If you are reaching out to an audience that speaks a different language from English, you should consider hiring a translator. The language service provider provides professional translation of your brand message to the target market to help meet your goals. However, plain translation is not enough for you to engage the target market. You need to craft the message in a way that attracts the interest of your market.
A translator can help you achieve all this if you communicate your needs effectively. Here are other ways to get the best results from your language service provider.
Determine the Target Audience
Your target audience may perceive your message differently than you intended. Besides, different segments of the same market may be looking for specific attributes of the brand that may not come out clearly in one message. If you understand your market, you can design communications that are in line with their needs, perceptions, and decisions. Let your language service provider know the target markets and the message you wish to put across to each.
Determine and Communicate the Goal of the Content
It is important to communicate the intent of your content so that the language service provider can craft a message the fulfils it. Common content goals include creating awareness, informing, converting, and following up, among others. A skilled translator can deliver the same core brand message across all communications but with a tone and intent that meets your goals.
Allow the Translator to Make Layout Changes
Word-for-word translations may not bring out the message as you intended. The translator may make a few changes to deliver the message in a concise and effective manner. This means that there will be changes to your layout. The word count may also change. Therefore, it is important to allow additional space on your website to cater for fluctuations and avoid problems with formatting.
Add a Glossary for Jargon and Hard-to-Understand Words
Jargon and industry-specific words may not translate well in different languages. Besides, there are different ways that various cultures express themselves, but they are usually not the equivalent of the English terms. It is important that you provide your language service provider with a glossary of technical terms and jargon so that they can find the right equivalent for the language you are translating to. They can also provide a similar glossary for jargon without easier translations.
Use Humour with Caution
Humour are funny words that ease the tension of the reader when going through the content. However, whatever is funny in English may be inappropriate for others. Here is an example: the ‘Got Milk?’ campaign by the American Dairy Board sounded like ‘Are You Lactating?’ in Latin. The board had to make alterations to the humorous advertisement to sound right to their Latina audience.
Recheck Your Images
Images are part of the content. However, a well-translated piece may be ruined by the use of inappropriate images. It is commonplace for brands to use influencers and current events to push their brand message across. However, an influencer in one market may not be known in another segment.
You should consider localising your images with the help of your translator. A professional language service provider who understands the culture and the target market you are trying to reach can help you find the best images for the market.
Aim for consistency
There are several members of your target audience group that understand both your current and translated language. It is important that you provide the same, consistent brand image across all your markets. List the brand messages that you wish to put across and the core message for each communication you release for public consumption. Ensure that your translator understands this so that the core message does not get lost during translation.
Work with Translators in Every Step of the Way
Work with your translator from the day you give them the assignment to the final draft, especially if you have some bulk work. It is frustrating to realize that you forgot to tell them about a key feature of the content after they have translated hundreds of pages.
The best way to go about it is to create milestones where you go through sections of the order and guide the translator where editing is required. You are assured of a perfect content at the end of the project. Professional language service providers such as the Icelandic Translation Services provide a flexible program where you can get regular updates on the status of your work.
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