Greater than 3 minutes, my friend!
Today translation is no longer optional, nor something you can do in-house. It is a core ingredient of your marketing mix and it must be handled by professionals capable of turning this great opportunity into a good ROI, in terms of arrivals, brand identity, customer loyalty and revenue.
✓ It doesn’t have to be all or nothing, in terms of contents to translate. Analyse your sales & marketing data to pinpoint local market needs and type of contents to address, and get the help of a professional translator who knows your sector to localize contents based on your needs and goals. You’ll be surprised by the ROI.
✓ If you don’t have one, think about producing a brand style guide, with local versions for every language you communicate in. You’ll boost employee compliance and guest engagement.
✓ Language is the soul of a brand, it’s what takes it to the next level. Define yours through a unique tone of voice and apply it consistently across all channels and touch points. Then carefully adapt your brand tone of voice into the local language, assuring it doesn’t get lost in translation, while making sure to avoid cultural missteps.
✓ Speak in multiple languages but in one voice. Edit all your contents, on all customer touchpoints and all the channels you use, to make sure you talk in a coherent, on-brand voice. You will avoid giving ambiguous messages and you will stand out from the crowd (read: competition) with a strong, unique, recognizable identity.
✓ Thoroughly edit your copy before translating it into the languages relevant for your markets. Do the work once and save time.
✓ For training managers – Persuade your GM /owner to translate training materials into the local language. A hotel is made up of the people working in it. The better they understand and internalize your brand pillars and identity, not to mention security measures and operational standards, the better your customers’ experience will be.
✓ Communicate always keeping in mind: consistency, transparency, experience (be it customers’, employees’, business partners’). And use the help of a professional to replicate the same brand identity and tone of voice in all your languages.
✓ What to translate first for customer-facing, in-house contents? F&B menus (they are among the most consulted pieces of contents in-house and if full of typos or wrongly translated text will give a very bad impression, besides endangering your guests’ health); in-room literature; safety signage.
✓ What to translate first for employee-facing contents? Training materials, company communications, HR contracts and contents.
✓ What to translate first for sales & marketing, general public contents? Website, press releases (yes, they still work very well), newsletters, social media contents.
Your goals should be achieving a globally consistent communication – consistent within each language and among all languages – while respecting local culture and habits.
Inconsistent communication, among customer touch points and communication channels, makes you unreliable in the eye of the customer. Who will choose otherwise.
Instead, professionally translating contents for local markets shows respect for your customers, distinguishes your brand, boosts engagement and brand identity, increases sales in the target markets and directly impacts your bottom line.
Words matter. The right ones and the wrong ones. Finding words to communicate your brand, services and products may be easy, but finding the right ones to communicate what your experience is all about is a job for professionals.
Make your words count, in all the languages you speak.