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Boosting Your Marketing Localization Strategy with a Translation Management System

Boosting your marketing localization strategy

Marketers around the world are all trying to do one thing: reach more people. But with almost 75% of internet content published in English, and only 25% of internet users being English speakers, there is a huge market of untapped potential.

What is the solution? Localization. Localization is the process of transforming content so that it resonates with a new audience. This is achieved not just by translation but also by taking into account the culture, style, and interests of the target audience. Localization will help you penetrate new markets, amplify your brand voice, and build trust with your audience. And the great news? It doesn’t have to be a complicated, costly process.

Enter the TMS (translation management system). A TMS is a system that allows you to manage, automate, and track your localization workflow - all in one centralized platform. If you want to market to a global audience, localization should be an integral part of your marketing efforts and, with a TMS, it can fit into your workflow seamlessly.

Here are 5 things you need to know about a TMS that will help you execute a successful localization strategy.

You can automate everything

Manually uploading and downloading content for translation, monitoring the progress of new projects, and sending emails back and forth disrupt your day-to-day workflow – but they don’t have to. With a professional TMS, marketers can be completely hands-off. Your CMS (content management system) can connect directly to your TMS and, with the right set-up in place, content can be sent automatically from system to system to be localized. You don’t have to lift a finger. TMSs are packed with automation features that will help you drastically reduce the amount of time spent on manual, repetitive tasks.

Find out how a CMS connector can optimize your localization workflow.

It’s easy to learn

Adding yet another tool to your ever-growing marketing tech stack can be daunting. You know learning it will make your life easier but learning to leverage a new tool can be challenging. It takes time and patience. Thankfully, most TMS providers have extensive documentation, training videos, and resources to help make the onboarding process painless. If you’re on the hunt for a TMS, keep user-friendliness in mind. Sometimes tools are convoluted with many distracting, confusing, and unnecessary features. A simple, yet effective user-interface is all you need.

If you are looking for more tips on how to select a TMS this guide will walk you through all the crucial steps and considerations.

Your ROI will speak for itself

A TMS is not only a worthy investment but an affordable one too. It comes equipped with a useful translation memory (TM) feature. A TM is a database that stores previous translations over time. Utilizing a TM will save money by eliminating duplicate or repetitive translations. You will also be able to analyze your localization costs and savings through dashboards. Analytical dashboards can break down costs by translation vendor, job, or words, show savings over time from the TM and repetitions, and display job status. Dashboards easily allow marketers to create visual and dynamic ROI reports for senior management so managers can align marketing localization with company strategies.

It’s scalable

If you choose a cloud-based TMS -and we think you should- your localization workflow can scale up or down depending on your needs. As you start tapping into new markets and reaching new audiences, you need a TMS that is flexible and will grow with your business. A cloud service also provides the option to pay your subscription on a monthly basis which can be adjusted to your business’s needs. You only pay for the service you use while still taking advantage of everything the technology has to offer.

Scalability is not the only advantage of a cloud solution - this article outlines four more advantages that will have long-lasting benefits for your company.

It can fit your set-up

Whether you have an in-house team of localization professionals or several translation vendors, with a cloud-based TMS you can collaborate with internal teams and external vendors, global or local, in real-time. You can seamlessly and securely share translation projects between teams, translators, and vendors, and set up a customized translation workflow based on the kind of content you’re localizing, the languages you’re translating into, and the translators working on the projects.

Localizing marketing content is essential for entering global markets and staying ahead of your competitors. And with a translation management system you can effortlessly incorporate localization into your marketing strategy.

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Author: Lara-Ashleigh Pieterse
Author: Lara-Ashleigh Pieterse

Content Manager at Memsource