Best Practices

Start Planning Marketing Strategies for International Markets — The Sooner, the Better

Planning marketing strategies for international markets early in your campaign can save you immeasurable time, money, and effort by setting you on a sure course from the very beginning.
Gabriel Fairman
2 min

Marketing can be a genuinely transformative experience, especially international marketing, as you face new demands and take new approaches to problem solving. Planning marketing strategies for international markets early in your campaign can save you immeasurable time, money, and effort by setting you on a sure course from the very beginning. Read more about these strategies that can help your company to know itself better, to be deliberate with localization, to be infinitely scalable, and to solidify expert support.

Steps in Planning Marketing Strategies for International Markets

There is a lot to think about as you begin international marketing. It’s best to spend time on localized marketing strategy early on before you get caught up in an unnecessary cycle of problems and fixes. Here are some first steps we recommend to get you started successfully.

Take a Long Look Inward

Don’t move too quickly and assume that your product line is going to hold up in foreign markets. One of the first things you should do as you prepare to enter international scenes is to define your product line in each case. Your original lineup may contain items that are inappropriate for some markets for practical reasons, such as the case with seasonal clothing. Or items may be inappropriate for cultural reasons, such as food or drink that not all cultures embrace.

Your product line may also be subject to local regulations and compliance issues, as is the case with medical instruments, for example.→ Check out a case study of Harley-Davidson marketing.

You face an even bigger challenge when it comes to defining your company’s identity internationally. For instance, your company may have a quirky, idiosyncratic style and marketing message — relative to your home culture, that is.

Don’t take for granted that that quirk will translate in a new language and cultural context and be just as likely to sell your product. Oftentimes, American companies are selling their Americanness, which may or may not work, depending on the local context. With successful localization, not only are you taking a good, long look at what makes your company uniquely valuable, but you are also taking a careful look into your target markets.

You need to understand what they aspire to and be ready to answer those aspirations with your value as it relates.With that insight, and some well-focused research, you may decide that your company should tone down or modify its presentation of itself, at least internationally. These concerns may guide your approach to translating as well. You may even turn to rewriting marketing content to convey the underlying message of your product more clearly in a local market than a direct translation is capable of. This process is known as transcreation.

Plan for Expansion

There are a lot of moving parts in an international marketing strategy.

There are a lot of people handling a lot of files and tasks that need to keep up with an overall timeline. This can become even more complex when languages are added. If you’re localizing for several markets simultaneously, avoid chaos, delays, and brand damage with an organized system that is primed to expand with you.The solution is centralization.

A comprehensive localization tool will allow you to set up a scalable system to move things where they need to go easily and with constant tracking; in this way, you can assess the status of every project at a glance. Once the system is in place, it doesn’t matter how many languages you are translating—it will all flow through the centralized system.

The sooner you set up your centralized platform, the less chance for problems you will have.You do not have to start at zero in your international marketing strategy.

The good news is that many of the routine tasks of localization—translator selection, quality management, routing files and assignments—can be centralized and automated, saving your human power for non-mechanical tasks. A localization partner will also host resources for your team, such as CAT tools, translation memory, term bases, style guides, and visual references.

The best localization services also offer robust technical support for non-text files such as graphics files or videos. And if you don’t get set up to integrate your CMS via an API or command line interface, you will be behind the times and fall short of your own potential.

Choose Your Input Carefully

Localization can surpass your budget in a blink. That’s why it’s worth it to take a step back from the start and get clear on the priorities. You will likely find that not all of your material has to be translated for every market.

Blogs, for example, may not be worth the localization spend. They represent an enormous amount of content that may not all be relevant to your global audiences. There is likely a better use of your resources.

You want to find the right balance to maximize your localization ROI, and an expert in global content marketing can help point you in that direction.Mixed media is a good example of a segment of localization that can quickly eat up your resources. Of course, it has the potential to be a major marketing boon, but you have to be strategic about your approach.

At the very least, graphics and video files need to be handled differently than text files do in your localization system. And, at most, they may require a great deal more specialized attention to ready them for international markets. We’re not suggesting that you shouldn’t go there. But you need to have sufficient infrastructure and support in place to handle multimedia localization efficiently.

Get the Support You Need

A localization platform will provide a reliable source of truth for your brand and allow you to maintain control over your branding. But are you ready to take full control in an unfamiliar international market? You may operate in your home country largely on instinct. You know the local market, the local tastes, and culture, so you have a good chance of succeeding on your own. Now, consider your knowledge of the variety of markets you hope to break into.

How will you apply the necessary instinct and cultural sensitivity in those cases?A local PR or marketing firm is likely to be a valuable addition to your team. In-country partners can advise you on the local culture, on your branding, and on translation and localization issues—many of which you may not even begin to suspect. Believe it or not, these partners can also take advantage of the localization platform for best results.

Find the Right Localization Partner

As you can see, we are talking about steps early on in your international marketing push. You’re taking unnecessary risks if you move forward without full knowledge of local conditions or without a centralized platform. Your product, your budget, and even your brand are at stake.Rather than trying to undo bad marketing decisions and redo poor-quality content, look for a localization service that will meet your needs better than you can even anticipate. A sure-footed start will save you time and money very quickly. And it’ll make your real potential possible.

Bureau Works is a content localization service that automates translation, quality management, and other services using the latest technology. Our platform allows you to use your human resources better by requiring less management oversight, and our engineers can help you localize a full range of media.Contact our team to see what the future of your company looks like with modern automated localization.

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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