Next Translation Strategy Office Hours: 7. November 2018 at 11am PST / 2pm EST

Next Translation Strategy Office Hours: 7. November 2018 at 11am PST / 2pm EST

THE TIME TO GO GLOBAL IS NOW!

But how and where do we start?

Did you ever want someone to look at YOUR specific business situation and on how to offer your services and products in another language? Strategically calculate which language and market to choose? And the best strategy to get started?

Did you ever wanted to ask general questions about doing business internationally, simply know why Google Translate doesn’t work for your business – or maybe it does work for your business when used with some tips and tricks?

You would love to find resources on a particular topic or country, or just where to find a good translator. Or would be a translation agency more suitable for you? And do they know about optimizing your shop, your app, the content on your website and social media?

In our world of information and finding everything online we sometimes feel no more the need to simply ask and get a curated answer. We often rather spend time searching and figuring it out on our own. Getting lost in information overload and no real life experiences.

Hey – There is a better way.
That’s why we started to offer:

 

“Translation Strategy Office Hours”​

Each online live event Translation Strategy Office Hours has a specific topic that I will first present to the participants. Then, the ‘virtual’ floor will be open for you to ask me questions on that topic in general or ask a question specifically for your business, project or situation related to language translation.

How does it work?

  • The call is about 90 to 120 minutes, depending on the number of questions/attendees.
  • We are meeting online via Zoom.
  • You have the option to submit your questions before the call or on the call.

Register for the next call on this page: http://tsofficehours.strikingly.com/

If you have any questions about the Office Hours, send me an email to krgalati [at] translationpurpose.com

If you like to be notified about future Translation Strategy Office Hours, then please sign up in the side bar right.

Talk soon!

Katrin

21 Ways to Get Known, Liked and Trusted Internationally

21 Ways to Get Known, Liked and Trusted Internationally

Most business owners and marketing and sales executives don’t listen to their customers or communicate with them – unless those customers speak some English.

Many proudly announce themselves as a global company but when it comes to language translation and providing information in the foreign audiences’ native language, the answers I receive are less inclusive.

Did you know that over 50% of internet users at a research study said they would not buy a product online if the information is not presented in their native language?

The world is getting smaller, calling, emailing, messaging, and traveling goes faster across the globe. Websites are born internationally and can pop up in search engines globally, right? Advertisement algorithms are so sophisticated and social media is reaching every worldly corner to post easily. With reviews and social proof everybody can find the best options. But does this global access creates enough trust in consumers to pop in their credit card info and click buy?

Today, everybody can make themselves known, liked and trusted – so important to make sales and good profits. Many companies simply ignore the importance of making their content available in their customers’ language(s) and initiating two-way-conversations.

Don’t let the language barrier scare you and let sales slip away.

Here you can find 21 ways to master the Know-Like-Trust factor to make yourself found and known and liked and trusted beyond your immediate fan circle and become a real international company – and making more sales overseas.

Stand out and become KNOWN with the following strategies:

  1. Get clear on your audience: Same as in your country, define your target audience or narrow down and focus on a group to test the waters of foreign language communication.
  2. Learn some customs and cultural significances of that target audience (such as holidays, gestures and logistic exceptions).
  3. Translate relevant content pieces for that target audience in their native language.
  4. Translate your lead magnet into the target country language to stand out with your offer. And not only that, you get email addresses in exchange and can potentially communicate directly.
  5. Interview an expert of that country, translate the questions and answers.
  6. Write a guest blog for a relevant blog in that country (translate your guest post).
  7. Not just translate keywords and SEO-alt-tags – allow some research to adopt them to your business and goals, so the right people can find you.

 

Following are ways to make yourself ‘LIKED’ beyond that ‘like’ button

  1. Respond to reviews (in the reviewer’s language) to make them feel heart.
  2. Build relationships and engage actively to nurture likeability (in their language – yes, find this translator to partner and be your voice in another language).
  3. Show your face, be visible – even with subtitles on videos, people can relate better that way.
  4. Be nice, be customer service … yes, in German, French or the language that your customers speak
  5. Listen – research – ask questions in their language.
  6. Consider traveling in a foreign country and get in person with your Likers and Fans
  7. Attend international events outside your native country

 

Trust, being TRUSTED, the secret ingredient for people to buy into your services or products

  1. Don’t disappoint or frustrate your website visitors – deliver what you promise or communicate what is in their language and what not
  2. Be consistent: even if you can’t translate your complete brand, marketing material, etc. – yet show consistency across one channel
  3. Post those foreign language testimonials
  4. Translate one or so case studies to show your expertise
  5. Don’t use Machine Translation uncontrolled
  6. Translate at least key elements such as shopping carts, show their currencies
  7. Offer guarantees and trials (translate that info)

Yes, all those ways mostly relate to and involve strategically translating your voice, your message, your copy, your brand into your customers’ native language.

