Why Prioritising Accessibility is Crucial in Marketing Communications

May 14, 2024

In marketing communications, prioritising accessibility is essential if you want to grow and diversify your market. By using thoughtful language choices, assistive technology support, and strategic design, you can transform your global communications, unlocking new opportunities in international markets and fostering stronger connections with your audiences.

Marketing communications

Breaking Down Barriers

Many businesses today operate in diverse and global markets that cross linguistic, cultural, and ability boundaries. To fully engage with your customers and build connections, it’s not enough to have your website translated into a couple of different languages; accessibility is about ensuring that everyone can understand your message, no matter their background.

Imagine the frustration of someone trying to understand your content but feeling excluded because of language barriers or a lack of support for assistive technologies. If you aim to build trust and loyalty in international markets, an accessible approach can help tear down those barriers.

Language Accessibility

Language accessibility is the cornerstone of making your message universal. Translating your content is just the start; you need to localise your messaging to ensure it fully resonates with local audiences. A literal translation can miss the mark if local idioms or cultural nuances aren’t considered. At Mission Translate, we provide expert localisation services, culturally adapting your content so it’s not only understood but also leaves a positive impact.

For instance, consider Japanese customers who value humility and politeness in business communication. Simply translating your English business proposal might not convey the intent in their cultural context. A localised translation keeps your pitch respectful, avoiding any unintended faux pas.

Assistive tech

Accessibility via Assistive Technologies

Text-to-speech software, screen readers, and subtitles are becoming increasingly important in the workplace. There is a whole range of assistive technologies that can be used to make your content more accessible. While you may already be accommodating some of these, checking if your materials support these technologies well is vital. For example, ensure text is machine-readable, images have descriptive alt text, and subtitles or transcripts are available for video content.

Even something as simple as making sure PDFs are accessible can make a significant difference for individuals with visual impairments. When these small steps are in place, your message becomes more inclusive.

Mission Translate provides a suite of media services that can support the accessibility of your content via assistive technologies. These include high-quality subtitling, voice-overs and dubbing solutions. We also offer highly experienced transcription services in English and foreign languages that transform your audio and video content into an accessible written format.

Dubbing and voiceover

Consider Clear Design

Design is not just about aesthetics; it significantly impacts accessibility. There are several factors to consider when making your design accessible. For example, keep your typography clear and large enough for all to read. Use high contrast between text and background to help those with visual impairments. Avoid jargon and acronyms to allow those new to your industry or language to understand your message quickly.

Our professional desktop publishers can help you produce clear designs that make your brand appear more professional and approachable. Your audience should focus on your message, not the intricacies of deciphering it.

Adapting Content for Multiple Platforms

Is your content consistent across different platforms and devices? With people accessing content more and more on the move, your audience may access your materials not only from desktops but also from smartphones, tablets, and even wearables. If your platform isn’t optimised, your beautifully translated and accessible content might still fall flat.

Responsive design ensures that your message remains accessible, no matter where it’s viewed. Videos should have subtitles, podcasts should come with transcripts, and websites should be keyboard-friendly for those unable to use a mouse.

clear design

Take Action for Accessibility

Accessibility isn’t just a tick box—it’s essential for growing your business. It allows your diverse global audience to engage with your brand, strengthening your credibility and fostering loyalty. By creating content that’s universally understandable and accessible, you expand your reach and open the door to new markets and opportunities.

Make accessibility everything in your communication strategy. After all, you can’t make an impact if your audience can’t understand you.

At Mission Translate, we have the language skills, digital expertise and tools to help you enhance the accessibility of your content. We’ll take time to understand your requirements and support you in your strategies to engage your audience—whoever they are, wherever they live, and however they consume your message.

Please get in touch with our team to speak about your projects.

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