Document translation can cause many a sleepless night. The good news is that this doesn’t have to be the case. Click through to our SlideShare detailing the four things that facilitate a stress-free, streamlined and successful document translation process. (Your team and localization provider will thank you.)
It’s easy to see why video is one of the most effective ways to convey a message: just one minute of video content equates to 1.8 million words (yes, we said million). But how do you leverage the power of video when you’re targeting a new market and restricted by a limited budget? The good news is, whether you’re looking to translate an explainer video on your website, a training video for your staff or a product demonstration video, making use of a subtitling (also referred to as ‘closed captions’) service is an affordable way to get your message across, without compromising on the integrity of your content. If you’re debating whether or not a subtitling service is for you, read on to learn about the benefits of working with a subtitling service provider:
It’s more affordable and less time consuming than other means of localization.
Contrary to popular belief, not all localization efforts cost an arm and a leg. Opting to make use of a subtitling service is far more budget-friendly than producing a whole new version (or several, if your target market consists of different language segments) Instead, you’re able to convey your message just as effectively, without having to fork out a substantial amount of capital. What’s more, if you’re working within a tight deadline, adding voice-overs or creating a brand new video is out of the question. Regardless of the language or dialect you need to use, adding subtitles to a vlog or video means you can convey your message at a fraction of the cost, within a fraction of the time, without having to compromise on your reach as a new brand in a foreign market.
You’re able to amplify the efficacy of your SEO strategy.
Possibly one of the greatest benefits of adding subtitles or closed captions to your videos is the fact that it can strengthen your SEO (Search Engine Optimization) efforts. (If it’s embedded on your website, that is.) By including strategic keywords in your subtitles, you’re essentially making it easier for Google to find your page, upping your search ranking and drawing more traffic to your site as a result. And if you’re targeting a new market, you’ll want to make sure that your brand is as ‘findable’ as possible, which makes the use of subtitles an effective addition to your existing SEO strategy.
You’re able to create additional content that leverages off your original asset.
If you’re launching a product in a new market, the more marketing material you have, the better. That said, creating additional content that’s derived from a video is laborious and time-consuming if you don’t have a transcript from which to work off. By adding subtitles to your video content, you’ll be able to create additional marketing assets like blogs, downloadable white papers, client testimonials or SlideShares that are based on the transcript from your subtitled videos – without having to go back to the drawing board.
You have the added benefit of guidance and input from experts in localization.
Making use of a subtitling service that’s rendered by an expert LSP (Localization Service Provider) is an opportunity to obtain the guidance of a vendor who is well-versed in the ways your new target market interacts with content. By working with an established LSP, you’ll get to grips with the translation and localization process, meaning you’re that much better equipped for any future localization projects that come your way.
Think a subtitling service is for you? Find out about our approach to subtitling services here.
Image Credit: files.idg.co.kr
Getting your marketing messaging across in a new market is the crucial first step in garnering buy-in from a new audience. If you want to successfully establish your brand, you need to make sure your message reaches and is understood by your audience – in a way that they want to receive it. So how exactly do you go about starting a conversation in a market you only understand on a rudimentary level? In short, you can’t. Before you begin constructing a marketing campaign that’s based on what works in your native market, or worse, one that’s built on assumption, read on. We’ll explain how to make sure your marketing messaging isn’t only heard, but is well received too.
Research, research, then research some more.
When a substantial marketing budget is hanging in the balance, building your marketing strategy on anything less than solid data is not only foolish; it’s a surefire way to sabotage the success of your brand. Whether you’re targeting an audience in a foreign region, or a new market segment in your native country, one thing’s for certain: the way they interact with marketing messaging is more often than not, vastly different to the way your primary market does. These differences are due to a vast array of factors, including entrenched cultural nuances and ideologies, the political and economic climate, and the available infrastructure. As such, your original marketing messaging will need to change accordingly.
If you want your marketing messaging to facilitate ROI, it needs to be customer-centric.
The definition of superior localization is a product (or message) that’s received as if it was built or designed within the intended market. After all, if you want your marketing to be persuasive, it has to come across as authentic (which means rudimental translation or mangled messaging isn’t an option). And if you want your marketing messaging to really hit home, you need to know your audience. Establishing their demographics, lifestyles, purchasing behavior, cultural norms and sensitivities is essential if you want to make sure your marketing messaging is strategically tailored towards your market and their unique requirements.
You need to identify the ways your intended market interacts with marketing and advertising.
