The guide to Russian marketing translation and localization

Russian marketing translation
Russian marketing translation services.

Be clear what marketing translation and localization in Russian is

Simply stated, marketing translation is the translation of marketing content. Accordingly, its aim is to reach out to the target audience. Sure, information is a vital part of your marketing. But marketing translation and localization into Russian does not just copy is understandable in the target language. The critical factor of outstanding marketing translation is to create transferable information in another language. Further, I explain to you what it means. This guide introduces you to marketing translation and localization. Following this, you can achieve success in a marketing campaign in Russia.

Localization & transcreation fit your marketing translation in Russian. Localization considers cultural nuances and consumer preferences. During localizing some marketing materials, you better consider cultural nuances. To clarify, a translator must understand the cultural background to adequately localize the translated content. Besides, you can find more information about localization in my posts.

Localization is really a powerful tool. Therefore, using it in the right way, you will create strong relations with your clients. In other words, you will enter the foreign market and find new buyers in Russia. Localization involves videos on websites and posts on social media. The accurate localization takes your brand on top of the world.

Transcreation considers adapting your message to the target language. When you adopt the word from your language to the target language, you do transcreation. Doing this, you also maintain the intent of news, style, and context. To clarify, transcreation is a way to speak with a local audience. Where can you use it? It is for global marketing. For example, you use it for product names, slogans, and advertisements. The aim of transcreation is to ensure that the brand is appropriate for the target audience.

Materials for marketing translation and localization in Russian

Reportedly, YouTube has 2 billion users worldwide. Besides, 80% of YouTube users come from outside the US. Consequently, most of them speak languages other than English. To clarify, that is your chance to attract more buyers. The only condition is to use the language of your buyers. So, let’s consider localization and transcreation in Russian.

According to statistics, 72% of consumers prefer video over text when learning about a product. As a result, it indicates the significant role of video for your potential customers. You can ask me: how to win competitors? How to stand out in the vast volume of the video?

Indeed, there are no secrets. The answer is obviously simple. You better create a unique video that makes a secure connection with your audience. But please remember one thing! If video content has a poor-quality translation, it will sink! Thus, you better talk with an expert who provides high-quality services. Besides, you may choose the following methods:

*Add subtitles to your video;
*Use a translated voice-over.
After choosing the last one, you can receive an off-screen voice-over, lip-syncing, dubbing. While adding subtitles to your video, it is professional translation services. It is not about Google automatic captions. Your aim is to attract foreign buyers, is not it? Therefore, due to Google’s automated captions is not accurate; the target audience can find embarrassing errors.

Russian social media networks...
Russian social media networks…

The next step: Think about globalization

It is not a good idea to use English idioms. It works in English-speaking countries. And it will not work in other countries. Besides, you can leave some pauses in the video. The reason is the words in Russian or German are longer than in English. Also, it is better to avoid on-screen titles. Otherwise, it costs more to translate. Furthermore, you can prepare a globalization plan for video in the initial stage.

Also, you can consider about translation and website localization. Yes, it will be helpful to win a foreign target audience. For instance, using a website, you may engage international clients. The most powerful tool for translating or localizing is to use a human translator. A translator understands the context of your messages. As a result, you can get a high-quality marketing translation and localization. Also, a translator knows the nuances of a target language. Thus, he can select the most appropriate analog of idioms, humor in the target language. And a machine cannot.

While translating the site, a translator can pay attention to the layout of your website. For instance, Russian takes up more space than English. The difference is around 30~50% of additional space for words. Accordingly, your layout can have some problems if there are limitations or distance between buttons.

Be clear about how your brand sounds for the target audience in Russia

Choosing a machine translator like Google, please do not expect much after that. The machine translates word-for-word and ignores context. I do not recommend you to use Google for content translation. Otherwise, it will look strange to local clients. Differently, it will sound ridiculous. Your aim is to attract clients, is not it? That is the reason why using a translator is so essential for your project. Having expert advice and his guidance, it is precious. The brand is translated correctly, and it helps you to avoid embarrassment.

Here are a few examples of terrible machine translations. Sure, it scares away Russian customers, and these brands have failed. Let’s start with the famous baby food brand Bledina in the 90s. The French brand was promoted in the Russian market by DANONE. But despite the high quality, most Russian clients have never bought it. Why? The brand Bledina sounds awful and obscene. This word forms an association of “bitch” in Russian. 

 Or another example of the wrong brand name for the Russian market. It was a biologically active additive from the USA. That is KAL (magnesium taurate). But it sounds ridiculous for Russian-speaking audience. It translates as “shit.” The next mistake happened with another brand of biologically active additive from the EU. Its name is Proval Extra. But it sounds like “failure, breakdown, washout” in Russian! Or another example of mistranslated and wrong brand name. General Motors tried to promote its Chevrolet Nova in the Spain-speaking markets but failed. The reason is that Nova means in Spanish “not moving.”

Well, do not be like DANONE trying to sell Bledina in the Russian market!

