How to get buy-in for business translation services

By Acclaro

Companies of all sizes are seeing growth opportunities in new markets around the world. Translating marketing and product content is key to unlocking these opportunities, but this is an investment. So how, in a sea of competing priorities, do you convince decision-makers to invest in translation services to provide content to your customers in their language?

The answer lies in demonstrating clear, tangible benefits such as boosting ROI and increasing customer engagement. Here’s how to make a strong case for the power of business translation services to help your business grow.

When business translation services make sense

Building trust is key in new markets, and business translation services can help you do that by making sure your brand communication is accurate and culturally appropriate.

Also, customers simply buy more when content is in their language. According to CSA Research, 75% of global consumers are more likely to buy from a website if it’s in their native language. Former West German Chancellor Willy Brandt once famously said “If I am selling to you, I speak your language. If I am buying, dann müssen sie Deutsch sprechen.” If no native language website is available, 40% will take their business elsewhere.

So, when going global, business translation services are an absolute must, no ifs, ands, or buts.

Here are the most common situations to consider.

Entering a new market

When your business makes its grand debut in a new market, first impressions matter, and work must be done by professional bilingual linguists. Using your internal team to translate content can lead to missed deadlines and subpar quality. Professional business translation services give you the edge you need to compete, with efficient processes and high-quality results.

Growing business in existing international markets

Business translation isn’t just for expanding into new markets. What about your existing markets? Is your business reaching its full potential in the markets you already operate in?

To scale globally, you’ll need professional business translation services tailored to each region you’re targeting. In existing markets, your translation provider can help you translate more content like online help or service content, improve existing content, and expand your offerings.

Acquisitions, mergers, and partnerships

When joining forces with a local company, communication is crucial. Translation services are a necessity for a smooth, effective transition. Professional translators can accurately translate all legal documents, internal communications, and marketing materials, help to bridge any cultural and linguistic gaps, and set a solid foundation for international teams to work together.

In each of these scenarios, business translation services are a cornerstone of successful international business strategy, fostering clear communication, cultural sensitivity, and operational efficiency.

What to look for in a business translation service

Finding the right business translation provider is crucial for a strong global expansion plan—and for getting buy-in from the C-suite.

Here are the key characteristics to look for:

In-market linguists with domain expertise: Choose a provider that works with native bilingual linguists who understand your industry. Their cultural understanding and domain expertise promote accurate translations and help your message hit home.

Technology-independent and experienced with various translation management systems: Look for a provider that doesn’t lock you into costly proprietary technologies or long-term, exclusive contracts, and that’s comfortable with a variety of translation management systems (TMS). You want a team that can easily adapt to your existing technological ecosystem, no matter what tools you use.

Integrations for easy content hand-offs: Look for a provider with API integrations and connectors for simpler workflows and enhanced efficiency. These tools allow translation providers to integrate seamlessly with the software and systems you already use.

Quality assurance: Make sure the provider has proven quality assurance processes in place. This includes the incorporation of industry-standard quality frameworks, methodologies on how to drive timely reviews, and the creation and management of assets that drive quality such as style guides and glossaries. This focus on quality will ensure that your translations meet your quality goals.

Responsive, agile, and flexible: Time is money. Your translation partner should be able to keep pace with your deadlines. Communication should be clear and quick, and they should be ready to address feedback quickly.

Good reviews and references: You’ll be entrusting your business translation partner with your brand on a global stage, so check reviews and references. Services with glowing reviews and happy clients are usually a safe bet.

How to collaborate with a business translation service provider

Ideally, your business translation service provider acts as your partner, collaborating with you in your global expansion endeavors. There are three key steps to a successful partnership:

Establish an internal team to support your translation initiative

Assemble a group within your company to spearhead the translation initiative. This team will work with your translation provider to make sure your company’s vision and objectives are clearly communicated. This can be a localization project coordinator or project manager; a central point of contact for you in all things related to the translation work.

Define what a successful business translation initiative will look like

Work with your translation partner to define Key Performance Indicators (KPIs) for your localization strategy. What does success look like, and how will you measure it? By setting these metrics early on, you can demonstrate the value of your localization initiative and replicate successes as you scale.

The exact metrics you track will vary depending on the type of localization program you’re undertaking, but examples could include:

New website visits in target markets
Conversion rates
Customer acquisition costs, and
Customer satisfaction ratings.

Establish communication expectations

Clear communication is the key to a successful long-term relationship with any vendor, and translation is no exception. Typically, a project manager from the translation service will act as your main point of contact. Set expectations for regular updates, and make sure your needs and priorities are crystal clear so that the services you receive are aligned with your business goals.

Effective collaboration will open a path into new markets for your business while making sure your brand’s message resonates accurately and powerfully across different cultures.

Trust your translation partner

You’ve carefully chosen a translation partner you determine to be capable, qualified, and experienced. Now, trust them with the translation process itself. They know how to scale translation processes efficiently. Let them handle the coordination of linguists and local professionals, freeing up your internal teams for other priorities.

Also, keep in mind that translation professionals have a wealth of experience in translation and localization. Be open to their suggestions and insights to enhance the effectiveness of your localization efforts.

Case studies by industry

At Acclaro, our business translation services have helped companies in a variety of industries to scale and be successful. Here are some examples.

Machine translation for ecommerce

A leading global ecommerce marketplace for luxury items, aiming to expand internationally, partnered with Acclaro to launch French and German versions of their website. They needed high-quality translations of over 1 million unique items. To help with the high volume of content, we developed a continuous localization program with machine translation (MT) as the core. The results? Better support for international buyers and sellers, a better global user experience and higher conversion rates.

Sprint localization for a commerce platform

>A prominent commerce platform needed to localize its app, marketing materials, and website into 14 languages. The real challenge was the quick turnaround time. We kept the platform up to date with ongoing bi-weekly software updates with only a three-day window for translation. With a dedicated translation team and customized, automated workflows, our process allows updates in all languages to be released at the same time, for happy customers in every market.

Marketing translation for a content marketing platform

A leading content marketing platform was struggling with the quality of translations from their previous vendors. Acclaro improved their experience with a custom localization process that incorporated transcreation and focused on quality. As a result, the client was able to help more than 10 global brands localize thousands of articles across more than 15 markets, with a higher quality level and faster production time than ever before.

Supercharging your business expansion with translation services

Partnering with a business translation service helps you grow globally, but you need buy-in from the C-suite to get started. You need to be able to demonstrate the value of a partnership with a translation vendor, and that includes choosing a quality provider, communicating effectively and tracking the right metrics.

Here are some key takeaways for you:

Business translation services can light a fire under your global expansion efforts, whether you need to communicate your brand to new audiences in a linguistically and culturally appropriate way, localize software or simply make sure legal documents are airtight in every language.
A reliable business translation partner can help you maximize your ROI. Look for local language and cultural expertise, a strong track record, and the ability to integrate with the technology you’re already using.
Partnership is key, and that includes communication and collaboration. This involves setting up a dedicated team on your end to work with your translation provider and defining and tracking meaningful KPIs to measure success.

If you’re ready to take your business global, you need a translation partner that understands the journey. At Acclaro, our experts are here to help. With our skilled team of linguists, flexible approach to technology, and a track record of delivering high-quality, culturally attuned translations, we’re well-equipped to help you stand out on the world stage.

If you’re ready to learn more about our business translation services that can help your business grow, you can get started here.