Translation services have played an important role in international business for many years now. Due to globalisation, a growing number of business owners decide to approach foreign markets and customers based abroad, whether it’s digitally or by a physical presence. Both Large companies, as well as businesses from the SME sector, are trying to take the full opportunity which lies in approaching international markets and with the help of translation services, it is now easier than ever.
Nonetheless, translating can be a stressful and time-consuming process, especially if you do not have any previous experience in such assignments. This is when professional translation agencies come into play. Not only will such an agency be able to accurately translate and localise your content, but additionally, it will be able to advise you which of your content should be translated in the first place in order to minimise costs and increase revenue.
In fact, statistics show just how truly important professional translation services really are within the business environment. A study by the CSA shows that today over 25% of customers in the European Union regularly purchase goods from shops based abroad. However, over 56% of those consumers believe that the ability to obtain information in their own language is more important than price.
Before approaching a translation agency however, you should know that there are three main areas you should consider translating regardless. Those are:
- Legal translations
- Marketing translation
- Website
Translating legal documents
Translating your legal documents can be a key aspect of your international expansion. Documents such as patents, contracts, terms & conditions usually have a legally bounding power and therefore are extremely important during an international expansion. This is why it’s crucial to turn to professional translation and localization services in order to have the task completed. Trying to do this yourself would be extremely time inefficient, not to mention that even if things seemed to be fine, the potential for things to be translated wrong and throw entire contracts into jeopardy is not a risk worth taking when experts exist to handle it properly.
And marketing material
Translating your marketing material, including leaflets, ads or even business cards can have a direct impact on your company’s success abroad. As previously mentioned, a vast majority of consumers prefers to purchase goods/services if the information about it is available to them in their native language and with over 56% of people claiming that this is a factor more important than price, translating your marketing material really gains importance.
Website translations
Website translation services could be considered as a part of marketing translations, nevertheless, it is so important that it deserves its own, separate mention. In many cases, your business website will be the very first point of contact between you and your customer. On average, it takes around 8 seconds for a visitor to make their mind up about a website, and therefore about your business. You must do whatever it takes to sway the visitors your way within that time-frame and hopefully turn them into customers. If the content on your website is not accessible in the visitor’s native language, he or she may simply leave the website and find your competitor instead. This is a situation, which any business owner wants to avoid. Translating your website is important not only from the business point of view, but it is also substantial for branding. A company which offers their website in a number of languages, corresponding to their target markets, comes across more customer-friendly and professional, which can be extremely beneficial when approaching new, foreign markets and trying to establish its position abroad.
Work with a marketing translation agency
When it comes to translating your business material, you really want to ensure that it is of the highest possible quality. The only way to do this, is by working with a professional translation agency. This can be especially true, when translating your marketing or print material, such as brochures or website. A translation agency specialising in marketing translation services will not only accurately translate your content, but will also be able to carefully localise your message to ensure that it is socially appropriate in the market you wish to address.
Agencies specialising in marketing translations usually work with native speaking translators who understand not only the target language, but also other social and local customs such as religion, politics or history which can directly or indirectly impact the suitability of your marketing translation. These factors, although sometimes overlooked by business owners, can often be extremely important when expanding internationally.
Translations can be the answer
As you can see, translation services are now an integral part of international business. If conducted correctly and with the help of a language agency, they can have a truly positive impact on your company. As the study showed, majority of consumers only purchases goods if they information is available to them in their native language, and therefore translating business content and material when approaching a new, foreign market is not an option, but a necessity for any successful business.