Use the local social media to communicate with the target audience

Social media is a platform for your brand to talk with the target audience. Besides, it can increase awareness of your brand abroad. According to the statistic data, around 3.5 billion people use social media. Simply stated, it is 45% of the world population. In 2019, 77% of companies planned to grow their presence on social media. As you guess, social media varies from country to country. For instance, Facebook is banned in China. LinkedIn is not so popular in Russia. And if you want to reach out to your audience in Russia, please think about the way to do it. It can be other platforms, instead of Facebook and LinkedIn.

The useful social network in Russia

Russian social networks
Russian social networks

In daily life, you use Facebook, Twitter, Instagram, and LinkedIn. If you would like to reach out target audience in Russia, you better consider other platforms. As mentioned, Vkontakte is a more popular social media network than Facebook.

Using a local social network is a powerful marketing weapon. Stated differently, to get a better understanding of the local social media, you better talk to a professional translator. Prepare marketing strategy and your content with the help of a local translator. Besides, create an account on the local social networks.

The next thing to think about is SEO. SEO in multiple languages is a necessity if your aim to go globally. Speak with customers in their language, and you will win! Using SEO to target English-speaking audiences, you just decrease the chance of attracting non-English-speaking buyers. Only one of twenty speaks English as his primary language. The other nineteen people speak different languages. So, that is the opportunity to enlarge your business.

You need to optimize keywords, Meta descriptions, image alt text, and headings. Sure, all of this should be in the language of your audience. Your content is for readers, not for robots. Therefore, your keywords have to flow well within the text. If you follow this, the amount of site visiting increases soon.

The language of your target audience is essential for this. Simply stated, using the right keywords and phrases helps you to target the right audience. Therefore, to ensure that the optimization of your site is appropriate for the relevant keywords, you need a local translator. And I can help you to reach the target audience in Russia.

Secrets of using multilingual SEO for a marketing translation, localization in Russian

After the establishment site in English, you can consider launching the website in other languages. Thus, you will collect user data and know what works before you expand to other languages. There are a lot of CMS to launch site. For instance, they are WordPress, Joomla, Drupal, Wix, and HubSpot CMS.

Then, it is time to think about the domain. For example, if you want to develop business in Russia, your domain will be like www.yourbusiness.ru. If you consider specific regions in Russia it can be like:

www.yourbusiness.msk.ru (Moscow),
www.yourbusiness.spb.ru (Saint Petersburg),
www.yourbusiness.nsk.ru (Novosibirsk),
www.yourbusiness.kazan.ru (Kazan),
www.yourbusiness.rnd.ru (Rostov-on-Don).

Once the site is ready, you conduct keyword research. As a Russian translator, I can help you to run this analysis. Accordingly, you will receive the most popular search terms. It helps you to collect only essential and helpful search terms. Save your time and talk to a local translator.

As you know, Russian is the largest country in the world. Consequently, you may also think about a particular region. Considering regions may be a more straightforward business approach. To spread your brand over one region could be more fruitful than doing the same over the entire country. For example, it can be Moscow, Saint Petersburg, Kazan, Rostov-on-Don, and Novosibirsk.

Using paid search in Russian for your marketing translation and localization

A paid search campaign allows you to tailor advertisements to the local market. Simply stated, it means localizing the ad copy. In most cases, companies start paid search campaigns in English only. When this occurs, companies miss out on revenue from three-quarters of internet users. Reportedly, as a content language for websites, Russian has 8.4% in 2020. And Russian-speaking internet users are 2.4%.

Content languages
Source: www.wolframalpha.com

Paid search plays a significant role in attracting clients who are vigorously looking for a product. It is a powerful marketing channel. It provides a large number of potential clients who you have missed if you run campaigns in only English.

The Harvard Business Review found that 56% of consumers think that information in their languages is more vital than price. So, it shows the importance of content in the language of the target audience. If you set up accurately ad campaign, it will help new clients to find your brand.

The first step before you plan a paid search campaign in Russian, you will conduct market research. The purpose is to understand if there is a market for your products. Accordingly, basic keyword research would provide you sufficient indication of any potential interest. Thus, a local translator will help you to translate the target keywords. As a result, you will get more actual data. As mentioned, contacting a local translator could make your campaign much more efficient.

Yes, you save time and money on translation. Have a look at my blog on how to ensure you choose a translator who is right for you. If you would like to get more information or place an order, please get in touch with me. I would love to hear from you.

Conclusions

This post describes localization and transcreation for marketing purposes. There was a notice of the vital importance of localization. I just kindly remind you: If to do localization in the right way, your brand will be on top of the market. The next parts of the post introduce the attractiveness of social networks.

Further, here are helpful tips for marketing plans, including a precaution about the sound of your brand for a local audience. Well, I repeat again: do not be like DANONE and its Bledina in Russia!

Try to create the right content in the correct language. Russia is a colossal country, consider regionalization. It will help you to achieve goals more accessible. Then, take into account paid searches in the language of the target audience.