How should translation fit into your international marketing strategy?
4 January 2017Peak Translations, a UK-based professional translations service believe the role of a translator is understated when a company is creating an international marketing strategy and looking to delve into foreign markets.
Research studies highlighted the importance of the link between firms’ export strategy planning process, their planned export marketing strategy content and their export market performance.
Whether you are a first-time exporter looking to establish yourself in Dubai or a seasoned exporter across the globe, it is essential to know the customs and business etiquette that relates to your audience.
The translation of the marketing materials used to attract these foreign markets will often form the first impression potential clients have of your business. Being selective of whom you trust to complete this job when creating an export marketing strategy is, therefore, imperative – especially if you can’t read the language your content is being translated into!
Helen Provart, Managing Director of Peak Translations, added: “Professional translators are an often underutilised asset to a business creating an international marketing strategy. To become a qualified translator, you must have at least three years of academia behind you and often, in addition to this, you will need to have industry specific knowledge and experience. The often cited misconception that anyone who speaks a different language can translate into it is misconstrued.”
To maximise impact and therefore return on investment, utilising a free consultation with a professional translation service before you embark on your journey into a foreign market, should be a necessity, she added.
Qualified translators, as native speakers of the language you are translating into, provide an essential level of knowledge transfer that includes fine combing any cultural nuances, from the basics like greetings and business etiquette to forming messages that will resonate with your market.
When forming marketing messaging in another language, it is common that a company comes up against obstacles. The process of translating into a foreign language is not something that is household knowledge and, for even the most experienced translators in a particular industry, it can take time to overcome these challenges.
“One example is the in-house terminology a company has developed over time. Small obstacles like this can be ironed out as a translator is not going to know it and will, therefore, flag it for clarification,” said Helen. “There are certain circumstances when that would happen, and you need an agent or technical expert in the foreign language to say, ‘actually, we call it this…’.
“It only takes a quick Google search to find some classic examples of where translation has gone wrong. To complement the guidance of a Professional Translation Service, there are several avenues to get additional advice and assistance when creating an international marketing strategy, such as the British Chamber of Commerce Global Network, who run Export Britain, EXPORTING IS GREAT and Export Savvy.”
To book your free consultation, contact Peak Translations on enquiries@peak-translations.co.uk or +44 (0) 1663 732 074.