Is that approach new to you? Did you think about but are not sure how and where to start? Are you not trusting Google Translate (that’s in most cases a good thing) or even not any human translator to find your voice in another language? Are the costs of translating your content too high?

Our website and blog [un]translatable is dedicated almost entirely to shine a light on the aspects of growing your business beyond borders, communicating authentically with your foreign language audience, getting more customers and making more sales.

Come back regularly or stay in touch with signing up for our weekly email.

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6 Steps to finding the most profitable foreign market for your business

6 Steps to finding the most profitable foreign market for your business

You are already welcoming visitors, guests, and customers regularly on your website, your e-store, your hotel or restaurant, your brick & mortar business – and you see the potentials of getting a firm and foreseeable share of that foreign market business, more consistently. You are considering translating your website, your product pages, signage, brochures and providing customer service in a foreign language or two… Yet which languages and/or which markets should you target first? Where should you start your research on the most profitable foreign market for your business? How should you do it without knowing the language or that particular market or that country?

This article will give you points to consider when making this important decision of where to invest and start your Wanderlust. It’s a groundwork that will be the jump board to the next steps of that journey. And please let me have one request: Do not start with considering only hard numbers and stern facts, but also be guided by your inspiration and simple curiosity of the journey ahead. You aren’t in the planning stage yet, you are allowed to imagine “What if…” And imagine a closer contact with a culture that is foreign now, the various possibilities of traveling overseas, the discovery of a territory full of new potentials never pondered and lived before.

As I am a person believing there is great power and impact in using pen and paper, I also created a downloadable worksheet version of this article that you may print out for taking notes on your initial research. Get the Workbook.

 

1. Mine your business data

Start with your own properties. Analyze your own website’s traffic for country code top-level domains (i.e. .fr for France, .ru for Russia). These are the letters after the dot in any URL or email address, such as www.yoursite.de for a website/a business in Germany. Who is visiting your site from which country more frequently than others? Could there be a reason for that, such as international conventions, seasonal attractions, etc.?

If you have a brick & mortar business and international customers or guests are already on your doorsteps, which nationality are they, which country are they from? Go through your guest or customer database and compile that info.

 

2. Get the local facts

Is there a specific market or consumer group attracted to your unique location or facility? Germans for example love kayaking, mountain biking, and hiking, they love traveling with RVs and are interested in Native American Culture.

Your local Chamber of Commerce or Visitor and Convention Center have facts and figures about international tourism and businesses in your region. Get those data and compile it.

 

3. Look at the world

Your website and its translation and adjustment for a local foreign market will most likely be your signage and storefront on the web and for an international audience. Comparing your company’s web traffic patterns, customer and guest data with global internet usage patterns can reveal hints on which market to approach first, in which language(s) to translate your website. Internet usage patterns show the way that the internet is used by the consumer to achieve certain goals.

 

4. Enjoy the Journey

Don’t ignore your preference. It’s easier to do business with a culture you definitely would want to know more about, and even might want to learn the language to some (or full) extent, an interest group or consumer market you feel attracted to or you know very well “locally” and you could educate and inform on a more global scale. It might well be, you will travel there to tighten business bonds. Why not make your business a good reason to approach also a personal Wanderlust that otherwise stays dormant and unrealized.

 

5. Calculate your Return on Investment

Going beyond your border is a significant investment. The best way to justify that investment into a new market is to weigh that investment against the potential returns. Starting out, there is not much data to make those calculations, yet you still should give it your best and realistic and “What if…” guess. Following are some questions that can help you with your calculations:

Does the market need your product or service?

Can that market afford your product or service?

How will they pay us (looking into local/global payment solutions)?

What could be the total revenue potential?

