Are you planning to expand your business by entering a market in another country? Before doing this, you must be able to translate your marketing message effectively. Many companies faltered at this, causing confusion, loss of resources, and poor results.
Experts on web translation services list the following ideas you can implement to improve the effectiveness of your foray into another country:
Don’t Just Translate, Create
Some brands fall into the trap of direct translation (word for word). What they fail to remember is that culture and language are different across countries. A word translated into another language may mean something else, meaning you might lose the overall message you want to convey. To avoid this, create something new instead of translating directly.
Expert translators may use different puns, metaphors, imagery, and phrases to capture the feeling rather than translating word for word. The original campaign and the one you launched in another country may not be the same, but it may be just as effective for your chosen audience.
Localize for Your Audience
The copy you use for the campaign must represent the behaviors, lifestyles, preferences, and perspectives of your intended audience. Some brands settle for the safe route and use the general language when they translate their messages. However, the last thing you want to be is being neutral and bland since you may not bring the emotions you want or get the same lukewarm response as your messaging. Localize your approach to add a distinct flavor to the message you want to send — use colloquialisms, phrases, and even non-verbal cues to entice your market.
Translating marketing materials to another language isn’t only about the copy, it’s also the visuals you use. The photos, hand gestures, facial expressions, and the actual model for your campaigns must represent your intended audience. Doing so allows you to connect with them, resulting in better conversion rates.
These ideas allow you to translate your campaign effectively. It may not be exactly the same messaging as the marketing in your home country. However, making changes — whether slight or substantial — allows you to connect with people from another country and culture.