Author Archives: Terralíngua

What Is Desktop Publishing and Why Do You Need It?

Desktop publishing is often something you will see offered by translation companies, but what is it? Why do you need this service added to your translation project?

Making Translation Perfect

Desktop publishing utilizes layout software to format text and images. A professional translation provider will offer this service to return a translated document in the same format as the original file. This is often referred to as multilingual desktop publishing, as the correct version of desktop publishing software is required for certain languages. Therefore when the Portuguese version of your brochure is returned, it will be print ready and formatted for this language. Translators who do not offer desktop publishing can only return translated copy in a text based format which will require manipulation on your end when the work is completed.

Many companies have an in-house graphic artist or a team to turn over the desktop publishing duties to at this point. However, especially if there is not a native speaker of the target language in the team, errors and omissions can occur when the text is placed into layout unless they are very careful. Many companies want their professional translation partner to provide this service so they have the peace of mind that the text is properly placed with the correct accent marks and fonts. A translation provider’s desktop publishing charge often includes a service called a post-layout proof, which means that the translator will review the text again in the formatted version to look for any improvements.

Desktop publishing is not a simple matter of replacing text with text. There are many special considerations such as an expansion rate with some languages (meaning it takes more words in a certain language to express the same idea). Unless space has been planned in advance for the expansion, extra time formatting is required to ensure the translated version has the same look. Some languages require less text, so the copy area becomes condensed unless a graphic artist is skilled in desktop publishing software.

It is important to ensure your localized document does not look as if it is a translated version. You want your audience to know that the same care that was taken to craft the original document was also given to their material.

Languages such as Arabic are written from right to left, which means that the original document needs to be modified and any graphics edited to fit the layout. Your clients will appreciate receiving documents that they can read comfortably and quickly in their own language, set out exactly how they should be read.

While it is true that translation does its job in communicating your message from the source language into the target language, it is desktop publishing that delivers the cultural or technical nuances in a layout that suits the target language. This is what makes your document not only readable in a foreign language, but embraces the cultural and technical differences in such a way as the document appears to have been originally written rather than translated into the target language.

Use a Professional Translation Company

Multilingual desktop publishing requires working with the correct software that provides multi-platform documents as well as being able to work in languages based on characters such as Chinese or Japanese. Though someone may be an excellent graphic artist in their native tongue, certain languages have complex rules and requirements to ensure the text will read properly. Your company may have desktop publishing software; however your software may not be the needed version to handle the fonts or layout of another language. A professional translation partner is your best bet to ensure the correct format will be returned, especially if you are unsure of your in-house abilities to handle a language.

If you work with a variety of languages in a number of formats and need to re-use your content, then a desktop publishing solution will increase productivity and reduce costs.

Productivity increases because with a desktop publishing service, such as DITA, you can maintain your content and re-use it efficiently. This reduces the time spent copying and pasting from one document to another. For example, you may have several instruction manuals with similar content.

A system like DITA also makes use of Adobe InDesign, which is still the definitive desktop publishing design system according to Forbes writer Tony Bradley. If you are dealing with customers abroad, presenting your documents in a professional format will only enhance your company’s reputation and ensure brand loyalty.

In summary, desktop publishing is a vital part of your company’s professional image in any language. When you market a product or service abroad, you will earn more confidence and trust in your brand if you provide material that effectively represents your message to your target reader. By utilizing a professional multilingual desktop publishing service, you can be assured your company’s image will be properly represented, and it also provides your staff time to concentrate on other tasks and projects.

Terralingua

Terralingua is a translation company who has assisted some of the world’s top brands with the power of multilingual desktop publishing. If you would like us to help your company properly translate, format and localize your documents for the global stage, please visit our website for further information.

Exporting to China – Challenging, but Not Impossible

Even though China experienced some economic downturn at the end of 2014, there are many small businesses that could benefit from trading with China. Chinese consumers love Western high-end goods. A 2013 article in the Chicago Tribune pointed out that over 1.5 million Chinese consumers visited the US and the UK in 2012. These consumers spend more than 300 million dollars a year on luxury goods. Many US retailers host Chinese consumers every year. Jeweler Tiffany & Company employs Mandarin speakers at their Fifth Avenue store.

