If you are planning to expand your business outside of the UK and are looking to start targeting countries where English is not the first language, then the challenge ahead of you can seem quite daunting. From your website through to all of your offline marketing material, getting it translated into the language(s) you are going to target is simply vital, else your whole expansion plans could just fall to pieces, no matter how good your product, service or offering is.
Even if your business has an award winning, unique and must have product, if you cannot get the message across to your new audiences that you are going to fail, as to get your product or service launched successfully takes a massive amount of market knowledge in your target areas, otherwise you are not really going to be able to get your potential customers to know about and fully understand what you have to offer and why they need it.
Some businesses think that they can start getting new customers in different countries by running their website content through Google Translate and then targeting their Adwords campaign in these new countries, and whilst it is true it might get you some traffic, the chances of these visitors then becoming customers is extremely unlikely to say the least. If you treat your new customers as just a quick win scenario, and rush through your marketing material, then it will just look sloppy and lazy at best, which is why you are not going to get the market traction that you would if you spent some money and time on getting everything perfectly translated.
Word for word translation through automated tools are often, at best, a sloppy attempt to translate correctly, as yes, they might get the words mostly right, but there is just no way they can get the flow correct and also make sure the content reads well, as this is something that only a translation expert or company can really offer. Things are said differently and the way things are expressed is also going to be different, and you are going to be hard pressed to find any kind of automation that can really get close to a customer winning mark for your product.
Customer trust is vital to making your product or service stick in a new country, as unless you already a major worldwide brand, then there are going to be very few people that know of you or really understand what you are about. And if you are selling a product that is quite revolutionary and unique to the country, again, you need to get this information over to your new potential customers, which is where using a professional translation company would really come make sense if you want to hit the ground running from day one.
Imagine your website and your marketing material containing loads of mistakes and grammatical errors, you are immediately going to lose customers, as very few people will buy from you unless the first impression is spot on. Customers expect you to invest in your business, as if you can prove this, you can normally set the impression that your product or service is also going to be of high quality, where as if everything is just wrong, quick, cheap and nasty, then your customers are going to consider that your business is exactly the same.
Launching a product in your own country is hard enough, but when you get the stage of launching in a country you know very little about, things will be even harder, and this is why you need to make sure that you do everything correctly, and if you want to get your message across then you have to make sure your message is correctly translated. By making the investment in your marketing documents, website and product information means that you are going to instantly showcase what you have to offer, and of course make more sales, as people and potential customers are very quick to make up their mind, so do not let your business down by not getting that message perfect from day one.
Thanks to the team at Brightlines Translation Services for this intriguing article, explaining why services like theirs are just so vital when product or service launching overseas.