Best Practices

Breaking Down the Process of Internationalization

A multilingual approach is expensive, and without a strategy based on empirical evidence, it’s unlikely to pay off. To improve your chances of success in the process of internationalization, you need to review your target markets carefully and make the most of your existing assets.
Gabriel Fairman
2 min

The process of internationalization is focused on the business-related aspects of translating your product. It’s not just about linguistics; it’s about understanding what markets to connect with and how to adapt your content best. Most business leaders begin to consider internationalization when domestic sales plateau. Expansion into global markets allows for growth to resume.  Unfortunately, efforts don’t meet expectations in many cases.

A multilingual approach is expensive, and without a strategy based on empirical evidence, it’s unlikely to pay off. To improve your chances of success in the process of internationalization, you need to review your target markets carefully and make the most of your existing assets.

What Is Internationalization

Internationalization is the process of creating the framework for easier product adaptation during localization across various global markets. It’s a broad spectrum integration strategy that focuses on key elements of design and formatting to ensure the product can be localized to multiple languages without requiring a complete design overhaul.

This process includes adjusting date and time formatting, choosing color schemes for global acceptance, reviewing culturally appropriate content across different regions, etc. Successful internationalization is the best way to optimize your return on investment (ROI) when entering new markets.

Necessary Steps for Success With the Process of Internationalization

Internationalization is a combination of international business strategies and product marketing. You may think China—with a population of 1.3 billion people—is a market rife with potential, without realizing all the legal, cultural, compliance, and tax issues you’re going to be faced with when launching there. To avoid problems like this, here are three steps to help you find and justify the value of a given market.

#1 Optimize Your Code and Content

Internationalization revolves around the tactical methods used to make each localization project easier. This step begins with assuring your content’s architecture is easily translated and re-integrated for fewer delays and more cost-effectiveness. It also requires an in-depth review of your content’s design strategy and content choices.

Your content and product design should be appropriate enough to be easily adapted to another language without drastic redesign efforts or content rewrites. Optimizing your code and content makes the process of internationalization much more efficient. It allows you to localize content faster without risking the integrity of your brand in new markets.

#2 Target Low-Risk Markets Initially

Ideally, you’ll want to consider markets with the lowest risk and the most straightforward implementations. Some obvious ones will be where there’s already a broad, pre-existing English-speaking audience that you can build upon and grow. When it comes to translation, you may want to consider new languages where the roots are close to English. For example, it’s much easier to translate English into German, as they share West Germanic roots.

On the other hand, translating English into Mandarin is much more challenging, as the language has different roots, rules, and structures.Additional factors to consider are the local taxes, competition, and other legalities. This step will help you better understand value when attempting to justify market entry. Tariff rates on physical products, consumer privacy laws, and the public’s access to the internet are all going to limit the return on investment (ROI) for any global expansion.  

#3 Complete Small-Scale Soft Launches

Running initial tests in smaller targeted areas can help you identify the growth potential in each market. This process can be as simple as working with local influencers or arranging a small group of beta-testers to gauge their interest in the product. In some cases, you may consider hiring a research firm to estimate the interest in the market, but this can often be misleading since the data collected isn’t based on empirical evidence—it's speculative. Smaller pilots can help you paint a more accurate picture of potential demand.

#4 Review and Integrate Feedback

Activity on your website can be a data-rich source of information on global interest in your project. While most hits will likely come from your locale, there will be secondary markets to review for potential interest. Take notice of these international visitors, their dwell times, and pages viewed to gather valuable insights into international expansion opportunities. Engagement is another crucial factor. Suppose you’re receiving many user reports requesting specific languages and information. In that case, it may be wise to do a test translation project on a few pages and gauge the response to that. It’s a relatively low-cost way to weigh interest that allows you to scale up down the road.

Going Global Versus Targeting Specific Markets

Another thing you should consider as part of your internationalization strategy is how your product or content will need to change. Are you planning a global approach where the language and campaigns stay relatively the same, or will you segment your efforts based on specific markets?

