Language is the lifeblood of global businesses. As a result, you should seek to optimise your organisation’s translation processes just as you would any other business processes. That’s where language consultancy services come in. Here are four ways language consultancy can supercharge your international business.
Language consultancy helps effectively target multilingual and multicultural audiences.
Effective marketing requires a strategy. Effective marketing on an international level requires multiple approaches to accommodate linguistic, cultural and technological differences. Merely translating the content from one language to another may not be enough to reach people in your target market. For instance, consider the following:
- Images that are acceptable in one culture may be confusing or even offensive in another culture.
- Colours can carry different meanings from culture to culture, as well.
- Depending on the market, you may need to adjust the marketing channels you use to optimise the reach of your campaign.
- Some advertisements may need to transcreated, rewritten from the ground up to carry the original message more effectively to the new audience.
Professional language consultants can work with your team to build an international marketing strategy that takes these factors, and more, into account. The result? Global advertising and marketing campaigns that have the same impact as the original.
Improve workflows for translation-related tasks.
Language services are often treated as an afterthought or an add-on. However, lack of attention allows outdated methods and inefficiencies to flourish. This creates additional costs over the long-term. Professional language consultants can optimise your organisation’s workflows and procedures to maximise efficiency and productivity. It’s like giving your translation engine a tune-up.
Curious to see how this works in the real world? Here’s an example. In K International’s work with the British Army, we redesigned and modernised their translation workflow using Business Process Engineering principles. After making the changes we suggested, the Army is now able to take advantage of technology to simplify the process of handling and translating large amounts of paper documents.
For instance, we implemented a secure, shared workspace to allow for easy long-distance collaboration. Our solution included an online community, library, database, termbase, glossary and previously translated material. This will enable colleagues from around the world to work more efficiently on shared projects.
We also created a database of translation memories, allowing new material to be translated more quickly, more accurately and with less expense. Additionally, we integrated a machine translation solution to allow for real-time translation when necessary.
Reduce translation costs.
Translation costs don’t have to be a barrier to international expansion. An efficient workflow combined with the right translation tools for the job can help your organisation keep costs under control without sacrificing quality. Often, language consultancy is an upfront investment that pays for itself over time.