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Going Global? Investing in Translation is Not an Option
Bio: Pauline speaks Portuguese, English, Spanish and Italian. She travelled the world to immerse herself in the new cultures and learn languages. Today she is proud to be a voting member of the American Translators Association and an active participant of the Leadership Council of its Portuguese Language Division. SummaryBusinesses that have realized success in their native marketplaces need to look to foreign market expansion if they intend to continue to grow. Investing in the right translation/localization services will help to ensure that moving into a foreign marketplace will be successful. This article will point out the importance of investing in premier translation services and cover the following points:
Going Global? Investing in Translation is Not an OptionNo country is an “island” anymore. And the same can be said for most businesses as well. Evenif a U.S.-based business limitsits customer base to within its own borders, there are now significant segments of a population that are non-English speaking (or at least not fluent). Add to this the fact that, as businesses grow, there will be a need to expand beyond their national borders, acquiring multilingual business and/or individual clients and customers. In both of these circumstances, companies must seriously consider investing in translation and localization as a part of their business strategies. Here is what you need to know. There are ChallengesWhile going global or even targeting a native multilingual sub-population is certainly an exciting endeavor, there are a host of challenges, the solutions must not be ambiguous and must eliminate as much risk as possible. In some ways, targeting a local multilingual population is easier, because there are not the cultural challenges that exist when targeting and expansion into a wholly different cultural environment. Simply assuring that accurate translation of all key documents, materials, website, etc. is accomplished will not be enough.Localization, that is, honoring local cultural values and belief systems, in all of your verbal and visual communications, will also be critical. For this reason, investing in top-notch translation services will be well worth the cost and effort. Investing in Translation Services – the Right ApproachExpansion into global markets is a process with sequential steps.
Choosing the Right Language Service ProviderYour business has a unique brand and “voice.” And you have specific translation needs. So, you need to find translation services with the native experts who can both convey your brand appropriately for the target audience and, as well, have a history of success in your niche. This is a tall order, and it will take some research on your part. You have two options for translation services:
You are looking for more than just a translator. You are looking for a long-term relationship, along with expert guidance and advice, as documents and materials are localized for your foreign audience. Many businesses contract with two or three different individuals or services in the beginning, and ultimately settle on the one that provides the best products and services. Ultimately, though, you want one that can provide for all of your needs and that acts as a true partner. This may be costlier than less effective contractors, but it is an investment well worth it. Meeting Your ExpectationsWhen you partner with a professional individual or service, here is what you should expect:
Going Global Requires Third-Party AssistanceExpanding a business in a foreign environment is not a quick, easy, or streamlined process. There are so many factors involved. Even if all of the legal, financial, and other elements successfully navigated, nothing happens until customers/clients are engaged and considering what you have to offer. This element is intimately tied to the right translation/localization of all business outreach activities. Investing in the right translation services will be the difference between success and stagnation. Don't cut corners.
Published in January 2019.
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