Resources for Buying and Selling Online Businesses

Why Quality Translation Matters For Your Amazon Brand


Jana Krekic

Jana Krekic is a certified translator, international speaker, e-commerce consultant, and the Founder of YLT Translations, a seven-figure Amazon translation agency. Leading a team of 82 people, Jana helps sellers scale their businesses across different international marketplaces. She has five years of experience working with seven-figure to nine-figure Amazon sellers and has served as a translator for multiple companies.


Here’s a glimpse of what you’ll learn:

  • [2:31] Jana Krekic describes how YLT Translations is helping Amazon sellers reach new audiences across the globe
  • [9:29] Why it’s important to utilize keywords and SEO for your Amazon listings
  • [16:39] How YLT Translations can boost a brand’s sales by 20%
  • [20:55] When should your brand start using specialized translation services?
  • [23:26] How poorly translated keywords can negatively impact your Amazon brand
  • [24:59] How to get an audit from YLT Translations

In this episode…

When you want to expand your Amazon brand internationally, it can be tempting to simply run your content through Google Translate to reach new audiences. However, Jana Krekic strongly advises against it, explaining that it could actually hurt your sales. So where can you turn to scale your brand across the globe?

Through her company, YLT Translations, Jana is offering a solution far better than machine translation. Her team does more than translate your copy — they utilize keywords, take advantage of SEO, and localize content so that it reaches your desired audience every time. Now, Jana is here to share the strategies that can help you successfully expand beyond the US market.

In this episode of the Quiet Light Podcast, Joe Valley is joined by Jana Krekic, the Founder of YLT Translations, to talk about why translation matters for your e-commerce brand. Jana shares the inspiration behind her translation company, how they help Amazon sellers increase sales internationally, and why keywords are a must when marketing across borders.

Resources mentioned in this episode:

Sponsor for this episode…

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Episode Transcript

Intro  0:07

Hi, folks. It’s the Quiet Light Podcast where we share relentlessly honest insights, actionable tips, and entrepreneurial stories that will help founders identify and reach their goals.

Joe Valley  0:18

Hey, folks, Joe Valley here, welcome back to another episode of the Quiet Light Podcast. I do have a special announcement. I talked about it last week. So don’t fast forward. We’re looking to expand the type of podcasts we do. And I want to give a shot at basically knocking off EcomCrew, my buddy Mike Jackness over there. There’s something called Under The Hood, where he talks to entrepreneurs about their businesses and helps them grow through marketing, which is what Mike does, I want to do an Under The Hood for folks that want to understand the value of their business, and how to pull a push certain levers to make it more valuable. We won’t mention product names, or anything that’s confidential in nature, we’ll do general questions and answers, almost like a discovery call that we’d be having with you in private. If any of you are open to that just hit me up with an email [email protected] and put under the hood in the subject line. Okay, on to our show today. Today. We’ve got Jana from YLT Translations talking about expanding to different countries, whether you start in Germany and expand to the US or us and then you move to Germany or any of I think maybe 30 or 40 or 50 Different countries that she works in now. She’ll give us the answer to that. I’m going to let her talk a bit about that, Jana. Welcome to the Quiet Light Podcast. Thank you for having me. How many countries do you work in? Let’s get right to that.

Jana Krekic  1:56

Um, well, I think we work in close to 30 countries. So you’re right. No, pending e-commerce wise about 30. And when it comes to Amazon, which we like really specialize is specializing it’s about 12 global Amazon marketplaces, basically all of the International marketplaces that Amazon offers.

Joe Valley  2:15

Okay, so I want to talk about what you do with YLT Translations. But I also want to talk about your personal journey as an entrepreneur as well. So can you give us a little bit of background on YLT Translations and what you do there?

Jana Krekic  2:31

Yeah, sure. So I founded a company about three years ago, it, it came, it came to me as an idea, you know, to combine my two passions, e-commerce, and languages, I am a certified translator, and I have 10 years experience in e-commerce, working as CEO in a very, very big e-commerce company here. And I just wanted to offer a solution that’s going to be better than machine translation and machine translation just programmed by humans, by using keywords and some SEO tools that you incorporate, like when you do research for your website, like different content, also, when it comes to Amazon, to to do to get more visibility, visibility for your products to get better impressions, to not leave money on the table, because your content is not that good. So that was my whole idea. Like why I started this. And we kind of specialize in like different areas of e-commerce. And that makes us very special because we’re just not like a regular translation agency. We do like a lot of localization as well. So I’d like to see us as like a localization agency that also offers translations as well.

Joe Valley  3:37

What does localization mean in this case,

Jana Krekic  3:40

localization means that for instance, like if you have a text or maybe you have like a website, like everyone that they hit the website, and then you have like your story like about you or you have maybe have some like very important content on your website. And now like the US style, like how you write things and like tax is like very salesy and fluffy, right. But maybe you want to present this like to some other income if you want to target like another audience, that’s a in Germany or in France or in Mexico, and people don’t like that style over there, like Germans like they hate being older super salesy, and like, you know, don’t put push me into buying your product or services, you know, they’re like really like straight to business, very serious, show me all the features but don’t tell me that your product is better and that I will be cooler because I’m using your product. So you’ll have to adjust that you do it like a little bit of rewriting, and you adjust that style to the target audience that you want to connect with. You actually have to convey the same message but in different style and this is what we see that it’s really unique for or most of the countries but the biggest like gap I would say like between the two countries is like US and Germany especially because a lot of e-commerce sellers. They want to expand their when you want to go overseas like for instance to Europe, and this is like a it’s like a very, very interesting have, you know an interesting topic to talk about?