A lot of that decision will depend on how your product is poised already. Consider Harley Davidson, an American company with a massive international presence. In the U.S., the company’s marketing efforts center on Americana and bike culture, but these are elements that wouldn’t translate well to an international audience. As a result, the company updated its branding and marketing to reach consumers in different locales. The launch was a success, but it's worth noting that the company had the financial means and pre-existing brand recognition as foundational components for its international expansion.

The segmented approach is certainly appealing, but its cost and scope can quickly add up and become unmanageable, making it a difficult strategy to implement at the start. Instead, you’ll want to globalize your content on a more general basis first and then adapt it as you’re able to gauge demand. For this, you’ll want to use a localization management platform to help you control all workflows and keep an eye on your returns.

A good program can consolidate all your localization tasks in one space and then use the information garnered to deliver demand-related insights. It can essentially replace a market research firm by allowing you to manage and monitor a soft launch.The process of internationalization requires collaboration and information. By aligning operations, marketing, and product managers, you can optimize your strategies for each market.

Then, you can use the information generated during soft launches to understand demand better. Through this, you’ll see a higher return for your localization efforts and expand your reach exponentially. Bureau Works provides a comprehensive platform that will help you navigate the process of internationalization so you can reach a whole new collection of audiences. For more information, contact our team.

Collaborative translation is a powerful tool for your business if you’re looking to expand to new global markets. By coordinating a team of professionals who work together in real-time, you can quickly deliver high quality translations that resonate with local audiences.

But what if you don't know how to synchronize a large team's efforts? Or are you‌ struggling to find the right software for a well-coordinated translation process? Well, look no further! In this guide, you'll learn all the know-how's of collaborative translation to bring your brand to global audiences.


  1. What is collaborative translation?
  2. Why seamless translation collaboration is important
  3. Best practices for collaborative translation and global market success

What is collaborative translation?

Collaborative translation is when multiple people simultaneously work together to translate content. A collaborative translation process often makes use of specialized tools and software to make sure the translation is quick, accurate, and consistent.

  • Example: Let's say you're a B2B SaaS company looking to translate your marketing materials into a new language to connect with potential clients abroad. Use collaborative translation to bring together translators, developers, and other specialists to translate content into many languages at once.

Your team can use a collaborative translation platform like Redokun to work on projects simultaneously. A coordinated workflow will make sure that your translations use the same terminology and style, improving the quality of the translated product for your target audiences.

Collaborative Translation vs. Crowdsourcing

People often confuse collaborative translation with crowdsourcing and think the two are the same. However, these approaches to translation are different.

Crowdsourcing is when a large group of people contributes translations, often through an open call or invitation by a company or author. Brands can turn to crowdsourcing, community translation, or volunteer translation when they are looking to reduce costs and accelerate the process, especially for large multi-language projects.

In crowdsourced translations, the contributors can be volunteer translators, subject matter experts, or just anonymous individuals online. In other words, you may not know who's worked on the translation and what their qualifications are. It makes crowdsourcing distinct from collaborative translation, where the team would be an established group of professionals you've selected

Why seamless translation collaboration is important

As a busy B2B/B2C marketing manager or project manager, you might ask yourself: Isn't the "divide and conquer" a better strategy when working on a translation or localization project? It seems logical that each project team member, including translators, designers, and editors, works on their tasks separately and step by step.

However, collaborative translation can help your team reap many benefits compared to a traditional approach to translation projects:

Reasons why seamless translation collaboration is important
  • Produce high-quality translations consistently. When your whole team works on a translation project simultaneously on one platform, it's easier to stay in context and keep track of the translation accuracy for every target language. On top of that, your team can conduct agile QA throughout the project cycle.
  • Faster turnaround times. By working together, your team can complete projects faster and more efficiently. Centralization saves a lot of time at every stage of translation. And since your team can work on more than one translation at a time, you can publish your translated content in several new markets at once.
  • Reduced costs. You get to improve efficiency while working with a smaller team of translators. The smaller and more coordinated the team, the less the risk of costly translation errors. It means reduced translation costs and better project budget compliance.
  • Increased flexibility. Collaborative translation allows your team to produce translations into many languages at once and easily make changes to any project document. You can conveniently engage in a feedback loop and guarantee a continuous localization process.
  • Better communication. Collaborative translation effectively brings all members of your localization team together on one platform. It helps you make sure that everyone is working toward the same goals ‌and simplifies overall localization management.

