Translation, the main axis in the new business world

When the challenge is to expand globally and stand out, the protagonists of the business world know that language services are strategic allies. Faced with a constantly evolving scenario, there’s nothing like creating opportunities and engaging in conversations with multiple potential clients, wherever they might be.

So, how does translation partner with and strengthen the business world?

Expansion: Step by Step

While the business field is often thought to be predominantly an English-spoken environment, the truth is that in some countries —especially in emerging economies— English is a minority language: only 5.2% of the population in Russia speaks English fluently, 5% in Brazil and less than 0.75% in China. Given that the combined population of these three countries exceeds 1.7 billion people, the reasons for investing in translation are clear.

In an interconnected world, expanding internationally involves strategic planning: organizations need to self-assess their strengths and what they need to improve, and then conduct careful research on the countries where they want to do business.

Only 25% of all Internet users can access content in English, the language used by 52% of all websites.
Source:  MarketSplash

In turn, efforts should be focused on specific locations. Aiming to expand into absolutely every possible market is not always the sensible thing to do. But by focusing on markets that will be easier to enter and thrive in, each organization can prepare for continued growth and, in time, further expansion.

And in that process, translating the content being sensitive to each audience is critical. If such translations are not up to standard and culturally adapted, there is a risk of having a negative —and perhaps irreversible— impact on the target audience.

Global and Specialized

A recent global report by The Business Research Company predicts that the market for translation services will reach new heights thanks to an increase in demand for languages other than English. “In order to meet customer expectations based on preferred languages, the spectrum of translation services is expanding,” they added.

And beyond adding efforts to localize messages and content in growing languages, experts also highlight the importance of specialization and regional languages and dialects.

“If you want to connect deeply with your international clientele, you may need to consider the languages that they speak—even the ones that pervade smaller populations. The Philippines, for instance, has over 170 spoken languages and dialects. This means a whole array of communication styles and cultural identities. In addition to Tagalog, you also have Bisaya, Ilocano, and Kapampangan, among others,” a Slator article explains.

In fact, international companies are anticipated to make significant strides towards emerging economies, including those in Africa, Asia-Pacific, Middle East and Latin America, with the peculiarities of each area. To do this, companies must not only understand local dynamics and regulations, but must also adapt business approaches to cultural nuances and preferences.

Fostering cultural understanding and even investing on the local talent pool is the best way to develop comprehensive, long-term strategies for sustained success in the countries or regions to be conquered.

Whatever language they speak, every audience has their preferences. And the success of organizations lies in figuring out those needs and demands to respond to them.

In this sense, linguistic services provided by experienced professionals are fundamental to the business world because they provide:

• Accuracy and precision for effective communication
• Flexibility and customization of messages
• Compliance with the regulatory requirements of each country
• Credibility, visibility and international positioning

Therefore, companies looking to grow and thrive in a global scenario must bet on translation as a strategic ally.