Our slogan at Atomic Scribe is “Human-Powered. Professional. Personal.” Those are the three pillars of our business, and it speaks to our number one concern: building a relationship with our clients so that we can better suit their needs.
A lot of businesses these days are moving away from this model thanks to the internet, especially in the language services industry. It’s more efficient for a transcription company to put their order form online, send out the work to transcriptionists through email, and then send the work back to the client, all without speaking to the client or workers personally. This saves time so that the company can work more on increasing sales.
We don’t like to do that at Atomic Scribe, but we’re not antiquated either. We use an online client portal to accept orders, list invoices, send files, and more, but we also interact with our clients as soon as an order is submitted and throughout the duration of the project. This helps us figure out the client’s needs, see how they prefer things done and customize their project to what works best for them. It’s a mix of technology and personalization that ensures we provide the best service we can for each individual client.
Because as much as technology can be de-humanizing, each client is different from every other client, and a language services company needs to spend the time to notice that and deliver tailor-made work. Treating clients as people and not a number in a sea of orders is key to attaining maximum quality and creating a lasting understanding between partners.
For English speakers, sometimes we forget that the whole world doesn’t speak our language. Or if they do, that doesn’t mean that they can understand all of it. Heck, even a lot of native English speakers find the language confusing, and who can blame them?
It can be a daunting task, but in today’s world you need to be able to reach the most people you can, and that means translation is key. Here are some reasons why it might be time for you to find a translation partner to help.
Getting Into New Markets. Thanks to the Internet, the world is getting smaller… or, at least, our ability to connect with others in far away places is becoming easier. Unfortunately, that doesn’t mean getting our message across in one language is becoming easier, too.
The population in non-English speaking countries is growing. But more than that, studies show that 75% of consumers in those countries prefer purchasing from sites in their native language. An even more impressive statistic is that 60% of those surveyed claimed they rarely or never bought from English-only sites. That is a huge amount of the world’s population one misses out on if they only provide information in English.
You’re Spending Too Much Time Lost in Translation. A common comment we hear in the midst of working with a new client is, “I wish I had done this sooner!” Frankly, many don’t realize just how much time they’re wasting by trying to translate materials themselves or trying to find ways to engage non-English speakers without using translation.
We know your time is valuable. So is ours. That’s why it’s important to partner with a capable translation agency to take on some of your load. Check out the agency’s credentials. Speak to those they’ve worked with in the past. Ask for samples. Do what you need to do to feel confident that this agency is dependable and will provide an accurate translation by native speakers to put your own mind at ease.
Google Translate Isn’t Cutting It. We’ve said it before and we’ll say it again: sometimes Google Translate is sufficient for your needs. If you just need the gist of something translated, your language pairs are popular, and accuracy is not paramount, then using machine translation might be all you need.
But if accuracy and context are important to your project, then machine translation could end up causing you major issues. Bad translations can be extremely damaging to a brand or business, and it can destroy your credibility. If this is a worry for you, then it’s best to find a partner to allay these fears.
In the end, the only person who can decide if it’s time to find a partner is you. But remember that human translators are better at accuracy, context, localizing to different markets and cultures, and adapting to your needs than machine translation, and remember that you need to be able to trust your partner to provide these needs.
You might notice the headline this week is a statement and not a request or suggestion. While usually here at Atomic Scribe we’re (kind of) gentle about our perception of the language services industry, this is a topic that we can 100 percent say without hesitation: you need to localize your app content to reach more people worldwide.
Because, simply, the app industry is worldwide, and it’s only going to grow in the coming years. While apps were previously most associated with gaming (which still commands a large part in the industry), with every passing day it seems to become so much more than that. Now apps provide a way to bank, shop, exercise, connect to coworkers and employees, talk to your doctor, video chat, get directions, find a place to eat, and on and on.
Given that 46 percent of app users report having paid for their apps, that’s big money, too. By 2017, it’s expected that over 268 billion downloads will generate $77 billion worth of revenue. —Entrepreneur, August 26, 2014
Users Prefer Native-Language Content
There are an estimated 400 million native English speakers worldwide, mostly in the United States and United Kingdom. Adding in secondary speakers, that number grows to a whopping 1.2 billion… but that still leaves out 6 billion people, or over 80 percent of the world’s population. That percentage could grow as the populations of India and French-speaking Africa increase more than any other region, as is predicted.
Those 800 million secondary speakers are also more likely to use an app or browse content in their first language if it’s available. According to a study conducted by Common Sense Advisory, 75 percent of participating consumers stated they prefer to buy products in their native language, and 60 percent claimed they rarely or never bought from English-only web sites. That is a huge amount of people one is missing out on by not translating content.
But here is the great news: it is incredibly easy to translate and localize your apps for new markets. Better yet, you don’t have to keep paying or pay per customer. You just pay for a translation once, and that’s it. As the revenue your app will generate by reaching millions of new people should make the initial investment worth it in no time, it’s a simple decision to make.
“What’s evident is that while soccer is itself a kind of language, there are still a lot of areas where the existence of multiple languages is causing issues.”
Do you remember what the Internet was like 20 years ago? It was already becoming a constant, and yet it was so different from today’s standards. There was no Netflix, no YouTube, no Hulu. Those three sites are some of the most synonymous with online today, and they all have one thing in common – they’re video content sites.
Cisco released a report earlier this year that predicts video will account for an unprecedented 84% of all Internet traffic by 2018. There will be almost 4 billion users by then as well, which is over half of the world’s population.
While the Internet can feel like it’s making the world smaller and easier to communicate with, there are still barriers, and this will only magnify as online use grows. The first issue is the language barrier. Overwhelmingly most of the Internet is written or spoken in English, but English is not the world’s most popular native language. With population growth exploding in Asia and Africa, languages such as Hindi, French and Arabic are expected to rise, and Mandarin Chinese will still be a growing force.
Another barrier is that most video content does not have proper captions for Deaf or hard-of-hearing people, or just for those who like to use captions while they watch video (which is a large number of watchers). In the U.S. it’s estimated that almost 40 million people are Deaf or hard-of-hearing, but that really doesn’t even come close to the number of people who prefer captions and transcripts to just watching a video by itself.
What Can We Do?
The way to help combat both of these issues is to provide captions or transcripts for your video content, in English and in other languages. You just have to pay for the translation once, and then you can use it for captions, on a web site for Google indexing and SEO reach, for marketing purposes, to publish, or whatever else you want. And your video content won’t be found via a search without text, so captions and transcripts can bring more viewers to your content.
There are over 7 billion people on Earth, and a majority of those use the Internet for video content. Don’t miss out on reaching as many people as you can with such a simple process as translation and transcription.