4 TIPS TO HELP YOU GET AHEAD OF THE GLOBAL GAME
P IS FOR PLANNING
Once the decision has been made to invest in an international
communications strategy to support your exporting activities, as with any
investment, it’s important to make sure it pays off.
But how do you avoid the pitfalls of a world that can be difficult to
understand, that is the world of foreign languages? For those who don’t
speak or understand another language, it can be a scary place.
But by following some very simple steps, you can make sure your
international communications really get the right message across and help
to boost your export sales. There are several steps that will help you
succeed in overseas markets and preparation is definitely one very
important step to consider when thinking about how you want to get ahead
of the global game. If you plan your campaign properly, you’ll be sure to:
get a clear message across to your target market
build up your company’s reputation
achieve greater efficiencies
In short, you’ll get an overall better return on investment.
E IS FOR EXPERTISE
After looking at how to plan your projects to get the best return on
investment, it is important to look at getting the right expertise working on
the project to give you the best results.
It goes without saying that you need to be working with a qualified
translator, i.e. someone with a recognised qualification in languages or a
proven track record within the industry, and there are many good
translators out there. So how do you establish the right one for you?
There are many critical elements you need to take on board to make sure
you are represented professionally, accurately and appropriately in your
target marketplace and ‘keeping native’ is certainly an important factor that
stands out from the crowd.
E.g. If you were having a document translated from Spanish to English, you
would require a native English translator, rather than a Spanish native
translator. This is because a native speaker of a language is always going to
be able to write more convincingly in that language than someone who has
learned the language and uses a second language.
To give you an example of why a native translator is important, take a look at the golf sign picture at the top right handside of this page:
Native English speakers will all know what the message is trying to say, but
will also understand the hidden connotations and therefore would probably
have phrased it slightly differently.
So, the first rule of thumb is to make sure your translator is a native speaker
of the language, your document is going into.
A IS FOR APPROACH
One of the key elements to ensuring success in a foreign market is also to
approach it in the right way. There are many different ways to approach
markets, all of which have varying levels of involvement, cost, and resources.
One such example of how to communicate with your target audience
involves ‘The Remote Approach’. Many companies who are starting out on
their export journey access their chosen markets remotely. They will usually
have an online presence through their website and social media campaigns,
backed up by the UK-based support team. This approach gives companies
the opportunity to dip their toe in the market without incurring the cost of
establishing a physical presence.
The considerations in terms of communicating with the target audience
would include a website in the target market language; this doesn’t need to
be a complete replica of the English version; translating just the relevant
pages or new content specific to the target market would be more cost
effective and should ensure a greater return on investment. Investment in
foreign language SEO for the website would also be worthwhile to ensure
the website can be found by your potential customers.
K IS FOR KNOWLEDGE
Know that you will be in safe hands with Peak Translations and if you want
to find out further details on all of the tips: planning, expertise, approach
and knowledge, come and listen to Peak Translations’ MD, Helen Provart,
speak on 14th November at 12.30pm in seminar hall 14 and visit us at stand
220 where we will be happy to provide our expertise.
“To effectively communicate, we must realise that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others” - Tony Robbins