Why Your Company Needs a Translation Strategy-ATAR012 - a podcast by Winn Trivette II - A Translation Ace

Without a translation strategy, your company could be vulnerable in the ruthless global marketplace of the 21st century.



[Read the previous article about the role of culture in translation.]



More than a language strategy,  a translation strategy drives the internationalization of a company’s strategic planning so its products and/or services can compete in the international market while sustaining its ability to monitor and maintain the expansion.



Yes, a certified translator is a necessary business partner.



Why Your Company Needs A Translation Strategy



The following is a think piece for companies to re-evaluate their strategic goals by implementing simple measures to gain a competitive advantage in the world business arena.





Definition of a Translation Strategy

Perhaps your company already has a language strategy. Good start!



A step further is using the power of translation to not just speak a new language, but to exploit a language to create a differential advantage with competitors. 



[Download the Show Notes for this episode]



Make your firm's products or services distinct from rivals by creating and maintaining a superior more than just a competitive offering.



A proactive approach to gaining sustainable market share is possible through the coin of the realm in the international economy – information.



Of course, not all of the valuable information in global business is in English.



When you operate in a Spanish-speaking or Portuguese speaking market, for example, your company needs business intelligence gleaned from information sources in these areas.







Your #translator is a business partner to increase satisfaction and positively impact the bottom line.

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While researching, designing, delivering, and marketing your product or service, your translation strategy can operate alongside.



A systematic program (outlined below) can gather and convert data to fuel the business intelligence (BI) your company needs. 



Internet research in Spanish or Portuguese, for example, can be conducted and translated into English. 



 Your translator is a business partner, a part of your team, to increase satisfaction and positively impact the bottom line.



Atranslationace - your translation partner

Tell Professor Winn about your translation project. 



Do a Translation Needs Analysis

A blueprint for a translation strategy begins with a consultation with a certified translator.



An initial discussion should center upon conducting a comprehensive translation needs analysis.



I wrote an entire book on the value of a translation strategy for your company – How to Use Translation to Grow Your Business.





Eleven components would include at a minimum:



What are the company’s goals in the next few years?



Is management on board with implementing a company-wide translation strategy?



Is the company website in the target market language?



What markets does the company currently operate or plan to operate?



What are the languages spoken in these markets?



What type of information and possible sources in Spanish or Portuguese, for example, should be consulted?



How often will information be consulted and subsequently translated?



What other types of documents will you likely need to translate?



What is the expected deadline for these translated documents?



Who or which department will be responsible for managing the translations in the company?

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