Global marketing strategies are continually shifting as companies work to expand into markets outside their borders. In order to achieve success globally, organizations need to implement a holistic approach to translation, taking into account not only the translation itself, but how the marketing messages will be received in different cultures. Below are three reasons translation is key to any international marketing campaign.
1. Influencing Purchase Decisions
B2B brands may work with companies rather than individual consumers, but at the end of the day, those purchase decisions are still made by people. According to a study by Common Sense Advisory, 75 percent of non-native English speakers surveyed said they prefer to buy products in their native language, while 60 percent said they “rarely or never purchase from English-only sites.” Despite the fact that many businesspeople across the globe speak English, this study shows the influence native brand experiences can have on purchase decisions.
2. Maintaining a Competitive Edge
Although skipping translation may save you money today, not doing so can cost you in the long run, especially if your competition is translating. B2B companies are quickly jumping into the global market, finding new ways to stand out against the growing competition. Not only does translation improve comfort level for purchasers, but it also proves you’re willing to go above and beyond to tailor your business to their community.
Using a translation software service makes it easy and more cost-effective to translate a website. Tools like translation proxy and translation memory streamlines the translation process, saving time and money that would otherwise be spent tracking down content you’ve already translated. It also ensures your translation will be high in quality by injecting consistency into your global content and overall brand voice, which will help you keep a leg up on the competition as you expand into other markets.
3. Improving Native Brand Experience
Localization and translation are not the same thing, and understanding this difference is very important to a successful global B2B marketing campaign. Although business translation is a major component of making foreign companies comfortable with your brand, localizing goes beyond just language. Understanding the behaviors, values, and nuances of a particular culture and adapting your marketing efforts to those ideals is all part of this process. In order to meet these cultural demands, your website and its content need to be transcreated. Even images, color selections, and payment options can make a tremendous difference to how international clients perceive your products.
In addition to making your site more inviting to foreign businesses, researching local culture and preferences can help avoid translation mistakes that are embarrassing to your brand. Using software localization services and professional human translators leaves less room for error and produces a better contextual translation.
The key to B2B global marketing success is finding a way to make your product relatable to your buyers without losing the essence of your brand voice. Translating each word is not enough. You need to find a way to connect with your audience on a personal level. Striking a balance between localization and a generic brand voice can deliver success across multiple markets and give your brand stand out amongst the competition.
With the proper tools, translation can help make buyers more comfortable with your brand, give you a leg up against your competitors, and ultimately build a strong reputation in a new market, all of which will ensure long-term success.