Localized Marketing that Works

21 08 2019

To cross the nearly 7,000 miles between New York City and Beijing you can buy a plane ticket and be there this weekend. But to carry the full meaning of your product’s marketing texts from NYC to the people of Beijing, there are many steps and much thoughtful work involved.

5 five tips post 2

Here’s a plan we recommend, and you can tailor it to your needs.

1. Gather and Prepare Your Best Texts

Pull those original language marketing texts you want to translate from your websites, social media pages, blogs, and anywhere else they are tied to tech structures.

Get them ready for use like versatile building blocks, well-organized by topic, audience, and other tags.

2. Map Your Texts

  • Where do you want to place which texts?
  • What are your thoughts about how they should be used in these destinations?
  • Are there cultural or legal issues that need to be researched before you plant existing texts in your new markets?
  • Who will handle the incorporation of the new translated texts into your website, etc.?

3. Consult the Pros

When it comes to the countless nuances and facets of localization, experienced localization managers can work miracles of communication.

Starting with immersion into your company’s services and branding, a localization manager will then listen to your international marketing goals and develop specific products for the languages and cultures you wish to target.

They will know which computer tools to employ and how to create an effective QAprocess, even helping you address issues in your marketing that you might not have even thought about.

4. Keep All Translators in the Loop

When you give translators texts for translation without clear context, the results might lack vitality or even relevance. Educate translators to your product and brand in order to deepen their understanding so they can sharpen your international texts into precise marketing tools.

Add photos and other background information to the marketing materials you give them in order to enrich their vision of your brand. And as they work, take the time to check what they are doing and give them feedback. Together you will build powerful accuracy for your messaging.

5. Trust the Team

Once you have hired a localization manager who either assembles a team of professional translators or oversees and guides those you have hired, give them as much information as you possibly can.

Then let them go … allow them to dig deep into their own creative resources.

When done right, the best marketing localization teams are a powerful blend of international copywriting, business acumen, cultural knowledge, and expertise on your specific company.

Let your next adventure into localization be the most enjoyable and profitable one yet. Think through every step ahead of time and then seek out the professional LSP help that will work best for your company. Hassles and mediocrity can be replaced with exciting success.

Need a localization? Whatever your localization needs –contact us.

For more details, please refer to our website: www.skrivanek.com.


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3 responses

1 10 2019
Jess

As a young translation student having already worked on a small amount of website localisation, I cannot agree enough with the point about providing texts with clear context! At times, I think it is easy for non-linguists not to realise just how much information we need to create an appropriate translation. In the localisation industry, translators are almost marketing professionals – we need to know what kind of image the business wants to portray to be able to choose the best terms in our translations. That being said, I also agree that feedback is completely necessary to allow us to deliver exactly it is that you want from the project.
I also completely support the “Trust the Team” section here. It pleases me to see translators being thought of as part of the localisation team that can also offer the additional benefits of being “a powerful blend of international copywriting, business acumen, cultural knowledge, and expertise on your specific company.” All too often translators are almost seen as robots, perfectly matching one word to another and so on, whereas in reality there is so much more creativity involved. We have a wealth of others areas of expertise which can be drawn on, especially as intercultural mediators, which is invaluable to businesses wanting to break into international markets.

1 10 2019
Jess Donaldson

As a young translation student, who has already worked on a small amount of website localisation, I cannot agree enough with the point about providing texts with clear context! At times, I think it is easy for non-translators not to realise just how much information we need to create an appropriate translation. In the localisation industry, translators are almost marketing professionals – we need to know what kind of image the specific business wants to portray to be able to choose the best terms in our translations. This step of project preparation is easy to overlook, yet is vital in avoiding problems throughout the process (Esselink). 

I also completely support the “Trust the Team” section here. It pleases me to see translators being thought of as part of the localisation team that can also offer the additional benefits of being “a powerful blend of international copywriting, business acumen, cultural knowledge, and expertise on your specific company.” All too often translators are almost seen as robots, perfectly matching one word to another and so on, whereas in reality there is a great deal of creativity involved. It has been argued that the localisation industry in fact separates translators “from the money and from the fun” by allowing them only to work on the translation text fragments (Pym). Within the localisation industry, translators could, and my opinion, should also be seen intercultural mediators, which is invaluable to businesses wanting to break into international markets

15 10 2019
Kate B

Great points Jess, I totally agree with the necessity of providing clear context for texts to translators. Not only is it required for an appropriate translation as you mentioned, but also for avoiding consequent financial losses (Qian & Teng) stemming from misunderstanding of the product. While this can be seen as one of the problems that Esselink refers to, I also believe that it may also be a consequence of not being ‘trusted’. A translator who is seen a robot, only translating words rather than ideas or ‘cultures’ will be more likely to leave prematurely, causing a lack of consistency which may also result in these financial losses.

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