Localizing your content is a crucial part of the globalization process. There is simply no way around it if marketers wish to really put their brands out there. The problem comes with the way it’s done. To put things in order, we decided to share our experience and create a mini checklist explaining how to properly localize marketing materials.
#1. Choose a High-Quality Translation Provider
Isn’t it the most obvious thing that you need to have the translator to translate your stuff? Well, maybe! But keep in mind that knowing a language isn’t often enough to adapt your marketing materials to all cultural aspects of the target country. You need someone who operates in a socio-linguistic context of a given content.
#2. Start With Workflow Management
Translating a lot of marketing materials will include a whole lot more of organization and tracking. Is it demanding task to be organized manually? Well, starting from finding the right translators to an organization of the process – yes. What you need is a tool that enables you to organize your whole translation project flawlessly; whether you want to send your material to professional translators or you already have your own. In short, find an advanced translation platform that is both the translation vendor and a powerful SaaS tool for organizing your own translation projects.
#3. Go For Website Translation
Adding value to already created, well-thought-out content, expanding your global range and meeting your audience’s needs is simply your job as a marketer. So there – translating a website is an integral part of globalization. Under no circumstances, you cannot forget that your website is a living entity! Every update you make to your website plays a part in the interaction with your visitors and search engines. A static website that hasn’t been updated with fresh content in a while can be viewed by many search engines as “dead”, with nothing new to offer. Putting yourself in the shoes of a global customer states about your brand, too.
#4. Use a Translation Management System
Translating marketing materials will probably include a lot of similar sentences and terminology. Using a translation management system (TMS) will help you to reduce the cost by utilizing translation memory for similar or identical sentences and terminology for coherent translations.
Plan localization process ahead, separate text from images and understand what are you actually translating. When you plan more, common mistakes when preparing files for translation can be easily avoided. You can check out this guide to avoiding mistakes when translating digital content such as resource files, websites and apps.
#6. Tackle The Integration Process and Automate the Translation
With marketing content translation comes the need for a more automated workflow. Find the provider that integrates seamlessly with your GitHub and BitBucket repositories. It is extremely important that files can be synced for continuous translation and versioning. Integrating with your own CMS using API should be in standard, too!