Social media has really shrunk the world. What’s more, social media sites like Facebook and Twitter are available in multiple languages, further connecting our global community. This also means that it’s worth it to promote your translation company website in social media.
Global businesses haven’t truly given in to globalization if they don’t have content available on their website in multiple languages. This is where a translation company comes in: they can take a business with global dreams and make them a reality. Other clients are on social media with more specific translation needs, like translating a brochure into multiple languages for non-English speaking clients.
These clients are waiting for translation companies on social media — all it takes to reach them is a little promotion.
Being interested in language isn’t a new phenomenon. In fact, history is full of instances of figures who knew more than one or two languages. Let’s take a look at some famous historical figures that you may not know were polyglots.
Elizabeth I (September 7, 1533 – March 24, 1603)
Being royalty or a politician means getting a lot of benefit from knowing multiple languages. Someone in a position of power needs to be able to communicate fluently with many different officials and citizens. Now people in power have translation tools that can allow them to get by, but in the olden days? You had to fully rely on language proficiency to communicate. Maybe that’s why Elizabeth I (pictured above) knew seven different languages: English, Flemish, Welsh, Scottish, Irish, Greek and French.
You might think that an industry focused on translation to ensure effective communication would avoid using puzzling acronyms, abbreviations, terms and jargon. Nevertheless, the fact is that when you discuss translation industry terms, you’ll encounter all of these — and it can be difficult to figure out what the latest bit of alphabet soup and word salad refers to. This guide for those of you who are not familiar with the jargon used in the translation industry should help you understand them a little better.
As companies continually strive to expand into international markets, B2B marketing strategies also need to catch up and adapt. To achieve global success, organizations need to apply an approach that takes into account how different cultures will receive the marketing messages, and translation becomes a critical tool in its implementation.
Here are the top 3 reasons why translation is essential in any global B2B marketing campaign.
If your goal is to expand your company beyond domestic or even international markets that predominantly speak English, you will realize how important it is for you communicate your message to your global market as accurately and as efficiently as you have been doing with your English-speaking customers.
You have probably recognized that B2B translation is now more of a necessity than a luxury if you want your future B2B marketing campaigns to be successful. Here are some factors to consider when choosing the right translation service for your business.
1. Who is your audience?
The tone of the message conveyed will depend on the readership.
2. Is there a need for your product in that market?
When you’ve identified who your audience is, you can put your focus on the language that requires translation.
3. Would your product benefit more from a translator who also speaks the language of your industry?
Considering that B2B covers all industries, translation often needs to go beyond just basic language in many cases. For example, if you are looking to expand your services to a software company in Germany, it would be beneficial for you to have an English to German translator who is also familiar with tech jargon.
Translation services have been keen on finding translators who are not only native speakers, who can communicate accurately and on a cultural level, but who also specialize in specific fields such as information technology, healthcare, finance or insurance.
4. Which languages do you need to translate into?
Will you need French as used in France or, if your customers are in Belgium, would you prefer to use the services of a Belgian translator? This may seem like a detail when considering translating, but it can imply significant differences based on your industry.
5. Will you need to localize parts of your message?
Once you’ve established what your target market is and the language that you need to translate into, you need to recognize if there are parts of your message that ought to be localized to serve a specific region.
Localization is the second phase, going beyond basic translation to adapt the cultural background of your message and giving you a stronger connection to your audience.
6. Have you considered translating your company’s website?
If you hope to have a strong presence in the country of your target market, it would be advisable to translate your website into the language used where your products will be sold.
When you make an effort to communicate, your audience will respond positively and appreciate it. The last thing you want to do is use an automated translation option for your website, because these can’t identify context, and you may end up “saying” something regrettable and embarrassing. Not everything has a direct translation.
7. Will the country require you to comply with local regulations?
You may encounter a country or a region that will require to you translate information found on your product packaging, such as disclaimers or instructions.
Again, it is absolutely critical to have an excellent and, more importantly, accurate translation for this information, as it could lead to a lawsuit or injury if the message is not delivered correctly.
The essence of language is communication. If you have found success in communicating your products, company mission and goals in English, you should be aiming to deliver the same clear message to your international market in the language they understand and present it in a way that makes sense. Feel free to contact BeTranslated for your translation needs.
To many clients, the way translators and translation agencies calculate their rates must seem akin to Black Magic: you’re supposed to fill out a web form to “get a free quote”, and if you’re lucky, before long, you’ll get a number back. How the translation agency arrived at that number often remains a mystery. Is there a logic to it, or did they simply multiply your zip code with the phase of the moon and divide it by Pi?
It’s no wonder many clients are put off by the lack of transparency when it comes to the rates for quality translations and rather try their luck with machine translation or a sketchy low-price service — with predictably sub-par results.
How Translation Rates Are Calculated
A professional translation agency will take a number of factors in consideration when quoting rates — and the phases of the moon have nothing to do with it.
Translation projects are usually quoted by the word, and the source and target languages are key for the calculation of the rate. Certain language pairs are much more common and affordable than others. Supply and demand as well as the cost of living in the respective countries factors into the price. The translation community proz.com offers a list of average rates based on information volunteered by their users. Rates per word can vary wildly, from about $0.14/word for common pairs up to twice that much for more rare or difficult languages such as Icelandic or Swiss German.
Level of Specialization
The second most important factor in calculation translation rates for any given text is, simply put, the level of difficulty. A relatively commonplace text that relies on a familiar vocabulary and short sentences easily grasped by a general audience will be quoted at a lower rate than a highly specialized document that requires a lot of research or knowledge of specific jargon or context. Technical translations, medical or legal documents take more effort to get right and accordingly command higher rates.
“Gut Ding will Weile haben” is a German proverb that translates to “Rome wasn’t built in a day.” A quality translation can take as much time as it took to create the source text. Still, translators everywhere are all too familiar with clients who consider this process an afterthought — if they consider it at all. More often then not, this results in turnaround times that require long nights or weekends. It should go without saying that rush jobs at a high quality level will raise the price tag on your project. As the famous diagram says: you can have it “fast”, “good”, or “cheap” — but you have to pick two of the three. Make sure you plan for a realistic delivery time, or get ready to pay extra.
Repeat Projects and Translation Memories
I mentioned earlier that more specialized texts can require a good deal of research from the translator to understand the context of a specific text and make sure technical jargon is used correctly. Cultural considerations and localization may also take extra time and effort. The upside of this process is that once this work has been done, subsequent texts in a similar vein can be translated more efficiently. Translators who keep working on a long-term, ongoing project can increasingly rely on translation memories and project glossaries, which cuts down on effort and price.
Professional proofreading should be included in any translation quote, but a number of other factors can affect the price of your translation: are the files in a peculiar format that requires extra effort? PowerPoint presentations, XML document or InDesign layouts may add to your total. Audio transcriptions, software internationalization, the translation of web apps and other specialized services are almost sure to incur surcharges.
As you can see, there is no Black Magic involved in the calculation of translation service rates — but the factors involved can be as varied and as complex as language itself. That’s why a reputable translation agency won’t give you “one price fits all” quote without taking a closer look at your project and its specific requirements.