Servicing Chinese consumers domestically is quite a bit different than international trading. It can be challenging, and it is important for a business to do their research very carefully before attempting to open the doors to China.

Many small businesses are put off by a perceived lack of export information combined with currency and payment concerns. However, there are plenty of resources available to help small US businesses in China.

Find Resources

The US Commercial Service has a section dedicated to China on its website. It contains information and resources about doing business in China, including industry information, market research and trade events.

Another helpful website is America’s Small Business Administration which provides finance information for exporters as well as getting started and contracting support. The website will also point you to other valuable resources.

In the UK there is the UK Trade and Investment website which provides information about exporting with details about trade fares and webinars. Another useful website is the UK Export Finance website, which has an informative guide to exporting to China.

Learn about the Culture

If you want to do business with China, it is important to remember that there are cultural differences and the more aware you are, the less chance you have of making a mistake that might cost you your trade reputation.

An article in the International Business Times lists a number of cultural differences that should be taken into consideration. They include learning to be patient and not worrying about silence. Manners are also very important, as well as good timekeeping.

Learn Chinese superstitions. For example the number four is considered unlucky as well as the color black.

Visit the Country

Visit China and the region where you will do business. You will learn a lot about the people and their culture by just being there with personal interaction. Observe how successful brands are advertised and packaged. Talk to as many consumers as you can to better understand your market (even if you do not speak Chinese, you will no doubt find English speakers).

Make Sure Your Paperwork Is Professionally Translated

In order for your business to succeed and present a professional image, translations should be professional as well. Do not attempt to do business using Google Translate, it will not be understood and it might even offend.

If you are going to advertise and use social media, ensure it is localized so it makes sense to local consumers and reflects their way of life, not yours.

Doing business abroad is a daunting task but with the right research and preparation, it can mean new avenues of revenue and success.

Terralingua is a professional translation company that has worked for some of the world’s leading companies. If you would like our help with your global communication, please visit our website for further information.

Globally Expanding Your Horizons

Expanding business opportunities to new markets is always on the international business radar. With China’s economy slowing down and Russia suffering a downturn, it’s time to look for the hot 2015 emerging markets.

According to an article by Ian Bremmer in Fortune.com, while China remains attractive there are other markets with the perfect ingredients for expansion. Stability, sustainable growth and good governance are what Bremmer advises to look for if you want to make your investments in emerging markets. We will highlight two of his recommendations, Colombia in South America and Poland in Central Europe.

Colombia

Colombia may be known for drug wars and left wing rebels, but since peace talks began in 2012, an agreement is set to take place between the Colombian government and the FARC rebel group this year. Colombia now has a growing economy with a stable government, headed by President Juan Manuel Santos.

Language

Colombia’s official language is Spanish, but they also have over sixty five indigenous languages and numerous dialects.

Investment

Colombia’s economy saw rapid growth between 2013 and 2014, although this has now slowed due to falling oil prices. However, as Reuters reported in February, this hasn’t stopped new investment. The Heineken group has recently agreed with soft drink maker Postabon, to produce and sell Heineken through its Chilean affiliate. Google too is set to invest money in a number of South American Countries to narrow the digital divide, according to Fox News.

Poland

According to the report by global Management Consulting firm, McKinsey & Company, Poland could become a global player with an advanced European economy in the next decade.

In the twenty five years since the collapse of the communist regimes, and its entrance into the European Community in 2004, Poland has flourished into a successful market-based economy. It is now free from the restraints of state control. At the beginning of 2014 Bloomberg reported that Poland was ranked best for business in Eastern Europe and Central Asia.

Language

The official language of Poland is Polish and it is spoken as a second language by some people living in the Ukraine, Lithuania and the Czech Republic.

Investment

Investors are encouraged by the government’s efforts to improve infrastructure, which has been helped by a massive injection of EU funding. Poland wants to replace and improve its obsolete energy sources, including the introduction of energy efficient buildings and renewable energy sources. Improvements to its transportation infrastructure are ongoing, including the Baltic-Adriatic Corridor and the North Sea Baltic Corridor, connecting road, rail and ports.

The Importance of Translation in Business

For any business thinking of investing in either Colombia or Poland, it is vital that legal, marketing and advertising material is translated professionally into the target language. A professional, native speaking translator who lives, or has lived in the country where you wish to trade, will be familiar with the language and know colloquialisms and idioms, which are vital when you want to communicate with your customers through social media.

