All Language Info Articles

Even Unicorns Need to Localize Content

Even Unicorns Need to Localize Content

Kayleigh Gratton, Business Development Specialist

First, congratulations to you and your company for achieving the Unicorn moniker by your peers and the investment community! To get to this level is an extraordinary milestone and now that you’ve reached it you may be thinking about (more) international growth. And localization needs to be part of your strategy. Here’s why: the world is more global and mobile than ever and communicating with customers and prospects in the language they speak is just good business. So, whether you’re an international company looking to expand in the U.S. or a U.S. company broadening your scope, partnering with a language service provider could be the next best thing you do to continue on your growth path. But before we get to how we do this, first here’s a little history lesson.

Your website is your billboard to the world and one of the most important brand assets you own. Making the information about your company and its products and services available in multiple languages will go a long way toward creating an exceptional customer experience. For example, let’s say you’re a Japanese company with an amazing breakthrough technology in the skincare market. You’ve achieved a loyal following in Japan and are ready to bring it to the U.S. market. You have marketing materials and a website and you think you can simply translate to English and be done, but it’s not that simple. Yes, the way you’re positioning your product may resonate in the Japanese marketplace, but when you cut and paste to English, it’s not only doing a terrible disservice to your intended buyers, you’re shortchanging the actual value your product delivers for their customers and if you can’t help them understand this you’ve missed an opportunity to expand your reach in a new marketplace. Native speakers who understand the nuances of the languages your audience speaks and how they interpret information is key when localizing content for your website and your product marketing materials. Working with a language service provider partner that has the native speakers with the expertise to communicate your messaging in a way that will represent your brand successfully could make all the difference as you focus more on global inclusiveness. A partner like LinguaLinx can also help you save money on your localization efforts eliminating the need for you to hire an in-house localization team while helping with recruitment of new team members (product, sales, etc.) via localized recruitment materials in the different countries where you are building your brand presence. Another advantage of working with a language service provider is their use of technology platforms that expedite the localization of content, especially with regards to ensuring full compliance with various regulations and their ability to do it efficiently often automating many of the steps of the process. This helps you to stay focused on your main business objectives to build your unicorn into a decacorn or a hectocorn that is beloved around the world. Leave the localization to us and you’ll be “walking on clouds” before you know it!

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Speaking your Customers’ Language = Improved Customer Experience

Speaking your Customers’ Language = Improved Customer Experience

Colin Melanson, Business Development Specialist

We live in a world where customer experience is center stage. Customers drive brand success, build community and can make or break you with one tweet. When we ignore the power customers have by neglecting to speak in their language and provide information the way (and this includes language) they want to receive it, we miss out on establishing a powerful connection with our audiences.

According to an ICMI/Lionbridge study (“Lost In Translation: Leveraging Language to Deliver an Exceptional Customer Experience”): 60% of customers expect service in their native language, which points to just how important it is to make content and product information (whether this is healthcare forms or the latest gadget) available in multiple languages. And we’re not only talking about international customers. For example, you may think this doesn’t concern you because your audience is U.S.-based, but in a global world it’s not okay to assume because you’re domestic other languages don’t matter. This couldn’t be further from the truth. The U.S. has no official language so accommodation is key. In fact, the public sector is required to translate public-facing material into multiple languages for this reason and we believe the private sector would benefit immensely by following this lead. Speaking and writing content in native languages will soon become the norm rather than the exception and when it does, it’s critical to choose a language services provider that has the expertise and native speakers of many languages to make high-quality translations of your content. Making information accessible and understandable in multiple languages helps you to stand apart and provide an exceptional customer experience. When 72% of customers spend most or all of their time on websites in their own language (Source: Common Sense Advisory), are you taking the steps to ensure your content resonates in any language?  Our language experts can help; connect with us to get started.

