Although statistics show that in 2018 the Russian ICO market was one of the leading markets in the industry, just 15% of projects are funded solely by Russian funds and private Russian investors. For this reason, when planning your marketing campaign, you absolutely must consider regional diversification for promotion. To avoid missing out on potential investors abroad, all expert content must be translated, into English at the very least.
Advantages of Multilingual PR Content
In addition to capturing a larger audience of investors, don’t forget about viral marketing among the indirect audience, which includes potential clients and partners. Multilingualism in and of itself, including in a PR campaign, is an important signal to the reader of the project’s serious intentions and international ambitions.
Special Considerations in Translating Marketing Texts
For PR materials, run-of-the-mill contextual machine translation won’t cut it, because texts have to be crafted with differences in language conventions in mind. Furthermore, the cross-cultural interpretation element plays a major role. And of course the nuances of the language have to be adhered to. In particular, brands and taglines built around wordplay have to be translated appropriately.
Knowing these and other challenges in translating and adapting texts, we built our policies around working with clients on an individual approach and on analyzing the materials. In addition:
- Chinese (Traditional and Simplified);
Other target languages may be added on a case-by-case basis.
Why a PR Agency, Not a Translation Agency?
Besides the previously mentioned translation challenges, which cannot be overcome without a professional translator, don’t forget that when promoting a product, the translation must be performed as a separate text in another language. First, this has to do with differences in consumer behavior. Second, in different language spaces the structure of search queries may vary significantly, and ignoring this element will result in the content losing a significant part of its semantic value.
Only agencies with narrowly specialized translators can ensure proper use of subject-specific terminology.
All the factors mentioned here are sometimes difficult to handle even for someone with advanced language proficiency. Don’t overestimate yourself or your team’s skills, because the cost of making a mistake is quite high.
Finally, don’t forget about the key resource during an STO/IEO/ICO: time. And we’re not talking just about time wasted while doing the work, but more about lost opportunities that could result from unprofessional performance.
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