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Your team is expanding into new markets. How can you ensure that your translations are top quality?

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Expanding into new markets is an exciting opportunity for your team, but also a challenge when it comes to communicating with different audiences. You want to make sure that your translations are accurate, consistent, and culturally appropriate. How can you achieve that? Here are some tips to help you ensure that your translations are top quality.

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Younes Al Jada

Localization & Translation manager | Localization | Translation | Copywriting Gaming. Top 200 LinkedIn creators in…
Jan Bílek

Product ?? Localazy
Marián Amigueti Camerino

Especialista en traducción y localización desde 2002 | Mentora de comunicación y diferenciación

1 Choose the right platform

There are many translation platforms available, but not all of them suit your needs and goals. You need to consider factors such as the type of content, the volume of work, the budget, the quality standards, and the feedback mechanisms. Some platforms offer automated translation, human translation, or a combination of both. Some platforms allow you to manage your own team of translators, while others provide you with a network of professionals. Some platforms have features such as glossaries, style guides, quality checks, and revisions. You need to compare the pros and cons of each platform and find the one that matches your expectations and requirements.

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Younes Al Jada

Localization & Translation manager | Localization | Translation | Copywriting Gaming. Top 200 LinkedIn creators in Jordan.
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Few things come to mind: - Hire the right people. - create clear guidelines. - unify the quality standards. - consult with local experts. - establish clear and transparent communication

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Jan Bílek

Product ?? Localazy
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The first step in ensuring top-quality translations is selecting the appropriate translation platform. Consider platforms that specialize in technical translation, as they hire qualified translators with expertise in various fields. Look for platforms with robust quality control processes, customer support, and good track record.

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Marián Amigueti Camerino

Especialista en traducción y localización desde 2002 | Mentora de comunicación y diferenciación
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After more than 20 years in the localization industry, I can tell that choosing the right platform can make a great difference. Imagine trying to coordinate and work efficiently with different development, proofreading, translation, marketers, and compliance teams in the wrong place. I have suffered this! Kindly consider variables such as the volume of work, the people involved, the term banks, style guides, glossaries, quality checks, and the query and feedback mechanisms. Depending on those factors and your budget, you will find different options and solutions. Asking each relevant category of the team (developers, compliance agents, translators) will give you some hints on what is the most appropriate platform for your needs.

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2 Define your target audience

Before you start translating, you need to know who you are talking to and what they expect from you. Your target audience may vary depending on the market, the language, the culture, and the context. You need to research your potential customers, their preferences, their pain points, their values, and their behavior. You need to adapt your tone, style, and vocabulary to their needs and expectations. You need to avoid jargon, slang, idioms, and humor that may not translate well or may offend them. You need to use the appropriate terms, units, formats, and symbols for their region and industry.

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Jan Bílek

Product ?? Localazy
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A clear understanding of your target audience is vital. Consider their language dialects, cultural nuances, and regional terminology. This is not just about translating words, but conveying the intended meaning accurately by capturing the nuances that reflect the target culture and audience preferences.

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3 Create a translation brief

A translation brief is a document that provides guidelines and instructions for your translators. It helps them understand the purpose, the scope, and the desired outcome of your project. A translation brief should include information such as the source and target languages, the target audience, the type and format of the content, the tone and style of the voice, the key messages and keywords, the specific terminology and glossaries, the quality standards and expectations, and the deadlines and deliverables. A translation brief helps you communicate your vision and goals to your translators and ensures consistency and quality across your project.

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Jan Bílek

Product ?? Localazy
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A well-prepared brief is crucial for getting top-notch translations. This should contain the context of the document, desired tone of voice, specific terminologies, and any other important details about your brand or product. This gives translators clear direction and can greatly improve the quality and consistency of the translation.

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4 Review and revise your translations

Even if you have a reliable platform and a qualified team of translators, you still need to review and revise your translations before you publish or distribute them. You need to check for errors, inconsistencies, omissions, or mistranslations that may affect your meaning, clarity, or credibility. You need to verify that your translations are aligned with your brief, your audience, and your brand. You need to solicit feedback from native speakers, experts, or customers who can provide you with valuable insights and suggestions. You need to update and improve your translations based on the feedback and the results.

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Clarice Godinho

Certified Translator | Cultural Mediator | Member of the Brazilian Association of Translators and Interpreters (ABRATES) and the American Translators Association (ATA) | Proz Certified | Journalist
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Thoroughly reviewing texts is indispensable! As important as the translation itself, I dare to say… It ensures linguistic accuracy, mitigating the risk of misinterpretation or unintended nuances. Rigorous reviews address any linguistic or cultural disparities, aligning the translated material with local expectations. In the translation game these days, standing out as a provider boils down to a gem: commitment to quality (which not everyone is showing much of...). When venturing into new markets, safeguarding a provider's reputation, attracting new clientele and fostering client trust and satisfaction are key. Dedicating time and effort to meticulous text review is non-negotiable and strategically positions a provider for enduring success.

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Jan Bílek

Product ?? Localazy
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Always review and revise the translated content. The process is rarely perfect the first time, and mistakes are common. Consider engaging a different, preferably native, translator for proofreading to catch any errors, contextual misinterpretations, or inconsistencies.

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5 Monitor and measure your performance

Finally, you need to monitor and measure your performance and see how your translations are performing in the new markets. You need to track and analyze metrics such as traffic, conversions, engagement, retention, satisfaction, and loyalty. You need to identify what works and what doesn't, what resonates and what repels, what attracts and what distracts. You need to use data and insights to optimize your translations and improve your results. You need to keep learning and adapting to the changing needs and expectations of your new audiences.

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Jan Bílek

Product ?? Localazy
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Regular evaluation of your translated content's performance is critical. Use feedback, analyses, and other relevant metrics to gauge effectiveness. This information can provide valuable insights into your target market's responses and can help shape future translation strategies for better results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your team is expanding into new markets. How can you ensure that your translations are top quality?

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2

3

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1 Choose the right platform

2 Define your target audience

3 Create a translation brief

4 Review and revise your translations

5 Monitor and measure your performance

6 Here’s what else to consider

Translation

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