Why translate your literature for social media
In a previous post, I wrote about reusing and recycling your already translated literature. Likewise, your company’s current copies can be translated for a Spanish-speaking audience. Social media is changing consumers’ behavior, and it offers fantastic opportunities for small-medium companies to showcase their products and services, at the time that lowers advertising costs. However, they demand more content in almost no time, and readers and viewers, who by now have become more selective and have developed a shorter span of attention, ask for dynamic personalized content.
How to benefit from translating already written copies
WordPress blogs, SlideShare or LinkedIn, YouTube or Vimeo, to mention just a few, are wonderful platforms to publish written and audio-visual content, which you will later share all over the Internet. Thus, marketers can spot potential consumers, for example, by translating metadata and adding Spanish subtitles to your videos in order to be introduced to a demography you are interested in.
Where to start
As a starting point, when choosing the most compelling literature to improve time-to-profitability through language translation, welcome aboard the Spanish linguist who can assist you with insights about cultural relevance, for example, in order to avoid blunders and controversy. This will speed up consumers’ decision-making process; that is, once they clearly understand your message, they show their goodwill by buying. In time, when you feel that your company is ready, you can move on to producing new customized content from scratch for the newly acquired Spanish-speaking customers, in order to improve retention levels.
When you do not have enough content for social media yet, another particularly useful strategy is to find out what others say about your company or your industry, have it translated (or localized) for the Spanish-speaking audience, and share it. These insights will serve the purpose of engaging consumers with your brand and will let you gather metrics in the meantime. By caring about their language needs, you enhance customer loyalty; thus, building a long-standing reputation.
So, think about it, worth the try or not?
Read here more about cultural relevance: Nike vs Puma, the case.