Gauging your new market’s attitude towards marketing material gives you a good idea of the way you need to position your marketing messaging and the channels you need to employ. In order to do this, establish the answers to the following: is your market most receptive on social media, or are they more responsive to traditional channels like television or radio? How do they prefer to purchase products: in-store or online? What factors influence their loyalty to a brand? Is their purchasing behavior solely transactional, or is it motivated by another factor such as convenience or entrenched cultural preferences? While these questions are not exhaustive, they will assist you in building a solid foundation of your new marketing messaging.
If you haven’t localized your branding in its entirety, there’s little point in localizing your marketing messaging.
The one thing many marketers overlook when targeting a new market is the fact that all branding and content constitutes a part of your marketing messaging. This includes your logo, slogan, website, advertising campaigns, product packaging, instruction manuals etc. While localizing all of the above is a considerable undertaking, it’s an important one. Tailoring your marketing or advertising to the market at hand without localizing the rest of your brand’s assets sends the wrong kind of message to your audience: namely, that you couldn’t be bothered, and therefore, that your market’s interactions with your brand aren’t really all that important. A solid, successful marketing strategy needs to be uniform throughout, with each channel or asset (like your social media accounts, website, email correspondence and the like) seamlessly fitting into your brand identity.
Partnering with an LSP who has extensive experience in tailoring marketing messaging to new markets is the only way to really get to the heart of your customers. They’re well-versed in the culture at hand and have expertise in aligning marketing messaging to the market’s unique context.
Make sure your marketing messaging gets straight to the point. Find out about our global translation services today.
Image Credit: jesuitreflections.files.wordpress.com
All business dealings boil down to the quality of relationships. If you’ve had frictional dealings with a vendor, supplier or industry associate in the past, chances are that the next time the need for their services arises, you’re going to skip right past their name in your contacts and choose someone who you respect, can work together well with, and importantly, can trust. When it comes to finding the best person for the job, your business relationship skills can be the difference between a stellar job, and one that’s disastrous. While social competence comes a lot easier to some than it does for others, it has been, and always will be (until the dawn of AI, at least) a crucial influence on your overall success in the workplace. But what does it take to successfully foster mutually-beneficial business relationships in an age where we’re more reliant on technology (read: social media) and starved for time than ever? We’ve highlighted the following six key qualities of optimal working relationships.
1. Mutual respect – a quality so important, Aretha Franklin even made a song about it.
It’s hard to work with someone if you don’t respect them. It’s even more difficult to work together with someone who doesn’t respect you. And the reality is that there are bound to be some people in your office, company or professional network who you don’t respect, and vice versa – for whatever reason. And that’s ok. Instead, direct your attention and energy towards the ones you do respect, and importantly, the ones who respect you too. If you’re looking for a new supplier and have no previous experience working with potential vendors X, Y and Z, ask the opinion of those you already share mutual respect with.
2. A commitment to (the right kind of) transparency
There’s a major difference between wearing your heart on your sleeve, mouthing off to an associate about your volatile relationship with your significant other, and being open and honest about your professional expectations and requirements. Being honest with a potential supplier, colleague or associate goes a long way in facilitating both mutual respect and trust. If you put all of your proverbial cards on the table, chances are, the other person will too. And if they don’t, it’s a telling indication that they may not be the best person for the job.
3.Trust – the foundation of all rewarding business relationships
Trust is the one quality that’s infinitely harder to earn back than it is to establish in the beginning of a relationship. The good news is, earning the trust of vendors, suppliers and colleagues isn’t rocket science, but it does require a certain amount of effort on your part. Demonstrate that your opinions, work ethic and feedback are trustworthy by honoring commitments (whether this is by fulfilling an SLA or showing up to a meeting on time) and being interested and informed about the other party. While these are professional, working relationships we’re talking about, we’re all human at the end of the day, and paying attention to another person’s achievements, struggles or general life events is an effective way of saying “I hear you, I see you, and I care enough to demonstrate the fact.”
4. Shared values, goals and objectives ensure you’re always on the same page
It’s futile doing business with someone if you’re not on the same page; when searching for a vendor, supplier, or employee, finding someone who shares your values, priorities and goals is crucial. It’s usually pretty easy to tell whether you’re in the company of a likeminded person within a couple of minutes of meeting them, but if you’re not sold on whether you could possibly collaborate with someone, ask for feedback from industry peers or companies they’ve worked with before.
5. A willingness to create and maintain authentic connections goes a long way
I get it – keeping in touch or reaching out to your network via a quick message on LinkedIn is a lot easier than meeting up for coffee or even picking up the phone. Social media definitely plays a key role in building relationships, but it’s far from the be all and end all. Prioritize reaching out – accept that it’s part and parcel of effectively building relationships that will benefit your business goals. This may entail penciling some time into your calendar where you dedicate an hour to calling up associates or sending them an email to schedule an in-person catch-up. There’s a good reason why business people are known for meeting up for liquid lunches or spending time on the green. Not all participants like to down a pint of beer at lunchtime or tee off under the scrutiny of their boss, but they are aware that building relationships with their business network requires dedicating time and effort to the task.
