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Communicate your brand abroad

Communicate your brand abroad

 

Communicate your brand abroad

In the previous article, we addressed the internationalization of business abroad, offering ideas and strategies for dealing with and selling products and services in foreign markets.

Internationalization, together with multilingual SEO and brand communication in a foreign key, are the aspects of language consulting that Translations Universe is able to offer to localize its business abroad.

An important tool for exporting services and penetrating foreign markets can be the "Network Contract". This type of contract, regardless of the type of company, whether it is a limited company or a sole proprietorship, allows collaboration within the framework of a common program. The purpose of this contract is to develop, carry out joint research in order to exchange information (about the market or foreign customers) or to offer training to deal with a foreign campaign.

The basis of the production of a network contract is based on the strategic planning of business techniques, export management, and preparation for export. You need to be prepared to achieve the goal of selling on foreign markets or creating fruitful partnerships with distributors located in those markets.

Export readiness is a fundamental aspect, because, as discussed in the section on internationalization, it is necessary to know the cultural aspects related to a country that has been chosen as the target of its campaign.

For this purpose, a strategy to achieve the objective of foreign communication of your brand is certainly to seek an interlocutor who supports marketing at the local level, in the form of joint ventures. Being able to count on a local branch is an aspect that can strengthen or control the sales process.

The Joint Venture can be structured in different ways, in ascending order according to the incidence that the foreign partner has within the established company: the branch, the subsidiary, and the affiliate.

Whatever form of Joint Venture you choose, you need a marketing action that aims to communicate the perceived value of the business. Remember that, the action that aims to increase the perceived value of a brand, tag and focuses on the end-user (h2h => human to human) because it is the human being who reads, becomes attached to the brand and will probably repeat purchase once you choose our brand.

Under these circumstances, the distribution action can take on a direct character (if we are moving in the foreign market) or an indirect one (if we rely on a distributor - e.g. ex-works export mode).

In both cases, it is necessary to communicate to the market, strictly in the language of the end-user, the elements that led us to collaborate with local partners.

Brand value

By offering access to the product/service in the local language, it will be easier to give purchasing value to your brand (logistical and organizational value). It will be necessary to communicate what your product/service does and how it does it (technical and functional value), what the company offer represents for the customer (psychological and emotional value). The right combination of the above-listed values will communicate to the foreign customer guarantee and reliability, in order to generate wealth for the company that interfaces with the market in which the customer operates.

The value of a product/service is subjective for each customer and is enriched by the experience that the customer makes at the time of purchase. In this regard, we would like to remind you that pre-sales assistance, customer care, the added value of rapid delivery, reliable service and a return/replacement policy are all factors that contribute to improving the purchasing experience.

It is important to communicate to the customer why he is buying a value by choosing our company and therefore induce him to buy emotions related to our brand. To this end, it is useful to create some predictions, provide explicit or implicit promises related to the buying experience of other users (reviews can be a useful tool to communicate this aspect). We will have to give a specific meaning to our product/service and its characteristics and convince the customer to prefer our brand over the competition.

The criteria for measuring a brand vary according to specific aspects:

  • Attribution: Did customers perceive the brand as the source of benefits?
  • Conviction: Do customers know that the benefits are achievable? How quickly? What is the degree of satisfaction?
  • Desire: Does the purchase originate from the expectation of the benefit?
  • Difference: Is the brand perceived as the only source of benefit?

We underline the importance of communicating the values of a brand on a single channel scale (omnichannel), omnichannel means the integration between all the digital and traditional commercial channels of a company, designed to intercept the greatest number of customers both offline and online.

Digital channels, however, maintain primacy in governing the entire customer experience, regardless of where the product or service is then purchased. In practice, with omnicanality:

  • Traditional shops and companies sell their products on marketplaces, personal websites and social networks with integrated systems also at physical points of sale;
  • The big names in e-commerce have also understood the importance of offering an all-encompassing experience and are developing physical stores integrated with digital channels;
  • On-site events are useful to raise customer awareness of the benefits of choosing our brand;
  • The use of social channels is now integrated tools, in terms of sales and communication, that allow you to distribute and tell the brands.

