If you regularly outsource translation projects, then you know your project result can either be a hit or a miss. Missed project results usually mean poorly performing marketing campaigns with lackluster ROIs.
Finding the right translation services provider who can capture your message and tone can be challenging. To get the best results out of your translation projects, it is crucial to not only compare the works done by different providers but also provide input on the standards you expect for your projects. Here are seven tips to follow to get the most value from your translation budget.
Before hiring a Language Service Provider (LSP), confirm if you have any existing content that is in your target audience’s language. This content can be material that has already been translated in-house by local sales agents or employees, or by another agency.
Provide the content to the LSP to find out whether they can expound upon or improve it to match your brand’s tone.
Using existing content can keep your costs down since the LSP won’t be translating the content from scratch.
Think about the behaviors of the foreign market you want to target. Remember, cultural mannerisms are different, and directly translating slogans or other information for a foreign audience can lead to confusion or, even worse, end up being offensive.
Hire an LSP that has translators who are native speakers of the target language. The translators should be able to convey the message you want to the audience in a way that resonates well with them.
Many businesses struggle to get great results on their translation projects because they don’t articulate what they need. Although an LSP may have experience translating your type of content, they may be unable to deliver on your expectations because you haven’t stated what your brand’s “voice” or “tone” is like.
To save time and get the most out of your budget, develop a style guide and termbase to be used for your projects. Provide the guides to the LSP team to ensure your translated content are on-brand.
Depending on the type of content you’d like to create, you may need a document translation services company with experience in working with different file formats. For example, you may work with documents in various forms like MS Word, Content Management Systems (CMS), and design software like Adobe InDesign.
Professional translation services have technologies to retrieve content in its original file format. After translation, the agencies can also deliver the content in your desired file format.
Having a Translation Memory (TM) database is important for ensuring consistency of your translation projects and reducing costs. The TM database should be evaluated regularly and improved to reflect the changing needs of your content requirements.
Provide the TM to your LSP for accurate content translation. During your project review, refer back to the TM and check for consistency in translation and accuracy of the content.
It’s important to involve local staff in the translation process. If you are new to a market, you’d want to hire an LSP that has native speakers of the target language. The speakers can propose different ways of translating your content in a manner that would resonate with the audience.
After translation, get the content reviewed by your staff before using it for your campaigns. The review should be done when the final design and artwork to be used have been incorporated into the content.
Finally, do a thorough search on LSPs to hire the best one. Compare the works from different providers. Remember that a low-priced LSP can sometimes end up being more expensive in the long run. For example, you may have to deal with multiple revisions and extended project durations if you hire a cheap LSP.