Emmanuel Margetic and Alice Stevens
Translation and localization are an investment that unlock new revenue streams for your business.
Useful products or services are not enough to build a successful business. You need strong sales and effective marketing to see success.
Effective marketing depends on consistency, trust, and connection. When you launch in a new region, you need to continue these three things in a different language and culture than you’ve marketed to before.
For example, one of the largest tech companies in the world was working with a translation service provider that did not use terminology or style guides. (We’ll call them Tech Giant to comply with non-disclosure agreements.) Tech Giant noticed inconsistencies between translations, which affected the user experience on their platform in other regions. Company leaders recognized that they needed more consistency in their translations.
Start by consulting with your marketing team and technical writers about preferred terms, synonyms, trademarked terms, and conventions for acronyms and industry-specific language.
Include your translation company in the conversation for perspective on common translation approaches in your target language. Languages and culture vary by country. For example, your French translation for Canada may be different from your translation for Belgium. So, get your list reviewed by in-country experts to ensure accuracy.
For example, we reviewed all of Tech Giant’s software strings and documentation to create a 1000+ word terminology list when Tech Giant decided to work with Zab Translation Solutions. We worked with Tech Giant, translators, and other in-country partners to complete the terminology list.
Translation and localization are an investment that unlock new revenue streams for your business.
Useful products or services are not enough to build a successful business. You need strong sales and effective marketing to see success.
Effective marketing depends on consistency, trust, and connection. When you launch in a new region, you need to continue these three things in a different language and culture than you’ve marketed to before.
Translation and Terminology
Translation is a thoughtful process, so you need to work with your translation service provider to ensure consistency and clarity in your marketing and product materials. Taking an organized approach with a terminology management system will help you be consistent and clear in your new region.For example, one of the largest tech companies in the world was working with a translation service provider that did not use terminology or style guides. (We’ll call them Tech Giant to comply with non-disclosure agreements.) Tech Giant noticed inconsistencies between translations, which affected the user experience on their platform in other regions. Company leaders recognized that they needed more consistency in their translations.
Creating a Terminology List and Management System
No matter the size of your business, setting up a terminology management system only differs in scale and complexity.Start by consulting with your marketing team and technical writers about preferred terms, synonyms, trademarked terms, and conventions for acronyms and industry-specific language.
Include your translation company in the conversation for perspective on common translation approaches in your target language. Languages and culture vary by country. For example, your French translation for Canada may be different from your translation for Belgium. So, get your list reviewed by in-country experts to ensure accuracy.
For example, we reviewed all of Tech Giant’s software strings and documentation to create a 1000+ word terminology list when Tech Giant decided to work with Zab Translation Solutions. We worked with Tech Giant, translators, and other in-country partners to complete the terminology list.
In addition to a terminology list, you may also need a “do not translate” list. Trademarked terms or important brand terms should be on this list to provide global consistency and build your company’s credibility. Avoiding translations of trademarked terms helps ensure the defensibility of your trademark.
As you’re working on the terminology list, understand who all of the stakeholders are. Be sure to get their buy-in as you move forward with the list.
Industries and languages are constantly changing and adapting to new developments and trends. Develop plans to review and update your terminology lists regularly. Working with the tech company, we’ve added new terms regularly and created terminology lists for new languages as it expands into new regions.
Keeping your terminology list current ensures consistency as your company adapts to industry developments. It also ensures you deliver a positive customer experience in every region where you do business.
Taking care to ensure a good translation will help your marketing connect with audiences in your new region. It will also help ensure a positive customer experience, which will help you retain customers, find brand evangelists, and attract referrals.
It’s better to prevent problems than deal with the fallout of a marketing gaff or losing customers because of a poor experience caused by a bad translation. Using and updating a terminology list helps ensure you get a consistent, high-quality translation every time.
As you’re working on the terminology list, understand who all of the stakeholders are. Be sure to get their buy-in as you move forward with the list.
Industries and languages are constantly changing and adapting to new developments and trends. Develop plans to review and update your terminology lists regularly. Working with the tech company, we’ve added new terms regularly and created terminology lists for new languages as it expands into new regions.
Keeping your terminology list current ensures consistency as your company adapts to industry developments. It also ensures you deliver a positive customer experience in every region where you do business.
Taking care to ensure a good translation will help your marketing connect with audiences in your new region. It will also help ensure a positive customer experience, which will help you retain customers, find brand evangelists, and attract referrals.
It’s better to prevent problems than deal with the fallout of a marketing gaff or losing customers because of a poor experience caused by a bad translation. Using and updating a terminology list helps ensure you get a consistent, high-quality translation every time.
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