The use of multiple sales channels and communication must tell the product/service to the reference market, leveraging the culture of the target country (e.g. if we produce beer, we will produce more carbonated beer for an Italian customer and less carbonated beer for a German customer). The type of communication to be adopted is therefore linked to the cultural aspects of the destination country and is directly governed by the linguistic habits of that country.

Concept development for sales abroad and brand generation

There are several strategies we can adopt to promote our brand abroad. We can adopt a differentiation strategy that leverages the characteristics that our brand, with its services/products, communicates compared to competing brands. Or, we can count on a disruptive strategy that communicates the characteristics of our brand in an explosive way in order to enhance the image that we want to convey abroad.

The levers of the marketing mix (product, price, place, promotion) help to communicate to the market the elements that have led us to a particular market, directly or indirectly, and therefore essential to the communication strategy that we intend to adopt.

We would also like to remind you of the fundamental importance of registering your trademark in the reference markets, in order to be able to defend the ownership of the brand and guarantee the exclusivity of distribution.

 
 
 
 

Marketing nuggets and multilingual strategies for internationalisation

 

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Translations Universe is committed to offering multilingual services that have a direct response to the markets and that promote the internationalization of companies abroad.

For the same amount of resources invested, in order to optimize the ROI (Return on Investment), companies are constantly trying to improve the services complementary to sales, in order to increase the perceived value of the product/service.

Once the mission of the companies operating abroad has been identified, the promotion of these companies is enhanced on the basis of the product sector or the services offered. This is done through strategic planning of the objectives to be pursued on foreign markets.

In the medium term, a company that optimizes its resources and wins on the foreign market almost always sets itself objectives and operates on a S.M.A.R.T. (Specific - Measurable - Ambitious - Realistic - Time based) basis. The objectives to be achieved must be targeted, measurable over time, broader in scope, achievable and achievable in a given period of time. "Where all think alike, No one thinks very much" [W. Lippmann] - is an expression coined to highlight the need to enhance aspects of a product/service.

We recommend strategies that aim to meet the needs of the market of interest, in order to optimize the resources to be invested:

1 - The promotion of actions aimed at improving one's visibility abroad must go hand in hand with a careful study of the cultural and linguistic habits of the reference market. Each country has its own economic network that reflects the culture of the people who operate in the market. The culture of the market of reference passes directly from its language, is not independent and must be studied as a winning key to permeate the market. Translations Universe combines the ability to localize promotional content with a study of the culture of the market with which it interacts in order to create appeal in the user who will choose your products or services;

2 - Market analysis: The target market has facets that set it apart from any other market. In order to help brands to get products out of their warehouses, a market analysis must be carried out. Let's then plan the marketing action starting from certain data: the number of potential customers, the price ranges in which they operate, the sales prospects of the product/service following the analysis of competitors and existing statistics. This process of market segmentation will improve the positioning of your company and, therefore, optimize the resources invested in your presence abroad;

3 - It is important not only to localize the contents of e-commerce but also the terms and conditions of sale, specifying the characteristics of the service offered in the country in which the user makes the purchase. The data related to the sales tools, the laws in force in the State of the seller, the shipping and return procedures must be clear and reported in the sections of the sites where the user navigates;

  • 4 - O.p.e. (Onsite product event): Bringing a product to market and creating an event is a strategy that many companies are adopting to associate retail marketing with internationalization. This involves an investment in terms of choice of locations, selection of the native staff who will attend the event, advertising in the language. These marketing activities will have to be structured by leveraging the aspects that create interest in the end-user, the culture communicated correctly, that sounds natural to the ears of the interlocutor. The Poka-yoke (ポカヨケ) is recommended for this purpose;
  • In this general framework, we place the value of the assistance provided on the linguistic and cultural basis of the user making the purchase. Valid language support will avoid confusion at the time of purchase and therefore limit any actions taken by a dissatisfied customer (returns, refund requests, replacements, etc..). We take charge of, process and process the orders received, summarizing from time to time the requests and needs expressed by the customer at the time of order. This attention will lead the customer to evaluate as unique their buying experience.

