Marketing translations take many different forms. In some cases a professional translator can translate your source content into English or vice versa, whilst in others it’s essential to carry out transcreation, where content has to be creatively translated and adapted to be highly effective in your target market. A creative translation needs to be accurate, motivational and highly targeted, such as slogans and taglines, AdWords campaigns, brochures and headlines, as well as internal communications like newsletters and presentations.
We – your professional translation agency – can advise you on the most suitable translation services for your marketing content. However, it’s useful to understand why one service is more appropriate than the other. So for this you need to understand the impact the translated content has on consumers, and how important it is that the content delivers the right messages.
MARKETING TRANSLATIONS – HOW TO BE EFFECTIVE?
High impact content, such as slogans and advertisements will contain highly emotive messages designed to increase engagement, drive sales and reflect the brand image. The costs of producing the original content are high, and the expected return on investment (ROI) is also high. Therefore, it must be handled sensitively, with a higher level of expertise, to ensure the translated content delivers a positive ROI. Transcreation is most suitable for this.
Translating existing marketing content when it hasn’t been created for a global audience can be challenging. Content that’s been created for a UK audience can be highly targeted and therefore it may require extensive localisation to make it relevant and engaging for customers in a new market. It can be hard to know what to translate, what to prioritise and what not to translate. It should be decided with the agreement of you because our Clients are much more aware of the characteristic of their target groups.
From a technical perspective, many industries use English terminology on a global scale. These terms don’t need to be translated if they are widely used in your target market. You may also find that in some markets it’s not necessary to translate content for certain demographics.
Translators, like copywriters, must consider so many multicultural differences like style, voice, tone and terminology when they translate content. They too need a detailed brief so they understand the brand positioning in the target market, and will also require certain tools and resources to do their best possible work.
WOULD YOU PREFER YOUR MARKETING MATERIALS TO BE LINGUISTICALLY PERFECT OR PROFESSIONALLY CONSISTENT OR BOTH?
At the outset, it is essential to determine the environment in which the text will be used such as whether a text in English will be applied in the US, the UK, Australia or India, or will a French leaflet target Canadian or French citizens, or a Spanish commercial will air in Toledo, Caracas or Buenos Aires.
The following can all provide sufficient context for high quality translation as well as reduce the time and costs of reviewing or proofreading:
- informing the translation agency about the specific terminology required;
- making relevant material e.g. dictionaries and glossaries available to the reader, so providing as many reference materials as possible including glossaries of terms, technical descriptions, sample documents such as annual reports, marketing materials and handbooks; (The reference material that you hand over to the agency will greatly help improve the quality of the translation) Please note that, in case of long technical translations, if a glossary of terms is not available prior to the translation, the translation agency can prepare one for you.
- informing the translation agency of any stylistic guidelines;
- handing over graphs or captions included in the original text;
- giving a point of contact for the translation agency to answer specific technical questions to avoid confusion with multiple inputs to the agency.
- This is the same as professional human translation but, with the addition of a second native-speaking linguist to proofread the translation to ensure greater fluency.
Again, the translation produced is accurate, however it has a superior level of fluency and stylewhich is suitable for medium impact content such as blogs, emails, websites, social media posts and internal communications.
In summary, we have assisted our partners in 33 languages for 20 years helping them realise that. today’s marketing is tomorrow’s success and translation is the dictionary that spreads information to every corner of the world!
TRANSLATION SERVICES IN 33 LANGUAGES
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Our purpose is to assist our partners to communicate effectively without language barriers; to reach their goals and subsequently to collect generous profits