International marketing is the key to success for many companies based around the world but success in this area depends on whether potential marketing materials are in a language that international buyers really understand. A business can build its language capabilities by using professional translation services to translate important product information into the local languages of potential customers. No-one can make the assumption that English can be understood by all and if they do they will certainly lose business to their competitors who have used effective document translation services to translate important product information and marketing information into local languages.
The United States possesses, at 26 percent, the largest online market. This will inevitably drop as more companies market their products online by using as many local languages as possible. Most internet users have emphasized through their consumer behaviour that they respond more favourably to product and marketing information in their own languages. Most people would not choose to learn another language just so they have more access to global goods and services. They expect to be presented the facts in their local language which offers them the best chance of making the right choices when wielding their purchasing power.
Common Sense Advisory (CSA) has revealed evidence that the potential future markets are in places like Russia , Vietnam, India and Brazil whose economies are accelerating at a faster pace than those in the English speaking world. These potential buyers are more responsive to marketing in their local languages than unfamiliar languages such as English, so important marketing materials need to be translated by professional translation services so that the language used is not only correct but culturally appropriate too.
Australian companies seeking out global markets need a NAATI translation to ensure that the translation for the local language is professional and correct as it is considered to be the standard for the best document translation service available in Australia.
It’s not so much that the computer age has sped up our ability to do just about anything including translations but what is far more important is globalization. The computer age has meant that many aspects of life today, wherever it happens to be, can be viewed by the global community through the use of computers. This doesn’t mean languages are being lost – far from it! Most of the world’s languages are steadfastly holding their own and computer communication has had to live with this and adapt by providing translations of everything that is worth knowing.
Accredited individual NAATI translators used to take on small projects at home but today the growing demand for certified translation services has meant that bigger companies have invested in offering translation services to meet the growing demand. It is not cool if you haven’t translated your company website into the languages of your targeted customers. If you fail to do this you lose out to a competitor who has tapped into translation services even the expertise of immigration translation services to get its website global by offering it in a number of languages.
The sky is the limit for the translation industry, even just in the translating and maintaining of websites in a multitude of languages. This is the aim of many company websites so that more customers are drawn to a product. Voiceovers are another example where translation experts are in demand. Designing the text for a voiceover requires exceptional expertise when it comes to translating the message into other languages so the true meaning is not lost. Video subtitling is turning into a big industry too when a product is demonstrated by use of video only one language is used but now there is a trend moving towards providing subtitles in many languages.
The translation industry doesn’t even have to worry about an economic downturn as this would translate into an upturn as businesses seek out more ways to attract potential customers far and wide where language is the ultimate persuasive tool.
It would seem very surprising if tourist operators did not consider translating their publicity materials into other languages as tourism today is a truly globalized market. People don’t want to miss out on what the world has to offer so by hook or by crook they will get to those tourist destinations that intrigue them, whether it’s the orangutans of Borneo, Tahitian dances or a coral reef. Once they reach that destination, language could well be a barrier if key information has not been translated into any other languages commonly used by tourists who frequent that particular tourist attraction.
Tourism translations done for travel agencies, hotels , tour operators and other businesses who offer tours or services to tourists means that more potential customers are likely to be attracted to that destination because they believe communication will be easier. Websites today are one of the prime promotional tools and are of particular relevance to tourists if certified translation services have translated them into the most commonly used languages
Here are tips for translating tourist related information
1. Use Appropriate Language
Complicated language is not required in the tourism industry. Texts need to be translated into simple but eye catching language that showcases what is on offer. NAATI translators have the flair and understanding of tourism concepts.
2. Use persuasive marketing language
A good tourism translation will market the product so that it is attractive to the potential customer and it will persuade them to take up the offer. Immigration translators know how to use words effectively to capture an audience and do well translating tourist related literature.
3. Don’t forget your client
A focused tourism translation will translate a text that suits the audience as some cultures need to be targeted using a specific style and tone.
4. Don’t omit essential details
A tourism translation can be a challenge as some tourism products may require a price list. A good translation will include prices converted into the currencies of their expected currencies so that the customer can evaluate what they are getting for their money.
Business is getting ever more global, or at least the prospect of increasing a business’s potential market is tempting more and more businesses outside of their usual market place. This is fine when the new market understands the language used by that business, but usually this is not the case and expansion involves translating all marketing material into both the language of the potential new customers as well as take into cultural differences, too.
This can be a challenge as most businesses are not well equipped to cope with translations, let alone adapt those translations to a specific, new cultural market. Most businesses which intend expanding overseas will use an experienced translation services provider to take on the task of translating their requirements. The question then for global marketers is what translation services they should be looking for?
