Translation: An Essential Scaling-Up Tool

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We’ve all heard the old saying, “Money makes the world go round.” While that is certainly true in many ways, we might argue that it is not money itself but communication that really brings us together. In this digital age where your busiest storefront is located on the internet, you have the opportunity to expand your business not just locally but around the globe. To do that successfully, effective communication is key and it can be a significant challenge when the people you are attempting to reach don’t speak your language. That’s when translation becomes an essential business tool.

Broadening Your Customer Base

Translation lets you reach new clients around the world, which is often a primary objective and one of the best ways to achieve growth. The simple truth is, people shop for goods and services in their native language. Deviation from that norm is exceedingly rare, so if you want their business, you have to accommodate that need. You must have marketing and product information in their own language. If not, your company will not even appear as an option when they do a web search. But when you do, you significantly broaden your customer base.

Strengthening Customer Support

When you attain those new foreign-speaking customers, you also have to provide them support in their own language. Customer service in the digital age may be very different than it was a few decades ago, but it is just as important. All customers want good customer service and that means that not only sales materials but also support materials must be translated. This includes online help and FAQ content, instruction manuals, troubleshooting guides, warranty information, etc. Having that content readily available to them increases their confidence in your company, eliminates frustration, builds loyalty, and also reduces the need for more comprehensive (and more expensive) one-on-one support.

Building Strong Business Partnerships

When you do business globally, you are going to find yourself communicating with distributors, marketing representatives, and other sales professionals that do not speak your language. Translation is crucial to those communications, especially when it comes to sales. You want them to have all the tools they need, not only to interact with you but also to effectively promote and sell your products. To do that, they will need marketing materials in their language. When you provide that, you are creating a stronger partnership that inspires trust and loyalty and creates a foundation for further growth.

Demonstrating Goodwill

By exhibiting your desire and willingness to bridge language and cultural gaps through translation, you are also demonstrating goodwill. In an age where every move you make is scrutinized, PR and developing a positive image are of the utmost importance. By building a reputation not just locally but also internationally, you are gaining recognition in foreign markets that will drive sales.

Expanding and Supporting Your Staff

With translation, it is not necessary to limit your staff to only those individuals that speak your language. By employing people in other countries, you are strengthening and growing your business by harnessing the advantages of having a staff that can provide localization and a cultural perspective that you may not otherwise be capable of. Localization is invaluable because it transcends limitations and makes your products and services more appealing and viable from a wider perspective. With an international staff, you will also need to provide them with translated employee handbooks, training and safety manuals, and any other relevant documentation. These translated materials help do more than just reduce miscommunications. They also boost morale and increase your employee’s productivity and job satisfaction because you’ve made them feel like a valued part of the team.

Maintaining Your Brand

One of the most critical things you do as a business owner is to maintain the integrity of your brand. When your products become available in foreign markets, it is all too easy for the language barrier to create distortion, misunderstandings, and misrepresentation. Translation solves that problem and helps you convey information about all aspects of your business in accurate terms. This eliminates frustration and creates a greater understanding that also fuels growth.

For all these reasons and more, translation is an essential tool. It’s invaluable no matter what industry you do business in, and its role is more important than ever as businesses become more and more global. Scaling up your business is something that nearly all entrepreneurs strive for and often need in order to stay competitive. Additionally, from a legal perspective, accurate translation is an absolute must to protect your business.

With all that being said, there is one more thing you should know. Not all translation services are created equal. Your content needs to be clear, concise, and engaging. Having quality translation is critical.

While there are a handful of free translation apps available online, they should never be used for the purpose of representing or growing your business. Those apps do not understand context or culture. They generate text that is riddled with errors and lacking the impact and nuances that only skilled human translation can provide. In addition to those apps, there is also a multitude of inferior translation services out there that are prone to the same troublesome issues. Poor translation can be devastating to your business. Let’s face it. We’ve all seen way too many websites that are an embarrassment to the companies they represent, and you don’t want to be one of them. That’s why it is imperative that you choose carefully.

At Dray Translations, we pride ourselves on the superior quality and reliability of our services as well as our exemplary customer service. And because we are founded by a licensed attorney, Dray Translations offers the additional peace of mind of knowing that all your translated documentation is accurate from a legal perspective as well. From Hebrew to Swahili, we translate all languages and our multi-cultural communication skills are unparalleled. Or in other words, we get you and we’ve got your back. So when you are ready to scale up, we’re here and ready to help.

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