Choosing the Right Language Service: The Ultimate Guide

Do you want to expand into global markets and convert more customers worldwide? Selecting the right language service is essential for aligning with your business goals and maximizing your localization investment.

In today's interconnected global marketplace, effective communication across languages is crucial to expand your reach and connect with diverse audiences. As a Language Service Provider (LSP), our team at Language Inspired understand how choosing the right language services to support your initiatives may come as a challenge. Therefore, in this article, we share a comprehensive guide for selecting the language service that matches your business goals and desired outcomes.


Understanding your business needs

The first step in selecting the right language service is to understand and outline your business's unique requirements and objectives. Here are some questions you can ask yourself:

  • Are we looking to localize our website for international markets? For which target locales?

  • Do we need translation services for product descriptions, user manuals, or marketing materials?

  • Are we planning to expand into new regions and require multilingual customer support?

  • Do we want to re-use our previously translated materials? For which languages and formats?

  • Are we looking to boost SEO traffic by localizing our website copy? Where are our target segments located?

  • How much time, money, and resources are we ready to invest in the process?

By clearly defining your goals and target audience, you can easily come up with a specific request and reach out to an expert language service provider for further guidance.

→ Read more: How DeskTime's page visits grew by 343% with Language Inspired


Unlocking your perfect localization solution

While translation and localization are the most popular ways to refer to language services, they are nothing but umbrella terms. That’s why we asked Lāsma Dmuhovska, our Client Solutions Specialist, to outline and describe our localization solutions from a customer-centric perspective, based on a variety of business goals and desired outcomes. In her own words:

Translation 

Translation is typically applied to content where there can be no margin for error or free adaptation. Think of a manual for operating a piece of technology, or a birth certificate for a child to apply to school in a foreign country — these types of content require absolute precision when transferring the information to another language.

Localization 

Localization is our most frequently utilized language service, as we predominantly support clients in the SaaS and Fintech sectors. Localization aims to adapt the content to the target reader’s or user’s cultural as well as practical circumstances, so that the content makes sense and resonates well within the target context.

Transcreation

A client requesting help to translate targeted, creatively composed, short-form marketing content, will typically be recommended the Transcreation service. We also apply it for slogans, CTAs, taglines seen in, for example, a website’s landing page, or even an About Us section. If the purpose of a creatively crafted phrase or headline is to appeal to an audience or spark them into some action, it’s best carried over to the target context through Transcreation.

Creative Translation

In contrast to Transcreation, Creative Translation creatively adapts the source message and emotional aura within longer-form content. Last year we worked with a client who had a very lively description of their internal team featured as an opener on the Jobs page for their website. We saw use of popular culture references alongside conversational language as the client wanted to be completely transparent about their internal culture – to attract the ideal new teammate. So the selected linguist team creatively translated the source content, staying true to the original, branded communication style, and conveying the initial intent in a relevant but authentic way.

Back Translation

Typically seen as an added service to Transcreation or Creative Translation, Back Translation has the linguist straightforwardly translate their creative iteration of the source text, sometimes in a couple of versions, giving the client an understanding of what the transcreated or creatively translated target actually means, and, in the case of more than one target version being suggested, allowing to choose the variant that’s most appealing or matches the original message the closest.

Copywriting

Copywriting is the art of creating persuasive written content to engage, inform, and influence a target audience, based on specific marketing objectives, such as increasing brand awareness, driving sales, or generating leads. By understanding the audience's needs, preferences, and pain points, copywriters can effectively communicate the value proposition of a product or service and ultimately drive desired outcomes for our clients’ businesses.

Machine Translation Post Editing (MTPE)

If you are looking to translate an informative, educational blog article showcasing a customer’s success, MTPE can be the approach to cost-effectively make it available in new languages. Keep in mind there are also two distinct levels of post-editing: light post-editing is indeed a very light touch the linguist makes to simply make the machine output legible but keep most of it intact, therefore the result will only be suitable for, as an example, internal documentation or communication needs. Full post-editing is more involved and brings the final result closer to a human linguist’s translation, therefore such a translation can safely be made public.

