Translation and Localisation Services You Didn’t Know You Needed
Beyond translation: 10 services you could be asking your translation agency for.
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Is your marketing role getting lost in translation? Are you the only native speaker in your office, fielding every language-related task while trying to hit your actual targets?
Just because you’re bilingual (or multilingual!), it doesn’t mean you’re a full-time translator—or even want to be! In fact, balancing both your own marketing responsibilities with a seemingly endless roster of translation requests, can leave multilingual marketers feeling stretched thin, frustrated, and unable to focus on the core goals they were hired for.
But there’s a solution—and it’s not as crazy as you might think—a scalable localisation strategy that grows as your company does. And it’s not just good for you, it’s good for your business too.
The Dilemma
When a bilingual marketer joins a start-up with a focus on unlocking growth and market expansion, the excitement is intense. Filled with rockstar energy, they’re ready to give their all to create campaigns, research trends, and connect with new audiences. But no sooner are their language skills discovered, then they’re quickly seen as the go-to translator for every team. According to a Conversis survey of UK companies however, a quarter of businesses operating multilingually actually lost business, due do insufficient language skills amongst their employees.
We often hear multilingual employees say they’re regularly asked to perform translation tasks outside of their main responsibilities, with no added compensation or recognition. It’s a scenario which can quickly lead to frustration and job dissatisfaction, leaving them juggling two roles—neither of which receives their complete focus.
The Start-Up Struggle to Outsource Translation
In small start-ups, pitching in across tasks is expected, and wearing multiple hats is the norm. Multilingual marketers may help with translations in the early days, filling in the gaps as a company builds brand presence in new markets. But as the business grows, that early arrangement can become unsustainable—and in fact unsuitable.
Bilingual marketers are regularly asked to perform translation tasks outside of their main responsibilities, with no added compensation or recognition. It’s a common scenario which can quickly lead to frustration and job dissatisfaction, leaving them juggling two roles—neither of which receives their complete focus. While many companies view localisation as critical to international success, only 64% develop a dedicated localisation strategy, leaving marketing executives entrenched in translation tasks long after the company reaches a stage where professional support is necessary.
Is Professional Translation the Answer?
So, why is it so hard to exit the interminable tunnel of translation? For our marketing professional, there’s little time to brief external translators, and by now they have become the de facto expert on brand language. Creating a formalised tone of voice document or brand language guide seems like a low priority when resources are tight. Furthermore, the startup environment often doesn’t prioritise localisation as a separate function. And with limited budgets, a reluctance to engage professional translators make the multilingual employee’s dual role seem inevitable. And yet, it’s a strategy that is not without risk, as the higher the role ambiguity, the higher the chance of your indispensable language expert quitting.
Why a Scalable Localisation Strategy Matters
As startups grow, so do their language needs—and so should their localisation strategy. Without a clearly defined and budgeted approach to localisation, brands risk publishing inconsistent, rushed, or unprofessional translations, which can have a negative impact on consumer confidence. CSA Research found that 76% of global consumers prefer content in their own language, and 40% won’t purchase if it’s not available. And it goes without saying that poor translations can be equally harmful when it comes to sales, consumer confidence, and potential partnerships. Furthermore, relying on one internal employee for translations, with the ensuing likelihood of burnout, job dissatisfaction, and even job turnover, risks slowing the company’s growth and continuity in new markets.
The Right Time for a Localised Growth Strategy?
So, when should a start-up invest in a localisation strategy? In a start-up’s early days, while its brand voice is still being formed, it’s often manageable for one person to oversee localisation. But as soon as consistent content is required across multiple languages, it’s time to start thinking about growing your localisation from one single team member to a dedicated strategy. According to one Language Industry Survey, companies that invest in localisation see 1.5x higher returns in international markets. But investing in localisation isn’t just an investment in international growth, it’s also an investment in your employees, and a return on the promise they were recruited for.
At the end of the day, a solid localisation strategy isn’t just about translating content; it’s about empowering employees to focus on the jobs they were hired to do. Freeing multilingual marketers from an ever-growing list of translation duties allows them to focus on their primary role, helping the company to grow its market share in other meaningful ways. Investing in professional language support isn’t just a growth move—it’s a commitment to your team and your brand’s future in new markets.
Sources:
https://unbabel.com/wp-content/uploads/2023/07/global-trends-in-marketing-localization-2023-copy.pdf
