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  1. Spanish-marketing-trick-1

    Did you know there are over 400 million native Spanish speakers, making it only second to Mandarin in terms of the most spoken languages in the world. English soon follows with roughly 360 million native speakers. So with such a large audience, it’s no wonder there are many advantages of marketing your global business campaigns in Spanish.

    Here’s why your business could benefit from a multilingual marketing strategy and how an experienced Spanish voice over can help.

    Exactly what is the Spanish language?

    The Spanish language that is globally recognised today is derived from a dialect of spoken Latin that evolved in the north-central part of the Iberian Peninsula in the 5th century. After the decline of the Roman Empire, Castilian Spanish originated as a continuation of spoken Latin in a number of areas of northern and central Spain. Eventually, the Castilian continuation Latin (from Spain’s Castile region) mixed with the Arabic dialect formed what became the standardized Spanish language.

    In the 16th century, the language expanded south to the Mediterranean sea and, through Spanish colonisation, it was brought to the Americas. Today, Spanish is the official language of 20 countries, and is one of the official languages of the United Nations.

    How does it affect UK businesses operating globally?

    When not including English-speaking countries, Spanish comes in as the UK’s 5th top export market.  In a study conducted by the British council, the importance of languages based on a number of factors, including number of speakers, number of internet users, British exports to those regions and GDP of the countries that speak them, were ranked to determine the languages to prioritise in marketing campaigns. The Spanish language came out on top with a score of 76, followed by Arabic and French with scores of 54 and 47 respectively.

    Why global businesses could benefit from advertising in multiple languages

    1.    Offering online content in your audience’s chosen language will yield far greater business results.

    Search engines such as Google make sure their search interface is available in a multitude of languages because they have a global range of users. Knowing the importance of language when it comes to search relevance means that these companies have given their users the option of restricting search results to content that is presented in their own language.

    In other terms, if you are not creating content in languages that your audience may be searching in, then you will not be included in the search results. This goes for video productions also.

    By incorporating other languages into your marketing strategies, you’ll be included in the global interconnected web of social conversations already going on in those international markets, which is undoubtedly beneficial for social media campaigns.

    2.    Customers respond more favourably to content in their chosen language

    It has been widely researched that multilingual internet users, when given the choice of languages, would always choose the website in their own language.

    In a global survey of over 2,000 consumers, it was found that 72% spend most or all of their time on websites in their own language, and 56% would openly pay more if the company they are purchasing from have provided information in their own language.

    After all, the late Nelson Mandela once summed it up perfectly by saying “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

     3.    Reduce the risk of your message being misunderstood

    An international marketing strategy that is presented in English may confuse, or worse mislead, an audience whose native tongue is not English.

    Spanish and English languages share a lot of words with Latin roots, which can make it relatively easy for non-Spanish speaking people to take a guess at the translation of a number of Spanish sentences. But sometimes similar sounding words in each language can often mean something completely different, often known as “false friends”. For instance, the English word ‘embarrass’ sounds a lot like the Spanish word for ‘pregnant’—‘embarazada”.

    The art of translation

    What these three points show is that international businesses can greatly benefit from advertising in the native languages of their audience, rather than a one-fits-all English campaign. But to get this right, it should go far beyond a simple translation of general market English ads.

    Translation involves far more than exchanging words from one language to another.  Translation is a complex skill, so no computer tech can compensate for cultural nuance. This is where an experienced Spanish voice over can enhance your marketing and help you create compelling, Spanish-language original campaigns.

    Spanish Voice Over

    As a bilingual voice over artist, I can speak fluently in both English and Spanish. As a native Latin American Spanish speaker [https://www.lorrainevoiceart.com/spanish-voiceovers.html] I am capable of projecting authenticity into any script (gracias to my Chilean Latina heritage).  I can ensure grammar and syntax is translated seamlessly, so you can be assured your script is culturally relevant.

    I am lucky enough to have worked abroad, which has allowed me to fulfil my travelling dreams and live in such magical places as Barcelona, Paris and London. Now based in the UK, I am available to be the voice behind your business projects, making your product, brand or service come to life.

    casasantodomingo-vid

  2. Find your Perfect Voice Over Artist

    What does the perfect voice mean to your business? Having spent over 15 years working in the creative industry I have a good ear for matching a voice to a brand.  I am a British female voice over artist with much experience in bringing stories to life through an entire range of productions including corporate videos, video games, commercials & audio dramas

    Only a professional voice over can deliver a script that encapsulates the audience, provides clarity without dryness and conveys emotion without the melodrama. But with so many wonderful and characterful VOs out there, how do you find your perfect voice over, no matter the project?  Here are a few of my top tips to follow when you need to find that perfect voice over.

    Think about accent and dialect

    Would the Churchill insurance TV ad work to the same effect if the iconic bulldog mascot didn’t have that beautiful British accent? Probably not. It works because it’s in keeping with the brand, it fits the character and it is a voice that is familiar and relatable. 

    When you first start looking for a voice over, think about what accent might appeal most to your audience. Despite a few exceptions, typically the best accent to choose is the one your audience can relate to. However, if your company is international but has a strong link to its origin, say an Australian beer or perhaps an Italian pasta sauce company, then it would be wise to match the voice to the brand.

    It may be the case that regional dialects come in to play too. For more on British accents, take a look at my recent post ‘Why is the British accent so adored?’

    Striking an emotional chord

    Whether you’re creating an advertisement, an instructional video, or an audio drama, your voice over must hit the right emotional note with your target audience. These emotional ties help to instil a positive impression and create a sense of trust. For example, if you are creating a training video for medical equipment or software then you’ll want to project an image of confidence, efficiency and compassion.  It is the voice actor’s performance that brings authenticity to your brand.

    Appealing to the right demographic

    Try to keep your chosen voice in line with the target demographic. Consider whether male or female voice over would be most appropriate. For example, if your target market is females aged 25-50 then a voice that fits this description is likely to have the most credibility.

    Ensure consistency and professionalism

    Looking back to the Churchill ad, if you were to hear the voice over for the Churchill bulldog (“ohh yes”), you would instantly picture the character, and thus the brand.  It is this consistent performance that makes it recognisable and instantly improves our perception of the product/service. All businesses strive to create this kind of brand recognition, so think about choosing a voice over who can represent your brand in the long run and provide that consistency.

    Look for high quality demos

    Finally, once you’ve understood what your brand’s perfect voice should sound like, you can then search for the voice over actor. All professional VOAs will have high quality demos that show off the whole range of their vocal talent. Listen to the demos carefully; imagine how it would fit to your brand.  Narrow down your search and then get in touch with a handful of artists for more details. The right talent will begin to work with you by understanding exactly what it is you require from them.  After all, a great VOA will strive to understand the needs of every project before delivering the script.