Nowadays, it’s easier than ever for the smallest of home-built businesses to network and trade on the international arena. But the first step towards doing so is to build a fully localized presence in your key target markets– and the process begins with adapting your company website for each country you plan to tap into.
(1) Prepare properly and allocate enough budget to sustain your multilingual marketing campaign - it is costly. Have an international marketing strategy that looks at understanding the consumers themselves it looks at the behavior and psychology of people from the country or market. When marketing internationally, the words ‘language’ and ‘local’ should always go hand-in-hand. Failing to do so can lead to a very costly global venture for businesses where funds may be limited.
(2) When understanding multilingual advertising you need to be aware of key terms, internationalization and localization and the different approaches:
(a) Internationalization - getting the websites designed with a macro view then localizing these websites at a later date.
(b) Localization - translating your original websites content and then putting it into a style which appeals to the target audience. English cannot be used for all international internet marketing activities. By creating localized content you can actually reduce costs whilst expanding business relationships with consumers and employees all around the world. By presenting websites in native languages you are making people four times as likely to buy products from you, also this will double the chances of people reading your website.
(3) Contrary to what many people think, fluency in a particular language doesn’t qualify someone to translate into it. To provide convincing translations, the translator requires first-hand knowledge of the culture of that language which is why most translators will only ever work INTO their native tongue from another language in which they are fluent. Furthermore, many linguists will specialize in a particular subject – such as marketing, engineering or agriculture. If your company’s products or services involve highly technical terminology, you will probably want to consider checking with the translation company that they have suitable candidates with the right level of experience. The important thing to remember when translating your website or any other marketing material is that what works in one country, might not translate the way you want it to in another. What’s clever and witty in one country, might be offensive in another. This is something only a native-speaking translator will know. It’s also important to be wary of dialects within languages. If you translate your website into Arabic, it doesn’t mean you can use it for all Arabic-speaking countries.
Results include a easy way to assess a new product or service in a new market before launching an offline marketing campaign, a significantly higher rate of return on investment, access to international best practices and technology, increased revenue, developing a global brand name and a larger customer base.
For all your English to Arabic and vice versa translations that will help you expand your business into the Middle East visit Arabic Language Experts at http://www.arabic.com.au/.