4 translation tips to help you elevate your brand worldwide

There are over 7.5 billion people on Earth, and most speak a native language other than English. Even in the United States, at least 350 languages are spoken. As a brand marketer hoping to engage these households — as well as international audiences — you’ll need to translate your message into the language your potential customers prefer.

With regard to written content, Translation is a relatively simple undertaking. Material designed to be read does not have to account for regional dialects and other linguistic nuances. Audio content, on the other hand, can easily lose its impact if it is not developed with a thorough understanding of local customs, cultural norms and speech patterns that characterize the intended audience. Thus, your international marketing campaign must consider these factors to be effective.

Communication as a competitive advantage

Don’t know where to start? Try to update your phone system records so that you can serve international markets. You can also dub your most popular video content to ensure you can deploy your marketing resources quickly. Other than a few minor edits, there are few additional production costs associated with voice acting. This makes it an affordable and attractive way to communicate your message to the public.

Translated audio content (eg, transcripts or subtitles) can also differentiate your brand in international markets. Even if you face competition, translating audio content to align with regional language preferences signals to potential customers that you are making a concerted effort to win over their business. Such an effort inspires confidence and shows that you care about communicating well.

The best part is that dubbing and subtitling the content makes it accessible to audiences who are deaf, hard of hearing, blind, or visually impaired. In many countries, video captions or subtitles are required by law to ensure that viewers can interact with content. More, netflix search shows that dubbed audio is generally more effective than subtitling in holding the viewer’s attention, although each appeals to different audiences for different reasons.

Translation tips for developing an international brand presence

If you hope to reach an international audience, you will need to create content that speaks their language. Only then can you elevate your brand worldwide. Here are four translation tips to help you succeed:

  1. Start with research.
    Translating content into a new language or dialect will take some work, so you’ll want to make sure it’s worth it before you start. You might consider distributing a short customer survey to understand the language preferences of your target audience and to identify potential points of miscommunication that may arise.

    If your target audience is diverse, it’s much easier to translate your documentation into just one or two languages. Use your research to identify the languages ​​you want to target first. Most of your international clients speak French? Is it easier to start with Spanish? Focus on communicating effectively with one demographic. Once you can do that, you can consider expanding your translation efforts.

  2. Prioritize existing content.
    You shouldn’t have to launch a whole new marketing campaign to sell an existing offer in a new country or region. Instead, identify your best performing assets and translate them into your target audience’s preferred language. This could be social media assets, owned media that exists on your website or other digital properties, or paid advertising efforts that can be easily translated.
  3. Leverage the right channels.
    Upload your most popular videos with translations or dubs to YouTube or other platforms with a wide reach in your target market. In Brazil, for example, consumers use platforms like Globo.com and UOL consume content related to news and sport, while in Europe, sites like Dailymotion are popular.
    Podcasting is another great way to connect with diverse audiences. Storytelling or interview podcasts can be created in multiple languages ​​and help your brand reach niche audiences. Given the trust many listeners place in the hosts of their favorite shows, podcast sponsorships can also be an effective way to introduce your brand to a new audience. According to Deloittethe global podcasting market grew by 30% in 2020. And in 2021, listeners in countries like India and South America continue to tune in more frequently, creating growing demand for multilingual content.
  4. Measure your results.
    As with any marketing initiative, you’ll want to track your success when it comes to expanding your geographic reach. Pay attention to awareness metrics first. Use Google Analytics to filter website visitors by location and language and see how many visits you are generating from the countries you are targeting. Then, look at how many leads come from those countries and how often they become customers.

If a large percentage of your visitors speak a language you haven’t considered yet, it could signal an opportunity for expansion. Ultimately, your goal is sustained, meaningful growth. The traffic may be negligible at first, but over time your multilingual content should lead to a steady influx of new customers.

Written by David Ciccarelli.

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