Purchasing Localization: Buyer’s Priorities


I do not care about your 8 cents per word for Spanish translation. However, I do care about: top quality customer service, courteous behaviour, odd hour requests, and time-efficient delivery.

The Statistics 1c90c3a6-a83c-412b-993c-461d76c3db02

According to Nimdzi Insights research, the top factors which are important to companies when buying localization are on-time delivery and quality of translation. Contrary to popular belief which states that the price margin for translation and localization services are too high, the statistics display that price ranks lower than 50% importance. Essentially, this signifies that localization companies must exert greater effort in ensuring: customer service, on-time delivery, and quality of translation.

Turning Statistical Data into Realistic Goals

The primary method to increase profitability and advance in rank in the translation/localization industry is to properly train customer service workers. The first line of contact leaves a lasting impression on purchasing professionals and reflects the company as a whole. Investing in a thorough training program for customer service employees will ensure exceptional assistance and attract a mass number of buyers. Once buyers have purchased the localization/translation service, on-time delivery and quality of translation become top priority.

Wrapping it Up

To conclude, we must go back to the basics. Prioritizing customer service is crucial as it is the initial impression on buyers and often determines their interest in a company.



The Translator Cyborg: From a Buyer’s Perspective



In last week’s blog, we addressed the future of translation services in relation to a hybrid model (i.e. the partnership of human and machine translation) and its advantages. This week’s blog will explore the counter-narrative of this topic by considering the perspective of purchasing professionals.

The Buyer’s Perspective

“Translation is/should be free”. This is a common misconception shared amongst translation service buyers. However, this is far from reality. So, the question remains: what am I paying for?


The Difference of Results produced by Machine and Human Translation Services

Technological machine translation services are hard-wired to solve straight-forward content. For example, a plain statement: “Hello, my name is Robin” à “Bonjour, je m’appelle Robin”. This can be completed by a technological system because it is a direct translation that does not require human assistance.

On the contrary, translation services produced by humans are culturally and emotionally driven. Trans-creation is the term used to define translation services within the marketing field. It is the process of re-creating and re-defining content in order to adapt to the appropriate context. For example, a marketing campaign launches a product in Germany promoting football. The same marketing campaign launches in the United States. A machine translator would not understand the difference between football in Germany versus soccer in the United States. This would be a common error produced by technological systems because they lack the understanding of cultural context and human emotion. In addition, human translation services are able to instigate a range of human emotions: sadness, joy, excitement etc. These are usually found in original source text and must be correctly translated illustrated to the target text(s), which requires human intervention.


Wrapping it Up

To conclude, purchasing professionals are paying for the quality of translated content. Until technological advancements are able to detect and translate complex content (i.e. cultural contexts, human emotion), the hybrid model of human and machine translation services is the greatest alternative.


Importance of a Translator for Digital Marketing

Translating your digital marketing efforts should go beyond Google Translate. In order to reach out to your international clients, you need digital marketing translation services to attract their attention and build strong relationships. While there could be numerous challenges involved in connecting with international markets, eliminating the language barrier can make this process easier and smoother.

The following three reasons can help you realize the importance of a translator for your digital marketing efforts:

1.   To Localize Your Website

In order to reach out to a global audience, you need a website that they can read in a language they can understand. For this you would require the translation services of an experienced translator. While automatic translation tools might seem like an easy solution, your website would be filled with grammatical and contextual errors, resulting in an unprofessional copy.

Therefore, hiring a professional translator is important to make sure the content on your website is grammatically and factually accurate. They will also ensure that significant information is also localized, for instance shipping information, prices and currencies.

2.   Translating Business Documents

Aside from your website, there are other important sources that must be translated when you are dealing with international clients on web. Digital marketing includes materials like instruction manuals, brochures and online assistance, which must also be translated properly in order to properly assist your potential international clients.

3.   Translating Social Media Campaigns

Social media platforms are an integral part of digital marketing. Your international clients and customers would want to reach out to you through your social media profiles or would want to have a look at your profiles just to ensure that you are the right business for them. Therefore, it is important to have all your social media platforms translated to the languages of the countries your business is targeting. This also includes all the social media campaigns you implement to reach out to your local customers to be translated for your international customers as well.

Working with a professional translator will ensure consistency throughout your digital marketing efforts. This will help in breaking the communication barriers with your international clients and help in establishing your business as a one they can trust.



The Translator Cyborg of the Future


In last week’s blog, we discussed the benefits only a professional translation service provider can offer. This includes: verified credentials, quicker turnaround, and quality assurance. However, media content is rapidly increasing to a point where the traditional form of translation is not sufficient enough for the mass amount of work that needs to be done. Thus, we must develop an innovative way to increase productivity while maintaining exceptional results.


