{"id":1751,"date":"2018-05-18T00:00:00","date_gmt":"2018-05-18T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1751"},"modified":"2018-05-18T00:00:00","modified_gmt":"2018-05-18T00:00:00","slug":"how-to-avoid-making-translation-faux-pas-in-your-marketing","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/how-to-avoid-making-translation-faux-pas-in-your-marketing\/","title":{"rendered":"How to Avoid Making Translation Faux Pas In Your Marketing"},"template":"","blog_categories":[9,15],"resource_categories":[27,28,37,34,30,35,26,21,23,22,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1751","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-content-type","resource_categories-industry","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"When it comes to communicating with global customers, translation errors aren\u2019t just awkward\u2014they\u2019re costly to your bottom line.","news_inline_styles":"","blog_video_id":"","article_body":"

Here\u2019s the scenario: You\u2019ve got a memorable marketing campaign, with a punchy slogan that\u2019s producing a strong ROI in your flagship market.<\/p>\n

But when you roll out the slogan to global markets in different languages, revenues stall. The culprit? Weak translation. Suddenly, you discover you\u2019ve joined the ranks of other companies that have alienated customers with lousy localization. You\u2019re among those that have accidentally invited consumers to check out the \u201ccorpse\u201d in their cars, develop \u201cdiarrhea\u201d from their beer, \u201cfly naked\u201d on their airline, or bank with a financial institution that \u201cdoes nothing.\u201d<\/p>\n

Mistakes like that are embarrassing, potentially offensive and costly to fix. It\u2019s much better to avoid translation mistakes from the start. Here\u2019s how.<\/p>\n

No Brand Is Immune<\/h2>\n

Business can\u2014and have\u2014spent millions of dollars to correct a single translation error. Add to that time, internal resources and brand-reputation costs, and you\u2019ve got one expensive problem on your hands.<\/p>\n

The fact is, any business can make a translation faux pas if they\u2019re not careful. Brands like HSBC, KFC, American Motors, Ford and others have found themselves cleaning up translation messes.<\/p>\n

To avoid such mistakes, brands must take a savvy, well-planned approach to translating their content for global markets. To ensure your brand messaging is deftly translated, follow these best practices for international business translation.<\/p>\n

\n

The fact is, any business can make a translation faux pas if they\u2019re not careful.<\/p>\n<\/blockquote>\n

Employ Skilled Translation Experts<\/h2>\n

This should be a given, but problems with translation often begin with the people employed to do the work. Hire translators who:<\/p>\n

    \n
  • Know or can get up to speed rapidly on your industry and your company <\/li>\n
  • Properly use localized words and phrases that are meaningful in a given market <\/li>\n
  • Can handle omnichannel content such as videos, dynamic PDFs, and third-party apps <\/li>\n
  • Optimize online content for SEO with localized keywords, hreflang tags and other metadata <\/li>\n<\/ul>\n

    Know the Region and Its Culture<\/h2>\n

    Residents in many African nations speak Swahili. But that doesn\u2019t mean every African nation prefers to speak Swahili. The same goes for any other region that may share a language but can have regions with dynamic customs, cultures and language preferences.<\/p>\n

    Ensure that your translation team:<\/p>\n

      \n
    • Has local knowledge of the market so their translations will be culturally relevant <\/li>\n
    • Knows what is offensive and what isn\u2019t in a given market <\/li>\n
    • Has the fluency to create translations that are authentic and believable <\/li>\n<\/ul>\n

      Understand Your Customer <\/h2>\n

      It\u2019s not enough to translate words. It\u2019s not even enough to translate with regionalisms and local customs in mind. The best translations are crafted to reflect the individual demographics, habits, preferences, and experiences of your target customers. <\/p>\n

      As you translate your content, remember:<\/p>\n

        \n
      • People who inhabit different demographics often have different ways of speaking, including dialects or use of local idioms. Your translations should reflect that. <\/li>\n
      • There are micro-communities (such as vintage car lovers) with larger communities (such as the U.S.). Know how to speak to the group within the group. <\/li>\n
      • Humor doesn\u2019t always translate across markets, so approach it carefully. <\/li>\n<\/ul>\n

        Strive for Brand Consistency<\/h2>\n

        Maintaining a consistent brand identity with clear values that don\u2019t change, no matter who you\u2019re speaking to, can go far in helping you gain traction globally. Put simply, this consistency across all markets matters to your customers.<\/p>\n

        To assure consistency in brand translations:<\/p>\n

          \n
        • Localize messaging, not brand identity. Maintain the same core values, no matter where you\u2019re doing business. <\/li>\n
        • Decide how your brand should sound\u2014tone, style, philosophy\u2014and then be sure translated content maintains that brand voice. <\/li>\n
        • Look for areas where your corporate identity and the cultural aspects of the market overlap\u2014and use the overlaps to create authentic, relevant translated content. <\/li>\n<\/ul>\n
          \n

          Translating content for global markets doesn\u2019t have to be complicated, draining or costly.<\/p>\n<\/blockquote>\n

          Deploy a Streamlined Translation Solution<\/h2>\n

          Translating content for global markets doesn\u2019t have to be complicated, draining or costly. In fact, the easier you make the process, the easier it is to manage. That means you can focus on what matters most\u2014the quality of your content and your customer.<\/p>\n

          Look for a best-in-class solution that:<\/p>\n

            \n
          • Automatically identifies new content and queues it for immediate translation <\/li>\n
          • Operates independently of your CMS <\/li>\n
          • Offers a dedicated translation team who become experts in your brand <\/li>\n
          • Provides a \u201ctranslate once, pay once, use anywhere\u201d approach to maximize the multichannel use of your translations and reduce costs <\/li>\n
          • Is fully turn-key so your team can easily manage its use <\/li>\n<\/ul>\n

            The Bottom Line<\/h2>\n<\/p>\n

            In the delicate realm of fostering customer trust, a poorly translated message can be more than just embarrassing. It can spell disaster for your brand. Use a world-class translation vendor that deploys best practices for global translations, with the savvy you need to build a truly international brand.<\/p>\n","article_body_code":"","news_image":{"ID":17563,"id":17563,"title":"Avoid_Making_Translation_Faux_Pas-2.jpg","filename":"Avoid_Making_Translation_Faux_Pas-2.jpg","filesize":131457,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Avoid_Making_Translation_Faux_Pas-2.jpg","link":"https:\/\/www.motionpoint.com\/blog\/how-to-avoid-making-translation-faux-pas-in-your-marketing\/avoid_making_translation_faux_pas-2\/","alt":"","author":"2","description":" \t","caption":"","name":"avoid_making_translation_faux_pas-2","status":"inherit","uploaded_to":1751,"date":"2018-05-18 00:00:00","modified":"2018-05-18 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