In the world of translation and localization, marketing translation plays a big part in the lives of every translator. Large international businesses often rely on translators to bring marketing content overseas. Whether it’s a blog post, web copy, or billboard ad, marketing translators work directly with these companies to develop accurate copy that retains the business’ brand voice, tone, and the content’s original message.  

However, finding work as a translator can be difficult, and only a few people know where to look when searching for marketing translators. That’s where translation agencies come in. 

What is the Role of Translation in Advertising? 

Translating ad copy, marketing, and web content is essential for businesses to expand globally. As a business grows, its market will expand, and for many business owners, people who speak different languages occupy a considerable market in the industry. The business owner doesn’t have to change their marketing plan; just translate it into other target languages. 

A good translation can make or break a campaign in the advertising industry. For example, KFC’s poor translation of “finger-lickin’ good” to “eat your fingers off” resulted in a massive faux-pa that we still talk about today. However, Coca-Cola’s “open happiness” campaign worked very well—  the slogan was easy to translate into a variety of languages and led to Coca-Cola’s international success. 

What is Marketing Translation? 

The process of translating and localizing advertisements, web copy, blogs, and other market-related content is considered marketing translation. Marketing translation falls along the more “professional” side of translation, but like all translation projects, some level of creativity and cultural knowledge is required. Marketing translation is somewhat of an umbrella term that covers a lot of other kinds of translation under it, including advertising translation. 

What is Advertising Translation? 

Advertising translation is a form of marketing translation that specializes in translating and localizing online and physical ads. Video, radio, web advertisements, and billboards are all different kinds of advertisements that advertising translators work with. 

What is a Translation Agency? 

A translation agency is an organization made up of translators and project managers who organize and provide translation services to clients. Anyone can be a client, too: teachers translating course curricula, scriptwriters needing a script for a new dub, technical companies looking to translate manuals, and marketing agencies looking to translate their copywriting are all clients you’d see at a translation agency. 

What Does a Translation Agency Do? 

The translation agency’s job is to provide clients with a vetted translator for their project. Typically, when a client approaches an agency, the agency will set them up with a translator specializing in the client’s language and, sometimes, a project manager. For large-scale translation projects (like translating an entire website into multiple languages), project managers act as general overseers and intermediaries between the client and the translators. 

What are the Benefits of Using a Translation Agency? 

Of course, not every translator is part of a translation agency, and not every translation agency is perfect for your business’s unique needs. So why use one, to begin with? Generally speaking, there are four major benefits of employing a translation agency for your next big project: 

• Speed: Translation agencies employ hundreds of translators, so clients with larger projects are guaranteed a team of translators to work on the process. Some translation agencies also utilize translation APIs and automation to streamline the process. 
• Accuracy: Most translation agencies (and translators, in general) hold themselves to a high standard of accuracy. Translation agencies are some of the best places to find professional translators specializing in multiple languages, mediums, and types of translation. 
• Variety: Translation agencies don’t just employ translators. They also employ interpreters, programmers, and subject-matter experts to help with various services. Many translation agencies offer localization, interpretation, and even sometimes transcreation services alongside translation. 
• Cost: Translation agencies are often less expensive than translating content independently with artificial intelligence or a multilingual employee. 

Types of Translation Agencies Available 

Sometimes, translation agencies specialize in specific types of translation—  like how Nintendo of America specializes in video game localization. While many agencies offer a variety of translation services to clients, it’s still important to know what kind of translation you’d need to help narrow your search. 

Translation Marketing Agency 

A translation marketing agency specializes in marketing content translation. They handle web copy, advertisements, blogs, and even some aspects of website design. These agencies are great for clients looking to translate their website, marketing content, and possibly future content into another language.  

Translation Advertising Agency 

Translation advertising agencies specialize in translating and localizing ads and ad copy, and some may also specialize in translating and dubbing video or audio advertisements as well. These agencies are perfect for clients looking to translate a new project or simultaneously develop campaigns across multiple languages. 

Online Translation Agency 

Of course, you could always search “translation agency near me” to find a translation company or, instead, utilize one of the many online translation agencies that offer expert services worldwide. The digital age has created a new era of interconnectedness that has significantly changed the translation industry. Now more than ever, translation plays an essential role in sharing art and information— almost every translation agency out there has an online presence, and they’re all available to clients anywhere in the world. 

