How can your business succeed in today’s global marketplace? Against a vast landscape of content platforms, goods stores and professional services, rising above the competition might seem impossible. At Lingo24 we believe that getting noticed in this global marketplace should be viewed as an opportunity, not simply a challenge.
Play 1 – Understand your ‘why?’ to shape your program(mes)
It might seem obvious, but communicating with your customer is the most fundamental step to business success. The rise of the global marketplace and explosion of content in its spaces means that organisations today have to compete intensely to attract new audiences and customers. Distinguishing yourself from your competitors is one of the most important things to do when positioning yourself to sell on the global marketplace – but how can you and your organisation do this?
By translating your specialised or ‘technical’ content – product descriptions, documentation, applications, etc. – you can localise your organisation in new areas, tap into local audiences, and seize upon new market trends. When it comes to technical content like the types above we believe that it’s the details in your words that are key, and precise translations of this content are essential for creating meaningful connections with your new customers. Product catalogues, service descriptions and documentation are all examples of technical content where a faithful translation is key to retaining the core messages of the stuff you’re trying to sell.
The opportunities of doing global business
Businesses today just like yours are already powering their growth in international markets through ‘technical translation’. By harnessing translation, enterprises are able to sell their products and services unrestricted by locality, reach more markets faster with new offerings, and improve customer experiences. Behind the scenes, businesses can also integrate their data and feeds, and seize new opportunities through analysis. Remote teams can also be connected to work together, helping businesses grow.
Internally, organisations can also use technical translations to drive business change through company comms and training. In cases where the structure of the organisation will change a lot, for example if your company chooses to adopt share plans, a translation of these plans is instrumental for both employer and employee to fully understand the changes.
To truly demonstrate the power which translation holds in the global marketplace, you should read our case studies of Lingo24’s partnerships with enterprises who are expanding their operations into new languages.
Conversely, the spread of the global marketplace is also pressuring organisations to change. Increasingly more diverse localities are logging on to engage in shopping and other services online. It is no longer enough, for example, to produce product descriptions and ask for customer feedback in English alone. Guardian Labs (the branded content agency of The Guardian) asserts that only 25% of the internet’s users today employ the English language to communicate. Meaningful and prolonged engagement with the users consuming your content means delivering on their concerns, such as offering responsive customer support, creating familiar payment methods, and fundamentally, developing an engaging website – all translations which we call technical.
Why the ‘why’ matters
Understanding the landscape of the market today is only part of the picture, however. It’s crucial to define why you specifically want to translate your content before your translation has commenced.
It’s fundamental to define your translation ‘why’s because these give your translation project end goals to aim for. Measures of success can take different forms and your goals should be specific to your organisation. For example, you might want to routinely update your mobile app to fix bugs. Working backwards from this end goal, you can then map out the shape of your translation project – we’d need a quick turnaround on highly accurate technical translations. We’ll look more closely at the importance of your ‘why’s and how to practically set them in the next instalment of Key plays for kickstarting your technical translations, # 2.
The opportunities in the global marketplace to reach new target markets and qualitatively engage with new audiences should not be underestimated. Organisations large and small are already expanding their operations overseas and communicating internally and externally with increasing effectiveness. If you are set on grasping at this opportunity, your next Play is to understand why your organisation specifically should be translating its technical content – we’ll be releasing that shortly.
This blog post is one “Play” from Lingo24’s Playbook for Localising Technical Translations. Over the next few months we will release the content of our Playbook here in our online Knowledge Centre. Alternatively, you can access the Playbook containing all of the Plays immediately, for free, by downloading the Playbook for yourself.
You can also read our applicable Case Study on SportPursuit. We helped them understand their “why” by performing A/B tests on their website’s pages, proving they would get higher traffic from localities by translating their content.