All posts by Linguistica International

Expanding overseas? These are the 5 best translation plugins

The 5 Best Translation Plugins For Multilingual Websites

If you don’t have a budget that will stretch to the professional translation of your website, that doesn’t necessarily have to bring an end to your plans to sell to customers overseas. If your website is built on WordPress, then translation plugins can provide a viable alternative. Although automated translations certainly have their limitations, they could prove to be an effective stopgap measure that allow you to enter foreign markets while you consider making an investment in professional translation.

In this article, we’re going to take a look at five of the best translation plugins for WordPress websites and explore some of the features that may make them the right choice for you.

1. TranslatePress

TranslatePress gives you the option to translate your web pages manually, assign a ‘Translator’ role to any user without giving them full access to your admin area, or use Google Translate to produce automated translations. This makes it a versatile tool that can support you, however you want to work.

Uniquely, it also allows you to translate posts and pages directly from the front-end of your website, so there’s no more switching between the editor, string translation interfaces or badly translated plugins. There’s also full support for WooCommerce and a range of site builders.

The plugin costs $139 a year for business use on three websites, which represents good value when you think about the potential benefits it could bring.

2. WordPress Multilingual Plugin (WPML)

WPML is one of the most used WordPress translation plugins, allowing you to perform automated and manual translations in more than 60 languages. Plans start at just $29 for blogs and $79 for full-feature websites, making it a cost-effective solution to your multilingual translation needs. You can choose to produce your automated translation using Microsoft Azure, ICanLocalize and Cloudwords or perform back-end translations manually.

3. Google Website Translator

In terms of simplicity, the Google Website Translator cannot be beaten. Not only is this automated translation tool extremely easy to use, but it’s also free, allowing you to provide multilingual content in more than 100 languages without spending a penny.

This tool allows you to install a widget on your site that visitors can click to view your content in the language of their choice. Unfortunately, the quality of the translations is not always perfect and the translated pages are not indexed by the search engines, so they won’t appear in the search engine results pages for foreign language searches. Those are two significant drawbacks, so if you want to take your overseas expansion seriously, you might decide it’s worth spending a bit of money for a better product.

4. Polylang

Polylang is a popular automated WordPress translation plugin that allows you to create multilingual websites in as many languages as you like. The language packs are downloaded and updated automatically, giving you quick and easy access to foreign markets. Importantly, this plugin is compatible with popular WordPress plugins such as All in One SEO and Yoast SEO, so your translated content will be indexed and appear on the search engine results pages for foreign language searches.

5. Multilingual Press

If you want to go the self-translation route, then the Multilingual Press translation plugin is an excellent choice, as it allows you to connect multiple versions of your website that are hosted on different domains. For example, by connecting your UK, German and French websites, your visitors will receive a seamless browsing experience and you’ll be able to edit them all in a much faster and more efficient way.

Multilingual Press is also compatible with plugins such as WooCommerce and Yoast SEO, so you’ll be able to offer native-language ecommerce functionality and your websites will rank for foreign language searches. Unlike other translation plugins, Multilingual Press will also give your website’s performance and page loading times a boost, helping to improve your multilingual SEO.

Ready to expand your business overseas?

At Linguistica International, we offer word-perfect translation services in more than 200 languages to make your business shine overseas. Give us a call on 02392 987 765 or email info@linguistica-international.com today.

A picture of the moon. An example of a conspiracy in our blog about brand localisation

Ipsos MORI and the Importance of Brand Localisation

Everyone loves a good conspiracy theory, don’t they? Actually, no, we’re not really fans at all. In our book, conspiracy theories are the work of people who use social media too much and want to peddle their own agendas. The earth is not flat, Armstrong and Aldrin did land on the moon, and yes, Bolsonaro, it appears that the coronavirus is more than just a media construct. But hey, each to their own, right?

However, the latest conspiracy theory that’s gathering steam in the echo chamber that is social media is one we’re a little happier about. Again, the premise of the theory is absolute tosh, but it does illustrate the importance of brand localisation, which gives us something to write about!