What do Translation Marketing Agencies Offer? 

Translation marketing agencies offer a variety of services, primarily in translation, localization, interpreting, and sometimes transcreation. Different agencies specialize in different aspects of the industry, but most big-name places have something for everyone.

What are Some of the Top Translation Companies? 

There are tons of translation agencies out there, especially online. Some major international translation agencies include DayTranslations, TransPerfect, and RWS Translation. You’ll also find companies like Traduality working internationally both with businesses and these agencies, providing them with vetted professional translators and dedicated project managers.

The defining factor of an international translation agency like DayTranslations is that they provide services in multiple countries worldwide, with translators from multiple countries as well. The wide variety of translators, language specialties, and price points make these translation companies highly successful among large and small businesses. 

How Do I Find a Good Translation Agency? 

So, how do you find a good translation agency? 

Research. 

When searching for a translation agency that is a good fit for your projects, you’ll first and foremost need to do some research. Before getting into researching companies, though, consider listing out your needs for the project as well, including: 

• Turnaround times for project completion. 
• How frequently you’d like to stay in touch with the translators. 
• Your project price range. 

Next, you’ll want to research translation companies that fit your project’s needs. When researching, look into each company’s reviews, project history, and translators available. Some translators might work with multiple translation companies, so if you’re looking for a specific person, consider contacting them personally via their preferred email or method of contact. In addition, marketplace translation platforms like SmartCat allow clients to work directly with translators. Like SmartCat, Traduality’s platform allows clients to quickly and easily send jobs to already vetted translators and evaluate the best fit among the ones applying for your job. Translation marketplaces are excellent resources for saving clients time and money since they don’t typically include the high excess fees that traditional agencies charge. 

How to Choose a Translation Company 

Once you’ve got your list of top translation companies for your project, it’s time to narrow your search further. In order to find the perfect agency for your translation project, it’s time to start getting consultations. 

Every agency has a different way of working through projects, different methods of pricing their services, and different ways of assigning translators to a project. When you meet with agency representatives individually, you’ll better understand how these agencies will handle your project. Client reviews are another great way to examine how a company handles projects. Use them in conjunction with your consultation notes to find the perfect agency for translating your project. 

Cost Breakdown 

Cost-wise, translation agencies offer a variety of translation options at an even wider variety of price ranges. When choosing an agency to translate a project, most companies will look for the most affordable option while maintaining the highest quality translation. 

How Much Do Translation Agencies Charge Per Word? 

Typically, translation agencies charge between $.10 and $.30 per word, but this price will vary depending on several factors. Language availability, project type, project length, and transcreation costs all play a significant role in how translators calculate their rates.  

For example, a translation from English to Spanish might cost less than a translation from English to German because German isn’t as widely spoken as Spanish is. In addition, if your advertising campaign requires transcreation services on top of translation, you might end up paying extra for additional time spent transcreating the ad. 

How Much Should I Pay For Translation Services? 

Ultimately, there is no minimum or maximum price for translation services. Your budget defines how much you should pay for translation services and, sometimes, the services’ quality. However, it’s important to stay aware of deals that are “too good to be true”. Services that charge incredibly low rates (think $.04 per word or below $50 per project) are often an indicator of unqualified bilingual people working as translators. While they may have experience speaking multiple languages, translators are, first and foremost, linguists whose extensive knowledge of how language works plays extensively their role as translators.  

How Translation Marketplaces are Changing the Industry 

Translation agencies play a massive role in how translators find work and how clients find translators. However, some clients want specific translators or don’t know which agency to choose, and some agencies might need an extra hand with a particularly large project. This is where translation marketplaces come in. Translation marketplaces allow both small clients and translation agencies to browse lists of vetted translators and communicate with them directly. In addition, translation marketplaces provide clients with the opportunity to delegate large projects to a team with a specific project manager. Programs like the Traduality platform also allow clients to directly message their translators in-browser without having to exchange personal information or download new communications software. 

Looking to Improve Your Translation Strategy? 

Do you have an ad campaign or marketing project in need of translation? Traduality has everything you need to succeed; create your first project today and find vetted translators, or book a meeting with us to learn more about your specific needs.