When planning an international rollout for your business, one area that is often overlooked is app translation. However, this component is just as crucial for reaching new markets as website translation and local advertising efforts, especially as online shoppers overwhelmingly use apps to research brands and make purchases, according to a study reported on by Internet Retailer. Though app stores are global and consumers can find apps in any language, businesses that translate apps see three key benefits due to the power of app localization, which can help drive serious growth in markets where your business is trying to establish itself.
Wouldn’t it be great if there were a way to ensure continuous translation of your web content? Fueled by the movement toward agile software development practices, increasingly, companies want to release content, in any language, in a streaming form. Modern content management tools make this possible when new content is created in a business’s source language. Companies can update content anytime and deploy it easily online. However, companies often hit a language barrier that’s very real. It isn’t translation that causes the problem. The real challenge is getting translated content into the right system so it can be published quickly and easily.
Using modern translation software, continuous translation is actually possible. Major companies in a variety of industries that sell in a variety of ways, such as businesses in the consumer web and mobile, e-commerce, and B2B software space, are now using enterprise-grade translation tools to effortlessly add more languages to their sites, expand their global reach, and realize large returns on their investments.
Hiring a translator online has numerous benefits, whether you’re translating your latest marketing campaign or your brand’s entire software application. Online recruiting gives you the flexibility to interview and access talent from around the world.
However, it’s important to not simply select translation services based on their online profiles. Instead, arrange for an interview where you can learn more about potential providers’ backgrounds and determine whether they will fit in with your business needs. The following are five questions that can help you choose the right translator online:
Are Your Translators Native Speakers With the Right Country Expertise?
When choosing translation services, the first step is to determine your business needs. Each project scope includes project format, languages needed, and destination countries. Ideally, your translators should be native speakers. While it’s possible to achieve complete fluency in a language that is not your native tongue, the best translators are usually native speakers. If you’re working in a language that has variations in usage between countries—for example, Spanish in Mexico and Spanish in other parts of Latin America—ensure your proposed provider has the right country-level expertise.
What are the best practices for translating app content? If you have a mobile app, you will need to translate it at some point to reach a wider audience. Research shows that 12 languages account for 80 percent of the global online population, while English, Spanish, and Chinese cover more than 50 percent of the online population.
Because of this, app translation is a must—but don’t just jump in. If you’re using a translation software platform, there are several issues to consider before you start the translation process. In this undertaking, preparation is the key to success.
One of the most important preparatory steps is working out how to organize the app content you already have. In most cases, there are two main areas that have to be translated: the functionality within the app, which is mostly code, and the content that feeds the app. The former is more important for the app to run, while the latter provides a good user experience. You must decide which one is more important to you.
With the skyrocketing interconnectedness of businesses and international customers, startups and enterprise organizations alike are finding new and faster ways to expand their offerings into new markets and scale their business at awe-inducing rates.
However, to get into these new markets and see success, you need to relate to your target audiences both culturally and linguistically. In order to do this, you need a language translator solution (usually a combination of translation services and software) that blows robot-sounding, old-school computer translations out of the water. You need to write in the same way locals speak and take into account colloquialisms and industry-based sayings.
But there’s a catch-22. Content translated or transcreated to account for local colloquialisms and specific industry terms takes a lot longer to translate and is more expensive than using automated online translators. An automated language translator can handle large volumes of content, but a tool that gets the best results from human translation professionals leads to more accurate translations. Because finding the right balance for your business can be tricky, the following are some tips to help you find the best language translator combination for your business needs:
Translating your company’s website is a vital part of global marketing and sales, but simple translation isn’t enough to stay competitive and be successful. The methods you use to translate your content can help you create a user-friendly localized site and save time and money in the long run. Translation software tools help successful global businesses translate web content more efficiently.
Speed is an integral part of maintaining a competitive edge in the global marketplace. Using a translation proxy tool is one of the fastest ways to get a website translation project running and keep it constantly up-to-date. Without a proxy tool, website internationalization is much more complicated than simply translating content from one language to another. All existing content—from marketing materials to error messages and even images that contain text—must first be extracted. The extracted content is then professionally translated and localized, reviewed, edited, and recoded by developers. This process can take months to complete and even longer if you plan to launch sites in multiple languages and regions.
When you are ready to translate company content, it’s important to get the translation process right. Business content conveys essential messages about your business, from who you are in the marketplace to the products and services you offer. The stakes are high, because mistakes can damage your brand image, cost you potential customers, and result in the loss of significant investments of funding and staff time in global expansion efforts. Translation services play an essential role in accurately conveying your company’s message and products to the markets you are targeting. The following is a closer look at three common pitfalls that can occur when you translate company content and how to avoid them:
If you are using a professional translation service, think hard about the quality of the content you are translating.
In the early days of the web, having plenty of content was enough and quality didn’t matter as much. Search engine optimization (SEO) experts used a number of tactics designed to make content appear in search results quickly, resulting in a plethora of uninteresting and largely uninformative content.
However, that kind of content no longer achieves those same results, especially as audiences become more savvy about what they want. This is why marketers and brands are moving away from the provision of low-quality content. These days, it is more about quality than quantity—and the higher the quality of your content, the better your content’s performance.
Marketing success with an international site doesn’t simply rely on how well you translate web site content. Success or failure begins at the source with the original content itself. The quality level of your original content will set the bar for the content you are left with after translation. Consider the following tips before you begin translating so you can protect your brand’s reputation in the global market:
Garbage In, Garbage Out
No matter how great your translation software is, and no matter how skilled the translators you use, the content that comes out will only be as good as what you put in. In other words, if your source content doesn’t effectively represent your brand and voice, neither will your newly translated material. Low-quality content can not only drive consumers away, but it can also destroy your brand’s reputation. Quality begins at the source, which means it’s important that your source content authors have a complete understanding of your marketing goals, your brand values and voice, and the audience you are looking to engage. Additionally, they should have a good grasp on the basics of syntax and grammar.