6. See yourself as a team member
Even the most successful business people aren’t necessarily extroverted, socially adept individuals. What sets them apart from their peers, however, is their willingness to be an active participant of a team (even if they’d much rather tackle a job on their own). Before you get a supplier or vendor on board, sit down with them and get a feeling for their attitude towards collaboration. If they’re willing to meet you halfway and put their own agenda aside, you’re good to go. If not, it’s advisable to continue the search for someone who is.
We know that superior transcript translation requires all of the above qualities. We’re dedicated to building relationships with our clients to ensure that the translation process is a fruitful one. Find out more about how we approach transcript translation here.
Image Credit: images.fineartamerica.com
Congratulations! You’ve put in the time and effort to fully localize your product and have now launched the end result in a new territory or market. If you’re about to sit back and relax, hold up. What many people fail to realize is that monitoring the performance of your localized product is just as important as localizing it in the first place. After all, the goal of localizing an asset, product or even your entire brand is to ensure that it resonates with, and is understood by, your new target market. But just how do you go about measuring the performance of a localized product? We’ll talk you through the best way to go about it, as well as our experience with the product analysis process.
First things first, where there’s human input, there’s opportunity for human error.
After all, we’re not robots, and more often than not, the post-launch period of your localized asset will require some degree of revision. If you’re aware that product analysis is part and parcel of the process, you’ll be that much better prepared to deal with issues as and when they arrive. Remember: product analysis isn’t a once off; instead it’s a continuous process that allows you to keep track of how your localized product is faring, and importantly, an opportunity to learn more about your market.
Bring in the third party reviewers for short checks along the way.
Touching base with an objective party while you’re busy localizing your product, during your product analysis before your launch, as well as after the fact is crucial. This feedback can come from a trusted distributor, reseller, or even a customer who’s familiar with your product and has extensive experience in the market in question. If you’re localizing a document, technical instructional material or marketing material, begin by having them review the glossary (a short list of company terms, product names, and slogans) as this is one of the building block for the final translation. If you’re able to get this right from the get-go, you’ll save yourself a lot of trouble (not to mention time, money and frustration) further down the road. Having them review the final product before it goes to market, and then a couple of weeks after it has been launched, further sets your localized or translated product up for success. (On that note, make sure that whomever is doing the translation is using a Translation Memory so that any changes can be captured in order to avoid mistakes being repeated in subsequent releases.)
More often than not, localization feedback consists of objections to word choice or style, not the actual translation.
Let’s assume you’re already utilizing a trusted third party reviewer to be involved in the process and review both the glossary and style guide and the final translation. (Remember, this third party reviewer is your trusted international employee, distributor or reseller, or power customer – which means you need to be as democratic as possible when dealing with negative feedback.) If your reviewer objects to something in the translation, don’t panic! Step back and evaluate their comments together with your localization service provider. For the sake of peaceful relations, your LSP should coordinate an email exchange between the reviewer and the linguist about why that particular word or phrase was chosen. From our extensive experience in product analysis, we’ve seen that frequently, the reviewer isn’t objecting to the translation of a particular phrase; instead, they’re not sold on the original English phrase and are in fact, trying to rewrite the original copy.
Pro Tip: Set expectations with your reviewers about what should be changed and what shouldn’t – before they aid you in product analysis.
Don’t go down the rabbit hole of changing the English version. Not only will this put deadlines in jeopardy, but you’ll need to update all of your other translations to match the revised English content in order to ensure continuity.
How do you fix a localization mistake after launching a product?
If you’ve already gone through the initial localization and a mistake is discovered after the fact, worry not. While this scenario is rare, it does happen. After all, with human input come many variables, and many of them aren’t under your control. This feedback may be due to an assumption made by the linguist, someone who doesn’t necessarily have the same level of information as the reviewer. This scenario requires some strategic navigation: firstly, thank your reviewer for their diligent work and be clear about the fact that you appreciate their input. Then address the mistake right away, and continue on your journey. It’s that simple. (Really.)
Localization is rarely an endeavor that’s cut and dry; the best and most successful localization projects require back and forth between your LSP and your reviewer. By embracing this process, you’ll ensure that your launch is a successful one.
Contact us to find out about our global translation services today.
Image Credit: doohickeycreative.com