When expanding into foreign markets, you want your brand to be successful and trusted by international markets. In order to do this well, you need to communicate effectively with your customers and potential business partners. There are a number of ways in which this can be achieved.
Machine translators such as Google Translate are free, online services which provide quick results. However, the copy text is often riddled with grammatical errors. While professional translation services utilise highly trained, often native-speaking linguists to interpret your text.
If you’re a business expanding globally, here are some of the benefits a professional translator can provide you:
1. Avoid embarrassing grammatical errors
There have been plenty of reports of businesses ruining their brand reputation with poor translation. Take banking giant, HSBC, for example. They were forced to rebrand their entire global private banking operation. This was because the bank’s US campaign “Assume Nothing” was translated to “Do Nothing” in many countries.
While mistakes like this may generate publicity, poor translations will make your brand look unprofessional and could impact your expansion plans.
2. Ensure results
When it comes to translating marketing text, machine translators won’t be able to deliver the persuasive impact you are looking for. If you want your copy to raise awareness and sell the brand, utilise a professional translator who has an in-depth knowledge of Search Engine Optimisation and marketing translations.
3. Receive work quickly and accurately
Using their specialist knowledge and previous experiences, a certified translator will know exactly how long each project will take. As a result, they will provide you with a set delivery time and you can plan around that. If you’re using inexperienced or unqualified translators, it is likely to take them a lot longer, meaning you will be waiting around for your text.
4. Adapt your copy to the culture of your target audience and language
Aside from translation services, localisation services are growing in importance – especially as companies are expanding worldwide. It’s important to make the right first impression when you are communicating with an audience that not only speaks a different language but an entirely different culture.
As a result, it’s easier to persuade an international market to purchase your product or connect with you when your marketing materials and website have a cultural context.
At Absolute Translations, we work with a team of certified translators who have an in-depth understanding of subject matter and language nuances. For more information about our specialist translation services, get in touch with us on 0333 577 0767.
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