How Translation Can Support Your Market Penetration Strategy?
A startup needs a sound market penetration strategy in order to boost its internal and external growth. Language plays a significant role in luring customers to buy new products and services, and when it comes to entering a foreign market, translation quality can be the difference between success and failure.
What Is Translation Quality?
To be able to understand the importance of translation quality, you need to be able to define it and measure it. There is a different perception of translation quality by translation practitioners, linguist experts, content writers, and final users.
Industry experts use special systems to standardize their translation, and also to recognize and eliminate errors. One of the popular tools is DQF, which stands for Dynamic Quality Framework, a quality framework developed by TAUS, the language data network.
Translation users adhere to more simple criteria that define translation quality. As a startup planning a market penetration strategy, you need that the translation of your content is:
- Accurate in terms of overall meaning and specific terminology
- Appropriate in terms of the specific project parameters
- Appreciated by the readers as it has the desired effect on them
Aiming for the three A’s should be part of your startup’s marketing penetration strategy not only in terms of translation, but also of your overall product or service positioning if you want to be successful in the new market.
You can also choose to stress on one of the parameters even more depending on the type of content that you need to have translated.
A legal document, for example, should focus on accuracy and precise rendering of the legal terminology with reference to the respective laws, regulations, or requirements of the target market. Thus, professional and proper legal translation can save you millions.
Marketing materials should focus more on the relevancy of the content to the local specifications of the target customers.
How to Define Translation Quality for Your Startup’s Purposes?
TAUS identifies the 8 most used standards and metrics for Translation Quality Evaluation in one of its articles in an attempt to facilitate the understanding of translation quality and its measurement.
As a final user of the translation service, though, your startup needs a different approach in determining translation quality that can ensure the success of your market penetration strategy.
First, you need to identify the quality level that you need for your translation project. Basically, we can speak of two levels:
- Professional quality, when the text will be used for work purposes. This can be for communication with clients or partners, official documents for patent approval, website translation, or any other purposes related to the penetration of a new market. The translation shall be accurate, precise, appropriate, and generally suitable for publication and external usage.
- Informational quality, when you need a text translated for purely informative purposes. It is usually content that will be used internally in the startup. The idea is to get the gist of the text, and in this case, the quality of the translation is not of paramount importance. You can use free machine translation tools such as Google Translate as long as you are not going to use it for official purposes.
How Translation Quality Can Affect Your Startup’s Market Penetration Strategy?
Statista reports significant growth in funding for startups for the period 2012–2017, with Latin America and the Caribbean being the most active world region for startups. Europe also has a significant percentage of its population engaged in business startups: Turkey is leading with 14.2 percent, followed closely by the Netherlands with 13.2 percent and the Slovak Republic with 12.1 percent.
Given the high competition, it is of paramount importance for your startup to have a successful international market penetration strategy. A study by CB Insights, the venture capital database, reveals that 17 percent of the startups fail due to the lack of a business model, while 14 percent fail because they either have poor marketing or ignore customers.
Here is where professional translation services can step in and save the day. A quality accurate translation of your financial, technical, and legal documentation will let you prove to the new market that your startup takes business seriously.
Professional marketing translation will allow your startup to establish your brand internationally by sending a consistent message to all of its customers regardless of their locale. It will make sure that you actually speak the language of the target users and that you present a product or service that is not only relevant and needed, but that also offers added value.
Professional website translation services will drive global customer engagement and make it easier for your customers to share feedback about your product or service. Based on customer feedback, you can amend, improve, or retain the features of your product and eventually increase your profit.
If you want to find more about how a translation company can help you with your startup’s marketing strategy, check our free white paper “Using Translation to Connect With and Engage Multilingual Audiences”.