Factors To Consider When Translating Marketing Content?

The basis for the success of every business business is understanding your clients and competitors. This makes businesses to ask some questions when looking to expand their businesses overseas. Some of the frequently asked questions include;rnHow to penetrate and position in the new market?rnHow the brand or product will be perceived in the new market?rnIts because of such questions that businesses seek more than translation of the brand when taking to the new market. However, when translating yourmarketing content, there are factors you should consider. Some of them include;rnAge of the target marketrnConsider whom you’re reaching to. Is it the young, old or teenagers? Please ensure that you clarify to your translation team the age you’re looking in to. This will assist the translator match the translation with the intended age group.rnLanguage of the audience.rnEnsure that you tell your language service provider the exact language of your audience, specify the dialect, and the tone, style to be used. This will help you to save time, reduce costs of retranslation and help you to gain popularity easily. I am bringing out this issue due the recent scenario we had from one client. The client was intending to conduct the survey in Juba where Juba Arabic is language of the area. Instead the client requested for classical Arabic. Since she didn’t make it clear to us, we proceeded with the translation. When she went to the field, the translation didn’t match her intention. This is because the audience didn’t understand the language. Because the client hid some vital information from the translators, she had to do the translation twice. This lead to waste of time, resources and some bit of stress.rnCulture of the audiencernCulture is one of the key issues in marketing the products. So, ensure that your translators are well versed with the culture of the audience. Other wise the translator may use un accepted and offensive words. This eventually may paint negative image to the product or services thus losing market.rnGlossary and Style GuidernProvide your translators with a dictionary for checking the meaning of certain terms. Also ensure that you work with your translators or LSP to develop the guide. Emphasize your translators or LSP to refer to that guide as they’re translating. This will help you to produce the marketing translation that will fulfill your intentions. Otherwise translator may change the style of your document leading to some issues in the field.rnTranslation, Editing and Proofreading (TEP)rnOne translator can produce the translation. But for accuracy and consistency of the work, it’s vital to subject the translation in to TEP. This process helps to eliminate errors and check the quality of the work. This will help to produce top quality work which will may communicate your intensions.rnWhat strategies should businesses use to ensure that the translation is not altered?rnThere some notable strategies that businesses should embrace to produce top quality work.rnLocalization. This refers to the process of adapting the message, document, product, brand, website or any other material to fit your particular language or culture. Localizing simply means adapting the message, tone, style, image, graphics to speak the language of the intended market. So, ensure that you localize the message when translating. In this case, the message will be directly understood by the audience without questions.rnTranscreation. This is the process of reshaping the document so that its understood by the target market. Here, culture, nuances and figurative languages must be considered. Also, the text might be changed but the meaning is retained. Furthermore, transcreation involves a lot of creative translation while maintaining the meaning of the text. This helps to minimize literal translation. Therefore, in order to develop your message so well, transcreation is the best way to go.rnThe above-mentioned factors are some of the factors to consider when translating marketing content. Therefore, whenever you’re thinking of translating your marketing content, its better to be extremely careful to avoid misleading the intent audience or rejection of the product.