How to optimise your translation budget?

Expanding your business into new markets sounds exciting, but let’s discuss the part that rarely gets attention: translation budgets. They’re that tricky middle ground where you’re torn between investing in quality and saving costs.

Maybe you’ve already felt the sting of subpar translations that didn’t quite land, or perhaps you’re wondering how to even start planning for a multilingual campaign.

Either way, here’s what you need to know. You don’t need a bloated budget to get stellar results. You need a strategy. Stick around because we’re about to share some tips to keep your translation costs in check without cutting corners.

Tips to Consider When Planning Your Translation Budget

Every pound you invest in translation services opens doors in global markets. However, not all translation investments are created equal.

A poorly planned budget can leave you overpaying for mediocre results or, worse, sacrificing quality for savings. On the flip side, a thoughtful approach allows you to control costs. The secret lies in knowing what to prioritise and when to save. If you’re ready to avoid the common pitfalls, these tips will guide you toward a more thoughtful translation budget.

Evaluate Last Year’s Multilingual Content Success

Before planning your next translation budget, consider how last year’s multilingual content performed. Here’s how.

Gather Feedback from your Teams

Start with those closest to the action. They could be your sales teams and customer support staff. Ask them specific questions, such as: Did they receive complaints about confusing translations? Were there any bottlenecks in delivering localised content on time?

For instance, if your sales reps in Germany struggled to use marketing materials because they didn’t quite “land,” you’ve found a critical area for improvement.

Analyse Localisation ROI

Numbers don’t lie. So, review metrics like website traffic from international markets or sales growth in localised regions. Did you see a spike in engagement after launching a localised campaign? If, say, your Spanish-speaking website visitors spent 20% more time browsing your site, that’s a sign your translations resonated!

Survey Your Stakeholders

Not all insights will show up in your sales figures or website data. Sometimes, the best feedback comes directly from stakeholders within your organisation. Send out surveys to key partners and ask whether last year’s multilingual content met their needs.

Look Beyond Numbers

ROI matters, but don’t overlook qualitative results. Did localised content help your brand feel more relatable in new markets? Did it boost your credibility with non-English-speaking audiences? These intangible wins are just as valuable as hitting sales targets.

Track Customer Complaints and Positive Feedback

How many of your customer complaints stemmed from misunderstandings in translated materials? Conversely, did you receive positive feedback about relatable content?

If your French-speaking customers, for instance, sent fewer support tickets post-translation, that’s a win worth noting.

Analyse Last Year’s Translation Budget

You can’t plan a better translation budget without first understanding where last year’s money went. Consider it similar to auditing your expenses (except instead of wondering why your coffee bill is sky-high, you’re digging into how your translation pounds were spent). Here’s how you can do it.

Get the Full Picture

Start by gathering all the data you can. If your company lacks a centralised system for managing translations (don’t worry—plenty of large companies are in the same boat), contact your professional translation service partners.

Ask them for a detailed report that breaks down last year’s projects. And no, it’s not awkward to ask. Suppliers are used to it.

Standardise the Data

To avoid drowning in details, request a standardised set of information from your suppliers.

Key metrics, such as the number of projects completed, total costs, language pairs, delivery times, word counts, and savings from Translation Memories (if applicable), will help you quickly identify trends and problem areas.

Spot Patterns

Now comes the fun part: analysis. Were there languages that ate up a disproportionate chunk of your budget? Did some projects cost more than others? For example, if translating to Finnish consistently took longer and cost more than Spanish, you might need to rethink your resource allocation for those markets.

Weigh the ROI 

Tie your translation spend to results. Did higher investments in specific regions lead to noticeable sales or engagement boosts? For example, if a hefty spend on German translations led to a 30% increase in local sales, you’ve got a solid case for maintaining (or increasing) that budget.

Plan Ahead for New Products or Services Requiring Translation 

Launching a new product or service is exciting, but if translation isn’t part of your early planning, you could scramble to catch up. Waiting until the last minute often leads to rushed translations and, worst of all, inconsistent messaging in global markets. A little forward-thinking, however, can save you time and money.

Coordinate with Product Development 

As soon as a new product or service is around the corner, loop in your translation team. This allows your translation agency to prepare for specific language requirements early on.

Determine Content Needs

Think beyond product manuals. What about your website, marketing campaigns, user guides, or app interfaces? Listing everything that needs translation early keeps everything on track. If you’re rolling out updates in phases, plan timelines accordingly so localised content is ready for every launch milestone.

Identify Opportunities to Optimise Costs

The trick is knowing where to cut back without sacrificing quality. Sometimes, the simplest tweaks can lead to significant savings. Here’s how to optimise your costs without compromising your global reach.

Review Your Translation Priorities

Do you really need to translate everything into every language? Take a step back and identify what truly needs localisation.

Product manuals or legal documents? Absolutely. Internal memos for small regional teams? Maybe not. A targeted approach allows your budget to go where it matters most.

Talk to Your Supplier 

Don’t hesitate to start a conversation with your translation partner. Instead of asking for lower rates, explore creative cost-saving options. Who knows, your supplier might offer volume discounts or flexible payment terms.

Track ROI to Adjust Strategically

Focus your spending where it delivers results. If translations for specific markets drive higher engagement or sales, prioritise those regions.

Conclusion

Budgets can be tricky, especially when they involve translations for multiple markets.

However, with a little foresight and some candid chats with your professional translation service partner, you can maximise your ROI without breaking the bank.

So, take the reins on your translation budget. Evaluate, analyse, plan, and optimise like the savvy business leader you are. With the right strategy, you’re strengthening your brand’s voice in markets far and wide!