In the era of globalisation, internalisation and technology developments, a cross-border business isn’t unlikely anymore, even for the SMEs. What just 15 or 20 years ago was only available to the business giants, can nowadays be a reality for all types and sizes of organisations.
Still, expanding business abroad is by no means an easy task. There are several factors which can directly or indirectly influence your company’s success; from legal, marketing to social and cultural aspects. As you can imagine, these factors often penetrate and influence each other and differ from country to country. Nonetheless, one factors remain exactly the same across all countries and cultures, and that’s language. People prefer to be approached in their native tongue; whether it’s your marketing message or legal correspondence, speaking to people in the language they fully understand can in many cases be extremely beneficial.
Translation services play an important role in the international business for many years now. Due to globalisation, a growing number of business owners decide to approach foreign markets and customers based abroad, whether it’s digitally or by a physical presence.
In fact, over 90% of people who regularly shop online say, that they feel more inclined to a purchase if the information about a product or service is provided in their mother language. That’s a huge number, but it simply means that if your competitor offers similar services to you, but allows their clients to read about them in the market’s first language, you’re most likely to lose potential business.
For business owners, deciding which content and material to translate when expanding abroad can be quite a difficult decision, especially if they do not have any previous experience working with a translation agency.
Translating your marketing material such as brochures, leaflets or even business cards can be a very significant step to acquiring new clients in a new, Foreign market. As previously mentioned, a vast majority of people are more likely to commit to a purchase if the information about a product or service is available to them in their native language. Therefore, making sure that your marketing material is accurately translated can often be key while expanding abroad.
Before approaching new markets, it’s important not only to be aware of the country’s laws and policies, such as tax laws, customs laws, import restrictions, corporate organization or labour law, but also to make sure that all of your legal content and material is reliably and accurately translated. From contracts to terms & conditions to other significant information, in order to effectively communicate not only with your clients, but also with your partners, you must work with a translation agency specialising in business translations.
Translate your website
Nowadays, it’s possible to approach clients abroad without even leaving the office. Technology allows consumers to browse and purchase goods from all over the world and business owners to expand their business onto new, international markets with the help of digital media. In many cases, the very first point of contact between a potential customer and an international business is the company’s website.
Ensuring that your website is professionally translated is vital for brand image. Additionally, an agency specialising in translations will not only translate, but also localise your content to ensure that it is fully suitable for the audience you wish to address. From currency to time zone and other similar content, a translation company will carefully interpret your entire material.
Human vs Machine translations
For many business owners, especially from the SMEs sector, incorporating translations into their budget may be a difficult task. For many, the cost of professional translation is simply too high and so they tend to use free, online tools such as Google Translate in order to translate their business material.
Machine translations, although constantly improving their quality, still aren’t fully reliable and accurate. While machine translations may be handy in order to communicate with friends and family, they still should not be used for business translations. As mentioned previously, your content such as website can be a very important aspect of brand building and company image. If your material is full of mistakes and isn’t carefully localised for the target audience, this could be potentially very harmful to your business, especially within a new market where you are still to build your brand’s image. Working with professional translators ensures that any grammatical or stylistic mistakes are eliminated and therefore your company looks professional in the eyes of the new, foreign clients.
With growth in technology and globalisation, translation services play a major part in the business world. From local SMEs to some of the world’s largest organisations, business owners fully understand how important it truly is to speak to your consumers and potential clients in their native language.