Can you deliver your product or service quickly and affordable?

Can you efficiently offer support for your product/service?

Are there liability and regulatory issues to navigate?

How much cost is involved in localizing your websites (or parts of it) and maintaining it?

 

6. Compiling your research data & putting it all together

Now, look at your research data. Can you see a pattern, are you gaining clarity which country or people would be your first foreign target market? Did you expect that or is it a surprise? Would you like to share your research data with us? You may leave a comment about your research experience as well.

Conclusion

Congratulations! Gathering data from your website statistics, your customer base, your local Chamber and tourist bureaus, observing world statistics and checking in with your own inspiration and curiosity for one or more specific cultures or countries can give you certainly a good insight on which language to translate your website and marketing material first. With working on all the points and compiling the info, you will be equipped to determinate one to three markets that come into closer consideration.

Are you inspired and interested to make some real plans and dive more into the depth of calculating your Return on Investment?

If yes, then the last questions will be your jump board to creating an international business strategy for your particular business. If the data and the last questions left you overwhelmed, then be assured that there are many ways to test the waters of a foreign market without losing an arm and a leg. It’s my goal with this website and my services to make international business approachable, manageable for you and fun to realize.

 

This article is also available as a Workbook with more hints on your research and room to write down your notes and results.

Seasonal Greetings for your International Customers

Seasonal Greetings for your International Customers

Imagine, you spend a wonderful vacation in a far away city, ate in a nice restaurant, had an adventurous time with a rented bike, took an RV to cross the country, you bought a special souvenir in a store, or took a guided tour or learned cooking overseas … and then, in the mail, you receive a Christmas card from that other country and it wishes you Christmas in their language and in yours, it’s even personalized with your name or another special note that tells you, they mean YOU.

Imagine, you have a local ethnic community that buys your products and services, are your guests and visitors. Can you show them gratitude in a similar way?

Christmas and New Year cards are displayed during the holiday season, the time of giving, next to your other Christmas cards. How many time during that Christmas time did you think of that service, product, the people you met there, the memories? Quite often.

Take that hour or two to thank those who made your (business) day, and show gratitude in their language.

I put together for you a sheet with saying “Merry Christmas” and “Happy New Year” in many of the European languages for you to send a personalized note if you wish. Enter your email here and we will send the paper to you.

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Advents Calendar for List building and so much more

Advents Calendar for List building and so much more

The Advent calendar was first used by German Lutherans in the 19th century. It was mainly used for counting the days in anticipation of Christmas. It now is used in Germany mainly by Children but traditions brought forward many versions for adults as well. Nowadays it is used around the world by many Christian denominations, and also non-religious world views.

There are paper calendars with 24 small doors to open, one for every day, with pictures behind, little sweet treats, quotes, and prayers. There are calendars created from windows on a building, where windows lit up on their designated days, communities are involved in lively calendars where you can go for stories to the house of the specific day. There are home-made calendars of endless possibilities, and today, of course, virtual calendars.

The 24 windows of the front of Hellbrunn Palace used as an Advent calendar during the town's Christmas market

The 24 windows of the front of Hellbrunn Palace used as an Advent calendar during the town’s Christmas market; Credit: Matthias Kabel

You really can get creative with your own community – local or virtual – and make the days to Christmas, to your particular holiday celebration or the days of December in general, exciting for your customers and guests. Following are Ideas three ideas

  • Each opening of a window could be daily drawings for prices from your store or lodging amenities
  • With a Christmas tree at your property or location, or the market square, little gift boxes could hang on it, one for each day to win by your customers.
  • A daily window depicting free sample presentation of your products (to taste, to hear, to see, to touch – depending the business)
  • Join forces as a business community: each store can present a day of the calendar and be designated to a holiday open house, a treat, an international holiday story time or crafting, depending on the business.
  • Provide tips and tricks and secrets for each window of the calendar
  • You could include a charity drive (donations or percentage of sales, could run weekly per charity)
  • The calendar could be turned into a contest or scavenger hunt within the community

Using these and other activities can help you grow your email list and audience at the same time.

There is no end to possibilities in using the international language of the Christmas season.

3 Essential Strategies to Successfully Translate Your Brand Into Another Language

Nov 20, 2018 - 12pm PST / 3pm EST

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