The Pitch  

There are two main outlets in which content is translated: human translation and machine translation. Automated machine translation services possess both pros and cons. The cons include: increased probability of inaccuracy and standard quality. However, the prominent advantage is time efficiency which allows larger masses of content to be translated.

Given the strengths and weaknesses of both systems, they should not work in isolation of one another, but rather, work together. A superior system that includes human interfacing with machine translation is bound to generate remarkable content within a time-efficient framework.


What Does This Look Like?

A concrete illustration of this “cyborg” would be to focus on the expansion of human translators and their inter-operability with various technological tools, including MT. This is not to say human translators can mimic neural and AI (artificial intelligence) translation machines. The logic relies on the premise of dropping prices to gain decent profitability of income service providers. For instance, LSP language service providers or freelancers are faced with the realities of producing more to meet the basic financial needs or requirements.


Wrapping it Up

To conclude, machine translation cannot replace human translation and vice versa. The future of translation services looks at the mutual cooperation of both systems in order to triumph.


Benefits Only Professional Translation Service Provider Can Offer

With the growing competition and demand in almost every field, a smooth communication process has become even more important. The slightest confusion can make or break the deal; this is especially true for international markets. This illustrates the importance of professional translation service providers. There are numerous benefits of hiring a professional translation provider for your business.

Verified Credentials

While it might seem easier to translate a document using online translation tools or opt for a freelance translator, the translation document is highly likely to be of low quality. Online tools simply aim to do word-to-word translation, which could seriously change the entire context of the content. As for freelance translators, anyone who speaks more than two languages and has a computer can call themselves an expert translator.

When you opt for a professional translation service provider, you work with translators with verified credentials. This means they have attained the right training and have experience in translation and interpretation; moreover they might also have experience in your field.

Quicker Turnaround

With a professional translation service, you can get more than one experienced translator. This means you can fulfill the increasing demands of your business’ translation needs in a timely and efficient manner. Professional translators are fully trained to provide high quality work even in tight deadlines. This means a quicker turnaround for your business without any missed deadline.

Aside from this, professional translation services have experienced translators in multiple languages. This means your business would have a range of professional translators with proficiency in multiple languages so you can cater to a wider international audience.

Quality Assurance

Another major benefit of opting for a professional translation service provider is quality assurance. The translated document would be translated, proofread and edited with thoroughness to ensure accuracy.  You are also bound to get the translators that are experts in your field which means they will be familiar with the common terminologies used in your business and will be able to accurately translate the content accordingly.

When considering translation services, it is best to opt for a reliable and experienced translation service provider to ensure your business fulfills its translation needs in the best possible manner.


Legal Translation, don’t lose your case!

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Why Your Law Firm Needs Translation Services?

With the increase of businesses expanding their reach in international marketing, there has been an increase in the demand for translation services in the law field in the past few years. The clients require quick, reliable, and accurate translation in order to ensure a smooth communication process. Your law firm needs translation services to not only help your business clients in reaching the global market but to provide high quality legal services to your international clients as well.

Here are some of the main reasons you need high quality translation service provider:
  • It is important for a law firm with international business clients or limited English proficiency clients to assist them with mergers and acquisitions of organizations that are located in countries with foreign languages. For such cases, it is important for your law firm to have a professional translator with expertise in the legal field to assist with these scenarios.
  • Till now, Federal Trade Commission (FTC) examined the non-English-language
  • documents matter with flexibility. For instance, if an organization embarked on a merger with 500 documentations in ten languages being represented by that company, FTC simply took their word on it. However, the recent changes require companies to hand in the translated documentations for FTC review. This indicates the significance of good quality translation of the legal documentation when dealing with international business.
  • If your law firm is catering to an international client base, or wants to expand to international clients, it is important for you to have an experienced translator to assist in the communication process. Moreover, there are bound to be numerous limited English proficiency clients that need your legal services, and to aid the interaction with them, you will again need the assistance of an experienced translator.


An international law firm requires the persistent support of external technology and services to meet the growing demands. This shows the importance of translation services in the law field and why you need an experienced translator to aid with various cases, including bankruptcy cases, mergers and acquisitions, court reporting, litigation cases, and more.




Types of Digital Marketing Translation Services

Types of Digital Marketing Translation Services


Description: Translation services are essential for International SEO
The online world has indeed reduced the barriers for businesses wanting to expand their services to international markets. However, the biggest challenge for such businesses is the language barrier, which can be eliminated with the assistance of translation services.
Following are the main types of digital marketing translation services you would need for your business:

1.     Multi-Language SEO

Whether you need multi-language SEO for your complete website or for specific web pages, it is important to opt for professional translation services. International clients or customers would look up businesses that offer the services you are offering by searching for keywords in their language. Therefore, you need to ensure that you incorporate the right SEO words for your international market.

