So, you’ve made the hugely sensible decision to translate your content into another language.
You understand that people are far more likely to place their trust in you, and hand over their money, if you speak their native language.
A lot of businesses tick the translation box by simply translating their most obvious content, like the home page of their website and their physical brochure, and leave it at that.
But the savviest of business-owners know that the trick to turn a sceptical potential client into a fully paid up customer lies in the details.
With that in mind, here are a few of the less obvious things you should consider translating to make sure your convince clients who speak your target language that you’re the business they should be trusting with their hard-earned money.
- Testimonials
Testimonials take the top spot on this list because, in my experience, there are few things that help convince a browser to become a customer more than testimonials from real people, just like them.
Further down the line, you’ll be able to gather testimonials originally written in your target language, but the next best thing is having your existing testimonials professionally translated and reviewed for use on your website, in emails, in print, or wherever you think they’d be just the thing to win potential clients over.
- Videos
You don’t need me to tell you just how important a marketing tool video is in this social media age. It’s predicted that, by 2020, videos will account for more than 80% of all internet consumer traffic.
If you’ve put the time and effort into creating a video in one language, why not translate it whilst you’re at it, and ensure your message will reach even further? You can opt for subtitles or even dubbing; the most appropriate option will all depend on the original video.
- Blog posts
Blogs are a fantastic way of building your authority and your audience, and having your existing blog posts translated, or your new ones translated as they’re written, means that speakers of your target language can get involved too.
In the tourism industry, blog posts are a wonderful way to share helpful information to help people plan their trip and prove that you know what you’re talking about, and if you translate your blog posts as well as your key content then you’re building your credibility in the eyes of speakers of your target language.
- Newsletter
If you have a newsletter that you send out to your subscribers, having it translated can help you build your email list in the target language.
As we all know, well put-together, valuable newsletters are fantastic ways of keeping customers engaged with your brand, and coming back for more. You’ve already put the work into creating the newsletter, so why not get the very most out of it?
- Price list
Depending on the services you offer, you might have a list of prices that customers can access.
If this is the case for you and you’re trying to tap into a market that speaks a foreign language, then it’s an excellent idea to have details like this translated, as customers will feel as if they’re being catered to specifically.
Just remember, whilst it’s normally important to ‘localize’ details like numbers, it might not be appropriate to convert prices into the relevant currency for your audience if you don’t accept said currency.
- Slogan
A slogan is only a few words long. It’s not worth having it professionally translated, right? Wrong. Whilst a slogan might seem like a small detail, it can have a big impact on your business.
Strictly speaking, the translation of slogans and other similar marketing copy is known as ‘transcreation’ (creative translation). The translator needs to have a deep understanding not just of the language but the target market, and be able to convey the meaning and have the same impact, which usually doesn’t mean translating it word for word.
Your slogan is something that will appear in all kinds of places, from your website to your email signature, so make sure it’s vital to make sure it’s translated well.
- Downloadable guides
Who doesn’t love free stuff? No one. Free downloadable guides and eBooks are fast becoming one of the most popular ways to reel people in and get those all-important email addresses.
If you’ve put the time and energy into creating something free and downloadable that you’re proud of, which might, in the tourism industry, be a list of must-see sights or a map of the best spots to grab a bite to eat, then don’t limit it to one language!
Translate it, so everyone can benefit from your knowledge, and keep watching those email addresses come rolling in.
- Key information
This is a slightly more vague point, as it will be entirely down to exactly what the nature of your business is. If you own a restaurant, then making sure your menu is well translated, both on your website and physically, will make everyone’s dining experience easier, meaning happier, more relaxed customers.
If you run tours, then it’s great to have any vital information to hand out in text form to make sure there are no misunderstandings that could cause problems.
Essentially, you need to think long and hard about the experience that your customers have with you and exactly what they need to know and when. Then, make sure that that information is in their language.
