Top 5 ICO Marketing Materials to Translate


ICOs, or Initial Coin Offerings, have become one of the most popular ways to finance projects based on cryptocurrencies in the last few years. But have you ever wondered why certain ICOs are more successful than others? Want to know the secret?

Well, besides giving an exhaustive explanation of your products/services, offering protection for investors’ interests, and hiring established cryptocurrency and ICO specialists – the team behind the ICO knows which marketing materials to translate to get better results.

Translation isn’t something to take lightly, as it will open doors to global development through local markets. You need to be prepared and understand that translation is a commitment if you want your ICO to be a success. Not only should you translate your website and white paper, but you should also know that communication, Q&A, future updates and announcements will need to be translated too.
English may be the most popular online language but for businesses who wish to go global, it isn’t enough. Especially since the majority of customers will only purchase something online if the information is available in their own language.

According to the latest ITU data, the number of total individual Internet users reached about 3.5 billion in 2017, which was about 48% of the world population, compared with:

• 1 billion (15.8% of the world population) in 2005

• 2 billion in 2010 (28,9%)

• 3.15 billion in 2015 (43.2%)

The study also shows noticeable differences between regions around the world:

• Europe has the highest proportion of households with Internet access (almost 85%)

• The CIS (Commonwealth of Independent States) and American regions record figures well over 50%

• In the Arab States and the Asia and Pacific region, only half of households have access to Internet.

What do these statistics mean for ICOs?

It tells you how important the Internet is as a global marketplace for your Initial Coin Offering. Your community manager will definitely need back up to improve your e-reputation, and develop marketing campaigns in different languages to target appropriate investors.

You need to focus on making your online marketing tools more effective and strategic without solely focusing on your local markets, but by going international.

Let’s take a look at the top 5 ICO marketing materials that will need translation:

1. Your Website

Translating your ICO website is a necessity if you want to attract foreign investors. You need to provide information about your project, products/services and your team in the relevant languages of your potential investors.

Considering localization when translating your website is equally important, as it will strengthen your brand. If you adapt the message and overall feel of your site to mirror the foreign cultures you are targeting, then trust and credibility will be stronger, which will ultimately enhance and improve your international reputation. Multilingual SEO is also a great tool to improve your website’s ranking, visibility and ROI (Return-On-Investment).

The ICO industry is no stranger to scams. Build trust and offer high-value content to build trust and reliability among potential investors, the press and prospective partners.

2. Your White Paper

Alongside the website, your white paper is a vital element of your ICO, as it will offer important marketing, financial, and technological information about your project. This is what helps the investor trust in your coin before buying it.

Not only should the content be thorough, simple, and informative, it needs to be provided in your investors’ native languages. Find out what your target languages are and get your white paper translated by professionals. That way, investors can make a decision by fully understanding what’s going on and what exactly you’re offering. Professionals in financial or ICO translation will also use the correct terminology from the industry to ensure the right message is communicated.

3. Your e-Reputation: Announcing your ICO on Social Media, ICO Calendars, Blogs and More

ICO marketing in different languages is essential if you want to communicate your project across seas. As you’re probably aware, one of the most important moments when launching your ICO is making its announcement. It’s not only about the announcement itself, as a lot more work is required before that. You need to connect with your community and build noise in the crypto world.

Social Media

Using social media is a must if you want to establish a strong connection with your market and have your voice heard loud and clear. Provide your company news and announcements in the required languages to capture the attention of your followers or potential “likers” and make sure to communicate in these languages too.

Slack and Telegram

These platforms are often used to announce ICOs. These communication channels allow you to answer all the questions and clear any doubts your community might have. A good idea would be to have different channels for each language you’re targeting.


This communitarian and social network is also very popular in the crypto world. Using subreddits like “ICO announcements” or “the name of your token” can be very valuable when promoting your ICO and can easily be done in different languages. Keep in mind that Reddit can be a tricky channel if you’re not careful. Your ICO can be hit hard. Make sure to have your Reddit communication managed or functioned under the supervision of a specialist in that area.

LinkedIn Groups

Present your expertise by participating in crypto-communities online. Posts and articles on influential platforms will prove your industry knowledge and will develop trust with your investors. LinkedIn Groups are also a great way to publish your content in an effective way, as you can target thematic communities. The professional network also has crypto communities in different languages.

