Every day, millions of people worldwide use online translation tools like Google Translate to translate text and other content into their native language.
While these automatic translation programs are quick and easy to use, they often produce inaccurate results that can potentially damage your business or brand image.
To ensure accurate translations, it is best to work with a professional translator who has undergone rigorous training and deeply understands your company’s culture and the language you are translating into.
With the help of a certified human translator, you connect with others more effectively, reducing communication barriers and increasing success when attempting to communicate your message.
This article seeks to explore the many benefits of using professional human translators to translate your content.
How Online Translation Tools Work
There are several online translation platforms, including Google Translate, MemoQ, Linguee, Memsource, OmegaT, ProZ, WordFast Pro, SDL Trados Studio, SmartCAT, Microsoft Language Portal, and many others.
This is the Google Translate tool. It shows a Spanish to English translation option:
The software used in these online translation tools analyzes the different elements of a sentence or phrase and tries to match them with other sentences or phrases in its database.
The tool supplies you with an English translation of the sentence or phrase if a match is found.
It is important to note that these translations are not always 100% accurate since there could be more than one possible interpretation of a word used by someone from another language.
The online systems utilized in online translation tools use a different approach. Instead of looking at the sentence or phrase you want to be translated, these tools instead focus on individual words.
The translation tools match the pronunciation and meaning of an unfamiliar word with a word in their database.
For example, if you type “bonjour” into Google Translate, it will translate it to “good morning” because it matches the French pronunciation and meaning of “bonjour” with an English word in its database that sounds similar but means something different.
However, if you type a longer phrase or sentence into these tools, they are unlikely to be translated accurately since there are too many possible interpretations for the words used.
Regardless of which approach is used in an online translation tool, it is important to remember that these tools are not perfect.
If you need a translation of a word or phrase with which you are unfamiliar, it can be helpful to do some research on its meaning and pronunciation before trying to use the tool.
Certain companies offer professional translators for your certified translation needs, such as WordMagic.
This will help ensure that the word or phrase is translated accurately into your language.
Accurate Translations in Marketing and Advertising
One of the most important benefits of working with a professional translator is that your marketing and advertising campaigns can be adapted for local markets.
This means you can connect more effectively with customers in different regions, helping to increase brand awareness and sales.
For example, if you are launching a new product or service targeting Spanish-speaking consumers in Latin America, a certified human translator can help to ensure that your marketing materials are translated accurately and correctly into Spanish.
They can also help you localize your website content, social media posts, and other online assets to resonate with customers in different regions.
Here’s a breakdown of some additional benefits of using a professional human translator in your marketing and advertising campaigns:
Increased brand recognition and reach across different regions
As mentioned above, working with a professional translator can help you to localize and adapt your marketing materials for different markets.
This will not only help to increase brand awareness, but it can also help you to connect with new customers in these regions.
Improved customer engagement
By using accurate translations, you are better able to engage with customers on an emotional level, creating stronger relationships and more effective communication.
Improved customer engagement and conversion rates
When you work with a professional human translator, your marketing and advertising campaigns are much more likely to produce positive results, including improved customer engagement, increased conversions, and higher ROI.
Ultimately, one of the most important benefits of accurate translations in your marketing efforts is that they can help to increase sales and grow your business.
Human touch is essential for accurate translations.
Whether you’re marketing a new product or service or just seeking to improve communication with your customers, working with a professional human translator can help you to create stronger connections and more effective results.
The result is increased business growth, more success, and a stronger bottom line.
Flaws in Online Translation Tools
While many businesses and individuals turn to online translation tools to quickly produce translations, these tools often have significant flaws that can impact the quality of your content.
1) Not Being Able to Accurately and Effectively Translate Complex Concepts or Slang Terms
Your target audience may use complex concepts or slang terms in their conversations and communications, which online translation tools are ill-equipped to handle. This is because artificial intelligence and machine learning algorithms cannot fully understand the nuances of language, including regional dialects and cultural references.
2) Lack of Contextual Understanding
Another significant flaw with online translation tools is that they do not necessarily fully understand the context in which words or phrases are being used. This can lead to inaccurate and confusing translations that fail to reflect the original meaning of the content adequately.
3) Not Being Able to Translate Proper Nouns and Proper Names
Online translation tools are designed to translate general terms and phrases, but they often struggle with proper nouns and words, such as company or product names. This can cause significant customer confusion and misrepresent your brand or business.
4) Poor Accuracy and Quality
Ultimately, online translation tools’ most significant drawbacks are their poor accuracy and overall quality. Many of these tools produce translations that are riddled with grammatical errors, misspellings, awkward or confusing phrasing, and other translation mistakes. This can undermine the credibility and integrity of your brand or business and damage your relationships with customers and clients.
5) Industry Specific
Once you have started the process of setting up a global marketing strategy, one of the most important aspects to keep in mind is accurate translations.
If you are marketing a product or service that is specific to a particular industry, such as healthcare, finance, eCommerce, or technology, then it is essential to work with an experienced professional translator who understands the nuances and requirements of your industry. This will ensure that your marketing content is accurately translated, effectively engaging your target audience and helping you to achieve your business goals.
According to the founder of Wisly Marketing, “correct grammar is important to generating conversions and achieving your KPIs when running marketing campaigns. If something is misspelled or worded in a strange format, it may deter the user from trusting your advertisement.”
Mr. Kurtz continues to share how “accurate translations are essential to running successful marketing campaigns.”
How to Choose the Right Translator
The quality of your translation will widely depend on the translator you work with. When choosing the right professional for your translations, consider several key factors, including:
1) Experience and Expertise
How long has the translator been working in the field of translation, and what is their experience level? Do they have a solid understanding of your industry and any specific jargon or words that may be used? Be sure to ask for examples of previous translations they have worked on to see if their style is a good match for your needs.
2) Communication Skills and Professionalism
As with any professional service, you need to be able to work well with your translator and communicate effectively. It is important that they are reliable, responsive, and able to work within your schedule and budget constraints. They should also be able to communicate professionally, accurately conveying your message in the translated content.
3) Knowledge and Understanding of Your Target Audience
How well does the translator understand your target audience and their needs? A good professional translator should be able to communicate well with this group, using language that they will find engaging and relevant. This can help you to build positive relationships with your customers, strengthening their loyalty and trust in your brand or business.
4) Portfolio and References
Finally, when choosing a translator, it is important to carefully review their portfolio of work as well as any references they may have. This can help you to gain an understanding of their abilities, strengths, and overall quality of service.
When an Online Translation Tool May Be a Better Option
While professional translation can provide many benefits, online translation tools may be better in some circumstances.
For example, if you only need a basic level of accuracy and do not have specific industry or target audience requirements, then an online tool may be sufficient for your needs. However, as always, it is important to carefully evaluate the available options and choose wisely to ensure that your translations are effective and high-quality.
Accurate translations are essential to connect with others by removing communication barriers and communicating your correct message.
To get the most out of your translations, it is important to work with a professional translator who understands the nuances and requirements of your content as well as your audience.
By choosing wisely and working closely with your translator, you can ensure that your translations are impactful, engaging, and effective in helping you to achieve your business goals.