The Impact of Translation and Communications on Global Growth
According to research, 65% of global consumers prefer content in their language. The study highlights the importance of multilingual translations for international B2C and B2B sectors.
Fiona Feldermann, managing director at McFelder Translations, touched on this importance when she joined Yekemi Otaru on her #YoLive LinkedIn live. Fiona revealed that translations and communication have a considerable impact on global growth.
In this blog, we will share Fiona’s take on translation trends, McFelder’s unique selling point and translation service considerations for global growth.
Translation Work at McFelder
Using a translation service will maximise your chances of succeeding in a global market. McFelder Translations specialise in technical translations and have a range of primarily B2B clients. As well as marketing materials, McFelder translates websites, manuals, user guides, contracts and other essential documents. We also work on internal translations so global clients can improve all communications.
McFelder’s clients have been innovative with moving to different formats during the pandemic. Therefore, voice-over and subtitling have been huge this year. Fiona has been impressed with how dynamic clients have been as they navigated challenging times. They have found creative ways to engage their audience while having the additional layer of translation difficulty.
McFelder’s services are the same, but Fiona expects imminent changes in the translation industries due to new technologies and trends.
Translation Trends Over the Last 18 Months
The past 20 years in the translations industry has brought a more significant push with automated and neural machine translations. It is developing rapidly, so the role of the translator is changing for certain types of translation.
The human translators are not redundant, but the practice is changing. Automated translation learns mistakes and preferences and develops and improves continuously. It’s an ongoing process, so a direct switch to automation won’t happen overnight. However, the demand for creative texts, such as advertising campaigns, means human translators are here to stay as brands require translators who understand the language nuances and correct them.
As a result of the pandemic, Fiona found that clients were innovative and embracing things they would not do previously. With her clients working from home, it was an opportunity for them to create materials and translate them to reach their global audience. Therefore, new projects were on the rise at McFelder, so there wasn’t a slowdown of work. The business is fortunate to specialise in technical sectors that continued to flourish throughout the pandemic. Translation agencies that specialise in tourism would have had a different experience.
What Differentiates Mcfelder Translations?
McFelder Translations has continuously developed its unique selling point (USP), specialising in technical translations. The business works closely with clients to understand the terminology and how they want to write content. Globally, McFelders partner with fantastic translators. For example, if we have clients in dental implantology, the translator could be a dentist with relevant experience and understands what the clients want to achieve.
McFelder Translations has developed a niche in terms of understanding specialist sectors. We have worked in industries such as welding, dental implantology, predictive maintenance software and pharmaceutical products. We have focused on specific sectors and onboarding new technologies to help clients build a global audience.
Our clients need a safe pair of hands and a specialised supplier they can trust. But Fiona stresses that a lot must be considered when choosing the correct translation supplier.
Considerations for Choosing the Right Translation Service for You
Selecting the best translation service provider is a challenging but essential task. Fiona recommends checking if an agency meets the criteria below before deciding. You can be confident that your documents will be translated to a high standard if you hire the right translation company for the job.
To choose the right translation company, Fiona states that you must consider these key elements:
- Use industry-specific experts
The sector-specific information is one of the most significant factors to consider. They should provide a translator who is a native speaker of your target language and has first-hand knowledge of your specific business area. It will ensure that sector-specific language will be translated reliably.
The importance of privacy in the workplace can’t be overlooked. Contracts and proposals, for example, are sensitive legal documents that must be kept private. A translation service should ensure confidentiality, and when requested, sign a Non-Disclosure Agreement.
- Human linguists
Due to the time and cost, machine translations are generally the first choice for business owners, particularly in the SME sector. Nonetheless, they can cause far more harm than benefit in the long run and damage your brand in certain situations. If you’re working with a translation company for the first time, ask for a human translator. It ensures correct translation for your target audience, suitable for the market you want to penetrate.
Having translated content available in the language of your target audience cannot be overstated. With it being an exciting time for translation, international brands cannot afford to miss out.
You can watch the full LinkedIn Live video on the impact of translation and global growth here.