ICO Calendars

These calendars are great tools for your ICO although they don’t usually give you a chance to explain the benefits of your project. Still, they allow you to publish some content about the upcoming release of your tokens. There are many ICO calendars targeting different countries.

4. Explainer Videos

Explainer videos are an excellent form of publicizing content about your ICO – especially when people tend to remember 10% of what they’ve heard vs. 50% of what they’ve seen.

Videos can help you provide a quick and easy explanation of your project and give investors’ confidence in your offering. Videos are generally one of the most preferred forms of content, as most people prefer engaging, watchable and interactive content rather than reading. Catchy videos are also a great technique to reflect the identity of your brand.

Translating explainer videos is an important marketing step, as they can increase your web traffic and boost your SEO strategy in local markets. For example, if you have a video on your homepage, it makes visitors stay longer, which ultimately increases traffic time on your site and most importantly, Google loves it!

Translated videos in a complicated sector like ICO, blockchain and cryptocurrency are a huge plus as it will encourage your audience to comment and share them on their social media channels. Higher ranking and better visibility increase your engagement rate and your chance of conversions.

5. Banners

Part of your branding efforts, banner marketing helps you reach potential clients – as long as the material is effective and includes a call to action. To maximise their effectiveness, banners should be eye-catching, clear and memorable but most importantly, they need to be read by multilingual audiences if you plan on attracting international investors.

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When Translation Goes Wrong


Translation isn’t as simple as many assume. It’s not just a matter of changing each word from the source text into the target language. It involves understanding and rewording the context, the syntax, idioms and any other important linguistic components.

The process can often throw up major translation mistakes – some funny and others not so much. From advertising blunders to life-threatening errors, here are a few infamous moments when translation went terribly wrong. You won’t know whether to laugh or cry…

Eat Your Fingers Off

KFC wanted their customers to enjoy their fried chicken a little too much back in 1987. When Colonel Sanders launched his very first mainland China KFC outlet, the company’s famous slogan – “Finger Lickin’ Good” – was catastrophically translated into Mandarin as “Eat Your Fingers Off.” Not so appetizing, eh? In these hyper-litigious days, I’m sure KFC would have been hit by a few lawsuits had their customers taken that phrase literally! Luckily, the mistranslated slogan didn’t doom the brand. It was quickly changed and today there are over 900 KFC restaurants in China.

A Medical Mistake

In Willie Ramirez’ case, a simple language barrier had tragic consequences. The 18-year-old had been admitted to a Florida hospital in 1980 in a comatose state. His family and friends were convinced that he had suffered food poisoning, but had struggled to describe his condition to doctors as they only spoke Spanish. A member of staff heard the word “intoxicado” and that’s when things started to go badly wrong. These two words may sound similar but have very different meanings in the two languages – poisoned in Spanish and under the influence of drugs or alcohol in English. The doctors proceeded to treat Ramirez as though he was suffering from a drug overdose and only later discovered that he was actually suffering from an intracerebral hemorrhage. The misdiagnosis and delay in treatment sadly left Ramirez quadriplegic. A resulting lawsuit ended in a settlement of $71 million.

American Dia-Beer

Here’s a super embarrassing example of a marketing translation gone wrong. Most businesses want to make a good first impression when expanding their campaign to a new country. American beer brand Coors didn’t exactly start off on the right foot in Spain. Their “Turn It Loose” tagline – when translated into Spanish – became “Suffer From Diarrhea.” No thanks! Sometimes you’ve got to laugh!

A Biblical Blunder

Ever wondered why Michelangelo’s infamous sculpture of Moses has horns? Funnily enough, St. Jerome, the patron saint of translators, is to blame. When he translated the Old Testament from Hebrew into Latin, he made a big-time blunder. In the Bible, Moses is described as having a kind of radiance on his face, or in Hebrew: “karan.” Because Hebrew is written without vowels, St. Jerome read “karan” as “keren,” which can mean “grew horns.” This subtle but significant error influenced several future paintings, sculptures and depictions of Moses, with two horns on his head. St. Jerome’s Latin version of the Bible went on to become the basis for hundreds of successive translations and they too, contained this famous mistake…

As you can see from these examples, translating one language into another can be fraught with difficulty. Translation fails have made us laugh over the years, but they can also have disastrous outcomes. Our advice? As mentioned in our previous blog post about using a skilled translator, it’s best you turn to a professional language translation service – they’ll guarantee to produce an accurate text – with no embarrassing or near-fatal – errors.
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