5 Reasons Your Business Needs Professional Translation Services

Emerging Markets

It’s really simple. If you’re looking to bring your business and product before the eyes of consumers in emerging foreign markets you’re going to need professional translation services. Period.

Why? Well, for a few reasons…


As of 2014, 40 percent of the world’s population was represented within Brazil, Russia, India, China and South Africa, otherwise known as the BRICS. The BRICS is an association of fast-growing economies that now account for about 18 percent of the world’s economy. The opportunities in these markets is too great to ignore, but English-only literature, ads and website content won’t get you very far.

English Doesn’t Rule the World

While English has been known as the language of business for many years, the growth of foreign markets and the Internet has changed that. Chinese Mandarin is the most widely spoken language in the world with an estimated 1 billion speakers, followed by English, Spanish and Hindi. Now, China is the most populated country in the world, so it stands to reason that Mandarin would be the most spoken language. But, as mentioned before, China has one of the fastest growing economies in the world. Being able to reach Chinese consumers in their native tongue is a must.

Basically, if consumers can’t read, they won’t buy.

Automatic, Free Translation Tools Don’t Cut It

There are plenty of free and automatic translation tools out there, and they’re great if you’re just looking to get the gist of whatever you’re translating. But, for business purposes professionals are definitely the way to go.

Using automated tools doesn’t guarantee accuracy. The results are often literal translations, which can seem incoherent, strange and sometimes offensive. And bad translation can do some damage. Do you remember when KFC’s “Finger-Lickin’ Good” slogan was translated into Chinese as “We’ll Eat Your Fingers Off!”? While incredibly funny to the rest of us, KFC was left pretty embarrassed.

Professional translators don’t just translate words from language to another. They are able to communicate colloquialisms and other cultural themes, which guarantees that your intended audience receives the right message.


Probably the primary reason to hire a professional translator or agency is to ensure accuracy. As you read above, an accurate translation is incredibly important when you’re diving into foreign markets. At Latitude Prime, all of our translations go through a three-person quality assurance process to check for accuracy.

The bottom line? An accurate translation will resonate with your target audience as if it was written in its native tongue all along.

Resources and Tools

Professional translation companies have a variety of resources and tools at their disposal that go beyond document translation. Many language companies also offer desktop publishing, website development and localization in multiple languages, and other services that can be especially useful on larger projects.

It’s Worth the Investment

Yes. Professional translation can be spendy. But, it is well worth the investment.

Foreign markets are more accessible than ever before, and if you’re going to try and get a piece of the pie, you want to make sure you do it right. (Again, think of KFC.) A translation company can offer a variety of services to meet all your needs—from document translation to website localization—and will guarantee its work.

Translation is an art, and the professionals can make sure your project turns out to be a masterpiece.

(Photo credit: http://seekingalpha.com/article/427451-emerging-market-dividend-etfs-grab-market-share)