Nowadays, a rapidly growing number of business owners in the United Kingdom decide to explore international markets and take the full advantage of globalisation. Although still overlooked fairly often by the corporate managers, one of the most important aspects of business internationalisation are professional translation and language services.
The language translation industry is expected to beworth over £40 Billion worldwide within the next 2 years. As you can see, such growth indicates that the approach to internationalisation is changing amongst UK businesses, who are starting to fully appreciate the true importance of translations within competitive markets and the direct impact they can have on sales. The once widely preferred ‘one-fits-all’ approach to markets, where an entire marketing campaign remains unadjusted for specific markets (including language, images etc.), simply because it works well on the company’ home turf, is currently being replaced by a more modern method, which identifies each market from an individual angle and defines its characteristics separately.
As it happens,
language is one of the main characteristics defining culture, which defines market.
Equally important to the socio-economic aspects, language can define how a
market reacts to a campaign or product, and consequently, directly affect your
which international market a company chooses to target, translating their
content in order to suit that particular market’s characteristic is something
any successful business must consider.
What material should a business translate?
Although this is
an extremely important question, it is also a very individual one and unfortunately
there isn’t a straightforward answer. Before translating, each business needs
to evaluate their campaigns, products and the chosen market itself in order to
specify precisely which materials will help them in increasing sales and
revenue after being translated into the market’s native language.
For example, a
company might wish to enter a market with a range of specific products, which
they find most likely to perform well in the chosen country. If the company’s
website is extensive with a number of different sections and hundreds of
product descriptions, translating the entire website would not only be
impractical and futile, but also costly. Being able to successfully identify
the specific business content, which after translating may be in some ways
capable of positively affecting consumer behaviour is a critical part of
internationalisation, not only for the potential revenues, but also the
As the company’s
website is, in many instances, the first point of contact between a business
and the potential customer, translating the firm’s web space is an almost
essential step when approaching foreign markets. Nonetheless, website isn’t the
only marketing material a company should translate in order to successfully
acquire new customers abroad.
If a business
has a physical presence in the target country, translating brochures, leaflets
as well as something as trivial as business cards can have a direct, positive
impact on consumer behaviour and your brand’s perception within a foreign
If your company
will approach the foreign customers online, as previously mentioned,
translating your website (or the chosen areas of it) is nothing short of
essential. Additionally, if you run a mobile app which your customers can use
to stay connected with your brand or purchase your products, translating it
might also be worth considering – from both – company image and sales point of
Often, however, marketing materials such as websites or mobile apps require transcreation, which is a step beyond a simple word for word translation. Transcreation focuses on recreating marketing content in order to ensure that it is carefully localised for the target audience, which includes not only the language itself, but also other elements which may affect how your potential customers perceive your campaigns. Transcreation usually considers language, emotion and culture of the target market and allows the marketing materials to be specifically and carefully attuned to consumers. You can read more about transcreation here.
Is there anything else?
owners believe that translating marketing materials is all that needs to be
done during internationalisation. Although essential, translating marketing
content isn’t everything. While overlooked, the translation of legal documents
is equally important for a business while approaching foreign markets.
documents such as contracts, terms and conditions or user-manuals is key in the
customer acquisition process and can additionally be an important element of
gaining business partners.
translation of marketing content requires a lot of creativity, legal documents
often require an understanding of legal system in both, the home and target
countries. As a result, it is extremely important that the translation agency
your business decides to work with is able to provide translations by linguists
who are not only native speakers of your chosen market’s native language, but
who additionally have experience within the legal sector.
Linguist or a translation agency?
In many cases, a
business owner is able to successfully select the materials which need
translating and allocate funds in the budget, but isn’t quite sure how to find
the best provider for their particular translation needs.
related translations, human translators are usually a far better choice than
machines. Although significantly more expensive, they guarantee creativity and
expertise which even the most advanced machines aren’t able to match. Yet.
