SERVICES > MARKETING AND ADVERTISING TRANSLATION SERVICES
Translation of marketing agency PowerPoint presentations
Translation of marketing tool manuals
Translation of infographics on digital marketing trends
Translation of Google Ads copy
Translation of e-commerce website content
Translation of product listings for marketplaces
Translation of blogs and social media posts
Translation of service proposal PDFs
Translation of sales brochures and newsletters
In an ever more globalised world, companies need to innovate, to create and publish content that attracts the attention of new customers. Internationalisation and having a strong presence in new markets is a competitive advantage. This is why the decision to offer multilingual content of any type is more critical than ever.
Of course, traditional marketing is still effective, but digital marketing is now a crucial element of any global marketing strategy. New technologies and communication channels have transformed the way in which companies communicate with their customers: the advertising message continues to adapt, depending on its goal, and is reaching more users in less time all the time. For this reason, quality advertising translation services are key for any company.
Using a professional translation service is a wise decision, as it involves analysing the original message and conveying the intentionality and tone to the audience in the target market. Professional translators always act as a link between cultures.
To translate copy the right way, we must first adapt the message to the communication channel to avoid losing sales opportunities. For example, translating an article for a company blog, when the user is more prepared to stop and read in detail, is not the same as crafting an advert to publish on social media, where the message must be original and persuasive to capture the audience’s attention, and should be accompanied by emojis, calls to action, hashtags etc. That’s why it is so important to use techniques of persuasive writing, or copywriting.
It’s equally important to pay attention to the dialect spoken in the country or market that a website, campaign, advertising spot etc. is aimed at. We mustn’t overlook the fact that our users may share the same language but are located in different countries and speak different language variants. For example, in Spain we use the word “coche” for car, while in other Spanish-speaking countries “carro” or “auto” is used to refer to this means of transport. Similarly, in Spain the word “pasta” is used to refer to money (“dinero”) colloquially, while in Argentina or Uruguay they use “plata”.
Finally, it’s important to decide which level of formality is most appropriate for each specific case: in Spain, for example, we have to decide when to address our potential customers as “tú” or “usted” (informal or formal), depending on the context and the target audience.
In the electronics retail sector, according to a survey conducted by CSA Research in 29 different countries, 76% of internet users browsing websites prefer to buy products for which a description and details are available in their own language. In many cases, users tend to resort to machine translation to get an idea of the information displayed on a web page. However, when purchasing products or services, a professionally translated website inspires more confidence in potential customers, as it makes the buying experience more comfortable for them. When automatic translation options are used, there is always something “not quite right” about the text, whereas when the translation is done by a human, everything flows far better.
We also need to bear in mind the large quantity of information shared on the internet and the reading habits of users, many of whom read diagonally, focusing particularly on the titles and subtitles of each web page they visit. We must take this reality into account when publishing content, ensuring that it is well structured and to the point, and that it meets the requisites for good search engine ranking. To do this, we need to apply SEO translation criteria.
In addition to organic search ranking for content, there is paid search ranking, the best known example of which are Google Ads. The ultimate goal of PPC (Pay Per Click) campaigns is for users to click on the advert. It’s therefore important to convey the message in few words and not to go around the houses.
For example, for the message “Free tickets for the British Museum” a good translation would be “Entradas gratis para el British Museum” (Free entry for the British Museum) but “Visita gratis el British Museum” (Visit the British Museum for free) is a better option because the verb “to visit” is more effective at grabbing the reader’s attention.
For more information, read about translating Google Ads campaigns.