Business and marketing translation
When it comes to business translation or for marketing purposes, you should first think about the target audience of your websites, social media posts, emails or documents.
What is marketing translation?
In general, business translation is the translation of informal and official documentation that a company produces whereas marketing translation involves the translation and localization of texts aimed at persuading consumers to choose your product or service.
So a marketing/business translator must not only remain faithful to the original text but also convince the target audience. Indeed, the difficulty lies in the art of knowing how to sell and respect the cultural context of the target language. What words and expressions are used for a commercial message? The translator must know the client’s communication strategy.
Some companies own glossaries with the terms to be used “in-house”. The translator’s role is also to suggest creating a glossary in order to facilitate the translation of future documents or catalogs into the different languages used by this company.
The purpose of marketing translation is to sell or attract potential customers. The message needs to be concise and clear in order to generate interest and action. The message also depends on the target audience. Sometimes the target audience can be very large and their language usage different.
For example, a text written in English for an audience whose mother tongue is not necessarily English. And if on the contrary the recipients represent a much more precise target, it is up to the translator to know the communication of these companies or organizations and their requirements in terms of translation.
Translators specializing in business and marketing translations are therefore true jack-of-all-trades. They must offer quality translation services and give more credibility to companies that wish, for example, to successfully expand in international markets.
Who are my clients?
- Translation agencies that need commercial/business translation occasionally or on a regular basis.
- However, these translation services are generally aimed at companies wishing to expand internationally or those who regularly need translations for their international clients (new product catalog for example) or for their employees abroad.
- In short, the clients range from an SME (a store that wants to expand its customer base by selling online, for example in 2020 when several European countries were confined) to a multinational company concerned about transmitting perfectly his message to his employees.
I’ve translated, for example, for clothes and cosmetics online companies, for a small hardware store, for social networks etc.
When do I need a business/marketing translation?
If the documents you need to translate are intended to convince, attract customers or advertise you on any platform or (social) media, you will need a marketing translation expert.
I have grouped together some types of source texts that require a commercial or marketing translation:
- brochures, flyers
- market studies
- advertising media
- commercial reports
- white papers
- the presentation of a product
- presentations of graphics, turnover of a company
- annual reports
Other types of marketing/business documents
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- Website
- Online boutique
- Advertising
- Market survey
- Business plan
- Marketing plan
- Digital marketing
- Operational marketing
- Marketing campaign
- Packagings