4 Global Expansion Challenges and How To Face Them

 

marketing.localization

Today, we’ll discuss some of the main global expansion challenges you’ll face if you decide to push your business to other markets, based on the experience we gained from our clients.

We explain how can you face these challenges in the best way possible and without too much effort. Let’s dive in!

 #1. The languages

If you entering a foreign market, your main worry is how to communicate your message and brand to the potential buyers of your product, or users of your services. This issue includes many things, not just your website.

For example, one of our clients was undergoing a huge expansion process. The company needed to localize its content into around 30 languages at once. Besides the website, this also included other materials, such as support e-mails.

The client was worried that they will not be able to provide support to their clients in this vast number of new countries, as their support team did not speak all these languages, and finding and training new staff was a tedious task.

For this specific client, we implemented a machine-translation solution which enabled them to understand the content of the e-mails they were receiving, and we also prepared teams of native speakers for each of the languages to help out if certain machine-translated content needed to be improved upon.

This gave the client great turnaround times, and they were able to handle the support with their current team.

#2. The money

This is a no-brainer. You may simply not have the budget to translate all of your content at once, regardless of all the benefits this will bring you in the long run. That’s understandable – you need to calculate your cash flow for each month just as much as the long-term goal of earning millions in new markets.

Most of our clients actually use a combination of different workflows to get the job done. Parts of their content are translated internally, which means that colleagues from other subsidiaries help in localizing content for certain target markets. If that’s not possible due to capacity, the content is outsourced to us.

With a combination of fully machine-translated content (for content which is only used within the company), machine-translation and human review (for repetitive, online content), and professional human translation (for marketing content, slogans, and legal content) the companies can keep track of how much they spend and choose different approaches based on their financial limits.

#3. The time

One of the questions we hear most often from our clients is What is the implementation time?. The main benefit of having all the building blocks already in place is that we can scale solutions up or down, depending on the client’s needs.

In other words, our clients can start using our system as soon as they sign up. This means that they can start building teams and inviting users, while we set up training sessions with them. It rarely takes more than one hour to get them up to speed, so once the online training is complete, the users can start creating projects.

If they need to outsource, they have a pool of thousands of verified translators to choose from. If they need machine translation, they can start translating immediately. If they need to track how much they are spending, our system monitors that in real-time for them and enables them to invoice everything through the system.

#4. The technology

This goes hand in hand with the previous point but we needed to separate it from the everyday implementation questions, as this one definitely stands out as a separate concern.

Most of our clients use different technologies and have different needs. One client is only translating Excel files with a huge team of internal translators. Another client needs to translate an online marketplace but also needs automated export/import of the daily changes on their portal. The software developers we work with need to localize version of their code from their repositories using an automated syncing period.

Although all these cases seem to be so different, there is one solution to their problems. The backbone for all these translation projects is the Translation Management System (TMS) we built, including team management, translation memories, terminology management and invoicing.

The only difference is the connector between our TMS and the system the client is using. This can be an API integration, and out-of-the-box connectors, such as GitHub, or a file-based approach.

With a wide range of clients with different platforms and content management systems, it is still very easy for us to adapt to our client’s needs and blend into their IT environment.

We are here to help 

In case you have a specific need, as most of our clients do, don’t hesitate to reach out. Chances are that your request is not the craziest we have heard, so we will be able to provide guidance. It does not cost anything and can help you put things in perspective.

If you want to see yourself how our TMS helps our clients focus on their work instead of worrying about localization of their content, create a free account on our platform and test it for yourself!

Gosia
Written By:

Gosia loves copywriting and product translation. Additionally, she's a content marketing and lolcats junkie.

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