Where is your next niche? How wide is your audience? Have you taken the leap from local markets to tap into international markets?

If you have or are about to lean into new foreign markets, then you know companies need to adapt their marketing content to the local language and culture. However, translating marketing content is not as simple as translating a legal document. Legal documents are complicated in the sense that they must be 100% faithful to the original and thorough. But with marketing materials, the problem is that it shouldn’t. They require a different approach to ensure that the marketing message resonates with the target audience in different languages and cultures. All whilst staying true to brand personality.  

Why does marketing translation require a different approach than regular translation? 

Marketing is all about creating a connection with the target audience, inspiring them to take action, and driving business growth. However, translating marketing content involves more than just converting words from one language to another. Marketing content often includes cultural references, idioms, puns, and metaphors that may not have a direct translation in the target language. Simply translating these phrases word for word can result in a lost meaning or, worse, a misinterpretation of the intended message. 

Marketing also requires a deep understanding of the target audience’s culture and values. A successful marketing campaign must resonate with the audience on an emotional level. And resonating at an emotional level requires knowledge of the local customs, beliefs, and attitudes. A message that works in one culture may not have the same impact in another culture. Therefore, a one-size-fits-all approach to marketing translation simply will not work. 

Photo by FORTYTWO on Unsplash  

How can you ensure that your marketing message resonates with your target audience in different languages and cultures? 

To ensure that your marketing message resonates with your target audience in different languages and cultures, you need to take a culturally sensitive and linguistically appropriate approach to translation. Here are a few tips to consider: 

1. Research: Walk that extra mile and learn the culture and values of the target audience. Go to recent studies, census, papers on the market. If you can, ideally speak, survey and/or interview people native to your audience. This goes for regions as much as niches: the gamer community has jargons and codes that other communities don’t share. You need to identify the cultural nuances and make sure your message aligns with the target audience’s values. 

2. Use local translators: Because of all this, hiring local translators who understand the culture and language of the target audience is crucial for ensuring accuracy and cultural sensitivity. A local translator can provide valuable insights and ensure that your message resonates.

The message

3. Adapt your message: A literal translation of your marketing message, as we already mentioned, may not always work. You may need to adapt your message to fit context. And even if it wasn’t necessary, you should. Take Mcdonalds! There is always a combo named after a local inside joke. This may involve using different idioms, phrases, or even changing the imagery. 

4. Consider the medium: The medium through which your message is conveyed can also impact how it’s received by the target audience. For example, social media platforms may require a different approach to advertising than traditional print or TV ads. And different countries may use different platforms. So make sure to map those channels well to adapt content.  

5. Test your message: Testing your message with a focus group of the target audience can help you identify any issues with cultural sensitivity or language. It’s essential to get feedback from the target audience to ensure that your message resonates with them. 

In conclusion

Translating marketing content requires a different approach than translating other types of content. It requires a deep understanding, sensitivity, skill and attention to detail. By taking a culturally sensitive approach to marketing translation, you can ensure that your message resonates with your target audience and drives business growth in international markets.