The Ipsos MORI conundrum

Ipsos MORI is a UK-based market research company that was formed by the merger of Ipsos UK and MORI in October 2005. Ipsos MORI conducts surveys for a wide range of organisations, including surveys about the prevalence of conspiracy theories and why people believe them.

Rather ironically, Ipsos MORI has become the centre of a conspiracy theory itself, when it was revealed that the firm was working with the NHS on its COVID-19 research. The cause of the faux internet hysteria surrounds the fact that in broken Latin, Ipsos MORI means ‘dead themselves’.

Hang on just a second. So, just because the merger of two companies has created a brand name that roughly translates as something related to the human tragedy caused by the coronavirus, the internet thinks something sinister is at play? Correct. To us, all it shows is that Ipsos MORI overlooked the importance of brand localisation.

What is brand localisation?

Brand localisation is the process of adapting a company’s branding so that it meets the perceptions and expectations of its target audience. Organisations can spend millions of pounds crafting beautiful global campaigns, only to find that the business name, the tagline or the names of its products translate into something either offensive or with an unintended meaning in the new market.

In this case, Ipsos MORI simply joined the names of the two companies brought together by the merger, probably with little thought for what the new company name actually meant. Although this is one example where the consequences are likely to be negligible, that’s not the case for every business.

When Kraft was promoting its global snack business in Russia, it didn’t check what the name of its new sub-brand, Mondelez, meant in Russian. In Russian slang, Mondelez translates as ‘oral sex’, which is not appropriate for a business like Kraft, or any other firm for that matter. That’s why it’s so important that brand localisation is at the forefront of every business’s global expansion plans.

Getting your branding on point in every language

At Linguistica International, our localisation team can help you avoid an embarrassing branding or marketing faux pas and ensure that your messaging is on point in every culture and language. Find out more about our transcreation and localisation services and call 02392 987 765 or email info@linguistica-international.com today.

Picture of two people working at computers to create multilingual websites

5 Best Practice Tips for Multilingual Websites

These days, all you need is a user-friendly, search engine optimised website to open up your business to the world. Once the website is in place, there are a few best practice tips you can follow to attract and convert visitors in new markets. So, how do you create multilingual websites that are just as effective in domestic and overseas markets? Here’s our guide.

1. Use a flexible website template

To create multilingual websites that convert in multiple countries, you must tread a fine line between building a cohesive global brand while accommodating the preferences of each target market.

To simplify the process, you should build the original website using a template that can be easily tweaked and adapted, both aesthetically and in terms of the user experience, while keeping the core elements of the site the same. That will make it much faster, easier and cheaper to create localised versions of the same site for every target market.

2. Decide what you’ll translate

Research shows that 75 percent of online shoppers prefer to buy products in their native language. So, to be successful in overseas markets, the translation of some of your website content is essential. However, that doesn’t mean you have to translate it all. As a minimum, you should translate all product descriptions, product demonstrations, payment information, returns and delivery details and any other information that relates directly to the sales process.

3. Different language, same voice

It’s very easy for a brand’s tone of voice and style to get lost in translation, but these intangibles are extremely important. You want to develop a relationship with your customers and for them to see you as a brand they can trust. That becomes difficult when you communicate in different ways across each of your websites and platforms.

Taking the time to create a style guide and glossary for your brand and sharing that with your translation partner is well worth the time and effort. That will help you to communicate cohesively across borders and send the same clear message to your customers.

4. Avoid machine translation if possible

If your budget is tight, machine translation might seem like a cost-effective alternative to a language service provider, but it’s no substitute for a professional linguist. You could be publishing content littered with inaccuracies or with a stilted and awkward tone that reads just like, well, it’s been written by a machine.

If you do choose to use machine translation to reduce the costs, then at the very least you should hire a human translator to edit and proofread the content before it goes live. Failing to do so could cause significant damage to your brand.

