I was recently asked how to decide whether translating is a good business decision. Before I answered, I asked a few basic questions to get a clearer understanding of her business:
The answers she provided gave me a few clues that suggested translation would be worthwhile. Next, I asked another series of questions that marketing professionals refer to as the 3 C's: Customer, Company and Competitor.
First, let’s focus on questions about the customer:
Think about that buyer, the buyer's Journey, and how you're going to attract them, engage them, and delight them. If you think you can do that fully in English, go for it. However, all the research shows that people prefer to do business in their native language. That means there is a much higher likelihood consumers will buy and pay more if you provide materials in their native language.
Next, focus on questions about the company:
Finally, ask yourself questions about your competitors:
Now that you’ve answered the important questions and have decided to translate, the first step is to go back to your marketing strategy. Here you will want to look at the buyers and your messaging to determine if what you have will work across the different countries and markets you are targeting.
I hope this gives you a starting place for determining whether translating your materials is a good strategy for your business. If you have questions or need more guidance, we provide free consultations, sign-up today.
Rapport International specializes in multilingual communications, providing language translation and interpretation services that are accurate and culturally appropriate. We use the right voice, correct terminology to avoid liability, customize services to your needs, and deliver on time and within your budget. And with our 100% satisfaction guarantee, you can trust that it’s done right. Contact us today if you would like more information or to get a free quote.
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