Localize Marketing Content
When you’re spending money services or solutions, you want to see investment worth it. Return on investment (RoI), key performance indicators all sound abstract. It becomes even more abstract when trying to apply it to your translation efforts. Is that even possible? How can you visualize your benefits or capture specific figures?
You set up a translation management system, but what is the benefit? First of all, the obvious: translations must be cheaper than before. ut does the cost of implementing a new software in your company balance out? Employees have to be trained, software editions have to be rolled out, workshops and training have to be added. Looking at these expenses, wouldt be better if everything remained the same? The previous translation process runs after all, even very well.
Perhaps you simply lack a baseline in order to initiate a change in your process Here are some examples of what can be measured and recorded.
Not everything can be expressed in concrete figures
Keep in mind: many things remain abstract and can’t be measured directly in numbers. This includes, for example, the cost of poor translation, corrective loops, damage to the brand through incorrect translations.
Consistency and quality of translations create recognition and thus strengthen the brand's core values. These are important factors t consider in a process as complex as the translation of corporate content.
Positive aspects of a professional translation management solution at first glance:
- No damage to reputation by poor translations
- Recognition value through consistent language and technical terminology
- Higher conversion rate with localized landing pages
- Translated content reaches different and new users
- Higher customer satisfaction through localized content
But there are also concrete things that can be captured. Looking more closely, many parameters can be defined fairly precisely and thus made measurable:
- Project duration per language
- Meeting deadlines
- Number of questions, complaints and support tickets
- Matching Rates and Matching Ranges of Translation Memory and Terminology
- Cost overview (per word, row, page)
to name a few.
RoI can therefore be measured, and when look more closely, a large number of key figures are available to support a valid evaluation. What is important is a solid definition of what you want to measure. In translation management, many of these numbers are available so that success and advantages can be quickly visualized in measurable numbers.