Does your company trade internationally or wish to develop? Have you naturally considered translating your site into one or more languages? Today to reach a foreign audience, simple translation is no longer enough, you have to have a real localization strategy with content that is not only translated but adapted to the expectations and habits of its target. This content will impact your company’s brand image internationally, so it is essential to take care of translations. Here are some tips to help you…
Why is translation important for your brand image?
Give confidence to your potential customers.
Have you ever visited an e-commerce site in French but poorly translated? We may appreciate the product, be aware that the brand is not French … but nothing helps, it does not give confidence. Result, you hesitate and ultimately you leave the site without buying this great product.
Translation plays an essential role in creating a relationship of trust with your future customers.
Work on your brand image.
Translation will have a direct impact on your activity, the turnover generated and the return on investment (ROI) of your marketing campaigns. It is therefore essential to have a real qualitative translation strategy.
Here are some tips to help you…
Adapt the vocabulary: do not make simple literal translations
There is nothing worse than literal translation, which gives the impression of machine translation. Would you let Google Translate translate your site automatically? If you are a little bit serious, of course not 🙂
To write quality texts, it is essential to adapt the vocabulary and the turn of the sentences so that they are adapted to the target audience. For that, nothing better than having in your team a person native of the targeted country. Using a translation agency will also allow you to ensure this quality.
Adapt your editorial schedule
Beyond the writing, you will also have to adapt the editorial planning to the target country. The subjects should be chosen according to the tastes of the local target. Likewise, the publication rate will have to be adapted: publication time, day to publish the most important content … all of this adapts according to the country.
Set up a quality process for your content
To ensure the right level of your content, the creation of a quality process is necessary. Creation of an editorial charter, a reading contract, optimization of the organization of content on the site, organization of proofreading (single, double, who validates? …).
Setting up this quality process is essential, editorial quality will be both a tool for building loyalty among your readership and a lever to increase your transformation rate and therefore your turnover.
But all this is time consuming If you don’t have the resources internally, using a translation agency will ensure this level of quality without having to spend time on your side. In this case, you must choose your agency carefully, taking care to analyze your offer. Remember to look at its references, if it has certifications and other ISO standards or if it is part of the ATC (Association of Translation Companies). These indicators will allow you to ensure the seriousness of the agency’s offer. Global Voices includes all of these indicators, for example.
In addition, remember to always set up a test period with the agency to appreciate their work and see if their offer is suitable for your needs.
Also locate social networks
Today, social networks are an integral part of the communication of a society. Beyond the content present on the site, you must also take care to locate your social networks. You can create social networks for each of the main target countries or have a global presence by favoring English as the main language in this case and using the targeting options on Facebook to publish the messages translated into each of the languages.
Personally, I find it easier to have a Facebook page for each country, but it’s up to you to see which organization is best for you.
I hope this article has allowed you to better understand the importance of having content adapted to each country you are targeting. Please do not hesitate to give us feedback in the comments.