If you are looking to reach out to global markets, then providing content in the native language of your target market should be considered as crucially important. A recent survey completed by Common Sense Advisory showed that 87% of consumers who can’t read English don’t buy products or services from English-language websites. To appeal to this market, employing literal translation will not glean successful results. You need to use ‘Transcreation’. eSense Translations explains exactly what this term means and why it is important for your business when targeting international markets.
Transcreation is the process of taking content and translating into another language whilst also adapting it to appeal to the target audience. This process is mainly used for marketing content for business websites, blogs and advertising material.
Transcreation requires the writer to not only be a skilled translator, but also have the ability of a marketer and the understanding of the target market’s culture. This will ensure that the material translated retains the same intent and tone as the original and is received by the local audience in the way that it has been envisaged.
Marketing copy takes time and skill to create in the first place. A lot consideration goes into how you speak to your audience in order to make a connection with them and ultimately achieve conversions. Do not waste that effort. Using transcreation, your content will be adapted and revised appropriately for your new audience.
Despite the increasing growth of globalisation of business, there are still surprisingly few companies who have branched out into international markets and invested in providing content in different languages. In 2014, almost half of Fortune 500 companies had not translated their web content into more than one language. Part of this may be due to the investment required. A website itself may contain dozens of pages, not to mention the video content and the rapid pace at which businesses now continue to update their marketing material. All of this can seem overwhelming!
Nonetheless, the huge potential benefits for growth and staying ahead of your competitors makes the investment in transcreation services worth it.
Consider this: 70% of internet users are not native English speakers. As stated in the survey above by Common Sense Advisory, consumers feel more confident buying products when marketed in their own language. The study went on to show that 56% of their respondents spend more time on sites in their own language and even go as far to boycott English language URLs altogether. This is a massive proportion of the population with potential revenue that many businesses are not tapping into.
Israeli online underwear retailer, Under.me, invested in a German version of their website and saw its conversion rate jump from 1% to 2%. They used transcreation successfully in this process to ensure their product description was appropriate for their target audience.
Successful marketing requires a business to be able to connect with their customers, developing trust and confidence with them. When a business speaks to their audience, using appropriate and thoughtful messages, in their own language, that relationship is more easily developed. The customer feels valued by the brand and so is more likely to make a purchase.
The use of English when writing online content is taken for granted. It is by far the widest used language on the web. As big brands, such as Google, Wikipedia and Deloitte, translate their content and using transcreation techniques to appeal to a wider audience, other businesses are starting to consider this investment. By following in their footsteps, your business will be considered at the forefront of your industry and ahead of the competition.
By Lorna Paice