AI Translation Post Editing (AITPE)

With the boom of AI functionality being introduced in existing software products, we’ve undeniably felt our clients’ increased interest in utilizing its perks when localizing. Our AITPE solution is designed to serve this purpose. As an example, a client has been training and applying their own AI model to translate, in a rather genius way, their software product strings, ensuring a higher-than-typical level of contextual accuracy in the raw output. However, as they were scaling, they determined that additional support was needed for their in-house workflow due to lack of resources supporting and validating the AI-made translations. We are now crafting a workflow where we can continue applying their unique AI approach but also have a centralized set-up and additional support from our expert linguists, merging best of both worlds for the ultimate result.

→ Read more: Tap into the Benefits of AI Translation Post-Editing (With FAQs)

Content Editing

We typically apply Content Editing to elevate the quality of existing texts, for example, when a client wants to ensure an already made translation aligns with their newly updated brand communication style guide.

Remote Interpreting

We recently created a workflow involving Remote Interpreting for a client with a remote team of foreign professionals. With a new and important project on the horizon, the client wanted to ensure there were no misinterpretations of goals and agenda when it came to their internal communication standards. We provided assistance through a specialist interpreter joining the team’s monthly progress meetings, which are held via a video conferencing platform. The interpreter’s presence and skills supported clear and structured communication between the leadership and the remote team, – allowing the client to achieve their goals, and confirming to us that what matters more is the need and the goal rather than the circumstances, as Interpreting service is no longer relevant solely in an event-type of environment.

Media Localization

So much of marketing today contains visual elements – some type of media: a video interview with a client as social proof; an attention-grabbing animated sequence; a banner for an ad. The Media Localization service category consists of approaches we can apply to each of those visual marketing examples and help our clients target their audiences through these vectors as well. More and more often we also have clients approach us whose primary product is a piece of media, and we have provided voice-over (dubbing) services, subtitle localization, and even recording and producing a target-language copy of a podcast episode and video lesson. With Media Localization, the client should carefully think of the result they want to achieve, and this vision will help us find the perfect bridge to reach that end goal.

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5 tips to choose your ideal LSP

Needless to say, quality and expertise are paramount, but there's more to an ideal language service provider than meets the eye. Here are some key recommendations on how to ensure you are selecting the right LSP for your business:

Look for a language partner, not just a service provider

We work as your in-house localization department and we rely on a track record of delivering accurate, culturally relevant translations and localization solutions. Ask for testimonials and case studies.

Ask about technology integration

Choose an LSP that leverages cutting-edge translation and localization technologies (such as machine translation, artificial intelligence, and CAT tools) to improve the speed and accuracy of language services, accelerate time-to-market, and maximize your budget.

Seek out native speakers of the target language

We work exclusively with linguists that translate into their mother tongue and who possess proven subject matter expertise in their industries.

Inquire about the quality assurance processes

Based on ISO industry standards, we have set up proofreading, editing, and feedback mechanisms, to ensure that your content meets the highest standards of excellence.

Check for scalability and flexibility

We know that as your business grows, your language service needs may change. Whether you need to translate a few documents or launch a comprehensive multilingual marketing campaign, we are ready to personalize and scale our services to meet your demands quickly and efficiently.

Choosing the right language service for your organization is a critical decision that can have a significant impact on your global success and business outcomes. By understanding your needs, prioritizing quality and expertise, embracing technology, and considering factors such as scalability and flexibility, you can select a language service provider that will advise you on the localization solution that will suit our needs best, supporting your growth initiatives and helping you effectively communicate with customers around the world.


→ Engage with local customers and scale globally

Ready to revolutionize your translation workflow while ensuring content compliance and brand excellence? Contact us to unlock the full potential of our tailor-made localization services for your international communication strategy.


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On the 19.04.2023. SIA “Language Inspired” has signed an agreement Nr. SKV-L2023/208 with Investment and Development Agency of Latvia (LIAA) within the project “International competitiveness promotion”, which is co-financed by the European Regional Development Fund.

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