2.     Global PPC

For your business to attain success in both domestic and global markets, you need to implement a global PPC campaign. Many businesses opt to utilize the translation tools online to simply translate words into the other languages they are targeting without thinking about the context or determining if it actually means the same thing. This means that when clients look up a certain service, they won’t be able to find that business because they haven’t utilized the right keyword. Digital marketing translation services will include the right international keywords to implement in your PPC campaign so that your international clients can reach your business.

3.     International Social Media

Social media can help you in reaching out to a major number of clients around the globe. This indicates the importance of international social media management and monitoring to ensure the interaction with your international client base goes smoothly.
Your business must implement digital marketing translation services to ensure a smooth engagement process with your international market.

4.     Translated Email Marketing

Email marketing can pose various challenges for businesses because of language barriers. It is important that your business is aware of this constraint and translate your email marketing campaigns for all the countries you are targeting.
These are the four most common digital marketing services you need translate in order to reach out to your international clients. An experienced translation service can help you in incorporating these services in the languages that your international customers can understand.
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Choosing the right translation service, reliable translation services provider

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Choosing the Right Translation Service

In order to expand any business, effective communication is integral. However, communication becomes a problem if you are dealing with international clients and customers. To bridge this barrier, you need a reliable translation services provider. Here are a few things to help you choose the right translation service:

Check Experience and Training

The first thing you should do is to determine the experience, process and training of the translation service provider. You need an expert translator who can convey the message using the right phrases and the right context.

Take a Short Test and Shortlist

Next, send the service providers you are hoping to hire a short test to assess their skills. Make sure you provide all the necessary guidelines and instructions. This test will help in short listing the service providers.

Conduct an Interview

The final step is conducting an interview. This is an important step as it will help in determining the attitude and professionalism of the translator. A crucial part is a good relationship between you and the service provider so that they can understand your expectations and they can easily communicate their issues or questions regarding any confusion they might have. An interview will help you determine if you can maintain a good professional relation with your translator.

Communicate Effectively

While a translator will help you in communicating with international clients and customers, it is also important to have an open communication channel between you and your translator. This way, the translator will understand all the requirements and instructions properly, which will increase the chances of smooth progress.
These steps will assist you in choosing the right translation service provider for your business. Remember to give them proper instructions so that they are clear about what is expected from them. No matter how experienced a translator is, lack of clear goals and instructions would cause delays and problems.

If you like this article, please subscribe to my blog to be alerted on future posts.

If you have any feedback please leave them in the comment section

Robin Ayoub
“Not Lost in Translation”

Translation Quality Standards

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Translation Quality Standards: what to expect

