5 Golden Rules of Marketing Translation

Translation is a vast field. You have many different niches that have specific vocabulary and terms that others may not understand. That’s why every translator has a specialization in one or a few topics. Marketing translations are no different. They require knowledge of the field and a tailored language. After all, it is designed to convince readers in another way than literature or business content.

That’s why, before you look for integrated translation services or a localization company, you should know the five golden rules of marketing translation. Below, you can read everything about the need of the target culture’s knowledge, the adaptation of materials, the importance of space limitations, and more. Read on and make sure you choose right!

Knowledge of Target Culture Is Necessary

When you are dealing with marketing translations, there is no place for mistakes and misinterpretations. Every product has its own marketing vocabulary and before you get into the translation phase, make sure you know what it means. Every word matters, so hiring a translator who knows the target culture’s terms is your first step. It can be a life-saver later on.

The culture and even the cultural customs have to be taken into account. You not only have to know the terms, but you also need a translator who knows how to adapt the materials to a foreign culture. Moreover, diving into local cultures and their habits allows you to use local SEO keywords effectively.

Localization Improves Effectiveness

Adapt your marketing materials to other languages to the local culture, including keywords, references, and even the tone of voice. Here are some tips for translating marketing materials more effectively:

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• Notice cultural differences like how frequently people rely on word-of-mouth recommendations, which is much higher in Asia.
• Check whether you need to change the color palette because your brand’s colors may be clashing with another country’s culture.
• Be careful with idioms and expressions. They could be confusing when translated literally.
• Hire a translator who knows the nuances of the cultures and can suggest alternatives or changes that will suit the market well.
• Cultural references should be adapted as well. For example, use more appropriate terms like “football” instead of “soccer” in the US.
• Rather than using the same keywords over and over again, form keyword variations according to each market’s local search trends. Make sure that they make sense and do not look forced or repetitive to avoid the impression of keyword stuffing.
• When it comes to visual images, take note of cultural symbols and imagery specific to a particular country or region. When choosing images, it’s best to either hire an experienced translator or ask someone who knows your audience well for help.

Translation Management Is Crucial for a Successful Campaign

Keep in mind that marketing translators need special skills and experience to make your marketing campaign work. That’s why it’s best if you take translation management seriously. You need to keep an eye on the entire process, from the translation itself to review and approval.

Marketing translations need to be reviewed at every step of the way, and here are some tips for doing it effectively:

• Ask for revision notes from your translation agency.
• Request back translations from your agency or freelancer.
• Have a professional proofread it.

Space Limitations Require Short Translations

Marketing materials often have space limitations because they are meant to be distributed through emails, landing pages, or social media posts. Make sure you account for space limitations when translating them.

Here are some tips for improving your text considering space limitations:

• Don’t make sentences too long.
• Remove unnecessary words.
• Check whether sentences are cohesive.
• Remove time-consuming phrases – for example, “before now.” It takes up two whole words.
• Avoid using passive voice.
• When writing headlines, try not to use more than eight words.
• Focus on what’s essential for your target audience instead of describing minor features and benefits.

Marketing Translation Requires Special Skills

Marketing professionals should never translate their own materials. If you’re not sure if you’re doing things right, it’s best if you hire a professional! A translation service will help you avoid mistakes and ensure quality translations at all times.

Here are some tips for hiring a professional translator that will meet your marketing needs:

• Hire a translator who is well-versed in marketing.
• Check their portfolio to make sure it matches your needs.
• Choose a translator who has experience with the language and culture of the target market.
• Ask for references and recommendations.
• Check whether the person you want to hire is using the latest translation software.
• Make sure the translation agency or freelancer you choose is available 24/7.
• Select a translation service that is willing to work with you on a regular basis. They should be able to provide both standard and rush jobs.

Conclusion

Marketing texts are written differently than other types of content and require special skills. Thus, you can’t just hire a random translator or use free translation tools. Instead, you should consider hiring a marketing translation service or a freelancer who knows their way around the industry.

Remember that marketing translations should be easy to read, concise, and informative at the same time. You need to make sure your website or landing page converts visitors into customers while avoiding mistakes. The best way to do that is to hire a professional translator who will translate your texts appropriately.