Keys to successfully hiring Estonian<>English translation services
Advertising and communication agencies have very specific needs when requesting translations from Estonian or into Estonian. Whether press releases or advertising texts, this type of translation requires not only an extensive linguistic knowledge, but also a good cultural background of each country or region (Estonia, in this case) and how words are used.
A good advertising translation is paramount to expanding your target audience of Estonian-speaking users. Here are a few tips to keep in mind.
Remember these tips when translating your marketing content from or into Estonian:
Know your audience
Before you start translating, decide who your target audience will be. Who do you think will be most responsive to your services or products?
Find out and limit who your target audience is going to be. In this case, if you intend translating into Estonian, think about which markets you want to reach. Only Estonia…? Or maybe into other territories with large Estonian-speaking communitites? Always consider the local and dialectal variations of Estonian and how this may impact the recipient.
Also consider the age of your audience, as this will determine the style in the translation. The more you narrow your focus by directly targeting a niche market, the more likely it is that your translation from Estonian or into Estonian will attract potential buyers.
Consider all types of publications
There are many ways to enter local Estonian markets. Expand the type of advertising and informational content to cover all of your company’s social channels.
Press releases and printed advertising material are a classic, but translating your website content into Estonian and start publishing articles about products or services can be a great way to reach thousands of readers in Estonia.
One option is to start a profile on a social network such as Twitter or Instagram, and specifically target Estonians. You can also start an email marketing campaign targeted at Estonian!}-speaking countries. Remember to always include these new communication formats in your English-Estonian strategies.
Translate and localize (i.e. culturally adapt into Estonian)
In the marketing world, localization refers to the adaptation of all elements (from design to cultural references) for a specific audience. A small change in an audience type will increase the response rate and the number of sales.
Even if two groups speak the same language, such as Estonian, we may need different translations for each region or country (Estonia).
A good localization in Estonian helps us solve these problems: from everyday expression to date formats, weight units or forms of address used in Estonia, etc.
Take every aspect into account
In an advertising translation into Estonian, not everything is text. Remember that there are also graphics, presentations and drawings that can be important to attract the attention of your Estonian-speaking users.
Changes in graphics and pictures not only affect the content, but are sometimes necessary for the readability of the translation. Sometimes we will need to make changes to accommodate the reading direction of a language (left to right or right to left), the spacing of a particular alphabet, or any features such as those specific to the Estonian language.
Always keep in mind that the space taken up by a translation may increase or decrease with respect to the original text when translating from English into Estonian or vice versa.
Do not limit your imagination
When looking for translations in Estonian for your advertising content, your initial idea in English may not work when translated into Estonian.
It is important to maintain consistency throughout the campaign: it is what will identify your brand, company or product in countries like Estonia… Remember that a literal translation of an English witty expression will most probably not work in Estonian.
Throughout the translation project, always think about which types of Estonian-speaking users your campaign is targeting. Be open to new ideas so your message does not get lost in translation.
How do you say “Estonian” in Estonian?
The official language of Estonia is Estonian (eesti in Estonian). Of the 1.3 million Estonians, 75% have access to the Internet.
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A quick overview of the Estonian language
Estonian is a Finno-Ugric language, a European subgroup of the Uralic language family. Estonian is closely related to Finnish, so much so that Finns and Estonians can easily understand each other.
In general there are two dialects: Northern Estonian, which is spoken in most part of the country and also forms the basis of the written language; and the southern dialect, south of Tartul. In the course of its more recent history, Estonian has been subject to linguistic influences from both high and low German, and during the past century especially from Russian.