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Score! Create Content that Gets a Cheer from Global Sports Fans

Score! Create Content that Gets a Cheer from Global Sports Fans

Colleen Dempsey, Business Development Specialist

Sports are so much more than competing now. They involve cultivating and capturing a fan base, branding, marketing and creating a memorable game day experience. And sports are now more globally inclusive than ever. Case in point: more than 17,000 international athletes are competing and studying at NCAA institutions.  And with international competitions like the World Cup and Olympics growing in reach and audience, thanks to digital streaming and the advent of niche sports networks, sports fans from across the globe now have access to professional athletes competing out of their native country. To cater to a new and growing base of fans, sports organizations are producing more content to engage with fans directly on social media, such as videos and graphics. Did you know the best way to engage your fan base is by making sure content has been translated by a native speaker and localized? It’s not as simple as word for word translation as some phrases and ideas do not translate culturally.

Here are 3 tips from the LinguaLinx language experts to help you stay on your game when it comes to sports translation. Post-game communication: On-field interviews and press conferences are not planned. People often ask: Why do some international athletes competing in the United States, who can speak English in less formal settings, still use interpreters in these settings? The answer is simple: They want to understand and be understood without worrying that something could get lost in translation. Make interpreters readily available and outsource to language experts any written Q&A interviews with your athletes to ensure they stay on message and communicate their answers clearly and in the right context. International recruitment: For college departments that take pride in recruiting international students, it’s important to make recruiting materials available in multiple languages. Even if the student-athlete is fluent in English, the gesture goes a long way, and it could be helpful for guardians who are trying to help with the college search process. Sporting events: If you are hosting a sporting event such as tournament that will feature international teams, make sure your signage and reference materials are properly translated. Machine translations do not take context into account and your materials will sound inauthentic and could make you sound uneducated. To be truly inclusive, you have to speak in a language that crosses all borders and unites in a common theme that all participating athletes can make a connection with and easily understand. For help creating winning sports translations, our experts can help you get your game on!

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The Great Outdoors: How Language Can Take the Apparel and Outdoor Gear Industry to New Peaks of Success

The Great Outdoors: How Language Can Take the Apparel and Outdoor Gear Industry to New Peaks of Success

Nicole Piazza, Sales Coordinator Nicole helps the LinguaLinx sales team ensure clients have the best experience when choosing LinguaLinx translation services. Nicole is a photography aficionado and art museums are some of her favorite places to go. She has a passion for animals and loves spending time with them, especially her Bichon Poodle mix, Cappuccino.

The world is more global than ever. And when you’re brand marketing to the world you need to sound like it and act like it. Many times brands don’t give how their messages will translate in other cultures enough thought to ensure the tone, voice of the brand stays on target in any market. This is where a linguist service that goes beyond word-for-word translation can play a critical role in a company’s marketing success.

This is especially true in the apparel and outdoor gear industry. It’s not a one size fits all approach to translating content. You need native speakers from the regions you are targeting to assist in the creation of content that is going to resonate in that culture and represent the brand you’ve so carefully built. Language experts who can interpret content and have the skills to adapt it without losing its essence are worth their weight in gold. When choosing a translation service partner to work with, it’s important to look for services that go beyond straight translation. They need the capabilities (localization (convey meaning in a culturally-aware manner), global marketing strategy expertise, copywriting skills, marketing translation that stays on brand—both voice and tone) to deliver content and a brand narrative that will resonate with your target audiences. And it’s not just your tagline that needs to appeal to a global audience. It’s all the key elements of your brand: marketing and advertising (print, digital) campaigns, web presence and apps, labels and packaging, merchandise instructions, training materials for your global workforce, etc.). To be successful and stand out on a competitive global playing field, it’s critical to show your brand’s global consciousness (how you do good for the communities in the regions you have a brand presence), acceptance of diversity and understanding and respect for cultural norms. Taking a holistic view of how to carefully and consciously expand your brand across the world with the help of a translation service partner that can build your presence effectively and in keeping with your goals can positively impact your bottom line and create a customer experience that translates for all the right reasons. At LinguaLinx, we have the skilled linguists and in-depth localization expertise you need to translate your brand appeal in any language. Please contact us to learn more.

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Getting Schooled in ISO 17100 Compliance

Getting Schooled in ISO 17100 Compliance

Todd Green, Communications Manager

It’s September and back to school is in full swing in the Northeast. So in that spirit, we want you to get your #2 pencils ready and take notes on today’s lesson about the importance of ISO 17100 compliance. At LinguaLinx, we pride ourselves on our commitment to providing our clients with high-quality translation services. So we follow the rules and hold our work to the highest certifications and standards, including ISO 17100. But before we get to how we do this, first here’s a little history lesson.

