BlogBusinessCultural Considerations in Spanish Translation for Marketing

Cultural Considerations in Spanish Translation for Marketing

Suppose you are a marketing agency, legal firm, international real estate broker, or another institution that requires a professional translation in Spanish to help further your marketing goals. In that case, you need to remember that millions speak Spanish across the globe.

Key takeaways

  • Marketing in Spanish can help reach millions of individuals worldwide
  • Spanish-speaking countries and communities have their dialects, culture, and word choice for specific situations
  • Professional translation for marketing materials can increase brand recognition and revenue long-term
  • Spanish translation services can help establish effective communication, build trust and transparency, and eliminate miscommunication
  • Nuances specific to target audience must be considered before marketing in Spanish, such as specific Spanish dialects and idioms
  • Culturally acceptable language is important and requires a professional translator who understands both the nuance and culture behind the specific industry
  • Ordinary AI, computer, or Google translate is not an effective solution to translating marketing materials

Each Spanish-speaking country and community have their dialects, culture, and word choice for specific situations. Accounting for these cultural variables can help strengthen client relationships, establish heightened professionalism, and ensure you reach the largest marketplace possible for your services.

Why Use Spanish Translations?

If you are not marketing in Spanish, you are missing out on a huge opportunity to reach millions of individuals worldwide. English is the dominant language globally and the language of international business. Still, many entrepreneurs and clients feel more comfortable engaging in their native language since they understand the nuances and complexities better than in English.

Larger Marketplace

Almost five million people speak Spanish as a native language. It spans the globe from Spain to Chile, Honduras to Equatorial Guinea, and tens of thousands in the United States, Europe, and Australia. No matter what kind of business you are, the ability to reach customers and clients internationally and domestically by marketing in Spanish can increase brand recognition and revenue long-term.

However, when you try to reach a larger marketplace and take advantage of the financial benefits, you must do it correctly. Ensure you have a professional translation for your marketing and promotional materials, emails, and newsletters. Almost everything is accessible online, including clients, so to miss out on the opportunity of not having Spanish translation services on hand is a liability for any successful business.

More Effective Communication

Good relationships start with effective communication, which is valid for business associations. Your business can establish rapport with Spanish translation services by eliminating miscommunication about your services for clients and directly marketing to them in a language they feel more comfortable using.

Specifically, real estate, medical, and legal services benefit from strengthening communication by helping clients understand the nuances of a document or service. Legal papers can ensure a client understands the outlined requests. At the same time, medical files can easily be printed for a client and explain how to handle, process, and decide on treatment options in case several options are present.

Builds Trust and Establishes Transparency

Finally, Spanish translation services establish transparency and build trust, which is essential for several industries. People are more inclined to trust someone who shows respect towards them while being as transparent and open as possible.

Individuals are afraid of the unknown, and being unable to understand what someone is trying to convey can make you feel out of place, especially if you are making a large purchase or deciding on something related to your health. Trustworthy and transparent companies have higher client retention and success rates due to a lack of miscommunication and forthright dealings.

How Do You Translate Your Documents?

There are several ways to translate your documents, although they come with several caveats. In addition to the how, you’ll need to know which documents require translation and why?

Your first translation should be for marketing materials, as these will be your first forays into potential markets. However, there is no “one size fits all” approach to marketing in Spanish. There are nuances specific to your target audience you must ask before starting your translations.

Who’s Receiving the Translations?

Different idioms, vernacular, spelling, and nuances must be considered before marketing in Spanish to your potential clients. There are British, Australian, and American English. Similarly, there are multiple Spanish dialects, such as Mexican, Honduran, Guatemalan, and Chilean.

If you are marketing in Spanish to a predominantly Honduran audience, you should find a company that can translate the specific nuances and idioms found in Honduran Spanish. It may not seem like a huge deal, especially if you try establishing your brand as quickly as possible. However, the minor nuances and cultural respect afforded to an authentic translation go a long way in securing and building a rapport with your intended audience.

Is the Document Translated in a Culturally Acceptable Way?

What is “culturally acceptable” language? The most effective way to create culturally acceptable dialogue is to use a Spanish marketing translation written by someone who understands both the nuance and culture behind the specific industry, such as legal, medical, or retail.

As with English, certain idioms, vernacular, and slang are more appropriate in specific contexts than others. You would never see “, and then some stuff happened that was wildly inappropriate at the town centre” written verbatim in a legal document for an American client because it is not appropriate. In American English, the spelling of “centre” is “center”, and the language will require refining to be acceptable in a court of law.

Remember this when you start your Spanish marketing translation. Suppose you use automated or AI-controlled translation software. In that case, you may lose all the little details, and the overall translation will come off as culturally unacceptable, unprofessional, and, most importantly, impossible for certain readers to understand.

What is the Most Effective Solution to Translating?

Ordinary AI, computer, or Google translate is not an effective way to reliably translate your marketing materials into Spanish or any other language. Fluency in the language may also not cut it, as you can lose many idioms, vernacular, and double-meanings in home and professional speech.

There is only one professional solution to efficient marketing in Spanish: to find a company that specialises in language translation and can find a translator who speaks the language in the specific dialect and industry you need to be translated.

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