The Global Marketer’s Expectation of Localization Teams

The Global Marketer's Expectation of Localization Teams - Smartling

Marketers work hard to help their companies thrive in all markets, which is why they depend on the expertise of localization teams. Marketing and localization teams are integral to the success of any global organization, and neither team can work towards a global scale without the other.

Read on to learn more about the global marketers’ expectations of their localization teams and how they can work collaboratively to realize results.

How is localization expected to keep up with marketing?

The key is setting up localization to be scalable. Marketers can help the localization and translation teams by understanding the brand and each other’s world. Linguistic assets such as brand guidelines and glossary are helpful in onboarding translators and localization teams. These can help speed up time to market drastically and keep all outward-facing communication consistent, ensuring global brand continuity.

In addition to keeping up with marketing, aligning with product teams also help prepare for communication with customers. That way, the localization team can have enough time to think through strategies to best resonate with customers when new product features launch.

What marketers can do to make life easier for localization teams

When working with a language services agency or contractors, you likely have your standard agreement, such as an expectation for turnaround times. But there are always times you need content turned around faster to stay relevant. So building a workflow that’s flexible for the stakeholders is vital.

Dynamic Workflows is an excellent tool that can help achieve that. It allows you to quickly set up your workflow any way you want, and you can mark a project as “urgent.” Then, it will be automatically routed into another workflow for quicker turnaround. But this is only a fraction of what Dynamic Workflows is capable of. 

Learn more about how it can transform your translation process here.

Context is king! Visual assets that can provide context for the localization teams are highly beneficial to the entire process. It is one of the best ways to get the translations right the first time. Translators can better understand how something should be translated if the marketing teams – or even product or UX design teams – can provide visual assets such as mockups, drafts, screenshots, or video records. Even if you can’t present something visual, text instructions such as string instructions or product variant labeling are also helpful.

Visual Context helps more than the translators. Everyone working on the content will be able to make their linguistic decisions better and faster because Visual Context will help them better understand the source material and how it will be used.

Having a process for feedback is another way to make life easier for everyone involved. For example, you can remove the middle person from the feedback process by connecting their language services software to Slack (or another communication tool). That way, your engineers have an opportunity to connect directly with the linguists to ask questions or get clarifications much faster.

When all of these assets and processes we mentioned, like linguistic assets, dynamic workflows, visual context, and clear feedback loop, come together, you can achieve higher quality translation at a lower cost at a faster time to market.

What Metrics Matter Most When It Comes to Localization?

Quality has always been challenging to measure for brands, but it is imperative as a lack of translation quality can break the customers’ trust for your product or service. Since quality can be subjective, developing a quality benchmark first can help measure whether you are meeting the goals or not.

Speed metrics can tell you how long a project takes. By tracking speed, you can identify bottlenecks and look for ways to improve your workflows.

Tracking cost per word is essential because it is directly associated with ROI. Translation memory, which is your brand’s ever-growing database of all previously translated content, can help decrease the cost per word the more you translate. And the more translation memory you have, the more automated your translation process will become, leading to a faster turnaround.

What do you look for in an LSP that proves you can trust them with translations?

When an LSP has an extensive understanding of your brand and can clearly translate your brand voice and product offerings for the global audience, that often proves that you can trust them with translations. The key is whether the LSP can translate your content so that the customers can relate to the intention of the source content.

And finally, remember that the best translations are realized when your team members think of translators as an extension of their team, and vice versa!

Continue the conversation to learn more about how Smartling makes effective collaboration with diverse disciplines and stakeholders possible!