If you’re expanding your retail business into new markets, you’re going to need a web presence that speaks to your international customers. At the core of your website localisation strategy will be the translators that adapt your content.
Without the expertise of these linguists, you’ll have a hard time communicating to your customers outside your domestic market. But should you use translators who are native to the country your customers are from?
In a nutshell, yes! And here’s why.
Native translators are professional linguists who use their mother tongue and in-depth knowledge of their own culture to adapt content from another language that they are fluent into the language of the county they’re from. If you hire a native translator, you’ll not only increase the effectiveness of your international marketing campaigns but you’ll also avoid massive translation faux pas that could cause embarrassment and alienate your target customer.
So what makes native translators so different from non-native ones?
Mastery of their language
Native translators are all-around experts in the language they’re adapting content to. As they’ve been immersed in the language since birth, they’re naturally going to be well equipped with the linguistic knowledge to adapt more complex nuances in language than a non-native translator.
If there isn’t a particular word or phrase that doesn’t translate well, they’ll know the right variant or alternative to use. They’re also more likely to be adept at communicating in a range of styles depending on their environment and audience. As a result, you’re far more likely to receive a superior translation that communicates your brand identity in the right tone of voice from a native speaker than a non-native one
Culture experts
It’s not just language that needs to be taken into account when translating text. If you’re targeting audiences in different markets, particularly with marketing messaging, you’re going to need to adapt your messaging to the market.
Native translators have deep cultural, political and social knowledge of your target market and use this knowledge to adapt your messaging accordingly so your messaging won’t be confusing or cause offence.
They can also use this knowledge to build an emotional connection and persuade your customers to convert – increasing your engagement and sales in the local market.
Adapt to linguistic change
As with all languages, some words or phrases can quickly become outdated. Furthermore, as brands continue to market their products and services to younger millennial and GenZ customers, there’s a need to communicate to these audiences in a tone and language that they can relate to.
Most native translators live in the country they’re adapting content to so they’re well-immersed in the linguistic and cultural zeitgeist. Native translators are more attuned to linguistic trends in their country which means there’s less chance of you receiving translations with outdated or locally unrelatable expressions.
Specialist native translators
Specialist translators have a background in a particular field relevant to your brand and industry sector. If you’re a retail, tech or travel brand and you’re adapting marketing messaging to international audiences, chances are you’re going to need a specialist translator.
These specialists can help ensure that you not only speak the language of your target customer but also ensure the highest level of expertise and professionalism in a specialist domain which results in a much more accurate translation.
Want to find out more about how some of the world’s top retail and travel brands captivate international customers using native linguists? We’ve partnered with Econsultancy on a research report identifying localisation opportunities and challenges with a panel of eight leading brand marketers.
You can download the report for free below.