Why Translation is Becoming an Essential Part of Marketing?
Have you ever found yourself in a foreign country, craving for a local dish but can’t make heads or tails off the menu? You know that feeling of mild panic and the hope that maybe, just maybe, there’s an English version of the menu lurking somewhere. That’s a tad bit how businesses feel in the vast expanse of the global market. They have something fantastic to offer, but can’t effectively communicate it. And this, my friends, is where translation steps in, especially in the realm of marketing.
Ah, but it’s not just about menus, is it? Remember that time you watched a heartwrenching foreign movie, but thanks to subtitles, you caught every emotion, every nuance. A perfect translation isn’t just about words; it’s about transferring sentiments, culture, and essence. And, if you’re wondering, that’s precisely the heart of effective marketing. But how does this all tie together? Allow me to indulge you.
Why Translation is Becoming an Essential Part of Marketing?
In my journey as a startup founder, there were many hats I had to wear — but perhaps the most unexpected was that of a linguist. Not in the traditional sense, of course. I wasn’t pouring over French or German textbooks, but I was diving deep into the world of translation, especially its paramount importance in marketing. And here’s what I discovered:
1. Embracing the Global Market
Our world’s becoming a global village, thanks to the internet. As a business, if you’re aiming at only English speakers, you’re essentially shutting the door on a significant percentage of potential clients. Take China, for example. The sheer magnitude of their market is something you can’t ignore. But here’s the catch — a significant chunk doesn’t speak or understand English. To tap into such markets, you don’t just need translation; you need effective translation.
2. Beyond Just Words
You might say, “I’ve got Google Translate. I’m set!” Well, think again. Translation in marketing isn’t about word-for-word conversion. It’s about culture, nuances, and emotions. Let’s consider humor. What’s funny in the U.S might be a downright head-scratcher in Japan. If your marketing strategy involves humor, mere translation won’t cut it. You’ll need localization. As the famous Nelson Mandela once said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” And, boy, did I learn this the hard way during my initial campaigns in Spain! My supposed “catchy” slogans fell flat, not because they weren’t witty, but because they weren’t localized.
3. Enhancing User Experience
A customer’s journey is riddled with touchpoints, from your website to your product tutorials. Now, imagine a tool that could seamlessly translate videos, making the entire process smooth. Enter Translate.video. In my own venture, using Translate.video was a game-changer. It wasn’t just about reaching audiences in 75+ languages, but about offering them a personalized experience. Video content, especially, has a way of resonating with audiences, and if they can consume it in their native tongue, you’ve just hit a home run!
4. Building Trust and Credibility
Let me share a personal anecdote. During my travels in Italy, I stumbled upon a local brand that had instructions in multiple languages, including English. I was instantly more inclined to trust and purchase from them. Why? Because they made an effort. Similarly, in business, by translating your content, you’re sending a message. A message that says, “We care about you, value you, and we’re here for you.” Trust me, customers notice, and they appreciate it.
5. SEO and Beyond
Let’s get a bit technical here. If you’re thinking SEO is just about peppering your content with keywords, there’s more to the story. Search engines prioritize user experience. And how do users experience your content? Language is a huge part of it. By offering multilingual content, you’re not only reaching global audiences but also climbing up the SEO ladder.
I remember a phase in my startup journey when we plateaued. No matter the marketing strategy, we just couldn’t penetrate certain markets. It was frustrating, to say the least. It was during this phase that I stumbled upon an article on global marketing, and the proverbial light bulb lit up!
The realization was clear — we were speaking, but not in a language our target audience understood. So, we pivoted, invested in quality translation, and localized our campaigns. The results? Let’s just say we were speaking their language, both literally and metaphorically.
But, and this is a big BUT, translation isn’t a magic wand. It’s a tool. The key lies in how effectively you wield it. Take Translate.video, for instance. While it’s a powerful tool that translates videos to 75+ languages, it’s the onus of businesses like mine and perhaps yours, to utilize it in a manner that truly resonates with audiences.
There’s this age-old saying — “Actions speak louder than words.” In the world of marketing, I’d like to tweak it a bit — “Words, in the right language, speak louder than actions.” So, the next time you’re charting out a marketing strategy, remember to ask — “Whose heart are you speaking to?”
Words, in the right language, speak louder than actions.
- Satvik Jagannath
