Top 5 Things to Consider When Choosing a Translator for Your Marketing Campaigns
Updated: Jun 11
The world today has become a unified, global marketplace, where you can ‘meet’ your customers digitally and practically conduct business without any borders. Though the opportunities to expand your business are great, there are some challenges too that your business needs to overcome. When you plan to approach and make inroads into foreign markets, one of the most challenging tasks is to create marketing campaigns that truly reflect your target market’s customs and beliefs, and can genuinely connect with and meet the needs of your target consumers while not diverging from your company’s values. And that’s where a competent translator can help.
If you plan to create customized marketing campaigns targeting a wider, international audience in their native language and want them to resonate with your target audience, here are the top five things you should consider when choosing a translator:
1. Translation of the message, not merely the words
Unlike technical or legal translations, translating marketing communication is different as the latter should ensure the translated message resonates with your target audience. This means the translation of your content should go beyond a literal translation of just the words. Thus, when translating a marketing campaign, your translator should get the essence of the message and add value to it, which would make it more persuasive, impactful, and interesting. This can be done only when your chosen translator is adept in the source language and the target language to give both the same attention they really deserve, thus making your translated message as effective as the original.
2. Understands cultural nuances
Even when the words are translated correctly, they could sometimes evoke a completely different meaning. Images, idioms, and puns too could be interpreted differently based on your target market’s cultural background. That’s why it’s important to choose a translator who understands your target market’s culture and can conduct an up-front cultural assessment to suggest changes to your content based on your target market. Doing this would save your business from the potential embarrassment that could be
triggered due to offensive or confusing localized marketing content.
3. Is adept in transcreation
As mentioned before, straight translation may not always be enough when translating marketing content because cultural references, idioms, figures of speech, etc. may not appeal to your target audience if they aren’t translated well conceptually. Again, your source language may have words and phrases that simply can’t be literally translated into your target language. In such a situation, your translator will pick up the meaning of the phrase or sentence and convey it effectively in the target language while retaining the source language’s existing intent, tone, and style.
4. Aligns your message’s tone and style with your corporate persona
Your marketing campaign content is likely to have a specific style and tone that resonates with your brand and lets your audience recognize it. It’s important to retain the same tone and style when you are getting your marketing content translated. When you have a competent translator working on your marketing materials, you can rest assured of getting the translated materials with the same brand voice and consistency as the source material. Whether your communication is formal or informal, your brand image an authoritative and established one or new-age and disruptive, or your business driven by innovation or heritage, all these factors will be taken care of in your translated material by an experienced translator.
5. Runs a check on the designs and images
Your marketing campaign’s designs, colors, and images are just as important as the words when you’re translating the content. A competent translator, who’s close to your target audience’s culture, would check if the source document’s images resonate with the target audience and if colors, designs, and symbols have a different meaning in the target language from what’s intended in the source language. If required, simple and small changes would be made to get your content ready for the target market. This would make a big difference in how your brand is perceived in the target market.
If you want to ensure your marketing materials aren’t translated into something offensive, funny, or plain nonsense, you should keep the above factors in mind when choosing your translator.