Terralingua is a translation company that can support your global business. We provide translation and localization services to some of the world’s top brands in all major languages. Visit our website and contact us today to discuss your requirements.

Creating Universally Clear Instructions

Often when creating content many do not think beyond the source language. Though your instructions may be clear to you, will they be clear to a reader in another country or culture? Any language needs context to make the meaning clear. This is especially important in technical and instructional texts, where a small error could lead to an expensive court case or a life changing injury.

The use of Simplified Technical English (STE) is one solution to apply to the problem of contextual errors. It is a method that has been used for almost 30 years in the aviation industry. It is a standardized language that ensures all technical documentation with the aviation field is understood on a global level by using rule-based writing.

Use Words and Phrases That Are Easy to Understand

Make your text as simple as possible for the subject matter. This ensures even non-advanced users of a language like English, for example, can understand the written text.

Imagine you are reading a paragraph in a technical manual which says: “This machine uses inflammable liquids; it is not advisable to fill the receptacle while the engine is in motion.”
You might understand the instruction if you were not a native English speaker, but the sentence would be clearer and safer if the paragraph read: “This machine uses gasoline/petrol; turn off the motor before you fill the tank.” Although this text might not appear to be as sophisticated as the first, it is more likely to be correctly understood.

Clear writing involves implementing a terminology system with a set of writing rules combined with a dictionary of controlled or allowed vocabulary. Each sentence should have only one meaning, as well as each word in the sentence. For example, a writer should not use the same word as a vowel and a noun. Rules such as limiting the sentence structure to 25 words make the text easier to read.

Terminology

Every company has its own terminology or vocabulary in its native tongue as well as that used by its field representatives or in-country contacts. A glossary of these preferred words and phrases should be compiled before a standardized system is used.

This requires a centralized compilation and revision process and should involve a select team composed of those creating content as well as the end users. This ensures the terminology is vetted, wide reaching and quality controlled.

Translation and Terminology Tools

When creating content in other languages, tools such as translation memory software are required to manage consistency. This allows all content providers to search for controlled vocabulary and adapt their text accordingly as well as ensure repetitive text is consistent for current and past works.

Translation memory software also has the capability to find and align words and phrases from previous documents to address the challenge of compiling a multi-language glossary.

In summary, clear text is desirable in any language to ensure understanding and avoid expensive mistakes. Centralized writing guidelines combined with an approved glossary are required to achieve efficient and consistent content.

Terralingua is a professional translation and localization agency, who has been working with some of the world’s top brands. Terralingua can provide your company insight on effective and clear global communications. Please visit our website for further information.

Geo-Targeting and Localization: Engage Your Global Website Users

Your company website may be well designed, easy to navigate, attractive and engaging. It will most likely be aimed at consumers who use your products and services and, if your company is in the United States, it will be targeted to an English speaking audience.

Optimizing your business website in your own country is one thing, but if you do business globally? How do make your website attractive to buyers in other countries, where English is not their first language and the customs are very different?

Ensuring your audience receives the website experience matching their language and culture by delivering relevant content is called Geo-Targeting. This is achieved by obtaining the viewer’s geographic location through your website configuration.

Geo-Targeting is critical as studies have proven consumers are more likely to buy products or services from businesses that speak their language. An article on the Common Sense Advisory website outlines a study about purchasing decisions performed by the research company. The report found that in some countries people are prepared to pay more for products because the information is in their own language. The study also discovered that 60% of consumers buy from websites in their own language, despite the fact that they can read English.

Targeting your international buyers is not just a case of providing language changes to your American based website. It is also about considering colors, images and the design of your global landing pages.

Imagine you sell head scarves, and your website uses a photo of an attractive woman driving along a breezy road in an open top Mercedes. That image could be used on websites in France, Spain, South America and China. However, if you want to do business in Saudi Arabia that image would be inappropriate because women are not allowed to drive in this country. Therefore it is best to ensure that landing pages do not have generic images, but are targeted to suit local audiences.

Colors have cultural implications as well. The color white in China and Japan symbolizes death, whereas in Europe and America it is seen as a pure, clean hue. Offers and reductions should also be taken in consideration. What will sell well in America or Europe may not do so well in places like India or China.

