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Your company has decided to reach out into new markets that require translating and localizing your products, services and messaging into another language and you are now trying to find the most cost-effective way to get this done. If you are considering the “do-it-yourself” route, you may want to reconsider. Do-it-yourself localization may cost less in the short-term, but in the long run, it can cost more and jeopardize your efforts to gain customers in global markets.
There are two primary do-it-yourself localization methods – machine translation and in-house, native-language employees. Machine translation is quick and cheap but is also risky. When using automatic translation to generate your material into another language you risk offending your target, native speaking audience because a machine cannot capture cultural differences. The individual reading your word-for-word translation will know that you don’t speak their language and will probably assume that all you care about is their money – not them or their country. You just lost any chance you had of capturing their business.
Let’s take a look at the other do-it-yourself option – relying on native-speaking employees for localization tasks. Native-language employees may eliminate the risk of cultural faux pas, but most of them are not trained communicators and do not possess the right skills to ensure proper grammar, punctuation and spelling. Grammatical errors can tarnish your brand and image. Plus, if you are asking someone in accounting, IT or sales for translation assistance, you will most likely impact their “regular” job performance and place an unnecessary burden on the employee and their colleagues.
Regardless of which do-it-yourself method you use, the translated words must be inserted into the software, manual, website or other medium. This can add days of labor to the localization cost, depending on the size of the project. While you may think you are saving money with do-it-yourself localization, you may actually spend more and decrease your chances of expanding your business thanks to inaccurate and unprofessional translation.
Partnering with a professional localization company can provide economies of scale, saving you time and money while ensuring your message says what you want it to say in a way that makes sense and won’t offend your target audience. When selecting a localization partner, look for a company that offers:
• Free, no-obligation estimates.
• Strategic planning – their understanding of the challenges and common mistakes in localization can save you money and cultural embarrassment.
• Tools to perform translation without impacting the code, formatting or layout of the translated material.
• Professional project managers to oversee the localization efforts of multiple translators, reducing turnaround time and ensuring that deadlines are met.
• Native speakers and editors who are trained communicators – language, grammar, punctuation and context will be accurate.
• Consistent processes and procedures that include final review and approval from the client.
You’ve invested a lot of time and effort into building the right message and brand for your company. To protect that investment when you enter new international markets, partner with a professional translation company that understands that localization is more than just translation.
