It is now easier than ever for businesses to consider international, multilingual expansion. But success abroad isnât as simple as just reproducing your existing business offering in a new language.
In fact, one of the most important aspects of developing a varied customer base to support your overseas success is communication, and this is where translators come in. Particularly valuable within the technical industries, translators are the key to breaking down language barriers to enable successful international expansion and encourage customers to return again and again.
Speaking Your Customersâ Language
Technical industries such as manufacturing and engineering often create complex technical guides and manuals which are delivered with their products in order to guide and support customers after the point of purchase, perhaps with a new set-up or installation. The adequacy of these guides can be a major determining factor in customer satisfaction – a particular point of focus for companies looking for repeat purchases. But navigating and delivering high quality technical guides in multiple languages and geographical regions is no easy task.
Expanding into a new market demands a move away from single language technical guides; not making this change puts sales at risk. Any customer buying a technical product, whether theyâre coming from a B2B or a B2C standpoint, is likely to need access to detailed information they can understand, from product descriptions to after-sales manuals to allow them to get the most from their purchase.
This ultimately renders any content that is not in the customerâs native language null and void, and could encourage them to look elsewhere, not least because they canât find the information they need. Although problematic for any business, this is a potential disaster for businesses dealing with a wide variety of customers from multiple international markets.
But the issue is more complex than simply satisfying the customerâs need for information; by not providing the technical manual in their language a barrier is created. Simply put, a company that doesnât speak the customerâs language will struggle to create a connection with them, putting customer satisfaction and, again, repeat business, at risk.
Technical industries such as manufacturing, engineering and IT often supply customers with complex products that require guidance and support from a well-written manual. But this document must then be accurately translated into the native language of customers to be of real value.
Choosing the Right Technical Language Translator
Native language technical guides are no use if theyâre unclear or confusing, so donât underestimate the value of an experienced and talented technical translator. Vital to the success of overseas marketing and customer satisfaction, technical translators are the key to delivering clear content in a variety of languages. There are many factors to consider when choosing the right translator for your project, but some of the most influential are credibility, experience and expertise.
Credibility
The best brands often work with the best translation services, and this accolade alone is often the mark of reliability and accuracy within the world of technical translation. Many people seeking services from the translation industry will require fast turnarounds and a supportive service that tackles everything from the goals of the project to its final distribution.
By selecting a translation service thatâs credible, reliable and responsive, you can achieve your results quickly and with as little stress as possible. Of course, professional accreditation is also a plus, and many translation companies, including Bubbles, can show accreditations that confirm they meet the high standards expected by clients.
Experience
Experience is key to understanding the complexities involved with successful translation, whether you require a single technical product description or the detailed translation of an entire manual. When selecting a technical translator you should be sure that they have gained relevant experience working in an appropriate industry, and ideally have specialist knowledge of the type of translation project being undertaken.
Itâs also key for translators to have industry experience translating into the specified language, which can mean the difference between a direct translation and a culturally appropriate translation. Translators with experience are more likely to focus on the meaning of the words in the context of the language spoken, drawing upon past experience to create an accurate translation that will engage a new market.
Expertise
In a world filled with instant (and imperfect) machine translation tools itâs easy to forget the power of human expertise, but it is a crucial factor in the success of technical content. In terms of translation, expertise will ideally include both industry expertise and language expertise, which is hard to combine within a computerâs translation tool. Human translators, on the other hand, develop expertise in multiple areas, giving them the ability to accurately translate content in a way that considers both the product being sold and the cultural background of the target audience.
When it comes to translation, industry expertise can help translators to understand the sentiment behind the content, ensuring itâs not just the words that are adapted for a new audience, but the brandâs voice too. In the case of technical translation, human translators with expertise in this area are more adept at identifying which information requires structural changes or a deeper level of âtranscreationâ due to the lack of direct word-for-word translation, and which information and wording can and should remain consistent across languages.
There is no substitute for experience when it comes to ensuring that technical translation is accurate. The best translators in this area will understand the culture and jargon associated with the target language, as well as the words themselves.
Bubbles has been translating the most complex technical content for the worldâs most discerning brands for over 13 years.
Weâve got experienced and talented technical translators in every language to help your business succeed in a new market.