Geo-targeting a country’s currency should also be taken into account. Displaying product prices in their own currency will build trust and comfort. Many consumers find currency conversion confusing and may shop elsewhere if they are unable to understand the pricing on your website.

A website that is professionally translated, localized and optimized by Geo-Targeting will have higher sales conversion rates than those businesses that ignore the importance of consumer relevance to engage with their global market.

Terralingua is a translation company that can help your business reach consumers on a global platform. We provide translation and localization services to some of the world’s top brands. Visit our website and contact us today to discuss your requirements.

Why Using Data Analytics Will Make Your Business Better

A recent Forbes blog about Big Data said that despite the fact the businesses that use analytics are more likely to show an increase in profits, many companies just do not want to embrace the change.

Companies think it is too complicated, or they have an ‘if it ain’t broke don’t fix it’ attitude to their marketing strategy and will not set up a system that in reality is a treasure trove of information.

The fact is that analytics can be hugely beneficial to your business. Although you might not want to put your trust into digital technology, it has its place in the commercial world and should be used side by side with your sales team.

Digital Marketing Analytics will help you to narrow down your target audience and will give you the information your business needs to keep consumers engaged with your brand. Yes, people still want to communicate with real people; technology is not going to mean the end of the sales team. But, what it means is that they will be better informed about the people to which they are selling.

Look at social media. It is one of the most useful places to gauge consumer opinion and to see what is trending. You can also find out how your competitors are doing. Other analytics can tell you where consumers live, what they spend their spare money on and what interests and hobbies they have.

Data analysis can also give you the results of previous marketing campaigns. It can show you what worked, what did not; what is likely to succeed and what may need changing due to things like geographical differences or economic factors within a particular consumer group.

Once you have gathered information then pick your platform. Whether it is through email, a cell phone SMS campaign or direct mail; you know that you have targeted an audience that is likely to have an interest in your product or service because you have tailored your campaign to this very group.

In an article written in 2012, The Ivey Business Journal said Big Data creates valuable insights that would otherwise remain hidden, yet two and half years later, some businesses are still waiting at the stalls.

Creating an ecosystem of data will improve your brand reputation and your profits because you will be in tune with consumer opinion. Your company will also be more likely to keep present customers loyal and attract new ones.

If you are global company, any marketing campaigns will need to be translated and localized to reach your target audience. Ensuring customers abroad understand clearly what your brand is about will require skill to lock into the local language. Professional localization of your message will result in consumer confidence and trust in your product or service because your company has authentically engaged with their culture.

Data analytics will help you to better understand current and potential customers, and it will result in larger profits.

Terralingua is an ISO certified translation provider that can help you put your business on a global platform. We provide translation and localization services to some of the world’s top brands. Visit our website and use the “contact us” information to discuss your translation or localization requirements.

Embracing the Tradition – Are Brick and Mortar Shops Making a Comeback?

While internet shopping is comfortable and convenient, it seems that people still want to enjoy the experience of browsing through real shops. People want to be able to see and feel the products up close and try on clothes before they buy.

A survey among 18-25 year olds carried out by the students at LIN University in New York discovered that 68% of the young people they interviewed preferred to shop in a physical store, rather than online.

Listening to the Customer

Online eyewear brand Warby Parker decided to open a number of stores across the United States, despite having a hugely successful online business. Warby Parker’s co-founder Neil Blumenthal told the Los Angeles Times that the company felt online and traditional shopping should converge.

When he spoke at Internet Week he explained that customers were calling to ask if they could try on the glasses. Since Warby Parker had no premises, people ended up coming to his apartment and trying on glasses that were set out on his dining room table. That is what made him think about opening a physical store.

Bonobo’s, the Men’s fashion chain is another hugely successful online business which has also opened a number of appointment only stores. This was also a result of customers requesting to try on the clothes before buying.

Customer Service and the Shopping Experience

An online business does have the benefit of reduced costs. However, as Kristin Muhlner points out in her article for the Retail Touch Points blog, people today want exceptional customer service. They want to touch and feel the products, and they want a pleasant shopping experience. Many stores are now fusing the experience of shopping in a brick and mortar store with online technology.