Six best practices for collaborative translation and global market success

To be great at collaborative translation, you need to approach it strategically. Even if you've never used this approach before, you can follow the six steps below to build an efficient collaborative translation workflow. And if you're already familiar with this method, these practices will help you improve the way you collaborate on any translation projects.

Six best practices for collaborative translation for your global business success

1. Work out a detailed project plan

Before you start working on translations together, you need a clear-cut project plan. You should first identify the following items.

  • Project timeline: Define crucial deadlines, project milestones, and the overall project duration.
  • Translation volume and key deliverables: Calculate the general word count, and determine the workload for every language pair if you translate into multiple languages.
  • Project budget: Keep in mind possible added and hidden translation costs.
  • Project team: Define what kind of specialists you need: translators, editors, proofreaders, etc. Will you need to find external translators? Consider all your HR needs in advance.
  • Your approach to the translation process: How much do you want to rely on machine translation? At what point will you edit translated strings? Answer all these questions before you go on.
  • Quality assurance protocol: Establish an efficient QA procedure for all the language pairs you're working on.

It may sound like a handful but the more detailed the plan, the more streamlined the translations will be down the road. Besides, you can already use Redokun to boost this stage of the localization process!

Redokun is a translation management system you can use to automate, coordinate, and optimize your translation processes from content creation to publication.

Redokun simplifies your project planning. In particular, you can use the tool to:

  • Monitor your ongoing translations easily. Keep track of all of your translation files and projects across multiple languages in one space, and check their progress at a glance.
Redokun Document Detail Page
  • Meet deadlines with digest emails. Redokun will send you daily or weekly email digests to update you on the progress of translations. From there, you can initiate one-click reminders to your translators who are potentially falling behind schedule.
  • Making budget planning easier. Redokun has a transparent, scalable pricing structure that will cover exactly the volume of work your project needs.
Redokun is an easy-to-use tool that requires no onboarding. Your team can start using all the system’s features right away. During your project planning stage, you won’t need to factor in a lengthy training period to introduce team members to the tool.

2. Divide tasks and assign responsibilities the smart way

Good collaboration is impossible without a well-planned distribution and organization of roles and tasks. Ensure that every team member is on the same page and understands their respective responsibilities.

For example, the project managers should divide ‌translation tasks among translation team members according to their language proficiency, area of expertise, or subject matter knowledge.
  • On Redokun, you can invite translators to work on different language pairs and content types depending on their skills. All you need to do is enter the translator's email. The software will send them an email invitation and let you know once they've started translating the file.
  • You can also invite several translators to work on one document.
How to invite translators to Redokun

To maximize the efficiency of project management and task division, establish a clear structure of your workflow. Make sure all your pages, files, and folders are well organized and team members know where to find necessary resources for their respective tasks. A centralized, cloud-based storage for all your documents is a must.

  • Redokun is a cloud-based software that makes file management easy. You can create folders and customize permission settings for multiple users for better organization. No more need to look for spreadsheets and lost documents scattered around different digital locations.
  • Don't forget to make the most of the Reporting Dashboard. It shows you the status of the translation project and helps you see how users distribute tasks (for example, what methods they use to translate different content segments).
Redokun Dashboard with translation statistics

3. Enhance the collaborative translation process with clear communication

It's important to have open communication channels among all team members in your translation project, including internal and external translators. For a successful collaboration effort, you need a shared communication space to:

  • Conduct regular check-ins.
  • Discuss translation options and other aspects of the working process.
  • Update and adjust requirements and guidelines.
  • Maintain feedback loops.
It's up to you to choose between email, messengers, or tools like Google Drive or Slack to keep your collboarative operations flowing. However, using multiple channels for different aspects of the project can get messy. It's harder to manage your team and make sure all collaborators are up to date on the ongoing translation tasks.

You can avoid these potential problems by centralizing all your communications and project management. With translation software like Redokun, you can manage, translate, communicate, and collaborate — all in one place.

