Breaking Barriers to Globalization, Part Two
I wrote a blog post earlier this year about Transfluent breaking barriers to globalization. In that article the emphasis was on allaying user fears regarding service platforms. In part two I will focus on a few other ways that Transfluent is helping companies move into new international markets.
Language technology and language services can give you an advantage when entering new international markets. So what can Transfluent can do to make your journey easier and less bumpy?
When a company enters new markets – especially those where the language or languages spoken are different from that of the company, it is important to be prepared. Yes, you have to translate all the materials and localize your website, possibly also your software or user interface. You may also look for a partner in the new market to bring in local knowledge. But before taking these steps, you will want to know whether the market is a good fit and the right way to approach it.
Depending on your offering you can use translation and localization services for scouting and testing new markets prior to entering. Content marketing is an important part of this strategy. If you are doing content marketing (e.g. publishing blogs in your own native language) you should definitely try out how they work in different markets.
To accomplish this you need both good writing and good translating since blog texts, for example, need to be not just translated but transcreated. Transcreation goes beyond basic translation to edit the text for a local audience. Transfluent’s service has just been integrated with another Finnish company, Loyalistic, specifically their marketing and advertising services. Existing Loyalistic customers can now translate copy generated for them by Loyalistic via Transfluent. With this combination it is easy to test and eventually enter foreign markets.
Another strategy is to research search terms and phrases on foreign markets. This also requires very good translating and/or transcreation. The translator needs to know the market the customer is testing in order to select the proper key words. When done well it gives the customer a good idea if there is demand for his/her services in the target market. You additionally get to know how customers in that market are searching for the kind of services that you offer. It is easy then to change your appearance a little bit, improve your SEO and get better search results in the new market. If you find out that the services you offer are not in demand you will save your company time that could be better spent researching markets that are a good fit.
And – of course –when entering a foreign market that is new to you, always put effort into localization. We at Transfluent use native translators for localization jobs who know the culture of the market you are entering. This way you can be sure that your message is clear and your product is placed the right way. With Transfluent, we help you break the language barrier – expanding your global reach.
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