Hollie Shaw points out in her blog for the Financial Post that many physical stores now resemble websites. Stores are also using mobile phone apps to enhance the customer’s experience and to make purchasing easier and quicker.

Opening a Retail Business Abroad

Many online retailers also have stores in other countries. Apple for example has had physical stores in various parts of the world since 2001.

Opening a store in another country means new laws and cultures. If you open a store in a non-English speaking country, like Apple and the office supply chain Staples, then you also face the challenge of marketing, advertising and the publicity of the store in another language.

Translating your materials into the target language by a translator and not a computer is important if you want your advertising and marketing to be authentic. Translators who live in the target country understand the nuances of the language and are better able to set the tone.

Professional human translators know the culture and the people of the country. They can advise how to localize your copy to make your marketing and advertising more appealing to your new customers.

Should your company decide to have an online only presence or a brick and mortar, the importance of a professional and culturally appropriate image to your customers cannot be overstated. Trusting professionals with your marketing and advertising should be a priority whether it be in English or any other language.

Terralingua provides translation and linguistic support to a number of the world’s top brands. We have an extensive localization experience in all fields and can help you globalize your business. Visit our website to quote your translation requirements.

Going Global – Taking Your Business to New Horizons

Going global was once only for large businesses with a well-known product or service and enough money to solve international business complexities, which include jumping through many legal hoops.

Luckily, the costs and the complications have lessened, and businesses now have an opportunity to spread their wings beyond their home base.

However, before you decide to expand your business opportunities, you will need to do some market research. One of the first things to consider is if the product or service you are offering will be relevant in that country and whether or not modifications are required.

A perfect example of failure to do proper market research comes from the global giant Coca-Cola. They began to bottle their European product in various sizes, including 2 litres. However, unlike the large refrigerators in many American homes, in Spain they are much smaller; therefore a 2 litre bottle would not fit into a standard Spanish fridge and did not sell.

Important considerations to research include your product’s style, colour, packaging and size before launching into a new market. Ensure too that your colours, logo and slogans are not offensive or odd in the target country. The now famous case of the “come alive with Pepsi” slogan is said to have been translated in Chinese as “we will bring your ancestors back from the grave”. Obviously it was a slogan that would not have been well received by the Chinese public.

Ensure planning includes translation of your website into the target language, or have one designed to fit in with the culture and style of the target country. A proper online presence communicates professionalism between your potential customers and your company, and builds confidence and trust in your product. Use a professional translation service, so there are no costly or embarrassing mistakes. Machine translation has its uses, but not when your company’s reputation is at stake.

Use research tools such as Google Analytics to learn who is visiting your site and other valuable data. Once you find your international market, consider using social media as a marketing tool, although make sure the content is localized and relevant to your target audience.

A professional translation company can also be a valuable resource. When you select the right localization partner, you can rely on their experience to help guide your decisions.

There has never been a better time to go global no matter how large or small your business may be. As long as you do your homework, your business should see increased sales and a larger customer base.

Terralingua is an ISO certified translation and localization agency that can help you connect with your international clients. Terralingua has localized content for the world’s leading brands. Please visit our website for a budget quote.

DITA Exchange with Microsoft Word

A Content Management System will help your business get the job done in an efficient, cost effective and timely manner, but in order to achieve this goal your staff will have to know how to use it.

You may have been pondering a content management system, but your staff already has enough to do. If your team does not have time to learn about a new system, understand XML and get to grips with new software tools, then look no further than to DITA Exchange.

DITA Exchange uses Microsoft Word to enable your content Management team to create DITA Topics in Microsoft Word.

About DITA

If you have read our previous blog on DITA you will know that it is a structured authoring system that uses XML with the ability to adapt to other formats. It uses a building block format whereby writers can keep their content divided into topics, eventually building a complete piece of copy. When the time comes to update a piece of information, DITA enables the content writer to only re-use the chunks of information that need to be changed, rather than the whole document – saving time and money. If you want to read a blog written by someone who truly appreciates its benefits, have a look at Karen Lowe’s blog about DITA on her DITA Chicks Blog.

