Most people understand that a business can only thrive with good communication. This doesn’t just mean being able to write a well-worded e-mail, or give a moving sales pitch. Communication also means making good use of audio and video translation services. In this article, we discuss three ways that translation can help your business to thrive.
YouTube launched over a decade ago, and in the intervening years, it has become a widely used marketing tool for global companies. Big names from every industry use YouTube as a way to boost brand recognition, establish their expertise, and create conversation with consumers. And because it is a worldwide platform, closed captions and video translations are often used for commercial YouTube videos.
However, YouTube is just one of many reasons that modern businesses need to make good use of video and audio translation services. Here are three other ways that translation work can benefit your business.
1. Translation helps you engage with your audience’s emotions
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” – Nelson Mandela
Customers who are emotionally connected with a product or business are more profitable and loyal, according to a Harvard Business Review study. And if you want to connect with your customers on an emotional level, you must be able to communicate in their first language. As one example of this, marketing studies show that Asian-American consumers see it as a sign of respect for companies to market to them in their first language.
What’s more, over 72% of international consumers spend most or all of their time online visiting websites in their own language. It’s clear that Mandela knew, talking to someone in his language is the best way to affect them personally.
2. Increase Search Engine Optimization with website translation
“The three essential elements of an effective SEO are effective communication, useful information and high quality backlinks.” – SEO Refugee
SEO, or Search Engine Optimization, is a huge part of doing business online. Making sure that your website reaches the top of search engine results means that more people will be able to find you. How can translation help with this? With all three “essential elements” quoted above, translation helps make SEO stronger.
Effective communication is enhanced when users are able to read your website in their own language; useful information is available to a wider audience; having a larger website (a new page for each language) allows for the creation of more backlinks. Since SEO is all about attracting more potential customers, it makes sense to translate your website into as many languages as needed for your target audience.
3. Transcription adds accessibility
“It’s profoundly the right thing to do, because the one argument for accessibility that doesn’t get made nearly often enough is how extraordinarily better it makes some people’s lives. How many opportunities do we have to dramatically improve people’s lives just by doing our job a little better?” ― Steve Krug
Many online marketing campaigns include the use of online videos. However, a large percentage of the world’s population are hearing impaired or deaf. If those online videos do not include accurate closed captioning, the hearing impaired will likely be unable to benefit from their content.
Similarly, audio podcasts should have a transcription available for the deaf and hard of hearing. Not only is it, as Steve Krug says, “profoundly the right thing to do,” but it also widens your audience reach, improves brand loyalty, and boosts SEO. There’s every good reason to include transcription on any audio or video content your business produces.
Is your business benefiting from the broader reach that translation and transcription provide? If not, contact Matinée Multilingual for a quote on our expert services.