Automatic translation can be a helpful tool, but connecting with a new audience requires more than clicking a button. To effectively communicate a compelling message across languages, you must have localized content reviewed by a professional translator.
While machine translation services like Google and Amazon Translate have improved dramatically, developing a relationship with your international audience requires speaking with them as a local. Professional translation services optimize your efforts to localize your website, create digital marketing content, produce audio or video content or interact with your international consumers. Working with an in-country translation expert is the only way to ensure your investment in translation yields the most benefits. Here’s why:
Google Isn’t Always Accurate
Even if a direct “English to X” language translation was an effective method, machine translation is sometimes unable to deliver. Google Translate and its contemporaries are not 100% reliable, and may deliver awkward, vague or incorrect phrases. Automatic translations will not catch changes in currency or date formats and are unable to recognize cultural references, word play, idioms or slang.
Customers, especially new customers, are unforgiving when it comes to lazy advertising. Poor translations or difficult to understand content will dissuade customers from buying. It gives customers the impression that they are not a priority. And worse: there can even be legal consequences of poorly translated text!
Leaving your digital marketing content in the hands of a machine translator means losing control of your voice and your message: only a professional translator is capable of ensuring that nothing is lost in translation.
Localization is Key to Connect with New Customers
Reaching your new audience requires localization. A word for word translation doesn’t cut it. Your new audience will want to feel like they are being addressed directly, and that requires in-depth knowledge of the local culture, preferences, humor and national identity.
Milla & Co’s approach to translation is to collaborate with in-country linguists with expertise in true localization. Our team of professionals is trained to adapt content to appeal to the local audience and reference their cultural experience. A machine cannot understand the emotional context behind human buying habits, but an in-country professional has experience with the local preferences.
Working with local translators ensures that each marketing piece is culturally and geographically relevant. It means communicating your brand’s message in a way that connects with the unique culture of your audience. A local translation expert is able to refine the details that count and turn potential customers into loyal customers.
Advertising is an Art, Not a Computer Science
Successful advertising and marketing campaigns appeal to our emotions. They connect with us, inspire us, motivate us to take action. Not all advertising content translates. A concept that works in America may confuse, or even offend, in Brazil.
At Milla & Co, we go beyond pure translation. Our experts work with our clients’ creative teams to find advertising concepts that appeal to the regional audience. By working with a translation professional, you can preserve your brand identity through translation, and ensure that your message is clear and compelling.
Our team is able to offer the best in-class industry recommendations, such as site content standardization and the use of templates across markets. We help you streamline your digital assets, maintain control of your message and build a consistent visual brand across markets. Furthermore, only professional translators can optimize your site content for international search engine preferences. Automatically translated content will not receive the same attention or reception.
While Google or Amazon Translate is not the answer for a lot of marketing content, it can still be a useful tool for marketers looking to expand their reach. Websites that update frequently, host user generated content, or have content that must be available in real-time may find automatic translation is a more practical option. For large volumes of text, like blogs with expansive archives, it is more cost effective to use Google Translate or a similar service. We advise that you hire a professional translator to review the most popular posts and optimize your best content.
As you make the decision to invest in a new international audience, maximize your translation budget by hiring a professional translator to review they key pieces of your marketing. Your website, digital marketing content, audio and video content and advertising campaigns are only effective internationally when they are translated professionally.