5. Translation is not always enough

Successful marketing relies on more than just producing content in the native language. To be effective, your content must engage and have an emotional impact on your customers. To do that, elements of the material may need to be recreated to align with cultural expectations and reflect local preferences.

This process is called transcreation. A good language service provider, such as Linguistica International, will help you decide which elements of your multilingual websites are ripe for transcreation.

Create multilingual websites that speak your customers’ languages

At Linguistica International, our professional translation, transcreation and copywriting teams can help you reach customers in more than 250 languages. Get in touch to discuss your website translation project today on 02392 987 765 or email info@linguistica-international.com.

The 5 Most Translated Authors of All Time

The 5 Most Translated Authors of All Time

The weather is certainly doing its best to boost the mood of the nation, but we thought it was time we also did our bit. So, rather than our usual brand of hard-hitting translation tips and tricks, we decided to explore some of the most translated authors of all time, in a new segment we’re calling ‘Lockdown Lite’ – or something.

So, without further ado, just who are the most translated authors that are uniting readers around the world right now? These figures from UNESCO reveal all.

1. Agatha Christie

The world’s most translated author is Torquay’s very own Agatha Christie. The prolific Dame Agatha wrote more than 66 detective novels and 14 short story collections. She is particularly noted for those that feature the prim but worldly wise Miss Marple and the moustachioed Hercule Poirot. Some of her most famous works include Murder on the Orient Express and The Mousetrap. With 7,236 translations of her works from English, thousands of people around the world will have their noses in an Agatha Christie novel right now.

2. Jules Verne

Jules Verne is probably not the best-known author on this list, but name a few of his books – 80 Days Around the World, Twenty Thousand Leagues Under the Sea and Journey to the Center of the Earth – and you’ll quickly understand why he’s firmly in second place. With 4,751 translations of his books originating from French, the Nantes-born novelist is the most widely read science fiction writer of all time.

3. William Shakespeare

“O William, William, where art thou published, William?”. Well, according to UNESCO, all over the world. There are 4,296 translations from English of the British bard’s work, with many of his plays, sonnets and poems known all around the globe. Having received a dismal grade after trying to do an A-Level English Literature module on Hamlet without reading the book, your humble narrator has rather taken against Shakespeare – but to be fair, it probably wasn’t his fault.

4. Enid Blyton

Having sold 600 million books, Enid Blyton continues to be one of the world’s best selling authors. Her most notable works include the Famous Five and Secret Seven series, but she also deserves a huge shout out for her work on Noddy! There are 3,924 translations of Blyton’s books from English, which is testament to her enduring and universal appeal.

5. Barbara Cartland

Now you’re talking! With titles such as The Wicked Marquis, Cupid Rides Pillion and The Earl’s Revenge, Barbara Cartland was a proper writer. Focusing on romance in the Victorian era – and why not – Cartland wrote an astounding 723 novels and rightfully has a place in the Guinness World Records for writing the most books in one year. For all those procrastinators claiming to suffer from writer’s block, Cartland wrote 23 novels in 1976 alone, and we have no doubt that each and every one is brilliant.

Connecting people around the globe

We hope it has brought you some comfort to know that the global lockdown has probably given a taxi driver in Chennai the time he’d never normally have to get stuck into a Barbara Cartland novel. But it’s not just the world’s most translated authors that are bringing us together.

At Linguistica International, we are continuing to connect businesses and customers all over the world. For help with your next translation, transcreation or copywriting project, please call 02392 987 765 or email info@linguistica-international.com today.

 

An antique telephone that's probably not used by our telephone interpreters

Telephone Interpreting: What is it and How Can it Help You?

COVID-19 is changing the rules of personal interactions. Over the last few weeks, many forms of face-to-face communication have become impossible, creating new technological challenges and making life particularly difficult when participants speak different languages.

Telephone interpreting is a service that’s ordinarily used by the court system, government agencies, call centres, police forces, emergency services and more. However, with COVID-19 blocking many traditional forms of communication, telephone interpreting has become an effective way to overcome language barriers while maintaining social distancing.