The above are some suggested strategies to approach a foreign market. The Mission, that is the need for a company to operate on the market, must be structured following an internal1 and an external2 analysis. The first must bring to light the strengths and weaknesses of its product/service, assess the competitive advantages on the market and measure the quality of aspects. The second one analyses the needs of the reference markets to understand the size of the market and its potential.

Our international knowledge will put the company at the center of the study around which to develop the language strategy to be adopted to meet the market of reference. Therefore, the terminology used must be the result of the analysis of the product, of the place where it is manufactured, of the call to action to be satisfied, by the people behind a given product/service, of the process of its realization.

It is clear that the language strategy must go hand in hand with a marketing strategy, in order to be able to differentiate itself from competitors and offer different proposals embroidered on the basis of the market segments in which to operate. Therefore, we place ourselves between the language industry and the marketer's perspective, in order to identify what the client needs and how to communicate it to him.

The analysis prior to the inclusion of a product/service in a target market also takes into account the differentiation of the communication strategy in relation to other different competitors. It is necessary that the internal and external analyses lead to a personalization of the communication strategy, which is in line with the reference market but which differs from the competition, in order to create a distinctive element in the promotional language. To do this, a guideline will be elaborated and studied, in terms of language register, to be adopted and pursued in the promotional campaigns to be adopted for internationalization.

Let us set an example of wanting to take action to tag the Chinese market. The Chinese market has different rules and structures from those in Europe and involves planning and developing marketing that takes into account the nature of its business. We take into account the absence of some communication channels (e.g. Google) and the presence of others. It will be necessary to develop a strategic plan and prepare to communicate in language, through specific sales channels. Entry into this market is in itself complex and often additional to the joint action of several companies, gathered in a delegation, to meet the import needs of the Chinese market. It is important to have a clear idea of the specificity of your product/service before submitting it to the institutions that will organize the matchmaking with local companies, in order to avoid matching it with disinterested importing partners.

To this end, priority will be given to companies that have the ability or the means to understand and communicate in Chinese, in order to be credible and competitive in the reference market. The company's size must be structured and able to meet the needs of customers in this large country. Entrusting the communication, in Chinese, to Translations Universe means choosing an expert partner who will enhance the distinctive features of a company, search for the identity of its product/service and highlight its uniqueness. This will allow you to increase the competitiveness of the service offered and communicate the value of your company.

 

Release of the new platform for the launch and purchase of online language services

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Release of the new platform for the launch and purchase of online language services

This is for us at Translations Universe the most important update carried out so far.

With the release of the new platform, we have implemented many important functions that have become essential for those of us who offer language services, in an international environment and essentially online.

Since 2011, we have based our business model to be accessible and addressed to an international audience, serving companies and customers around the world and recording a remarkable growth of about 60%, in the last 3 years. This has been possible thanks to a study of market trends related to the world of language services, new technologies, the will to offer a service always based on the quality of human translation.

Although trends in the language market are moving in the direction of an exponential increase in automated technologies, the use of terminology databases, the development of assisted translation tools and CAT tools, we have always been firmly convinced that every translation project is a story apart. For this reason, we have fought to support the necessity of a careful study of the cultures linked to the languages of the projects addressed, so that the meaning conveyed is relevant and sounds natural to the eye and ear of the target audience.

This quality has been the basis of all our market strategies, allowing us to choose carefully the instruments to work with every day, in order to be recognized internationally for our skills and service features.

The functionality of the new platform

In particular, this new update allows the launch and purchase of the language services offered by our company, all within a click.

Through the interface accessible from our website, under the heading "Launch Project", you can register your own customer account through which you can order translation, text revision, and audio/video transcription.

Once registered, the user can use two drop-down menus from which to choose the source language and the languages for translating the files. Translations Universe allows you to translate up to 33 languages in their different language combinations.

Next, you can choose the area of expertise of the translation: our professionals are versatile, each of them has sector-specific experience in areas and language combinations. Each area of the translation will necessarily be entrusted to a competent professional and therefore the rates will vary depending on the area chosen.

