In the era of globalisation and fast developments in technology, Small and Medium Sized businesses must quickly adapt and reach beyond their local markets, not only to grow, but often simply to survive in the saturated markets. Today, even on their home turf, companies frequently compete with international competitors, deal with international customers and liaise with international partners. Within such competitive environment, where nuances can directly influence the success of a business, translation agencies offering certified translation services are becoming important business partners to a growing number of companies and organisations, which today understand just how important the use of language has become.
Although internationalisation can be an exciting venture for a business, a number of difficult obstacles must be conquered before a success abroad can be at all possible.
As mentioned, one of the most important aspects to which companies of any size must pay a close attention to when expanding abroad is the use of language. In fact, nowadays, about 75% of consumers worldwide prefer to shop online in their native languages. As you can see, making your website accessible in the target market’s native language is an important part of international growth strategy, and even locally based SMEs must consider it, not only for user’s convenience, but also for economic reasons.
A website is your virtual business card; it can effortlessly convey your brand image and build trust between your company and a potential customer. It is also one of the first points of contact between your business and the consumer, making it a powerful marketing tool.
A multilingual website is more user-friendly and professional with multiple beneficial aspects.
A website which offers the choice of languages to the end-user helps to reassure and encourage them in committing to a purchase and helps them in fully understand what your brand is about. It also helps them in avoiding any mistakes throughout the possible purchase process.
In fact, translating your website will have an additional benefit – it will allow an increase in traffic and visitors which means more potential customers and therefore more sales. It also improves your SEO and online presence thanks to the use of local keywords.
Which is why it should directly create a good first impression and built a strong long-term relationship with your new customers.
If the content and information isn’t available in the visitor’s native language, they may leave your website and find your competitor instead, which would be the worst-case scenario for any business.
Having professional, native translators with knowledge and experience in the right field to handle this task is always more efficient and reliable than just software translations.
Whatever your target audience; translating leaflets, brochures, product descriptions, advertising campaigns and other marketing materials allow you to approach your target audience and generate interest, emotions and trust. Your message must be completely unified across markets, translated, localised and adapted to your target market’s preference and habits of consumption.
One of the main reasons is because an approach that works successfully in one country may not work abroad because of cultural, social, religious or even political differences.
Consequently, your choice in term of translator is important. When it comes to translating your business message and brand, a basic translation tool software such as Bing Translator are not quite accurate enough to handle such a task. It is better to choose human translators as they will make sure your messages are transcribed and tailored specifically for the people/markets you are addressing.
Additionally, two different tools can be used according to your needs which are localization and transcreation. The last one involves much more creativity and research than a simple word for word translation, but this guarantees that your messages such as slogans or advertising campaigns are fully understood by your chosen audience, generating trustworthy image and optimally recreating the emotion you wish to share.
Furthermore, it is essential not only to be aware of your chosen market’s laws and policies, but also to provide legal documents to your customers and business partners in their native language – as a result, all of your legal materials should also be carefully translated; whether it’s contracts, patents, terms & conditions or warranties. This not an easy task, legal translations require a great knowledge, both linguistic and legal.
In order to give your customers assurance in your business and create a positive brand image as well as save your company from problems in the future, it is necessary to have your documents professionally translated by an accredited translation agency.
As you can see, expanding your business abroad requires careful planning, time and money. The help of professional translation agencies allow you to reach new markets and consumers by providing information about products/services in the market’s native language, building a strong relationship with customers within the chosen foreign market. Therefore, the three types of translations mention in this article: website, marketing and legal, are not an option, but a necessity for any business wanting to successfully compete abroad.