise in providing translation services for a particular business sector – whether it’s legal, marketing or the technical field. Acclaro, for example, is a U.S based provider which offers a wide range of marketing translations.
On the other hand, there are also translation agencies which provide variety of language services across all business sectors. Partnering with such agency can be particularly beneficial for companies without previous experience within the translation industry or for businesses wanting to translate different types of materials e.g. legal/marketing documents and a website. Translating such content simultaneously often guarantees higher accuracy and reliability, which is essential for corporate translations, at a lower cost. A great example of a translation agency which is an expert in this type of work is a London based Translation Services UK, which not only covers majority of business sectors, but also more than 200 languages.
Websites such as Clutch, Trust Pilot or Google Business reviews, which provide authentic reviews are also great databases of potential providers as they focus on gathering opinions from past clients and customers.
What about accuracy?
Once you find the right translation agency which specialises in your particular business sector and which covers the languages you require, it’s important to check the quality and accuracy of their work before fully committing into a partnership.
One of the best ways in which you can judge whether the agency’s work is indeed up to your standards is asking for a free, short sample.
By doing this, you’ll be able to better understand how the provider works and if the language they chose to use is suitable for your brand and message you wish to present to your customers. It is however important to remember that you can always instruct the translator which language, dialect or tone (formal or friendly) you wish to use in translating your documents. Even if you do not fully agree with the provided sample, you can simply ask the agency to use your preferred terminology or to apply any stylistic changes you want to see.
Additionally, it is also worth bearing in mind that the longer you work with a translation company, the better they will be able to understand your brand and your preferred language, so do not be discouraged if you are not fully satisfied with the initial sample, as it should be more of a expertise assessment, as often you may simply wish to use a different tone/approach to the translation which portrays your brand better – and who better knows your brand than you?