  • Translate content in context. Your translators or editors can use page previews in Web Editor to understand the context of the text while working on it.
  • Work together in real-time. Use Redokun as a full-scale collaborative translation platform. It enables real-time cooperation among your team members, improving efficiency and reducing communication errors.
  • Use comments, mentions, and notifications to exchange feedback quickly. Redokun's Web Editor is a convenient place to stay in touch and discuss your translation progress every step of the way.
Collaboration feature in Redokun
  • Create a hybrid workflow. Work with your in-house teams or external translators to suit different localization project formats and scalability needs.

4. Use machine translation and translation memory tools

Computer-assisted translation tools are a great addition to human translation. Machine translation (MT) helps your collaborators speed up the localization process by automating translation. Of course, it doesn't have the quality of a human professional translation — it’s more like a helping hand that's always there to facilitate the translation of complex phrases or new terms.

  • Redokun is integrated with two Machine Translation tools: Google Translate and DeepL. Translation suggestions by these two tools pop up right below where the translator should key in the translation, as shown here.

To enhance collaboration even further, consider using translation memory tools. They ensure consistency and save translation software users a lot of time.

Translation memory (TM) is a translation technology that stores previously translated sentences or phrases as segments and creates a unique database for your localization projects. You can reuse your translation to increase efficiency and consistency in ongoing and future translations.

With Redokun as your collaborative translation platform, you can leverage TM to:

  • Consistently translate any repeated word, phrase, or sentence across different language pairs and documents. It's especially important for translating technical terms, marketing slogans, CTAs, and other catchphrases. Translation memory helps you stay consistent in your marketing messaging.
  • Pre-translate your entire documents. Combine TM matches from your previous translations with Machine Translation to get a fully pre-translated document even before your team gets to work.
  • Manage your translation memory database. Import and customize your TM database to further improve translation quality and consistency.
”The speed of translation is quite impressive in that it doesn’t take [much time], maybe a couple of minutes when you translate from English to eight markets. I think that’s what I’m most impressed by.”

Read more about how Kenni and the marketing team at Rockfon increased their translation productivity by 70% using translation memories and other Redokun features

5. Use glossaries and style guides

Glossaries and style guides are valuable resources your team can use for reliable reference.

A glossary is a list of terms and their corresponding translations that are specific to a company or industry.

A style guide outlines the preferred tone, voice, and style for a company's marketing materials across markets and languages.

Your collaborators can refer to these resources when they’re not sure about a translation. For example is when they're deciding how to translate a company abbreviation, whether to the Oxford comma, or choosing the right tone to address customers, etc. No more ambiguity about linguistic, stylistic, and cultural aspects of your translations.

  • Use Redokun's glossary feature to create a glossary and style guide that outlines rules for spelling, grammar, punctuation, terminology, and tone specific to your project.
Redokun glossary feature preview

6. Continuously review and revise

A key benefit of a collaborative translation platform is the ability to review and revise translations in an agile and efficient manner. By involving multiple specialists in the process of editing and QA, you can guarantee accuracy and consistency in the translated content at every stage of the project.

To implement effective review and revision procedures in your collaborative translation projects, it is important to:

  • Plan for review and revision in advance. Identify who will be responsible, set the timeline, and use specific tools.
  • Consider involving in-country reviewers who are familiar with the local market and culture to ensure that the translations are accurate and appropriate for the target audience.
  • Perform regular QA checks. They should include consistency in terminology and formatting, and verify that the translations are free from grammatical errors and typos.
Pro-tip: Ever experienced the headache of having to update a translation that’s already 70% done when there is a last-minute change to the source document?

With Redokun’s revision feature, you don’t have to spend hours poring over Excel sheets and comparing files to spot the places where new words have been added or sentences have been changed. Just upload the latest document version and the system will identify new text that needs translating — saving your team’s time and effort while keeping previous translations intact.


Collaborative translation is an excellent approach if you want to improve the consistency of your translations, reduce costs, and establish a strong presence in global markets.

The key to seamless collaboration is a combination of careful planning, role distribution, agile QA, and smart use of translation software.

Make Redokun part of your collaborative translation efforts and enhance the pace of your global business growth‌. Start your 14-day free trial today and benefit from a quicker and more streamlined translation workflow.

Till next time,


Gabriel Fairman
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