DITA Exchange

The DITA Exchange software tools can be used by your content creators, without them having to learn about DITA or XML. They can carry on using Microsoft Word, but the content is converted to DITA topics thanks to the installed software. So, whilst your team appears to be creating content in Word, they are in fact using DITA and creating topics in XML, which can be accessed by experienced XML users if necessary. Completed content is saved into Microsoft SharePoint, which creates a topic library for the content team.

Staff Training

Like any new system, employees will need a certain amount of training. They will need to learn how to use the topics and adapt to the DITA software, but these are skills that can be easily acquired, unlike training to use XML.

This means that staff training costs are lower and less work time is lost, whilst employees take part in training schemes. It is less disruption and faster to implement.

The Benefits

Obviously any company large or small that produces and re-produces content will benefit from DITA Exchange. It means that your content is managed, maintained and re-used efficiently, without having to spend a great amount of cash on staff training. Its use of topics and the building block formula makes re-using content for translation or updating documents easier to achieve and cost effective.

DITA is used by a wide range of brands throughout the world, including USA, Canada, France and Japan. If you are curious to see who some of these companies are, then have a look at the list of DITA users compiled by Keith Schengilli-Roberts at DITA Writer.

Terralingua is a professional ISO certified translation company specializing in localization and desktop publishing who implements DITA. We have worked with many of the world’s industry leaders and if you would like to talk to us about your company’s global communications, please visit our website for further information.

Content Marketing – What is it and why use it?

In the Past….

Before the world wide web, marketing a brand meant advertising on the TV, radio, the popular press and magazines… and then came the internet.

Although this global tool is a marketing marvel, people have developed an ability to “tune out” webpage advertisements. Companies have had to rethink their marketing strategies, because today people want more than glossy pictures and a product description.

What People Expect Now

People want to engage with a brand. They want to become involved with it; they want their opinions heard and acted upon. Whatever the product or service, gone are the days when customers bought your product because it was recommended by the sales person, or they liked the fluffy cat on the TV advertisement.

People know how to use the internet to research and compare brands, seek opinions and make choices. Attracting customers and raising brand awareness now needs to be done by communicating through the various digital channels and supplying them with interesting, readable and relevant content that will keep your existing customers and draw in new ones. Content marketing meets today’s audience by making the primary focus educating the consumer through many informative channels versus pitching the product or service.

Multichannel Marketing

Forget the sales pitch, or the product descriptions. People want to read content that makes them think, informs and challenges them – and that’s the secret of successful content, knowing that when your email or newsletter reaches your subscribers’ inbox they will read it, digest it and comment on it, thereby spreading the word about your company and your brand.

Apart from the traditional email marketing techniques, companies need to use other methods of communicating with their customers. Twitter, Facebook and Pinterest can help to spread to the word, but making videos and producing television slots are also a great ways to get people interested. Experian Marketing Services recently produced a white paper on just this topic – confirming the importance of multi- channel marketing.

Implementing Your Marketing Strategy

Before implementing a content marketing strategy, you need to analyze your target audience, produce a plan and create content goals. The Content Marketing Institute’s writer and founder, Joe Pulizzi, suggests implementing a pilot program to make the transition into content marketing an easier task. His article also includes steps to get started, which include the basic who, what, where and why questions and what to think about when creating your content. You can read the article by clicking here.

There are also a large number of content marketing agencies ready and willing to help should you need more direction. The Content Marketing Institute has compiled a short list, which you can see here, or search for content marketing agencies online.

Creating Localized Content

Translation and localization are also an important part of your marketing strategy. You may think if you are not directly selling to another country your company would not need to consider this aspect. However with the internet all companies have a virtual global presence even if they have not decided to sell directly to another country. It is better to plan in advance how your current tools and presence would have to be modified to reach an international audience which includes multiple language support.

If you have a specific target in mind, your content will need to be relevant to that local market and not a one- size fits all campaign. Ian Humphries’ article on The Content Marketing Institute’s website outlines the preparation and the process needed to create multilingual content.

The Benefits

Content marketing will enhance brand awareness, increase sales, keep you connected with your loyal customers and create new ones. Even if these benefits are not enough to persuade you, take a look at Amanda’s Nelson’s 50 awesome marketing stats with statistics to prove the point.

Terralingua is an ISO certified, professional translation company specializing in localization and desktop publishing services. Fill out the contact form on our webpage or phone us for additional information about our services.