What is telephone interpreting?

Telephone interpreting is a fast and efficient way to communicate with non-English and limited-English speakers. Very simply, two people who wish to speak to each other but do not share a common language are connected to a human interpreter via the telephone. After each person speaks, the telephone interpreter converts their spoken language into the language of the listener, so both parties can understand each other.

Most commonly, telephone interpreting is performed consecutively, with the interpreter waiting for each speaker to finish before translating what they have said into the other language. However, there’s also simultaneous telephone interpreting, which is better suited to longer sections of speech, such as the delivery of presentations. By translating the speech while it’s being spoken, it cuts down the need for much longer and more expensive calls.

When can telephone interpreting be used?

Telephone interpreting can be used to facilitate conversations in a range of settings:

  • Healthcare – Telephone interpreting has always played an important role in the provision of healthcare to those who do not speak the native language. However, given the current crisis, many healthcare providers are relying on telephone interpreting more than ever before, particularly for more minor issues. In this case, professional medical interpreters are a must, as they understand the medical terminology used in both languages.
  • Virtual meetings – Business meetings around the world are now going online. By using the skills of a remote video interpreter, you can ensure that everyone has a voice. Video interpreters are much the same as telephone interpreters, but instead of interpreting via the telephone, they join the video call and interpret what’s being said in real-time. This allows participants to hear the speaker and ask questions in their own language with minimal delays.
  • Call centres – Businesses that operate overseas but do not have a multilingual contact centre use telephone interpreters to deliver customer services to non-English speakers. The NHS’ 111 contact centres are another area where the demand for telephone interpreters has increased.

How to get started

Do you need a medical telephone interpreter or someone to interpret your virtual meetings? At Linguistica International, our professional, mother-tongue telephone interpreters provide expert assistance for local authorities, government agencies, SMEs, healthcare providers and many more.

We offer immediate access and the best level of service at low rates. Read more about our telephone interpreting service or call 02392 987 765 or email info@linguistica-international.com for a free quote.

A girl translating on a blackboard. It's a translation management system of sorts.

What is a Translation Management System and Do You Need One?

When we translate content for our clients, it’s not simply a case of assigning the task to a single linguist who is responsible for translating one document after another. There’s a whole team involved, including an editor, a proofreader and a second linguist, and a host of processes we go through to make sure that your translated content is 100% accurate, on-brand and localised for your target market.

Managing these processes in-house on a small scale can be done using standard business tools such as spreadsheets and databases, but when translation volumes start to increase and multiple new markets are entered, the complexity of managing the translation process increases dramatically. That’s when you need a dedicated translation management system.

What is a translation management system?

A translation management system (TMS) is a piece of software with an integrated package of tools that makes the translation process more efficient and controllable. It can eliminate repetitive tasks, help to maintain consistency across multiple projects and enable high volumes of translation work to be completed at the same time.

Put simply, a TMS can reduce costs, give you greater control over multiple projects across different languages and reduce turn-around times so you can get to market more quickly.

Do you need a translation management system?

It’s very common for professional language service providers, such as the team here at Linguistica International, to have a TMS platform to increase the efficiency and consistency of their translations, but when might a TMS be a worthwhile investment for you?

Many UK businesses that operate in multiple overseas markets will invest in a TMS to better manage their translation process. They may produce and manage the translations in-house or use external freelancers or agencies and have a TMS to ensure the consistency of the editing, review and approval process. An organisation producing such a large number of translations might even recruit a dedicated localisation manager to oversee the process.

What are the benefits of using a translation management system?

  • A single resource – All translation resources, such as translation memories, glossaries and workflows, are in a single, centralised location.
  • Greater consistency – You gather data about your translated content as you go, which can help to train machine translation in your company’s style and terminology.
  • Increased productivity – Implementing a TMS with a translation memory can greatly improve the productivity of internal teams.

What are the drawbacks of using a translation management system?