Businesses in Australia should first make sure they use accredited NAATI translation services as they will provide a quality translation service. Your chosen NAATI translators may be able to help you create a global brand strategy. This should include your logo, fonts, tagline etc and ensure that they are consistent throughout your anticipated market region. Basically, you want to ensure that your business is recognized throughout the intended market. Not all translation services are set up to provide this sort of service and you will need to work with them to make sure you get the sort of brand uniformity you want. Your translation service provider in Australia should be able to help develop a style guide which serves as a reference point for all your international offices.
A good global translation service provider should be aware of the pitfalls of straight translations. When it comes to marketing, this often just doesn’t work. What is called transcreation is a creative adaptation of translation which takes into account cultural differences as well as local dialect and other nuances which a straight translation just doesn’t easily mesh with. The whole aim of your expansion drive is to be able to reach as many new potential customers as possible, but they have to know what you are trying to sell them as well as feel interested in your product, whatever it is. A good NAATI translation service, which has translators immersed in the target culture you wish to sell to, is a fundamental requirement for the budding global marketer.
Video marketing is very popular and can be very effective. If this is something that you have used with your original market and wish to use in your new international market of course it will have to be adapted to that market, which means that the translation service provider must be capable of providing a culturally and linguistically appropriate video which gets across the message you want to make.
It doesn’t take much to realize that any official documents which need translating from one language to another need to be done by professional translation services. Official documents need the knowledge of a reputable certified document translation service. It is vital that any legal documents are translated precisely between the two languages, as any misunderstanding could spell disaster for the person who requires the documents to be translated.
A certified document translation of any documents which are official involves the use of language and terms that are bound to differ from country to country. This means the translator needs to do more than translate directly word for word between the two languages. He or she has to be familiar with the different terms used by the two countries using professional translation services. The more idiomatic the language used, the more proficient the translator has to be.
The terms used and the way different legal systems work requires exceptional expertise when a NAATI translation is used. When translating documents it’s not just legal documents that are important but specialized translators are required in industries to especially when it comes to product marketing materials and it is important that translators experienced in providing document translation services also understand a business’s specific jargon so it can be incorporated more effectively into the translation.
Professional translation services are researchers as well as translators as they need to know how the language is used in a variety of different contexts so this means studying the language in its context so that the best translation is provided as the end product. A translation has an audience and a purpose so the language translation has to reflect this in terms of register or tone, phraseology, syntax and terminology. The translator used by any professional translation services needs to have a vast amount of experience and knowledge of the pair languages to be able to perform a good document translation that meets the same requirements as a NAATI translation. It is important to set a standard or any sort of translation so that all documents translated between the two languages are perfect and fit the requirements for official translation.
As a translator, or as a translation services provider in Australia, you are going to learn about as much at a non translation conference as at a conference specifically for translators. This is because at, say a NAATI translators’ conference you only meet translators, while at conferences specializing in the area you have chosen to specialize in you meet potential clients who are looking for new ways to market effectively.
Translation services in Australia are a burgeoning industry and a competitive one too. If your services are not known about you won’t get many translation jobs to do. This makes marketing your services to potential clients very important and there is no better place to do this than attending a conference for marketers. Marketers at a marketing conference are there to market their products. A translator attending a marketing conference is doing just that.
What can a non-translators conference do for you?
1.It can improve your level of expertise, so if you are a specialist marketing NAATI translator you will get to know about current tactics in marketing strategies and language used which you will need to translate appropriately between your pair languages. If you are a legal translator attending a legal conference will have its advantages.
2.Most conferences have social media links to Facebook and Twitter and this gives you the chance to connect with others and showcase your skills. You will be surprised that translation is a sought after skill and you showcasing your skills through social media contacts will open new job openings. It will also give you the chance to promote human translators as opposed to machine translations.
3.Once you have made some contacts at a conference you can go about educating them about what translators do and how important it is to have the best translation possible done of any marketing materials which gives a product status. Many businesses use tools like Google translate, not realizing that these poorer quality translators don’t provide a good translation.
4.Meeting new clients is always a side benefit when attending a conference, especially when it’s to do with your specialism. So often, clients don’t get to meet real people from their chosen certified translation service, as it’s all done online.
There are simply thousands of languages that are currently in use throughout the world most of which can be translated into any other language as translators over the centuries have found suitable words in the different languages which have the same meaning when used amongst the language speakers. It has taken in some cases hundreds of years to formulate the languages that are in use today as languages evolve and develop through the eras.
Most languages that are translated between each other are well known entities but recently one translation services company in Australia was confronted with an interesting proposition by email and that was to translate an English document into Elvish. The translator confronted with this proposition took it upon herself to respond in the normal way to any translation assignment but she knew that Elvish was a fictitious creation of J.R.R. Tolkien, the author of the Lord of the Rings trilogy based in a fictitious country called the Kingdom of Middle Earth. She realized that the request was done totally tongue in cheek, so she responded in exactly the same way.
