Remember the iconic Pepsi campaign with Steve Carell asking, "Is Pepsi OK?"
It brilliantly turned a familiar restaurant scene into a global conversation. This is the advantage of including cultural nuances in your marketing campaigns.
But how do you ensure your brand message resonates just as powerfully across languages and borders?
That's where the right marketing translation service can be the key. Instead of just swapping words around, effective marketing translation carries your brand story across cultures – ensuring it lands with the same power and feeling as your original message.
Here’s everything you need to know to choose the perfect partner for your global marketing campaigns.
Marketing translation is the process of adapting your marketing materials for a specific target audience and language. This involves translating various types of content on different distribution channels including:
Unlike technical documents, which are comparatively straightforward, marketing messaging demands more culturally nuanced adjustments. More importantly, it must be able to attract different audiences and influence their purchase intent.
To ensure this, marketing translation services assist you beyond simple word-for-word translation. They don’t simply translate but create persuasive content that appeals to local audiences.
Here’s a breakdown of the key marketing translation services:
Harvard Business School professor Gerald Zaltman says that 95% of our purchasing decisions take place in the subconscious mind. This is also where our unconscious emotions, urges, and thoughts are stored, often influencing our decision-making.
So if you want the consumer to remember your product or make a purchase, they must be emotionally engaged to an extent with your company.
As the old saying goes – “ Sell the sizzle, not the steak.”
And this is what a relatable, compelling marketing message can do for your brand. Here’s how.
To choose the right marketing translation service, consider the following:
The first step to selecting a service provider is to asses the translation features they offer.
Here are some key points to look for:
It’s also a good idea to examine their translation and localization tools. While some translation agencies or service providers rely completely on human expertise, others may use external MT engines or CAT tools to assist them.
Which bring us to the next topic.
As we just mentioned, many modern translation services leverage advanced technology and tools to optimize their processes.
This may include translation tools with features like:
They may also use external Machine Translation (MT) engines, which use computer algorithms to translate from one language into another. Remember to assess whether their tools can integrate with your existing workflow without disrupting it.
Advanced translation service providers may also use AI-powered tools to further enhance your marketing efforts. For instance, they may use AI to automate repetitive tasks so human translators can focus on more nuanced and creative aspects of translation.
When selecting a translation service provider, prioritize those with experience and expertise in:
A good idea is to review case studies of the service provider for projects similar to yours. This verification process can help you understand whether or not the translation service can meet your specific needs.
However, to get accurate marketing translations, you should provide your service providers with ‘global-ready’ source content. If your content isn’t high quality (e.g. clear, concise, and culturally neutral), you may not get the desired output.
For instance, in product documentation, technical terms must be used consistently to avoid confusion. Glossaries or terminology lists are invaluable in such cases. If these documents are not already in place, they should be compiled and integrated into all business documentation.
Translation certifications are like credentials that highlight the expertise of linguistic professionals.
Here are some of the top certifications to look for in your translation service:
These certifications provide reassurance of the provider's adherence to industry best practices and their ability to deliver reliable solutions.
Effective communication and reliable support are crucial to getting the best out of a marketing translation service Here’s what to consider:
Understanding how they maintain accuracy and consistency in translations is crucial when starting out with a new service provider.
Don’t forget to inquire about their:
Choose a provider with strong quality assurance processes and transparency on the above considerations. This ensures you save costly errors and achieve better marketing results in the long term.
Different providers may have varying pricing models such as:
So, it’s a good idea to compare costs relative to the quality and range of services offered to avoid unexpected charges.
Another important discussion to have with your service provider is their turnaround time. This is crucial for maintaining your marketing schedules. Also, ask about options and associated costs for expedited services if you have tight deadlines.
As we promised, here are 4 bonus tips to make sure you choose the right marketing translation service:
Look into the reviews and testimonials of your translation service provider from other clients.
Do they have experience working with companies in your industry or targeting similar markets? Are they well-reviewed? What were the results that they brought for their earlier clients?
Make sure you know the details before signing up for a new translation service.
As your business grows, your translation needs will likely expand. Choose a provider that can accommodate increasing content volumes and new language requirements.
Ensure they have the infrastructure and resources to scale their services effectively without compromising output quality.
Every business has unique needs. Select a translation service that customizes their services to your specific requirements.
Whether it's adapting to your preferred style and tone, aligning with your existing workflows, or adjusting to changing requirements – flexibility is helpful to collaborate better.
Global market players, including Samsung and Meta, include AI-powered translation models for their devices. The reason is simple: AI enhances translation efficiency.
Even for your business, choosing a translation service that leverages AI can significantly reduce turnaround times and operational costs while maintaining translation quality.
Let’s be honest – marketing translations are a lot of work, especially as you enter new markets. While there's no single right way to perfect your marketing translations, having the right translation service is crucial for global expansion.
By following the above key considerations, you can identify the marketing translation partner that is right for you.
However, traditional translation services often come with several limitations such as:
These drawbacks can significantly impact the effectiveness of your marketing campaigns. Alternatively, you can consider using an advanced translation management system (TMS) like Transifex to: improve turnaround times, reduce costs, ensure consistency, and easily collaborate with your team.
This all-in-one marketing translation solution removes the need for separate content systems, translation tools, human translators, and external MT engines.
It is packed with every feature you will need for your marketing materials, including:
To see it in action, start your free trial today and experience the difference a dedicated marketing translation partner can make.
Finally, whether you decide to go for Transifex or another marketing translation service is up to you. But we hope this guide will help you create successful global marketing campaigns.