You have invested assets and energy in building your brand by delivering marketing content, creating campaigns to reach your audience, and now you are ready to enter multilingual or global markets.
To do this, you need to locate your content. Now, how can you make sure that this brand has been precisely localized for different language markets?
Here are the 5 factors you should consider when translating your marketing content:
• WHO ARE YOUR TARGET AUDIENCE?
The main point to consider when translating your marketing content is to determine who your target audience is. It is for you to know what you should mainly focus on.
Are you trying to reach mothers, the elderly, businessmen, traders? There are contrasts between focusing on a mainstream audience or a technical audience. Your approach will be different in terms of tone, choice of words and anything else that may appeal to your target audience.
This is why, it is also important that you inform your translation service provider of this detail, so that it adapts to suit your target audience.
You should keep in mind that direct translation can never be enough and that you need localization services like TRANSEY. It is actually much more difficult to translate marketing content than technical or generic content.
Marketing copywriters frequently use idioms or figures, content like these cannot simply work if they have been directly translated.
Good localized content would read as if it had been written native to your target language, so it will greatly affect not only your content but also your overall brand in general.
• CULTURAL EVALUATION
Before translating or localizing your content, you may need to first culturally assess your target geographic area. It is for you to have a better understanding of your target audience. A good, experienced translation service provider will suggest modifications to suit your market.
• PROVIDE RESOURCES AS A TRANSLATION / LOCALIZATION GUIDE
If your content consists of a few pages to localize or translate, I advise you to provide your translation service with a style guide, source pages (give the links to the pages of the offer) and other practical documents for them.
Style guides help translators to choose the right words, to use the right tone, the precise perception of the brand when translating / localizing marketing content. Basically, by using these, they will be able to use the right approach and provide translated content as desired.
• CHOOSE THE RIGHT TRANSLATION TEAM
Be smart in choosing which translation team you will hire for your content.
You should hire a translation service that has native translators who are not only subject matter experts, but must also have writing skills in their own native language. Not everyone acquires the skills to know the subject and can write it well at the same time. Ideally, all translators should be as good, but they are not, so it is imperative to be particular with your translation service providers.
With all of this, you can always count on TRANSEY, as we have very experienced native translators who will provide localized marketing content that definitely meets your targeting needs.
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