  • Poor compatibility - If you work with freelance translators, they may have their own tools they like to work with which are not compatible with your TMS.
  • Limited choice of vendors – Some language service agencies may not be willing to work with your chosen TMS or it may reduce their efficiency and increase your costs.
  • Cost – Most translation management systems charge on a price per licence model and often have features that are available at an additional cost for specific functionality. That can make the cost prohibitive for small businesses.

We’re happy to work with any TMS

At Linguistica International, we have our own translation management system to increase the efficiency, accuracy and consistency of your translations while reducing the cost. However, we’re also happy to adapt our process to work with any TMS you may have in-house.

For more information, take a look at our translation and transcreation service pages, email info@linguistica-international.com or give us a call on 02392 987 765 today.

 

 

Medical translation is essential for everything from information to medical products like face masks

Why Medical Translation is Crucial in the Coronavirus Crisis

Medical translation has become a central part of the academic and medical response to global pandemics. This began in 1918, in the aftermath of the Spanish flu epidemic, which swept across the globe killing an estimated 50 million people. In total, some 500 million people were infected, which was around a quarter of the global population at the time. It is thought that one of the primary reasons for the devastating impact of Spanish flu was the lack of professional medical translation. This prevented countries from sharing information about the disease and tips about how to best counter it.

The lessons learned from Spanish flu

There were many lessons to be learned from the catastrophic consequences of Spanish influenza and the way it was handled by governments around the world. Central institutions and policies were subsequently put in place and global organisations, such as the World Health Organization (WHO), were created to research, analyse and share information about serious medical conditions. The aim was to create a rapid and global medical response that could mitigate the human, economic and social impact of future outbreaks.

The role of certified medical translation

The services of certified and medical translators have since become an integral part of the global response to any pandemic or natural disaster. The use of machine translation has increased dramatically over the last few years, but when it comes to communicating the latest information about outbreaks such as COVID-19 and the SARS outbreak of 2003, only trained and certified translation professionals are used. While machine translation can produce accurate literal translations, in a field as full of nuance and technical terminology as medicine, human translators provide the unwavering accuracy required.

A global shortage of translation professionals

In the current coronavirus pandemic, information is being routinely shared between nations and dispensed by the World Health Organization to countries around the world. Unfortunately, a worldwide shortage of certified medical translators and interpreters is threatening to delay the global crisis response. According to official figures, the requirement for interpreters and translators is projected to grow by 19% from 2018 to 2028, far outstripping many other occupations.

In the coronavirus outbreak, the number of cases introduced by foreign nationals has created the need for medical translators and interpreters at a local level. Having interpreters at medical centres around the world is an effective way to disseminate accurate information in a language those suffering from the virus and in high-risk categories can understand. That’s why professional medical translation is so crucial to the global response and management of this crisis.

Medical translation you can rely on

At Linguistica International, we have a team of mother-tongue medical translators with translation qualifications and professional medical experience. The result is medical translation that you can trust, even in the most testing times. Call 02392 987 765 or email info@linguistica-international.com to discuss your requirements with our team.

 

Multilingual content on YouTube

How to Create ‘Sticky’ Multilingual Content on YouTube

YouTube is the world’s second most popular search engine after Google, making it a resource that many companies already use very successfully, and a platform that many more would love to break into.

The potential reach of a YouTube video is enormous, and if the multilingual content you produce ‘goes viral’, it could completely change the fortunes of your business. Even if you don’t use YouTube videos to directly sell your products and services, a YouTube channel that’s popular among your target market could become a valuable revenue stream in itself.

But before you reach for the camera and start brainstorming content ideas, it’s well worth taking some time to think about how you can build and engage your audience. 300 hours of videos are uploaded to YouTube every minute, so how on earth are you going to make your multilingual content standout?