It is then time to choose the service: translation (from one to one or more languages), editing (monolingual), audio/video transcription (mono-bilingual) and combined translation and editing.

Once the type of service has been chosen, you will be able to upload the files by clicking on the "Upload File" button: a pop-up will open that will take you to the section where you can upload the files, in the formats we support, or drag and drop them. Alternatively, the user can manually type or paste the text in the "Type your text" section.

The program will automatically return the word count and develop the quote based on the data entered.

Another very important aspect is the fact that you can enter Guidelines to be communicated during the commission. Some of them are pre-set, in the Other section, it is possible to communicate personalized guidelines. It is also possible to request a priority delivery service (with a commission of 35%).

Once the above actions have been fulfilled, a summary of the chosen service, the language combinations, the word count and the tariff for each service will be reported. You can also remove one or more services by clicking on the X next to each service.

Finally, by clicking on the "Launch Project" button, you will be able to access the payment interface through which purchase and confirm the order. You will then receive email notification of payment and confirmation of purchase.

Rebranding

Another important aspect that we have handled to enhance our service is linked to a renovation of the corporate image.

The choice of a "new" company logo, with a renewed look and colors, has been adopted to provide our business image with a clear and distinctive imprint.

The chosen colors have been reused in all the tools, offline and online, in order to give linearity to all the graphic aspects of our brand.

The new logo takes up and stylizes the look of the previous one and enhances the payoff "Words around the World". In fact, the comic strip outside the globe recalls the concept of the word, an element at the center of our world while the entryal globe is embraced by the external structure.

In fact, since our development, we have focused and exalted the role of the word, through a meticulous study of the relevance that it assumes in different cultures and their languages. The research conducted, in terms of knowledge and use of tools related to the world of translation, has led us to highlight the importance of choosing words in our projects so that they are always in line with the cultural aspects of the target language.

Culture and word merge, creating new elements that are inextricably linked. The style adopted in our projects, although different in technicalities and areas of use, follows the thread of a careful search for the meaning that words need to assume within the contexts. That's why, with our customers, we try to develop projects that last over time, in order to create long-term partnerships to give linguistic linearity to the business in which the words are applied.

Choosing Translations Universe means emphasizing and strengthening the meaning conveyed by the terms in order to involve the public in an authentic, clear and recognizable way and to create appeal in the language of the counterpart.

 

The New Multilingual SEO Translations Universe program

 

One of the most important aspects of online sales, in B2B or B2C mode, is undoubtedly the SEO. 

SEO (Search Engine Optimization) defines all the optimization activities of a website aimed at improving its ranking in organic results in the main search engines Google and Bing.


The process of optimizing a website includes 3 activities:

  • Technical Optimization. This phase allows search engines to access and index correctly the pages of your website. Usually, in this phase we assume an improvement at an organic level, processing a series of actions to improve the indexing performance of our site and acting precisely in the organic of our website.
  • Content Creation. The contents of your website will have to respond to different search purposes. If they are appreciated by users, they will also be appreciated by search engines, because they know that they have provided the best answers to their questions.
  • Promotion of Content. Promoting content designed to be shared is a key step in the success of your SEO campaign. Being quoted with a link from authoritative sites is an unequivocal way to communicate to Google that yours is a quality website.


We can, therefore, say that SEO is a perfect combination of technical optimization and marketing strategy.
In recent years we have deepened the concepts related to the multilingual aspect of SEO optimization, crossing analytical data, conversions, and strategies related to the ability to attract foreign customers.


A careful strategy that crosses the study of analytical data, the knowledge of metadata in a foreign language, tailored to the country of interest and knowledge of the main trends in vogue in a given place, can make a difference in the process of acquiring international customers and partners.


We can say that we have improved the ability of some of our clients to convert foreign clients. The following graph shows that there has been a significant increase in the performance of the case study website, particularly for the fashion industry. With an increase in conscious leads, there has inevitably been an increase in conversions. The data, over a period of 12 months, showed an improvement in conversions with a rate of 706%.

Figure 1: Performance graph of the case study in 12 months.

