Smartling makes it easy for global marketers to deliver the translation outcomes they care about without getting lost in the tedious tasks they don’t.
Industry leaders are starting to see foreign markets as their ticket to continuous business growth, but it won’t be long before their competition adopts a similar perspective. Building a global audience, then, becomes heavily dependent on how fast marketers can relay relevant brand messages to local customers.
Smartling accelerates localization initiatives by dramatically reducing the IT complexities and manual processes marketers must navigate. Instead of waiting months for developers to dig through software code and isolate the desired text, strings can be automatically collected and instantly routed for translation. Our translation proxy solution, CMS connectors, and translation API form the digital bridges required to access marketing content from wherever it originates.
Next, Smartling’s translation management system eliminates the trap of endless spreadsheet and email exchanges by bringing all content and collaborators into a single, cloud-based environment. Additional efficiencies can then be gained by customizing workflows for different content types, providing translators with visual context, and leveraging translation memory.
Once translations are complete, target text can be published as quickly as the source text was gathered — with no developer assistance required. As a result, marketers can feel significantly more confident about their ability to publish multilingual content at scale and keep it continuously updated.
Speed is of little value if it comes at the expense of quality and consistency. And as global marketing plans continue to expand, balancing those last two objectives becomes an even greater challenge.
Smartling anticipates these growing pains and provides marketers with a range of quality control features. Our translation management system centrally stores the latest version of glossaries and style guides, helping translator teams speak in the same voice across every project and language. And translation memory takes these consistency measures a step further by automatically recommending previously approved translations that translators can reference when working on similar strings.
From a procedural perspective, marketers can adjust workflows to include additional review steps for particularly complex or sensitive content. Within these workflows, collaborators can also communicate directly with one another to quickly clear up any inconsistencies or misunderstandings.
As a result, translation teams begin each job with the resources they need to get it right the first time and the space to create collaborative solutions.
Few marketers have the luxury of beginning their international outreach with a blank check. More frequently, they are given modest budgets and a message that additional funding will depend on future performance.
Smartling automatically puts marketers on a path to positive ROI by eliminating the majority of upfront IT expenses and leveraging translation memory to reduce redundant work. But our translation management system gives marketers the flexibility to apply more creative cost-cutting measures as well.
Smartling understands that all marketing content is not created equal. So instead of imposing the same process on every project, we give our clients the freedom to choose who translates each asset and what workflow they follow.
Professional translation and a three-step review process may not be necessary, for example, when localizing low-priority content that is unlikely to inspire customer conversions. Those expenses could be spared by setting up a simplified workflow instead that recruits a multilingual colleague to post-edit machine translations.