Localization and marketing departments are all too familiar with the pains of a manual translation process. Translations need to be ready on time for product launches in multiple markets. Often, it’s not just one type of content that needs to be translated: it could be marketing content or product information and those are two very broad categories by themselves. It goes without saying that there are also multiple stakeholders in translation within a single company: from legal to product to marketing to customer support.
Managing the website translation process the old school way is a long, cumbersome process. Not to mention rebuilding the site code to host a new language can be just as tough.
Fortunately, there are a few things you can do to simplify the process. And, it does make entering new markets much more feasible than you once thought.
You’re prepping for a localization project. You’re using localization tools here and there but the whole effort is not synchronized or centrally managed. You’re having to fill in a lot of gaps manually and this affects quality and speed.
Many marketers find themselves in this situation and this is largely because they’re using tools and not a full-fledged localization platform. So, what’s the difference between a tool and a platform? Read on.
Localization projects are rarely simple. Finding a translation service that understands your needs, brand voice, and tone—and can generate regionally appropriate content in a range of languages—can be challenging at best. And in many cases, translation cycles are far longer than marketers hope for or vendors promise, leaving companies with no choice but to press on despite the return on investment (ROI) not living up to expectations.
It’s no longer enough to sell in just one language. Marketers are now tasked with creating media from the ground up that caters to audiences worldwide—the 1.3 billion people who use simplified Chinese, for example, or the 160 million who speak Indonesian.
Fortunately, there are options when it comes to translation; marketers can choose to hire a real professional person or outsource it to trusted third parties. But every avenue comes with risk.
When you need to translate website copy from one language to another, the fear of getting sub-par content from a business translator—and turning your target audience away—can freeze you in your tracks.
Fortunately, there’s a way to circumvent that unnecessary worry and get high quality website translation. And, it starts with not only hiring a professional translator, but also establishing a solid process to support translation. But it also involves providing good source content, putitng some thought into the review process, and so on.
Software is, first and foremost, instructions to a computer. But it doesn’t just tell the computer what to compute; it also tells it what to display to the end user, everything from date and number formats to the images shown to draw in that user.
This is because a lot of what goes into software is aimed at people, not computers. And people, of course, don’t always speak English. Neither do they subscribe to one universal standard, be it in details like address formats or the payment gateways they’re used to.
Gmail recently began speaking Burmese as its 74th language, a few months after sister product Google Translate had gone down the same path. Other leading lights of the Internet to embrace Burmese are Facebook and Mozilla Firefox, to name a few. You can be sure there’ll be many more.
The difference between online success and online failure can often be attributed to the checkout process. Perhaps your customer was surprised by shipping costs and abandoned the shopping cart. Maybe the stated delivery time was longer than expected. Or, perhaps your customer simply got confused at some point along the way.