In order to be able to conduct an appropriate translation she said that it would be necessary to book a return trip to Middle Earth to undertake research and viewing time of the Lord of the Rings trilogy, which would make the translation cost $1,345,654 including accommodation, food and transport. She said that using a NAATI translator would guarantee the highest standard of English to Elvish translation. This is because Elvish is not her native language and she would have to undertake research to be able to translate the document from English to Elvish. She provided this breakdown to the person making the request but, surprise, surprise, she got no answer!
The acronym “USP” means “Unique Selling Proposition’, which is the unique aspect of your service that makes you stand out from the rest. It is not necessarily based on how competitive you are but is more related to the type of service you offer. It’s often difficult to evaluate your USP if you are offering professional translation services. You have to think about how what you have to offer is so different from other translators. If you can set yourself apart from other translators in any way at all this gives you your USP. With this USP you are able to market your NAATI translator services in relation to it.
Some translators choose to select an area that few translators focus on such as mastering the language of certain technical products. This can open doors in that specialist area that other translators don’t know how to tackle because they lack the language expertise in that particular field. A person who has gained recognition as a NAATI translator can take on language translations that require the translation to be done only by a qualified NAATI translator. This excludes other professional translation services which do not have these credentials. A NAATI translation accreditation can be part of your USP too.
Identifying your USP can be difficult, as most professional translation services have standards to follow which makes it difficult for a freelance translator to better.
There are some general points outlined below about translation services which you can use when considering your USP.
1. Professional translation service offer high quality translations on time;
2. Freelance translators have the edge over agencies and tend to offer high quality, polished translations;
3. A few translators provide translations that are exceptional because they are able to specialise in some select areas which enable them to be true masters.
From these points you can draw up what you think you should aim at for your USP.
Document translation services that don’t rush through a translation will get the best results. There are no precise criteria set for each document translation as it all depends on who is to receive the document as this will determine the type of language used. A translation service does offer a product when it provides translations of documents but it differs from products which have the same identity as each translation is unique.
Document translation services create an end product that suits precisely the client’s requirements. If the document has to be translated into layman’s language for a non specialist to read professional translation services will provide an appropriate translation. If the same document is to be read by a specialist the document translation services can provide a suitable translation with appropriate terminology for a professional. This type of service defines how adaptable professional the translation services are. The NAATI translator has the necessary experience to choose appropriate language in a document translation to suit the document’s audience
Most professional translation services do have a means of ensuring quality control and don’t necessarily depend on one NAATI translator to do a particular document translation. In fact there is a process that is followed that usually involves 3 steps. The first is a translation performed by a linguist who has been designated a professional in the field of language translation in the languages that will be required in the translation.
This translator should be able to provide a document translation that fits the audience in terms of language appropriateness, tone and style. Next, a professional editor is set loose on the document translation where he or she will, if necessary, alter and perfect so as to ensure the words fit the subject matter as well as confirming that the correct grammar, spelling and punctuation have been used.
The last step is when the final document translation is read by a professional project manager to make sure that the proper formatting of the document has been completed. Once these steps have been completed the document is ready to be dispatched to the client. This type of document translation service is the best that anyone can expect when using a professional translation service.
Why does anyone want to become an expert – not just those who are professional translators?
There are 3 simple reasons for the desire to become an expert
1. To be accorded status in the eyes of colleagues;
2. To be paid the best possible rate for their expertise;
3. To gain access to and choose the best clients.
The workplace is where status is very important and any move by an employer to recognize the quality of an employee’s work is a way to enhance this status. Once ones expert knowledge has been developed to its highest possible level there is no looking back as this ownership of knowledge is yours to share with whoever you wish. Once a professional translator has been labelled an expert, professional translation services may well be prepared to offer top dollars to access the expertise.
All translation companies are after expert NAATI translators as they are not only recognized by the Australian government for offering sound and genuine translations for an array of documents that the government may require from foreign nationals wishing to come to live in Australia, do business in the country or take on a course of study at an Australian educational institution.
Translation business is set to grow globally
The professional translation services industry globally is set to expand by 2018 to $39 billion. Investors are realizing the gains that can be made from investing in such specialist translation arms as document translation and visa document translations. These areas are expanding rapidly hand in hand in the expansion of the global marketing for labour, goods and services.
There is one company called “Transfluent”, whose purpose is to connect 50,000 translators with the ever increasing demand for foreign translations such as company promotional material and emails. In fact there is no better time for an expert NAATI translator to find lucrative work with professional translation services which provide the expertise to do translation work. Moreover it is no better time than to turn from being a professional translator to an expert professional translator.