When it comes to marketing your product or service, it’s not just about rendering the source text in a different language. You have to appeal to a different culture, a different mindset, and take into account the nuances and shades of meaning that could make the difference in a competitive target market. Marketing translators need more than just an in-depth knowledge of the source language, they also need to be skilled writers in order to engage their audience or readership.
Expert input is essential, to avoid the pitfalls of machine-translated product descriptions, incorrect links or nonsensical captions. There is little point in spending thousands on beautifully-crafted visuals if the text underneath simply doesn’t support the purpose.
This is where professional marketing translators can be invaluable, and by using a translation management platform they can also ensure consistency across all your business communications, avoiding confusion and getting your message across clearly.
Grabbing and keeping the reader’s attention is arguably the most important thing when it comes to marketing translations. With the high volume of on and offline text and print in today’s world, engaging the reader’s attention is no easy task – which is where specialised marketing translators come in very handy. They can tailor your content to make sure it’s error-free, easy to read, interesting and informative.
Your business may need to produce a range of communications, from product manuals and brochures to e-commerce websites, social media posts and e-marketing. Translation – the art of rendering a text in a different language – is fine for a user manual where the information needs to be structured accurately and concisely, but when it comes to marketing e-mails and taglines, what you need is transcreation: the ability to understand the local culture and render the underlying associations and meanings into the target language.
Translation is most successful when it is a collaborative process. By working together with your translators and copywriters, providing them with glossaries and reference materials, you can not only be sure of an accurate translation, but you can also improve the quality of your communications as your project managers gain a greater understanding of your specific business. What’s more, using a translation management platform such as TransCloud can significantly reduce the risk of confusion, by centralising your key terminology which is always ready to be used by you, your dealer in the target country, your communications and translation providers.
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