A relationship with a translation and localization partner
is an important ingredient for a successful export program. As your global
footprint grows, customers will expect content in their own language. In
addition to translation for supporting sales and marketing, you may need
packaging and labeling, safety information, manuals, regulatory documents, and
even mobile apps and machinery interfaces.
A look at the language services landscape reveals an array
of very different options, and it can be difficult to decide where to
start.
Freelancers
If you need translation for only one language in a limited
subject domain, you could work directly with one or more freelance translators
on a contract basis. Screen freelancers carefully: translators face no official
licensing requirements in the US. You do not want to entrust a technical
translation project to someone who runs it through Google Translate and calls
it done.
A good source for freelancers is the American Translator’s
Association directory. This professional organization tests and certifies
translators in most business language pairs, so ATA certification is good proof
of competency.
Subject matter knowledge is as important as linguistic
skills. Look for a technical translator with a graduate degree and/or
demonstrated experience in your area of expertise; check references to make
sure they have the right experience.
You should also ask whether the translator uses the latest
CAT (Computer Aided Translation) tools. CAT tools ensure consistency across
translations and create “translation memories” to cut the costs of future
updates. SDL Studio and MemoQ are
industry leaders, and most professionals have experience with one of these.
There are four issues to keep in mind when working with
freelancers:
- If you are translating into more than one
language, the administrative work of managing multiple freelancers will increase
exponentially.
- You are working with a technical translator and
you need marketing copy as well, one person might not be skilled in both. As
with technical vs. creative writers, translators tend to specialize in one or
the other.
- You’ll need a back-up plan in case your
translator runs into trouble meeting a deadline.
- If you need additional language-related services
like DTP, software localization, or subtitling/voiceovers you may need to
contract separately for these with someone else.
Language Service
Partners (LSPs)
A language service partner typically draws on a network of
translators in many language pairs and subject domain specialties, with
in-house bilingual project managers and a dedicated vendor management function
for vetting and testing linguists. Because of the technical demands of digital
platforms, an LSP should have a strong information technology infrastructure
and knowledge base. They also tend to offer a variety of language related
services beyond translation.
How do you find an
LSP?
There are many, many independent language service partners
in the US, from SMEs to multinational corporations. If you search Google using “translation
services in Philadelphia,” you are likely to find the largest international
translation companies. The question you should ask yourself is whether the size
of your export program warrants top-shelf treatment from a company whose
clients include 3M, Northrop Grumman, and Toshiba.
It may make more sense to partner with an LSP who provides
guidance and consultation as you grow your export program. You might not find
them on the first page of the search listings, or even the second. Asking for
referrals from colleagues is a more effective search method if you are looking
for a partner who is familiar with your industry and will take the time to
understand your needs.
The World Trade Center and other professional organizations
exist to help members share information.
Asking here would be a good first step. LinkedIn is also a resource for
finding out whether your business network connects to LSP personnel.
What should you ask
an LSP?
Most LSPs can put together a translation team for any
language and do a competent job on a translation project. The main
differentiator between LSPs is what they bring to their relationships with
their clients. Your expectations for an LSP should be similar to your
expectations for a creative agency or marketing firm. They should have an
established record of doing good work, and they should know your industry and
be eager to learn more about your export program and translation needs.
Like any business service vendor, an LSP should be able to
provide names and contact information of references in your general business
domain (law, manufacturing, pharma, etc.). If they refuse, or if their contacts
are less than enthusiastic, keep moving!
Finally, an LSP should play nice with others. If you intend
to localize a website or translate marketing content, you want to work with
project managers who can communicate clearly with your developer or creative
team. If you are localizing digital media like e-learning, software, websites,
and mobile apps, you’ll want a project manager with the relevant technical
expertise.
What should an LSP
ask you?
When you contact an LSP for a particular project, or to
establish the groundwork for an ongoing partnership, you should pay attention
to what the LSP asks you. Their questions should include:
- Who is the audience for the translated
materials? What is their level of technical sophistication?
- Do you need translation for publication or will
it be used in-house?
- Do you have previously translated materials that
can be used as references?
- Do you plan to re-use content to publish on
different digital platforms?
- Do you have a list of approved terminology for
your English language publications and a style guide?
- What are your timelines?
In conclusion
Every translation job is different, and every translation
client has different needs. During the first few translation projects, you
should expect a lot of requests for clarification from your project manager.
They’ll want to make sure the deliverables are exactly what you need, and
you’ll be educated on localization workflows. However, as time passes, your
language partner will understand your requirements and preferences and the
process will move smoothly.
MTM LinguaSoft is a language service partner providing translation services for international business. Located in Philadelphia, they can be contacted at 215-729-6765, or info@mtmlinguasoft.com.