Create content in your customers’ languages

You’ll certainly know better than us where your target market lives and what languages they speak, and YouTube gives you a very cost-effective way to target them all. YouTube operates in 80 different languages, from widespread languages like English and Spanish to lesser-spoken languages such as Azerbaijani and Armenian. Creating content in the native language of your customers, even if many of them speak a more common second language, will really help to engage your audience.

An example of this native language bias can be seen in India, where 95% of online content is consumed in local languages and dialects. Initially, the bulk of YouTube content was in Hindi, but over time, many more speakers of India’s minority languages have come online and want to watch content that has been created specifically for them.

Tick all the necessary search engine optimisation (SEO) boxes

Like any search engine, YouTube uses an algorithm to determine which videos it will show in response to particular viewer searches. So, to make your multilingual content as visible as possible, you need to make your content easy for YouTube to index. To do that, there are a number of fairly basic SEO rules you need to follow. These include:

  • Renaming your video file using a target keyword
  • Inserting your keyword into the video title
  • Optimising your video description
  • Tagging your video with popular keywords that relate to your topic
  • Categorising your video
  • Uploading a custom thumbnail image for your video’s result link
  • Using an SRT file to add subtitles and closed captions

You can read more about each of these YouTube SEO tips over at HubSpot.

When creating optimised content for your videos, such as titles, descriptions and tags, they must be consistent with the language you’re using and localised for every market you want the video to be available in. You should also include outbound links in your video description to your website and to other content you’ve created that’s relevant to the video.

Make a cohesive channel

As well as making sure that each video is on point, you should also consider the overall presence of your channel. Your channel should be branded so that the link between your business’s website, offline presence and YouTube channel is clear. You should also make sure that all content in your channel is joined by a well-thought-out link strategy and the keywords you use for every video are relevant to the topic area and market you’re trying to target.

If you produce a video that you’re really proud of and think deserves a little more attention than it would typically receive, then you also have the option to pay for reach on YouTube. This will increase your content’s visibility in the short-term and potentially give your channel better organic reach later on.

Multilingual content creation assistance from Linguistica International

Do you need help translating YouTube video transcriptions or localising content for a particular language and market? If so, then get in touch with the team at Linguistica International. Just call 02392 987 or email info@linguistica-international.com today.

 

UK beauty products destined for China

Why is China Such an Attractive Market for UK Beauty Products?

Is 2020 the year when you decide to overcome the complexities associated with global expansion and finally sell your beauty products overseas? If you’re ready to capitalise on the tremendous opportunities that exist outside of the UK, China could potentially be a very lucrative market for your brand.

Currently, beauty products of every kind, but specifically those offering anti-ageing benefits, are huge news in China. Keeping the signs of ageing at bay is the top priority for Chinese women, with the rapidly growing market for anti-ageing creams recently becoming the largest anywhere in the world.

One of the drivers of this meteoric market growth is the social media generation, who are showing an interest in age-prevention at a very early age. Many Chinese women in their 20s are spending a high proportion of their salaries on beauty products and see maintaining their physical appearance as an investment. In fact, anti-ageing products have become a higher priority for this group than other luxury goods such as handbags.

What type of anti-ageing products are popular?

Anti-ageing products are not only growing in popularity in China; they’re also extremely popular in any market that has an ageing population with disposable incomes and high consumer awareness of beauty products. While beauty is big business in the UK, that pales into insignificance when compared to the US, Japan and China.

The beauty products that are popular in these markets are much more diverse than just face creams. Hair dyes, facial massages, complex skin routines, food supplements and corrective and preventative procedures such as facelifts and Botox are all big business. There’s also a high demand for luxury spas that offer exclusive treatments and an emerging interest in high-tech beauty devices that can be used at home and in salons to detect and correct beauty issues.

Why are beauty brands flocking to China?

British brands, whether they’re vehicle makers or fashion companies, are perceived as prestigious by Chinese consumers, and that gives UK beauty products a valuable head start.

There are also distinct differences between the way anti-ageing treatments are approached in China and the West. In the UK and the US, beauty products form part of a positive self-care regime, with at least some effort to accept and celebrate beauty at every age. In China, their approach to beauty tends to be far more regimented, with a very small window of what’s considered ‘beautiful’ and a regrettable culture of age-shaming women.

