{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Going International: Breaking the Language Barrier","description":"Wendy Pease is President of Rapport International, an agency that specializes in multilingual marketing, translating messages and meanings in over 200 languages \u2013 in any format, including blog posts, audio content, video, print, and multilingual chat. Wendy bought Rapport in 2004, because the fit seemed right with her interests. Over 15 years, it has maintained the same depth of languages and increased staff, revenue, and its focus on marketing. Rapport International is a Hubspot Partner In this interview, Wendy explains that interpretation is for the spoken word what translation is for the written word. Translation, especially in marketing, is not done \u201cword for word.\u201d It needs to be culturally adapted and capture the meaning of the message. To ensure quality and to address this broad range of languages, Rapport International contracts with independent bilingual translators who specialize in writing for different markets and purposes. Fifteen years ago, companies in English-speaking countries expanded internationally by exporting to companies in other English-speaking countries. Company websites opened markets across language, cultural, and geographical boundaries. Companies became \u201caccidental exporters\u201d when orders started coming in from other countries. A reactive response to interest from other countries? Start marketing in any country that \u201cself identified\u201d as being a potential market.  A better way? Wendy believes it is important to ask, \u201cWhat is the corporate strategy?\u201d \u201cWhat is the marketing strategy?\u201d And \u201cHow is multilingual communication going to support that strategy?\u201d If a company only wants to sell certain products in a certain country, they don\u2019t need to translate everything about all the rest of their products. A landing page can be used to test new market. Wendy identified quite a few multilingual challenges: Keyword selection. Effective communication when a language does not have an equivalent word for critical product descriptor. Dealing with the approximately 3,000 new words added to a language each year. Marketing and inbound\u2019s increasing complication and specialization, content management issues, and providing it all in the needed languages. Wendy can be reached on her company\u2019s website at www.rapporttranslations.com or on LinkedIn: Wendy Pease at Rapport International. ","author_name":"The Marketing Agency Leadership Podcast","author_url":"http:\/\/spinutech.com","html":"