Globalisation has affected each and every one of us directly or indirectly, for businesses this is even more prominent. Businesses need to ensure that they reach their audience wherever they are at all times. Relying on only one language that not everyone understands simply means that you are addressing a restricted percentage of your target demographic. English may be the universal language, but the world doesn’t only speak English. It is indeed a complex process and one that requires consideration of language barriers and culture differences. To ensure global expansion and to reach foreign markets, businesses have to communicate with their target customers in their own language. This can only be achieved through translation and/or interpreting; it allows for better communication and wider global reach.
Translation and in particular professional translation service, is vital in selling goods and services abroad and has become such an important factor in helping businesses position themselves overseas. Below is a list of key benefits why businesses should use a certified translation service and the importance of business translation.
Translation helps you engage with your customers emotions
According to a Harvard Business Review study, customers who are emotionally engaged with a product/service or business are more profitable and trusty. And to be able to relate with your customers on a poignant level, you must communicate in their first language. Research says that 72% of foreign consumers visit and spend time on websites that are written in their language. Strategies such as business translation boost emotional connection and deliver new opportunities for growth and competitive advantage for businesses looking to expand and tap into new markets.
Translation improves your current market authority
Businesses can enter even deeper into markets in which they are already present by simply adding more languages. This can help businesses reach customers in locations they are already heavily engaged and already marketing, making their money go even further.
Translation is worth the investment
The international revenue that translation can unlock, makes translation costs insignificant compared to the revenue it facilitates. The average cost per word to create unique content is noted at 65 cents, while the average cost for translation of the content is merely 10 cents. The potential for additional income from overseas market makes translation costs a minimal but worthy investment.
Translation provides consistency for your brand and image
Research shows that businesses have learned that consistent branding is a high value asset. Marketing and advertising materials should be translated into the local language to resonate with the audience, it must be adapted to the target customers to fit the local market. Slogans with play on words often are translated literally or completed ignored when entering foreign markets causing major failures.
Translation is also often a requirement in foreign markets. Some countries, such as Belgium and Canada, do not allow businesses to sell their products or services if they are not translated, they actually have language compliance laws in place.
The importance of business translation is apparent from the above-mentioned benefits. The crucial part is to ensure you do not compromise on the quality of the translation and use certified and professional translation companies such as Expresstranslate who are experienced and will ensure your business image and brand remain consistent and relevant to the target audience.
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