If you’re looking at going into a new market, translation and localisation need to be high on your list of things to consider.
First of all, let’s take a quick look at the difference between translation and localisation:
Translation is the general task of putting your content (website, brochure, packaging etc) into another language.
Localisation is the art of making sure this new version of your website or brochure meets the expectations of the market it’s intended for.
For example the colour scheme may need to be altered to reflect cultural preferences in certain countries.
Images may need to be replaced or adjusted if they contain certain sensitive themes, for example the way people are dressed.
The tone of your text may need to be made more respectful, or cultural references may need to be updated so they make more sense in the translated version.
What might I need to get translated?
The first thing to consider is a business card. If you are looking to enter a new market, you’ll need to visit a few times to get a feel for the possibilities and to meet potential clients and partners. A properly translated business card can make the difference, making a good impression and emphasising that you are serious about your visits.
A two-sided business card is simple to translate and is a relatively inexpensive investment that may just help make the right impression.
Once you have a few meetings lined up or a trade fair to visit, you’ll want to leave something behind so you are remembered. A single page flyer is a great way to introduce your company, which can be handed out at fairs, sent to interested people with a quick email and put on your website.
Moving on, if you’ve had enough positive feedback, your company brochure is the next thing to consider. It’s worth getting this translated professionally, proofread and typeset, ensuring any localisation is professionally handled. You might want to consider a slimmed down version of your original brochure to save costs and to test the market with, however whatever you produce needs to look good and represent your company in the best possible way.
Once you have established that there is a market for your products, you might like to consider a website, either a mirror of your existing version or a smaller, more targeted country-specific site. Again, localisation needs to be considered, and a good SEO strategy needs to be formulated that will work in the overseas market. Remember that you will need to keep this site fresh and updated, just like your main site.
There’s no need to spend a fortune on translations when moving into a new market – we’re happy to offer advice on how to handle your language requirements and help you get the best value for your budget. Get in touch on 0844 856 1086 or go to www.midlandtechnical.co.uk for more information.