It’s been a few months since I’ve written or published anything, so I decided to have a go at an opinion piece again. I’ve had this topic on my mind for a while now: Quality of translation. So I’ve decided to write a blog on the topic that will hopefully generate some interest and healthy debate.
Let’s start with a simple question; why do you translate? The obvious answer is, of course, you want your readers around the world to understand what you’re saying without having to take a course on your native tongue. However, that’s not the main reason you take it upon yourself to translate your work. It’s plainly because you don’t have a staff or an agency on retainer that can author original content in ten different languages, covering various in depth knowledge in various subjects and send it out to be published.
However, if the project needs to be done nonetheless. And you know it’s a monumental task, but it can be accomplished through Lionbridge. LionbridgeTranscreation is an incredible service that will transcreate/translate your content from scratch such into any language as Spanish, French Canadian, Italian, Arabic, etc.
Translation Quality
There are countless examples of great books throughout history that are translated badly. The most famous one that comes to mind is the Bible, which I personally read in three languages,  there variations in each language and in some case in some parts It is practically a different book in another language. Translation, whether it is for history books or magazine articles, is never error free. It doesn’t matter if your translation service is promising you the world; they’re not going to deliver, I can guarantee you they will not be error free. This is because no service in the world guarantees 100% uptime, not even your Internet Service Provider, or even your medical practitioner, in both 2 examples there is uptime and malpractice ratios. Wireless service providers generally guarantee uptime 99%, in another word, let me make it easy for you, this means the network is not available for 87.5 hours per year. So when your Translation service provider tells you 100% error free service, something is not adding up.
Realistic expectations
Throughout this article, keep in mind that quality is entirely subjective, especially when it comes to literature. I’m going to try to outline the errors that you can expect from a translator or from the process of translation. However, as a general rule, you should have realistic expectations.
I’m not sure how many of my readers will be familiar with the J2450 standard, and I won’t stress over the exact details, but this is what you need to know:
Should you dump your Supplier over Quality?
There are many reasons business relationships grow apart. However, over the years, I’ve invested a lot of work into building the translation industry in Canada and around the world and I’ve heard a lot of stories as to why prospects wants to move on from existing vendors, some are good/bad and the ugly. So, I’m going to inject this blog with personal anecdotes. My favorite story is one where the prospect told me complaining about his existing vendor re the quality of translation: “My cousin who speaks Spanish reviewed a translation and deemed it to be poor”. I can’t say what his qualifications were to judge the content, but the rule in business is that the client is always right (NOT ACTUALLY, but that’s a conversation for another time).
The point of this story is that a consumer of translated content will treat the translation as any other product or service that they avail. If they perceive it to be poor, they will take their business elsewhere. However, translation services are no simple commodity and should not be treated as such.
Here are my recommendation for clients that are interested in availing translation services
a.       Work with your vendor
b.       Familiarize them with your business (Don’t worry, your NDA contract covers you). They need to understand your business so they can articulately express your message.
c.       Allow for a learning period. In order for a translation service to understand your business, they should know the ins and outs. In the case of a large enterprise, they should also interact with your internal customers, divisions, departments etc..
d.       Adjust the process frequently if the improvements are needed.
e.   If all fails, obviously you need to divorce your vendor.
In the end, obviously the choice is yours. I’ve just laid out the years of experience that I have in the field so you can make an informed decision. If you do decide to change vendors, please talk to me first; I can help you.
I hope you found this helpful, until next time, keep the conversation going.
Robin Ayoub
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Website translation typical 4 mistakes

 website translation @Lionbridge.com

4 Website Translation Mistakes That Can Hurt Law Firms

When you meet a potential client in person, you put your best foot forward. Your online presence should be no different. As your firm expands its market to include foreign-language-speaking clients, connecting with this new demographic can be challenging. High-quality, professional website translations send a signal that communication is important to your representation, no matter the language.

Some common pitfalls await law firms trying to attract new clients with foreign-language branding and messaging. Here are four mistakes law firms often make online when translating their original marketing materials into other languages.

Thinking Machine Translation Will Work Best

Machine translation uses software to translate text and speech into another language. The benefits are as follows: it happens automatically, and it’s a low-cost solution. The down-side is just as apparent, however: machine translation cannot understand context, nuance, or meaning. Worse, even the best machine translation software still make errors in grammar and word choice.

If the first thing clients encounter is poorly translated text in their language on your website, your business has lost its opportunity to make a good first impression. A client might feel that if your business fails to provide quality communication, they will opt to leave your website to find someplace that does.

A legal translation service not only performs foreign language translation, but also understands how to market your firm’s services. By using real experts in the language and industry, foreign language translation services overcome the first hurdle in converting your visitor to a client.

Neglecting to Translate Contact information

Your main landing page is only the first step of interaction with potential clients. Picture this: A new, foreign client arrives at your site. They are impressed and relieved to find information in their native language, and want to know more. They click a contact link to reach out to you and are instantly confused by an English-only contact page. Your warm lead has just gone cold.

Clients seeking legal advice need to feel confident throughout the entire sales journey. They might feel if you are only willing to do half the job of translating, you might not be doing the best job on legal matters, either.

Overlooking the Importance of Your Lawyer Profiles

Clients in need of legal services seek out recommendations from friends and family or coworkers. If they are given a specific name, that’s what they will search for online. Profiles help visitors understand that you are the person they are looking for, and assure them you have the skills and experience in the area they need. When your lawyer profiles do not have an obvious alternative version in a desired foreign language, your warm lead will begin to cool.
The good news is that translated profiles are a simple, quick project for a professional legal translation service. You can even use web analysis software like Google Analytics to determine who among your staff produces the highest search traffic and prioritize your translations based on this information.

Forgetting Your Email and Newsletter Marketing Counts, Too

If you’ve done all the right things on your website to turn a warm lead into an email address acquisition or sales conversion, you don’t want the relationship to end there. When using email and newsletters to keep clients (both current and potential) up-to-date on your services, remember to include your non-English-speaking market in the loop with translated versions.

Even better, show off your cultural awareness by scheduling your emails around holidays important to your target demographic. Wishing Spanish-speaking clients Feliz Cinco de Mayo or Día de Acción de Gracias, can go a long way to connecting with them on a more personal basis. A legal translation service firm can help you incorporate this level of attention into your sales and marketing strategy.