As much as I want to help you translate your website or marketing pieces into another language, I also want to make sure that you have considered the big picture.  True global marketing, whether it’s to people around the world or those next door, involves continually supporting and communicating to the customer from the first time they hear your name until forever.  And that includes a lot more than translating your website or a few brochures.

Let’s take an example.  What if you’re selling your satellite TV service to Spanish-speaking customers in the United States?  What are all of the things you should consider before starting the language translation?

• Consistent Initial Marketing Message.  What are all of the ways people will hear about your service?  You might have brochures, flyers, print ads, billboards, website, sales kits, etc.  Everything will need to use the same Spanish words and terminology.  Just like the English, it all needs to be reviewed as one big package for consistency.
   
• Spanish E-mails or Phone Calls.  If a person goes to your website which is in Spanish and thinks that you are a bilingual company, what if they E-mail you in Spanish?  Do you have someone who can read and answer their E-mail?  What if someone calls who only speaks in Spanish?  Do you have bilingual operators and people who can help them on the phone?
   
• Spanish Salespeople, Installers, Technicians.  If you are providing a product or service where there is a “hands on” approach to selling or installation, do you have people who can speak Spanish?  If your client knows very little English, it’s going to be very difficult to proceed with the transaction if there is a major language barrier.
   
• Contracts.  As part of the customer sign-up process, do they need to sign a contract or an agreement?  If they are signing a legal document, that is one piece of information which they really need to completely understand.  Are your contracts and agreements in Spanish?
   
• Welcome Kits, Manuals, Instructions.  When someone purchases a product or service, there are always manuals, instructions, and other documents which are left with the customer.  Are they translated in Spanish so the customer can get the most out of your product or service?
   
• 1-800-SUPPORT.  What if they have a problem?  On your website, there is likely a support section with a phone number to call.  If they call that phone number, will someone answer and help them in Spanish?  Are there Spanish FAQs on your website?
   
• Account Management.  If this is an ongoing service, then there will be invoices, customer letters, new services, E-mail announcements, and who knows what else.  In order to service their account and keep your customer satisfied and informed in the long-term, will there be an option for them to receive their invoices or E-mails in Spanish?

This is a general list of all of the touch points that a company has from initial marketing on through the selling and servicing of an account.  Things to think about before you begin the language translation or website localization.

And much of this can be resolved by looking at all of your communications and making sure they are translated in a consistent manner.  Imagine the loyalty of your customer if you take care of them at every touch point!

If you would like to discuss global marketing and language translations specifically for your company, please contact us for more information.  We would love to help you with the translating the big picture.