- Isolate and understand your target market
According to the SOCi Report, 66% of web content impressions are derived from fully localized pages, while 72% of brand engagement happens on localized pages, with businesses seeking to reach out and resonate with international audiences. Google data shows that most users are influenced by and act on content incentives localized in their specific language due to the familiarity and relevance that the localized content represents for them. A user will always be drawn to localized pages, incentives, or calls to action in their own language, as this implies a direct appeal to their culture, making it easier to navigate content complexities and access the most relevant results.
Isolating the linguistic relevancy for specific markets and targeted audiences through relevant analytics (e.g., Google Analytics, Audience Analytics embedded on social media platforms such as Facebook, Instagram, Twitter, etc.) will tailor your content to the highest-ranking language combinations, as well as provide you a clear picture of the specific cultural requirements you will need to be mindful of when leveraging the content for your specific target niche.
- Utilize a thorough TEP workflow
Utilizing the TEP (Translation - Editing - Proofreading) localization workflow properly guarantees superior quality translation output to end clients, meeting specific requirements, avoiding blatant mistakes and the offending of any cultural sensitivities. It is of utmost importance to thoroughly render source texts accurately into target languages, both in terms of structure, content, style, brand voice, and overall text flow, in order to mitigate potential linguistic and formatting mishaps.
A thorough understanding of relevant terminology, precision when using vocabulary, and a good grasp of technical concepts are of maximum importance when handling complex clinical trial documents, medical product, or process descriptions or specific marketing texts, fraught with linguistic complexity, specific jargon, or creative lingo, of which translators, editors and proof-readers need to present thorough comprehension and an ability to adapt to and research.
This savoir-faire of TEP SMEs is mandatory when executing demanding localization tasks, as the stakes can be very high when tackling brand-specific documentation or high-profile case files, on which the image of enterprises and individuals depends.
- Always be one step ahead of the localization trends and expectations
QA and LQA parameters inherently depend on the specific project needs and requirements, ranging from complex terminology-endowed life sciences translations to technical Website Localization or Video Game Localization, Legal or Marketing Transcreation projects.
The specific requirements and demands of these translation projects are met through QA modules embedded in CAT tools, which cover Quality control parameters such as terminology, formatting, punctuation, missing or incomplete translations, and compliance with local standards.
By involving bilingual SMEs in the Localization process, with cross-revision performed by a second SME with proven bilingual knowledge applicable to the specific field of the translation project and third-party proofreading and fine-tuning by a native editor with a substantial grasp of the cultural background and regulatory framework of the target language, any enterprise can always stay on top of the localization trends and expectations, reducing the risks of missing out on important details for the best possible localization output for their business.
- Employ complex Quality Assurance Processes and Tech Stacks
The most popular CAT tools used in Translation QA (Quality Assurance) are MemoQ, SDL Trados Studio, Across, and Wordfast, which have integrated, configurable QA functions that prove beneficial for any translator or Quality Assurance analyst in reviewing the translation performance profile.
In very complex translation projects, where it is essential that quality requirements and standards are fully met without exceptions, standalone Quality Assurance software tools are also employed in terms of cross-checking generic and specific inconsistencies and generating reports to showcase the performance metrics of the respective translation (e.g. the most widely used tools are Verifika, Xbench, QA Distiller, Linguistic Toolbox).
- Adhere to a pre-established Localization style guide
Last, but certainly not least, another relevant way to future-proof any localization strategy and ensure high-quality linguistic output is a thoroughly documented Localization strategy and a style guide.
Style guides are instrumental for ensuring content alignment both linguistically, as well as culturally, and contextually, including information such as:
- Brand voice/tone of voice
- Industry/ company regulatory or compliance terms
- Strict linguistic Conventions/ Dos and Don’ts
- Competitor research and foreign market insights
- Cultural sensitivities
Covering all relevant content touchpoints in a style guide or Localization kit, from website copy to UI/UX, as well as transactional communication, cross-cultural currencies and market proclivities streamline user experience within the customer journey, genuinely increasing engagement potential and building trust and credibility for a brand.