 

This could happen with a localized study of a certain group of keywords and their effectiveness in the reference country. Through the use of specific software, we identified the response of the metadata in a given location, implemented these data within the product categories to which they referred.

Keywords, language text strings and the study of "trendy" content in a given location provided us with the basis on which to build our organic multilingual SEO strategy.


Needless to say, an SEO tailored to the target country alone is not enough to provide margins for improving the performance of a website. That's why we've joined our team with experienced professionals in the social and marketing fields. With them, we have built an advertising system that acts in conjunction with the multilingual SEO and that exploits the main social channels as well as graphics and video communication strategies.


We invite you to contact us for further clarifications about the possibility to set up an improvement of your multilingual contents and their implementation on your communication and e-commerce channels at This email address is being protected from spambots. You need JavaScript enabled to view it.

 

Multilingual strategy to optimise your Black Friday sales campaign

 

 

 

 

 

 

 

 

 

 

 

Black Friday is a purely American event that has evolved and spread throughout the world over the last decade.

For some, the expression Black Friday was born in Philadelphia and would derive from the heavy and congested road traffic that develops for the occasion on that day.

The exact origin, however, remains uncertain: according to some, it would refer to the notes on the books of traders who traditionally switched from red (losses) to black (gains), so Black Friday would indicate a day of great gains for business activities. From that day on, the period of the year most profitable for retailers would begin, capable of bringing in black, and therefore in surplus, the accounts of commercial companies.

Data on hand, we have drawn up a series of tips that will help you set up a multilingual sales campaign:

- Study the peculiarities of your product: whether you produce or market a product, a strategic study of your product is the basis of any action aimed at generating a sales flow. Focus on the particularities of your product and ask yourself questions. For example, because your customers choose you or prefer your brand to others, you will begin to filter your target audience and, as a result, create a targeted and sectoralized sales campaign;

- Pay attention to your target market: using statistical analysis tools, Google Analytics or the data consultation of the Facebook Business Manager, to name a few, extract data that helps you understand the geographical origin of your users, their taste, the searches that have conveyed the public on your page and use these data in your favor. In this regard, specialized in a specific market, this does not mean eliminating potential customers but attracting those who are really attracted by your product or service and this will lead you to develop quality leads that can be converted into sales;

- Develop ad hoc advertising campaigns: select specific channels that highlight the aspects of your product type, the customers who are looking for you will know where to find you. With the help of effective sales channels, you can set up campaigns by cross-referencing analytical data: choose keywords and tags that best describe your products, as well as the traits that distinguish your work and that can appeal to your potential customers. Push these terms with specific means, Google Ads, or through the main social channels;

- Don't forget the importance of the language aspect: it's well known that your potential customers prefer to browse websites and e-commerce readable in their own language so that they can better understand their content. To compete in an international market means to provide information to use products and services in a correct and understandable way. Companies that adopt an international strategy must translate the contents of their web pages to meet the needs of domestic and foreign customers/consumers. Finally, it is useful to remember that a quality translation offers greater optimization and usability of the site in the target language. This is essential from the point of view of the SEO.

Website translation is an important process for companies that decide to undertake internationalization. It is necessary to entrust the translation to experienced and qualified professionals who can offer a service adapted to the needs of the customer.

Mobile apps localization

 

 

 

 

 

 

 

 

 

 

 

 

Mobile app stores have officially become global, and the next person to download your app could be located anywhere. However, even though your app may be available globally, it may not be ready for the global market. Nowadays, localizing applications for key audience segments is a must. This applies to both iOS app localization and Android app localization.

Why app localization is important

Localizing applications for your target audience is good business practice, but it is also a process that requires a clear business case before companies can invest the necessary resources.

90% of mobile device activity now takes place within apps, unlike browsers.

Global mobile app revenue will grow from $51 billion in 2016 to $101 billion in 2020.

Even users who understand English prefer to use devices in their own language and are more willing to buy if they can do so in their native language. Locating mobile applications has a direct impact on download figures and revenue.

Remember to translate all the texts for your app: UI, help, app store description and all the other texts that users see. And don't forget the localization of the images! This requires proper internationalization, which you should keep in mind throughout the development cycle.