What is Transcreation?
Transcreation is the adaptation of the text into a target language while meeting certain constraints that require creativity to overcome. A transcreator can veer from the source text to achieve a high priority desired goal while maintaining the original intent of the source. Transcreators are knowledgeable of all goals and have the creativity skill to accomplish them.
Think of it this way, if you are a marketing professional, your goal to translate your landing pages is not to have the landing pages in foreign languages, but rather improve your international inbound leads. The transcreator will work with you while “translating” your landing pages, to maximize the opportunity for you to get inbound leads.
Transcreation & Inbound Marketing
Transcreation plays a very important role in the expansion of your inbound marketing strategy around the world. Outbound strategies focus on identifying and reaching potential target users and clients. Unlike outbound strategies, inbound marketing techniques revolve around the principle that people search for content online and then visit the sites that are most suited to answer their search queries. The content that they search for and find is hopefully yours!
By tying the hands of your translators to your source (English) content, you are limiting the value that your digital content will bring in different parts of the world. Why not free your translators from the shackles of your source text? Emphasize the priority to reach your international audience first. Instill in your team the importance of creativity to contribute into reaching multinational eyeballs. Ask them to create while they translate. Ask them to transcreate!
Translating Website Landing Pages
Landing pages are key to inbound marketing lead generation activities. They are the lure that attracts new visitors to your website, locally and internationally! The better optimized your landing pages are, the more traffic you will get, generating more leads for your company. Yes, it is important to have the right messages in the landing pages, since they will improve your lead convergence rate. But just as important is the proper search engine optimization of your international landing pages. Your transcreation team will not only ensure that your branding and messages are properly translated, but also be concerned about the naming of the landing pages. Often file names are not converted by language translation companies even though names make a big difference in the SEO ranking. Furthermore, meta-tags and alt tags, have you considered the consequences of not translating them for local search engines optimization? Are you considering translating them?
Another important requirement is the proper use of keywords in the landing pages, ads and in the keyword list. Will language translation of keywords suffice? Are these translated keywords used frequently by web visitors in the countries of interest to you? Are they very competitive making your ads or landing pages ranked low on the search list, or driving your PPC bids up? All these factors vary with each language and should be considered in the design of the campaign.
The appropriate translation vendor will know how to translate important keyword to maximize your visibility on popular local search engines, minimize your pay per click ad spending and significantly improve your visibility, traffic and leads. A targeted up front analysis and optimization of keywords for each target country of interest will lead dividends many times worth the investment down the line…
For instance, when translating Google AdWords, or Tweets, most of us know that there is a character limit constraint that cannot be exceeded. But does this limit change with other languages? Yes, if you are dealing with double-byte languages. It gets even trickier when mixing double-byte with single byte characters as is often the case with Asian languages. If the character limit is exceeded, the string or ad will be truncated or not allowed. If you simply translate while abbreviating to make sure that the character length is met, your ad may still be rejected. So translation alone is insufficient. One has to adapt the translation to fit the constraints imposed by the character limit for each language.
Furthermore, search engines prohibit the use of certain words in their allowed ads. This list of prohibited words varies with different languages. Do you know what these prohibited words are? Your transcreator does!
Translating Ad Campaigns
You can simply translate your ad campaigns and hope that all the language variables will not cause you serious technical problems. Once the ad campaign is launched however, make sure you allocate a huge budget to pay search engines and expect lower return on investment, for your campaign will not be optimized as it would with correct transcreation.
Companies pay small fortunes to PR Agencies to create and nurture their brands locally. Equal energy should be applied when taking these brands globally. Many slogans, local idioms and adages don’t apply internationally. If you are planning on reusing your local brand overseas, give it the thorough transcreation and validation diligence that it deserves. You have already invested significantly in creating the brand concept. Invest a bit more to properly adapt it to each geography of interest. This will involve transcreation!
Don’t Be Penny wise and Pound Foolish
Although transcreation is more costly than standard translation, transcreation’s return on investment for banner ads, PPC ads, Social Media postings, Tweets, and keywords is significantly more valuable. Don’t be penny wise and pound foolish; hire transcreation professionals that know what they are doing!
- Transcreated with Tact: 7 Tips for Proper Advertising Transcreation - January 11, 2019
- What Is Transcreation and How Does It Improve Global Web Traffic? - November 12, 2018
- Audiovisual Localization: Creating Shareable Social Media Content - July 5, 2018
- Local Content: Why Marketing Professionals Depend on it - August 24, 2017
- International Search Engine Optimization Website Localization - August 11, 2017
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Why Choose GlobalVision?
To put it simply, experience! We are professional project managers, subject-matter-expert linguists, typesetters and engineers. We’ve been performing top quality translation, transcration, localization, voice-over and typesetting for 20+ years. We can separate art (language) from science (format and code) and then fuse them together seamlessly and efficiently. This allows your words to be meaningful and presentable in all languages. Our quality and customer service are second to none in the industry with 97+% first time success rate and 100% client satisfaction. We have the data to prove it!