How Localization & Translation Management Work
Today, translation is so important that over half of all internet users say getting information in their own language is more important than price. What’s more, properly translating and localizing your website could enable your company to reach 40 million new global users and drive 500% increase lead generation.
This means that having a properly translated website is not just a “nice-to-have”, but directly impacts your bottom line. Putting the right translation management system (or TMS, as the industry likes to call it) in place can drive growth even beyond global expansion, from building brand loyalty to increasing revenue.
But building a global presence for your brand requires having the right processes and resources to properly translate your assets and resources. To help you better understand localization and translation management, we’ve put together a quick overview of what it is, how it started, and how you can start taking advantage of today’s innovative localization software to more effectively translate your content.
The Beginning of Localization
Though the translation industry has been around for quite a while, the term “localization” hasn’t gone mainstream quite yet. This can make it challenging to find a wide range of information to learn about the technologies available and how to evaluate them. But as the world becomes more and more flat, businesses of all sizes are now actively exploring the ways that they can reach global audiences and international markets. Here’s where localization comes in.
Once upon a time… if a company wanted to expand internationally, the translation process involved many spreadsheets and long email chains. First, project managers and marketing managers would manually collect all of their content and files to be translated. Then, they would break all these files down into spreadsheets, which would then be emailed to a localization manager. . which would be emailed to a localization manager. From here, the spreadsheets would be emailed to translation vendors, would would turn the localization files into respectively translated language files. At this point, we haven’t even begun to take into account the editing process, which involved a lot of back-and-forth to make sure the content is not only accurately translated, also on-brand.
If this sounds like it is a lot of time and work, that’s because it is. With the traditional localization process, it would would take more than 6 months just to add one new language. What’s worse, it is expensive, prone to human error, and not scalable. (Imagine if you needed to add more than one language!)
How Translation Management Software Works
But alas, we are no longer in the beginning, traditional days of localization. With modern times comes innovative technology to make the translation process much easier for every stakeholder in the globalization journey – from project managers to localization managers and translators. With the localization services and technology available today, businesses can now easily keep multiple languages up to date in just days.
So how does it work? Put simply, a localization platform (also referred to as a Translation Management software or TMS) is a layer of technology designed to facilitate, streamline, and manage the complex translation process and workflows for websites and applications.
Why Invest in Translation Management
As consumers’ digital experiences evolve, companies are investing in localization software to make sure their translation efforts keep pace… and their investment is paying off. From the technical side of things, a TMS is an ideal complement to your CMS or code repository, supporting the end-to-end process of content creation through multilingual content management and deployment.
From the business side, companies using a TMS are able to produce culturally relevant content to engage customers at scale, resulting in increase market share and revenue. Beyond this, localization and translation management is enabling companies to build and foster authentic customer relationships in markets that they never before imagined reaching.
Find the Best Translation Solution for Your Company
Localization isn’t something businesses breaking into international markets can afford to overlook any longer, and investing in a TMS will help you reach your global markets. For many global companies, the ideal TMS is one that supports the end-to-end process of content creation. This means finding a solution that complements their existing marketing and engineering efforts, to create a seamless workflow of multilingual content management and deployment.
But how do you know which TMS is right for you, or if there are options better than your current solution? We know that the evaluation process can be a daunting and difficult one at any stage of your globalization journey. That’s why we’ve put together a guide for you, complete with a detailed plan for evaluating a current or future TMS. Download the guide to learn how you can find the best TMS for your global expansion efforts.