Many organizations want a profitable business that influences individuals who are not only in the country of operation but also in other states and continents. Nevertheless, as a C.E.O., you will require a marketing strategy to ensure that all your clients get information at the right time and in the right way. One marketing strategy that the business could apply is translation.
How Can Translation Be a Marketing Strategy?
Well, it is. In some countries where the natives speak more than one language, you may require to translate content into an extra language to cater to that audience. You should translate your website and social media platform contents to fit the need of that clientele. Otherwise, you will not be relevant to them and it might be difficult to expand your business in that area.
When launching a product, the firm that needs translation services needs to put some money aside to translate the most vital content to localize the product. For instance, the product description and definition should come in first.
On the other hand, not everything needs translation. You should postpone localizing the least relevant ones to a later date depending on how the clients react to that particular product, content, or blog post.
With Translation Being a Marketing Strategy, What Are Some of the Things a Company Would Do to Save Some Money on the Translation Budget?
To begin with, an article on theweek.co.uk noted that the European Union intended to spend more money on translations than the stipulated amount, which is around 7.5 million pounds, in 2017. The parliament said that the extravagant use of money rose because the union chose to outsource translation services from other companies other than doing it themselves, which explains my first point.
- Avoid translating all content you do not need during a startup
Content requirements will evolve in relation to the way you launch products, services, and the information you provide to your audience. The same principle applies to your translation needs. Consider localizing content that has more web traffic and response.
During startup, you will have to upload thousands of words to your website to attract your clients. However, translate the essential sections first. Here you will need to use analytic tools to help you know the topics that you need to prioritize.
- Translate content into marketable languages first
It will be dubious if you translate everything into all kinds of dialects available, and at once. Unless you have a multi-million budget like the European Union, then you are wasting money. Start by recognizing the most common ones on the internet like Russian, French, German, Japanese, Spanish, Chinese, Portuguese, and Italian.
You could start translating using any of the four most relevant (to you and your business) of these languages and then localize more of the content into more languages when you notice flow of traffic into your website from a specific country, or from people who speak a particular dialect. Your language service provider should advise you accordingly regarding this.
The Word Point offers multiple translation services, and great discounts for localization of documents, app content, software, and guarantee you accuracy as they have a great proofreading and editing team.
- Multilingual employees can also assist in translation
Small organizations, which have a strained budget, should make use of those employees that can speak more than one language, Tigrinya, for example. You will save money, and another benefit with this is that the Tigrinya translators, which are your employees in this case, will localize content without compromising original ones.
Let the employees be in charge of the translation memory tool, which guarantees that you do not have to translate everything, every time you require doing so. The memory tool keeps a record of translated sentences, phrases and words that are familiar to your organization; thus, it ensures quick turnaround time by the translator.
Finally, consider tools you could use alternatively, and discounts you could get from your service provider. For instance, a translating service could deduct several dollars out of the whole batch if you order in bulk. Additionally, always put the goals of your organization first. Consider examining the budget so that it can match the previous annual budget, and the one that follows.