Should you consider translating your business's promotional materials?
If there is one thing that is common across all business types, it’s that people like to buy from trustworthy companies that they understand. Branding is one of the most important things that your business needs, and when you’re trying to get into the overseas market, you need to consider how your brand looks and sounds.
Do you really want to spend a load of money on promotional materials for your business, only to fail because they’re in the wrong language? Of course, you don't!
Translating business promotional materials is one of the best steps that you can make to ensure that you see results in an international market. The problem is that some business leaders think that it isn’t a good use of time or money and that English will be ‘good enough’, because everyone supposedly understands English!
However, any organisation with an international outlook can benefit from translating business promotional materials, even the smallest business! Here are just four benefits to translating business promotional materials:
You can create the best possible impression for your brand internationally if you show that you know that English isn't the only language needed
You can communicate your message more effectively in your customer’s most familiar and comfortable language
You are more likely to make a sale if you speak to a customer in their language - however good their English may be. It shows that you have made an effort to get closer to them and to understand their needs
Your international sales are more than likely to return the the investment you made in translations
International marketing is just as crucial as marketing on your home turf. If you are a smaller business and are looking to connect with overseas clients, not only is it respectful to nod to the fact that you are different, but it will also help you get your message across. Of course, you don't have to translate every single piece of your promotional materials, but a good place to start is with your fact sheets, pitch documents or website.
A professional translation service is used to working to tight deadlines. Yet, you want to give your business - and the service you choose - enough time to get your marketing message absolutely perfect before you start putting out the material. Promotional messages are essential, but the most important consideration is to actually connect with the reader. You can’t break into a new market if people don't grasp what you’re saying, or why. You need a high-quality translation service for this, so it is a good idea to invest wisely and not just search for an automated translation. These ‘machines’ are great value for money, but they can’t apply tone and texture to your materials in the way you would like and they also make some very comical mistakes!
The tone of voice that your company uses is going to be paramount in the customer experience. An experienced and professional human translator can start translating business promotional materials, adopting and adapting your tone of voice and adding massive value to your marketing campaigns.
One of the most important things to remember is that mistakes do matter - regardless of the language in which they are written. Native speakers of the language in which you are translating business promotional materials can carefully check their spelling and grammar, contractions, slang and business jargon. This will go a long way to impressing your global audience as you’ve taken the time to get it right!