Understand the fundamental role of translation in Digital Marketing and check out the best practices! – WAU
The strategies used by businesses to boost a brand in foreign markets tend to have serious flaws in multilingual communication. So, understand the fundamental role of translation in Digital Marketing.
And it is precisely for this reason that translation techniques play such a valuable role in Digital Marketing.
The internationalization of companies and the level of connection between different markets, with different traditions, and consequently different languages, is a reality that every entrepreneur who seeks to grow in business needs to embrace.
This is because the increase in Internet access and the development of new communication technologies, platform economies, the digital transformation process and industry 4.0 are making everyone more connected.
If you don’t believe it, you can log into any e-commerce platform and see how this algorithm, which was developed thousands of kilometers from your home, has exactly what you are looking for and still in your language. What do you think?
However, before thinking about going global, you should think about internationalization strategies for companies that use Digital Marketing and have a clear plan to get started.
It’s very simple, if I want to sell to a market, I have to communicate with him and like him, precisely to generate greater business opportunities, so the performance of professionals with technical knowledge in languages is essential. This is the first point that should be made clear.
In this article, we explain why it is essential to think about translation as a strategic partner to become a global business. In it you will see:
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How important is translation in Digital Marketing?
Translating is a cognitive, complex activity that aims to decode messages from a source language to a target language. This is no secret for any professional working in the field.
And, like any activity that generates a tangible product, this one also has well-defined processes:
- initial reading;
- creation of glossaries and search for sources of consultation;
It seems simple and direct, but to do this job well done, it takes several hours of study, many alignments between the a translator it’s the client, understand the target Audience and have knowledge of the target culture.
Marketing professionals, does this look familiar? Certainly yes!
If we put ourselves academics, an author named Venuti says that the translator has to be invisible, always working from the shadows and that the target reader must feel that the text was written in that language.
Controversial, and we could philosophize a lot about it. Even because his work is based more on the literary world than ours, related to lead generation, metrics and sales.
However, that so much of this information is real when we refer to multilingual content, for example?
One thing I am sure of: there are several examples in which the visible absence of the translator has had unusual results in markets other than the original product. This is one of the many problems of globalization, which brings us to the next point.
What is the role of translation in globalized markets?
Today, it is not impossible for small businesses to achieve global proportions. For this to happen, there are two barriers that we have to cross immediately: linguistic and visual, both closely related.
If we think about it, everything we do is the product of a cultural construction: the way we speak, how we perceive the world and how we interact with it are clear examples of this.
Most Brazilians are terrified of tremors (telluric movements of medium intensity), but a Chilean or a Peruvian is not scandalized by them, why? They grew up feeling tremors all their lives.
Following the same line of thought, if all cultures see and interact with the world differently, is what we sell in the London market necessarily the same as what we sell in the Thai market? The answer comes by itself.
If your intention is to expand to markets with different traditions, dispense with the work of translators specialized in content creation processes for Digital Marketing it can be a fatal mistake.
Now, why a translator who specializes in Digital Marketing processes and not just a translator? The answer is simple.
Writing for the Internet requires knowledge and the application of specific rules for the text to be optimized, scanable and respond to the real purpose of this written communication in the digital environment.
If we plan to use content as a basis for creating other content in different languages, translating is not enough, the work must be much more specific and better aligned.
What are multilingual content and how to develop it?
One of the most common translation problems in the Digital Marketing segment is to think that the same content can generate the same results after being translated into 1 or 20 languages.
It is also believed that this translation can position as well as the original. These are illusory guesses.
Think of the Spanish market. There are more than 500 million speakers, spread over more than 20 countries.
Now imagine the following: I have excellent London content and I want it to become a reference in the Spanish market for an X segment. Who are we going to translate for?
With more than 20 countries, all with their cultural and, consequently, linguistic particularities, will this content really have the same performance in the different domains of each country? And what about non-Neolatin speaking countries?
There are many questions that have all their answers in the combination of the best translation practices and the know-how of Marketing. And now I invite you to understand the importance of some of them.
Multilingual SEO: an essential resource
One of the maxims of linguistics applied to translation is: always think about the target reader. You do not translate for yourself, but for an audience, specialized or not. And the truth is that, there is no professional translator who does not agree with this statement.
However, this does not guarantee that the text is optimized for the target market.
It is at this point that a good translation for Digital Marketing shines: in addition to a deep terminological search, there is also a multilingual SEO (optimization for search engines) work, both intralinguistic (thinking of all Spanish variables) and interlinguistic.
Ultimately, a literal translation of a keyword may not position in the same way as the keyword created natively.
If you are starting from scratch, I invite you to consult this free SEO glossary.
So be careful: do not work with any professional. A good translation never reveals its nature, whereas a bad translation immediately catches the eye.
Localization of products and web content
This multilingual SEO work goes hand in hand with localization. I like to say that localization is the youngest daughter of the best translation practices with the best Digital Marketing practices.
It sounds funny, but it’s true, I swear!
Explaining briefly, localization is a translation technique that is focused on all the particularities of a group of speakers, but it doesn’t just include the linguistic aspect, but also the visual and the functional.
Can you see that the daughter’s metaphor, in this case, is real? Localization ensures that the user experience is integrated and natural for this group of speakers.
And this is precisely the job of translation and design. Translation in Digital Marketing matters, and a lot!
One of the skills that translators excel at is the expression of writing. I am one of those who defend the idea that the translator is also a co-creator of the work when he takes a particular culture.
Calm! We are not talking about books, but about user experience and web content. And if we think coldly, human-machine communication is essentially written.
For this reason, the care of the translator specialized in content creation processes for Digital Marketing is essential, given that must understand perfectly the intention of the text, the logic of the format and how the user would interact with it.
It is not simply translating, it is thinking about simplicity and making life easier for the reader.
What problems can a poor translation cause?
Hash avocado is a good example of what a poor translation, or lack thereof, can do. In this case, a group of small producers when internationalizing their product did not pay attention to the name.
Lost in translation? Yes. Is that positive? No, of course not! It may be anecdotal, but no company wants to be the object of a joke, much less on the Internet.
Would you buy an avocado that is literally called hate in German? If you did not know the meaning, surely from today you will remember to consume avocado.
Basic mistakes not only provoke laughter (or indignation) in the clients, but they also clearly show the importance of the translator.
Quality content is produced by highly specialized professionals, and in the case of translation in Digital Marketing, this is no different. If you want to produce multilingual content, you have to pay attention to the details below.
- Always work with professional translators, preferably with knowledge of web content production.
- Have an effective operating command of the source language does not guarantee a readable translation for the target audience. A translator must be a specialist in your foreign language, but it has to be even better in your own, both technically and stylistically.
- The translator is not an isolated professional within the process. If you want your translations for web content to reflect the original proposal, should always include translators on the team. The more alignment the better.
- Never ask for work for yesterday. The process of investigation and study of materials, in addition to multilingual SEO, takes time. The result is worth it.
- Automatic translation? Never! Even with review. The machine remains mostly syntactic and non-semantic.
Finally, it is important to know that it is not just translating, it is thinking about the target reader and how they would react and interact with our content.
The translation for multilingual content, as you can see, is fundamental for the success of companies that want to expand regionally or globally, in this way it is possible to generate rapport in a natural way and a unique approach with its target audience.
Do you want to stay out? Hope not! Before you start thinking big, what do you think about knowing more details about Content Marketing and all the benefits that this strategy can bring to your business.
Download now the ebook of the first steps of Content Marketing and get ahead of your competition!