When looking for
a professional translation provider, a business is typically faced with two
options; working with a freelance linguist or a translation agency. Each of the
two options have their pros and cons and it truly is the company’s individual
approach as well as their needs and budget which will define the choice.
Working with a
freelance translator is usually cheaper, nonetheless it comes at the price of
turnaround times and security.
agency will not only be able to provide the translations faster, but will also
guarantee higher security, which can be especially significant when translating
benefit of working directly with translation companies is the fact that they
can provide specialist translations for a number of sectors and types of files,
while a freelance translator usually specialises in the translation of
particular type of files, whether marketing or legal and won’t be able to
provide expertise across all materials.
A great place to
find a freelance linguist can be Proz. The platform gathers professional
linguists, who can be sorted by a number of different criteria, such as
language or expertise, suitable for your particular materials.
There is also a large number of professional translation companies, which specialise in business and corporate translations. Some of the agencies, such as Lionbridge, Language Experts, Translations London or Translation Services 24 have a network of freelance as well as in-house translators and are able to cover not only several languages, but also a wide range of business sectors.
Is it all worth it?
Again, this is a
question without a straightforward answer. Translating your material can be an
expensive venture, nonetheless, many consider it an essential step when
approaching foreign markets. The ‘one-fits-all’ approach might still be popular
amongst the older generations of business owners, it is however an outdated tactic
in the eyes of the younger generation, which is more accustomed to
globalisation and the digital world.
services are without a shadow of a doubt an important aspect of
internationalisation. Translating your company’s materials can not only improve
your company’s image abroad, but in many cases also directly affect sales; as
almost 80% of consumers claim to feel more inclined to committing a purchase if
the information about products/services is available in their native language.
Many people dream of starting their own business, then watching it grow toward success. For those in the commercial inflatable rental business, these dreams can become a reality. Inflatables rentals are a great way to supplement the income from another job – as a part-time business, rentals can be a rewarding pastime. For those looking to make it a full-time business, a few additional steps are needed to get the business operating efficiently. In this guide, we’ll discuss some of the best ways you can achieve profitability with your inflatables rental business.
Advertising to Gain Customers
Despite appearances, many first-time business owners do not realize that advertising is the key to growing one’s business. A commercial-grade inflatables rental business is no different; the owner must take steps to get the word out. Advertising does not have to be expensive – printed flyers, word-of-mouth, and social media posts can provide big payoffs in a short amount of time. Create social media pages on the popular platforms like Twitter and Facebook, then post photos and details of your inflatables for rent. To leverage social media in the best possible way, you must post regularly, and that includes news about your business, new products, and new services you offer your customers. Encourage your customers to post favorable reviews if they are satisfied with your service, and their friends are more likely to share your posts and to provide new business opportunities for you.
Developing Customer Loyalty
Now that you’re gaining new customers, you must do whatever you can to keep them happy. Outstanding customer service is the crucial component of customer loyalty; without it, many small businesses fail. Providing support to each client through every step of the rental process can build loyalty. If those customers are happy, they are more likely to help you spread the word to their own friends. Repeat customers can be offered discounts on future inflatables rentals, too. This also builds brand awareness, helping you stand out even in competitive marketplaces.
Do Things Differently
There are many inflatables rental operations in the U.S., and competition can be fierce. One way of standing out from the crowd is to do things a bit differently, such as offering custom inflatables to your customers. Work with an inflatables manufacturer on styles and colors that are unique; the best manufacturers have a robust custom-ordering system to help facilitate this part of the overall business picture. Backyard birthday parties are not the only business opportunities out there for your inflatables rental business. To gain new customers, it can be a great idea to approach schools and charitable organizations in your area, too, offering inflatables for special events like fall festivals and community gatherings.
With a little hard work and the ability to deliver on your promises, your new business will flourish. Take the steps today to help your business stand out from the pack, and soon you will be a success in the inflatables rental market.
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