What is ISO 17100? In 2015, the International Organization for Standardization’s Technical Committee (ISO/TC 37) adopted ISO 17100: This standard specifies requirements for all aspects of the translation process directly affecting the quality and delivery of translation services. It includes provisions for translation service providers (that’s us!) concerning the management of core processes, minimum qualification requirements, the availability and management of resources and other actions necessary for the delivery of a quality translation service. This includes applicable specifications that might be set by our clients, our own determined set of specifications (yes, we have a process for this) and any other relevant legislation, industry codes or best-practice guides as necessary. How do we make sure we’re following ISO 17100 guidelines? We use Plunet, an industry-leading project management software, for ISO 17100 purposes.  We selected Plunet because it enables us to ensure full ISO 17100 compliance for projects and services such as translation, revision and final verification and release, which are validated by confirming conformance to corresponding work instructions and checklists. With Plunet, we’re able to verify our compliance quickly and easily and keep the process efficient for our clients. Our use of this technology sets us apart from other translation service providers because it assures we follow strict workflows to meet ISO 17100 guidelines for all of our projects. Here’s how Plunet helps us to achieve ISO 17100 compliance: We have automated and standardized processing of requests so there’s no room for errors We’re able to ensure adherence to contractual terms and our clients’ specifications via workflows Gives us the ability to create quotes, orders, projects and tasks and designate projects as ISO 17100 compliant Helps us provide state-of-the-art security of our clients’ information Provides visibility into the entire translation process from start to finish Enhances our collaboration with clients via client review and feedback functionality We want to make sure the translation services we provide are high quality each and every time while adhering to industry standards, certifications and best practices. With Plunet we are providing our clients with an extra level of quality assurance and are always confident we have achieved 100% ISO 17100 compliance. And that is how we stay ahead of the class! For more information about Plunet’s offerings, please visit here.

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Don’t Get Lost in Translation: 4 Digital Marketing Tips

Don’t Get Lost in Translation: 4 Digital Marketing Tips

Nicole Piazza, Sales CoordinatorNicole helps the LinguaLinx sales team ensure clients have the best experience when choosing LinguaLinx translation services. Nicole is a photography aficionado and art museums are some of her favorite places to go. She has a passion for animals and loves spending time with them, especially her Bichon Poodle mix, Cappuccino.

Every savvy marketer knows digital marketing is essential in today’s always-on world. To successfully execute digital marketing campaigns in other global markets, it’s important to keep in mind that you can’t just cut/paste your campaign content and expect it to be effective. A thoughtful, well-researched approach along with the support of a translation services partner can ensure your campaign is localized for maximum success.

Here are 4 tips to make the most of your campaign efforts: 1. Choose the Marketing Mix Wisely: Different markets require a unique marketing mix. It’s not one size fits all. How your potential customers receive their media and information may be completely different in each location. For example, social might work best in one region while digital ads on popular sites are better in another region. It’s important to extensively research new markets before expanding into them to ensure the most potential for success. 2. Words Matter: When it comes to email marketing, pay attention to the content and subject lines to avoid ending up in Spam folders or worse offending your target prospects with language or product names that represent something negative in their culture. Avoid the use of idioms which are used in U.S. marketing, but typically don’t translate to other global markets and aggressive tone or overly salesy language could backfire in other locations. It’s truly not enough to push your email through Google translation and call it a day. You risk your brand reputation and lose the opportunity to build a valuable channel to market your products and services globally. 3. There is No One and Done: Localizing and translation of your campaign content is an ongoing, interactive process. Digital marketing campaigns are living, breathing things and require you to provide regular updates, posts and responses. Frequency and fresh updated content can help extend and maintain your reach. 4. Consistency Can Make the Difference: Working with the same translation service partner throughout your global campaign can help you build campaign elements that will resonate in any market you target and align your message and tone with your overall brand message to remain consistent no matter the location. According to research by Common Sense Advisory, 75% of customers prefer to buy products in their native language.  That’s all the more reason to make the investment of time and resources to localize your messages and translate your campaigns using a well-respected translation services partner like LinguaLinx. We can help you create a global digital marketing campaign that doesn’t get lost in translation.

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