Another important difference is the amount of time that Chinese women routinely invest in their daily skincare regimes. Skincare routines with multiple stages are commonplace, with many different products used. Chinese consumers also tend to be less cynical than those in the West of the claims made by beauty brands, which can make them easier to market and sell to.

The challenges of selling in China

Of course, selling in a market as large, culturally diverse and competitive as China also presents huge challenges to domestic brands. There are significant cultural and linguistic hurdles to overcome, with the localisation and translation of product information and marketing materials a priority. The beauty market is also extremely competitive and fast-moving. What’s hot one day is not the next, so UK beauty brands will have to be ready to innovate to keep up with the changing demands of Chinese consumers.

Preparing your beauty products for the Chinese market

At Linguistica International, we offer a full range of Chinese translation, localisation and copywriting services to make your brand look its best in this demanding market. Call 02392 987 765 or email info@linguistica-international.com to discuss your requirements with our team.

 

How Multilingual Referral Programmes Can Boost Your Business in 2020

How Multilingual Referral Programmes Can Boost Your Business in 2020

Are you looking for simple ways to supercharge your business in 2020? Well, few strategies are easier to implement or more cost-effective than creating multilingual referral programmes.

Referral programmes are very simple processes that you put in place to encourage and reward your customers for recommending your products or services to other prospective customers. Word-of-mouth referrals can be a hugely powerful tool for businesses of every kind. Multiple studies have shown that they are not only more trusted by consumers, but they also tend to generate higher profit margins than sales made through other means.

So, if you sell to customers overseas, a very simple way to boost your international sales is to make your current referral programme available in their mother tongue.

The importance of having a referral programme

No matter how confident you are in the quality of your products or your outstanding customer service, you should never take it for granted that your customers will recommend you. Research shows that although customers feel inclined to make a referral, they often don’t get around to doing so. In fact, although 83 percent of satisfied customers say that they would be happy to refer a friend, less than a third actually do. That’s why you need to give them a little nudge in the right direction.

If you don’t already have a referral programme in place, the good news is that there are plenty of tools on the market that will help you create a formalised and automated referral programme for your business. However, the bad news is that very few of these tools allow you to create and manage multilingual referral programmes, so we’re here to give you a little help.

How to create successful multilingual referral programmes

Whatever country your overseas customers are from, you must take them through the entire referral journey in their language, otherwise they’ll decide that their efforts are not worth the reward. The person they make the recommendation to is also likely to speak the same language, so the referral path must take them to content that has been translated and localised specifically for them.

To increase the success of your multilingual referral programme, you should adhere to the EAST framework, which is often used by policymakers to encourage the public to adhere to certain behaviours. You should make it Easy, Attractive, Social and Timely for users to make a referral by following these simple steps:

  • Easy – Give your customers an easy way to make referrals to your business. Place a ‘share’ button at the end of your payment process and offer discounts that customers can share with their friends that are available with a single button.
  • Attractive – Giving customers the right incentive can make a big difference to your referral rates. Some businesses offer discounts to customers who successfully recommend products to their friends, while others provide service upgrades and even cash rewards.
  • Social – Social validation is enough of a reward in itself for some customers, particularly in highly collectivist cultures such as China. Giving customers easy ways to recommend products to their friends on social channels is a cost-effective way to market your business to hundreds of potential new customers.
  • Timely – When is the best time to ask a customer to recommend your business? Success rates tend to be highest not immediately after purchase but at a later date, once customers have had time to use your products and form their opinions.

Capturing customer referrals is not rocket science. By creating a simple referral programme that’s delivered at the right time and in the customer’s native language, you can greatly increase your sales.

How we can help

At Linguistica International, we can help you translate and transcreate your referral programmes to get your customers talking, wherever they are. To find out more, please call 02392 987 765 or email info@linguistica-international.com today.