XTM Insights
How to expand your global audience while spending more efficiently
How to expand your global audience while spending more efficiently illustration
Melissa Favre-Lorraine
AuthorMelissa Favre-Lorraine
Reading time 7 minutes

Previously, we explained why having a localization process in place would drive success when trying to enter new markets. This time, we’ll look at how this process can be further improved and how companies can manage their budgets more effectively while successfully developing their business abroad.

When trying to reach global audiences, most companies will start with the following process:

  • Create content in their native language
  • Once that content is ready, copy, and paste it in a Word document or Excel spreadsheet
  • Send the required content for translation via email or similar system
  • Translate the content, either using internal team members, Google Translate, an external agency or a mixture of all three
  • Copy and paste the localized content and manually create new pages, newsletters, and articles in the relevant languages
  • Get frustrated if the original content gets updated after the translation is done
  • Start over from scratch every time something new is created

This process is far from being efficient for a number of reasons we’ll soon discuss, and doesn’t guarantee that your content is going to be of the desired quality—and well received—in the markets you’re targeting.

Even with what may look like a solid internal process, translators can get lost among outdated documents and lengthy Excel glossaries, resulting in slow and potentially inaccurate translations. Plus, once your business is taking off abroad and you decide to increase your localized output, the gaps are really going to show.

To avoid this, you’ll need to establish solid foundations with a proper localization process. For it to be successful, a fundamental thing to start with is a Translation Management System (TMS), which will tackle issues associated with editing content, tedious manual tasks, terminology inconsistency, and localization quality all at once. Investing in a TMS not only reduces costs, it enables companies to generate more revenue. In fact, leading international businesses like GoTo all use a TMS. Not convinced? Read on to find out how your business can benefit from getting one.

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