Explore the world of marketing translation and its impact on your brand's global reach. Learn the opportunities, challenges, and where to find the best support.
One of the best and most revolutionary moves your business can make is going global.
Think of it this way; you've spent thousands of pounds, hours, and plenty more resources on expanding and scaling your English-speaking brand. You have a blog overflowing with content, video content, Tweets, Instagram captions, photos, and podcasts, setting your position on the web.
You've grown your business through investment, but with only 15-17% of the world speaking English, you're limiting yourself to a very small portion of your potential market.
But now, imagine taking all your existing content that's already produced, researched, and has a proven track record of success and translating and culturally adapting it to fit the needs of another global market.
Suddenly, your business starts to become increasingly accessible to over 6 billion other people.
In a rapidly globalising world where businesses and brands continually seek ways to expand their reach and communicate with diverse audiences, marketing translation could be the key that many businesses overlook.
Sure, it doesn't come without its challenges, but there's a huge untapped potential that could help you repurpose and redefine your existing content to reach a global audience like never before.
In this guide, we'll discuss the opportunities and challenges of marketing translation, as well as provide actionable steps to get the support and guidance you need to effectively engage with your target audience.
Communication is everything in today's hyper-connected world. Messaging is instant, and customers expect businesses to be accessible at all hours. Text content is everywhere in the form of chats, social media posts, blogs, and web content, and it's the lifeblood of modern business.
Even running a podcast or scripting video content relies on writing and language as its core foundation.
It's through language that you're able to connect with the people and share the message that highlights the value of your brand.
This is where marketing translation comes into play - providing you with a range of benefits and opportunities to expand and grow that include:
One of the most significant opportunities in marketing translation is the ability to broaden your brand's global presence.
Why invest in repeating the messaging you've already exhausted in your existing markets, and why not take the content and marketing materials you've created that have proven to produce results already and then replicate them in a new market where your message is new?
By effectively adapting your marketing messages to resonate with different cultures and languages, you can tap into new markets and reach potential customers who might have otherwise been inaccessible.
Translating and localising marketing content shows a brand's commitment to understanding and connecting with your target audience.
This investment in cultural sensitivity can help build trust and credibility with potential customers, ultimately leading to stronger brand loyalty and customer retention.
Companies that successfully embrace marketing translation can gain a competitive advantage over their rivals.
By adapting your marketing strategy to resonate with different audiences, you demonstrate that your brand is in tune with the needs and preferences of your target market, which can be a powerful differentiator in a crowded marketplace.
Whether this is the first time you're hearing about marketing translation or you're trying to figure out the next approach to get started, it's important to understand that this isn’t a completely effortless process. Instead, it requires a certain finesse from the outset.
One of the most significant challenges of marketing translation lies in navigating the nuances of different cultures. Not every culture interprets traditions, symbols, or specific concepts in the same way. For example, consider the concept of time.
In Western cultures, time is generally viewed linearly. People plan for the future and adhere to strict schedules - punctuality is highly valued.
This "time is money" mindset is reflected in Western marketing strategies, with promotional messages often emphasising speed, efficiency, and instant gratification.
Contrast this with many Eastern cultures, where time is perceived more cyclically or fluidly. The emphasis is often on patience, longevity, and the natural progression of events. A marketing message that rushes consumers towards an immediate purchase could be off-putting in such cultures.
In the realm of marketing translation, the challenge lies in understanding these cultural nuances and adapting your messaging accordingly. This requires not just language proficiency but also cultural intelligence and sensitivity.
A word-for-word translation of a marketing message might make sense linguistically, but it could miss the mark culturally, resulting in a message that fails to resonate or, worse, offends your target audience.
This example highlights the importance of working with skilled marketing translators who have a deep understanding of the target culture.
With their expertise, you can ensure that your marketing messages are not just linguistically accurate but culturally appropriate and effective as well.
Let's make this actionable.
Embracing marketing translation can surely unlock new markets and opportunities for your brand, but the truth is that it requires more than just linguistic expertise: it requires a deep understanding of cultural nuances and consumer behaviour.
Marketing translation is not just about translating words; it's about conveying the right messages, emotions, and cultural nuances.
From crafting appealing taglines to selecting culturally appropriate imagery, it is crucial in making your brand relatable to your target audience.
This means it's a deeper process than just popping all your content in Google Translate, copying and pasting it out, and then hoping for the best.
You need to take the time to understand the complexities of marketing translation and the importance of conveying your brand's message accurately and effectively across different languages and cultures.
At Wolfestone, we understand this.
Our team of marketing translation experts ensures your international audiences hear, understand, and appreciate your brand's voice.
From localising your website to translating your marketing collateral, we've got you covered.
We not only provide high-quality translation services but offer comprehensive localisation services that take into account all aspects of your marketing materials, including wording, imagery, and design.
We make sure that your original message is taken and transcreated in a way that resonates with the audience of your new foreign market in a positive light.
That's why our localisation specialists work closely with you to ensure your brand's message is adapted to resonate with your target audience, helping you avoid potential pitfalls and negative perceptions.
Of course, we also work hard and strive to make the process as seamless and efficient as possible for you.
Our dedicated project managers work closely with you throughout the process, keeping you informed at every step and ensuring that all projects are delivered on time and within budget.
To cut a long story short, we ensure that the process is smooth and painless, and you're allowed to enjoy the best results from your translation efforts and your journey into new markets.
In conclusion, marketing translation presents an invaluable opportunity for businesses looking to expand their global reach and resonate with diverse audiences. By understanding and navigating the associated challenges, your brand can reap the benefits of this powerful marketing strategy.
With Wolfestone as your trusted partner, you can feel confident that your marketing messages will be accurately translated and culturally sensitive, helping you build strong connections with your target audience worldwide.
So get started today and contact Wolfestone to learn more about our comprehensive marketing translation services.
It's time for your business to go global.