The possibilities offered by the internet and digital platforms have completely transformed the state and dynamics of world trade.
Geographical barriers no longer hinder international marketing. This is why today’s companies are focusing their efforts on their online presence and how to adapt it to new markets in order to dominate no matter where they are located.
When it comes to marketing our products and services in new markets, there is clearly one aspect we cannot ignore: effective communication.
Communicating with new potential customers from other countries is more accessible thanks to digital media and our company’s online presence, represented through social networks or our website.
However, although digital media allows us to go beyond borders, there is still something that can make it hard to connect with our target: language barriers.
To overcome this obstacle, a widespread trend among companies that market their products internationally has been to prioritize translating their website, communications, social media, and technical and commercial materials into English, the ultimate universal language.
However, as we mentioned in one of our previous articles, this strategy may not be entirely effective when we consider the fact that “shoppers prefer to receive information in their own language”.
And in this respect, the best solution is to provide our product information in each customer’s language.
Users do not want to exert themselves reading in languages other than their mother tongue. When you speak in the target customer’s language, you have a much better chance of capturing their attention and getting them to engage with your brand’s message.
So what do you need to do to successfully take your business international and reach new customers?
Website translation not only helps companies to boost their positioning in the new market, but will also help to properly convey their information and adapt it to the target culture.
This article will cover everything you need to know about website translation so that you can have a better shot at taking your business international.
Why do you need website translation?
Some companies are still not aware of the importance of having a good website translation service.
So, here are some of the most important reasons why website translation is key to a good internationalization strategy:
Increase target market brand recognition thanks to website translation
As we said before, when we translate our website we are speaking to consumers in their language, which helps target countries embrace our brand’s presence. This way our marketing strategy is distinctive and adapted to the features of our target market and culture, creating a greater impact on potential buyers and generating greater brand recognition.
Website translation to increase customer engagement
Target market engagement is crucial for ensuring continuous sales.
Listening to your new target market’s demands and assessing how your business can adapt to meet their needs will be a must.
It is not enough, however, to simply convey concepts from the source language to the target language. Website translation also requires culturally adapting content to local nuances and traits, which is known as localization. This way the public will empathize with the brand and a relationship of trust will be built.
Website translation to reach more customers
A very valuable feature of website translation is that it can be very profitable for your business. Translating your website is a small, long-lasting investment that usually brings a quick return.
With a great translation, your website will be able to reach new customers whether you have a sales team present in the new market or not, so you can start marketing products and services from the initial stages of the project.
Translation only? The importance of localization and web positioning
Expanding a company into new markets involves a full 360 in terms of communication, meaning the way you communicate will need to culturally adapt to the target country, its customs, language, and you will need to create a distinct marketing strategy covering market-specific SEO positioning, etc. All this will have to be done without detracting from the brand's identity.
How do I translate my website?
Every translation service is different and it should always be that way, as every company has different needs. The bottom line is that a translation service provider has to be able to adapt to your project’s specific features. Thanks to the options provided by technology in general, and by translation technologies in particular, this process is becoming increasingly agile and easier to adapt to the specific needs of each case.
There are a variety of methods to choose from when translating a website. Some of the newest and fastest are the following:
- Proxy solution: this is a translation server placed at the front end of a website, which generates translations in real time when requested by the user browsing the page. This proxy combines checking texts stored in a translation memory performed by professional human translators, with machine translations, with the machine’s engine being fed by the adjustments made by translators.
- Connectors: this solution allows multilingual content management through a platform integrated with the website’s own content repository. Connectors are incorporated into the publishing process and allow the original page to be replicated in different languages, creating a page for each language variant so that they are available when a user requests them.
Would you know how to choose the best solution for your project?
Website translation: where to start
As you will have seen throughout this article, website translation is one of the most effective solutions to help companies successfully expand a brand being taken international.
But don’t worry, we know that these concepts can be complicated to understand and that it is not easy to choose the best solution for your project.
How can you successfully translate your website?
Website translation can be very easy and cost-effective if done with the right translation technology and by specialized professionals.
Our most sincere piece of advice is to rely on a translation agency that specializes in web localization, handles marketing content properly and knows your industry. Working with a partner meeting these requirements will ensure:
- Translation quality.
- Your SEO strategy is properly adapted to the target market.
- Increased engagement for new audiences.
- Your brand’s values and message are adapted right.
- Streamlined workflows.
- A high return on your marketing.
If you've read this far, you already know why international expansion strategies should not overlook website translation, but if you want to know even more about it, go ahead and download our guide!
We hope you found this article useful. You will find tons of more interesting content on our blog.