Marketing translation is the process of adapting content to a different language and culture while preserving its impact and appeal.

By adapting the language and content of marketing materials rather than simply making a direct translation, the translated content will suit the preferences and expectations of the target audiences in other countries. It’s not just a matter of translating words, but also of conveying the right message, tone, style, and cultural nuances that resonate with the potential customers who speak another language.

Using the right translation strategies can help you reach new audiences, increase brand awareness, and boost sales. However, this also involves quite a few challenges and best practices to be aware of.

Our article will focus on how marketing translation can allow you to easily connect with international audiences without unnecessary headaches—if done right!

By done right, we mean done by a professional translator with experience in the field.

Why should you invest in this service when you could just use Google Translate and save money? Because the resulting copy will have a significant impact on the success or failure of your marketing campaign.

In fact, poorly translated marketing copy can damage the reputation of a brand, cause damaging misunderstandings, and even offend or alienate the audience and ultimately result in lost sales and opportunities.

Only a professional translator can help a brand to communicate effectively and persuasively with its target market by using the appropriate terminology, idioms, humor, and references that are familiar and appealing to the audience.

A professional translator can also ensure that the marketing translation is consistent, accurate, and compliant with the legal and ethical standards of the destination country.
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In sum, when we say it must be done right, we mean only a professional skilled translator will allow you to reach audiences in other countries, getting the right message across.

Hiring a competent and skilled professional is a strategic investment that can enhance brand image, increase customer loyalty, and boost the sales performance of a business.

Often, marketing translation requires localization or transcreation, which are specializations not all translators have.

To give you a better picture of all this service entails, here are some of the considerations and strategies involved in the process:

Understanding the brand voice and tone

Brand voice is the consistent personality and style of communication that a brand uses across all channels. Brand tone is the variation of the voice depending on the context, audience, and purpose of the message. Translators should familiarize themselves with the brand voice and tone guidelines, which usually include examples, dos and don’ts, and specific words or phrases to use or avoid.

Researching the target market and culture

Translators should know who they are writing for, what their preferences, values, and expectations are, and how they perceive the brand. They should also be aware of the cultural nuances, idioms, slang, humor, and sensitivities of the target language and region. This will help them avoid mistranslations, misunderstandings, or offense.

Adapting the message to the medium and format

Translators should consider the channel and format of the message, such as a website, a social media post, a billboard, or a video. Different mediums may require different styles, lengths, or layouts of text. For example, a website may have more space and detail than a billboard, which needs to be concise and eye-catching.

Using the right techniques

Use transcreation when necessary! Transcreation is the process of recreating and reimagining brand messaging from one language to another while conveying the intent, style, tone, and context of the original source. Transcreation goes beyond literal translation and allows for more creativity and flexibility. It is especially useful for slogans, headlines, taglines, or other catchy phrases that may not have a direct equivalent in the target language.

Seeking feedback and quality assurance

Translators should always check their work for accuracy, clarity, consistency, and appropriateness. They should also seek feedback from native speakers, clients, or colleagues to ensure that the message is effective and aligned with the brand voice and tone guidelines.

Localization obstacles

• Numbers: different cultures have different feelings about numbers. For example, many people in the West think Friday the 13th is a bad day. But in some places, the number 13 is a lucky number.
• Currency: it’s a good idea to show the prices of your products in the currency of your customers. That way, they don’t have to do the math and they can see how much they are paying.
• Measuring Systems: some of your customers might use different units to measure things. For example, if your product has a size or a weight, you should include both inches and centimeters, or pounds and kilograms, or make the appropriate conversion to match your target customers. This is not only nice for your customers but also required by law in some countries!
• International / Local Holidays: if you want to celebrate a special holiday with your customers, make sure you know when it happens in their country. For instance, Mother’s Day and Father’s Day aren’t on the same date everywhere. Check the local calendar. Also, some holidays have different names or dates in different cultures. For example, our New Year’s Day is not the same as Chinese New Year. Make sure your marketing content matches the holiday name and date of your target market.

To learn more, check out our reading suggestion:

https://www.acclaro.com/ebooks/marketing-translation-tips/

Now that you know why you need Verbarium, don’t hesitate to contact us! 🤗

At our translation boutique, we offer several language services, including translation services, proofreading and editing services, and specialized services, such as copywriting and transcreation.

You can use our WhatsApp button on the website, our contact form, e-mail, or even give us a call! ☎️