Joe Valley  5:02

It makes sense because every client that I’ve ever had that was from Germany was very direct. And to the point, there was no jokes or telling stories and getting to know them on a personal level, it was it was all business all the time. So what you’re saying, in a nutshell, is that you can’t just simply take the US text and use Google Translate, and then yeah, put it now, you know,

Jana Krekic  5:27

not even a regular translator, like a regular translator, we’re probably just going to do word by word translation, it will all be 100% correctly translated, unlike Google Translate, to like, really sound horrible. I know that from my personal experience, and I’m sure everyone who’s ever done any traveling abroad has, like, you know, that horrible time with Google Translate. But like a regular translate, translated, they just gonna translate like word by word, you know, it’s fine. When you translate, like how to fix your vacuum cleaner, which would get like a good instruction written in French, like, you wouldn’t translate to English. But when it comes to your, your content, and you want to put out there anything, like if you like a, if you’re if you have your own book, you know, we’re going to promote your book, you want to do it differently in different languages, you want to have the same approach that you have to your US audience to different like audiences, which you can do with a little bit of rewrite, using native people that understand that they’re writing a new sales copy, and not just like translating that as it is. And of course, using keywords, that is absolutely mandatory. Because a lot of entrepreneurs and a lot of business owners, they never take advantage of having SEO done on their websites, they just use their websites as their business cards, and that’s fine. But what they’re missing out on is like they’re missing so much potential that their website can give them, of course, those Google ads or like tons of other ads, but they say like, you know, content is the king. And that is absolutely true. And that’s something that you want to build long term and you want to really get your website indexed very well on Google and that’s really saves you a lot of money for instance, like using Google ads.

Joe Valley  7:07

When you when you first began YLT Translations. Were you just doing a favour for a few friends that knew you spoke what five, five languages? Is that right to it? My Yeah, I speak five languages. Were just curious, which languages do you speak?

Jana Krekic  7:23

I speak German, Danish, Norwegian, French, English. And Serbian is by a native language, all eyes, big five word and one day the language.

Joe Valley  7:31

Okay, six all together. And you started out just with helping some friends. Three years ago. Fast forward to today. I think you told me in the pre interview, you have, like 80 contractors now?

Jana Krekic  7:44

Yes. They’re not contractors, actually. They’re like full time employees. Actually. It’s crazy, crazy.

Joe Valley  7:51

Everybody listening? understands that’s, that’s crazy.

Jana Krekic  7:55

build it in three years. It’s possible if I if I, you know, if I could pull this off. Like, I’m sure everyone else can do the same. We do have some contractors, but we have 80 full time employees. For now, maybe even 100, hopefully by the end of this year

Joe Valley  8:10

is dealing with the International payrolls gotta be crazy. I can’t imagine how Yeah,

Jana Krekic  8:15

but I have a really I have a I have a I have an accountant. She’s great. I have a lawyer, you also great. So they, they handle all of that. And I’m going to tell you a little secret. It’s called what is it? What’s the name of it, it’s called deal like deel. So whoever is like dealing with like international crowded and older people are paying like these in the Philippines. And maybe like, you know, Ukrainian developers and so on, like this deal. They don’t have to use them. But what saved my life when it comes to like, contracts and like what I offer to international employees is that you can see, like different examples, or real contracts, according to the country where somebody is dazed, and you can download it and use it just gonna adjust a little bit. And they’re like, 100%, legit, legit, contract. So that was really, really interesting.

Joe Valley  9:08 Excellent. Very cool. All right. And so these 80 employees are native speakers of the local countries that will then take the text and translate it to have it make sense on a local basis.

Jana Krekic  9:24

Correct? Absolutely. And they’re also trained to do to do is all the keyword tools that you need. Like for instance, like for a website, I would always recommend to use sem rush that’s sem rush, that’s like absolutely the best tool out there. And if you haven’t, like you know, updated and optimize your content on your website, and you have some good blogs, you have some like really good content out there. You know, this is something really you should look into really, really considering even if you have like YouTube videos, SEO can help and push those videos, just like by using correct terms and keywords in that description. Box. Everything is very, very, like content is literally everything for like, for instance, for our website, Google as didn’t do much, and we didn’t attract, like, you know, an amazing crowd. But we’ve got, like so many organic visits on our website, just because people found us on Google, when you type something in, we show up. And I mean, this was not always the case. Because when I first picked the name, even though this was like, very stupid to me, but honestly, even though I know a lot about SEO is that everything and you know, I worked a company with 400 employees, I was their CEO. Basically, I was running the whole thing. I picked a completely stupid name for my, for my company, because I talked to my mom. And she was like, Well, you know, like, you should do like an acronym of your name, and blah, blah, blah. And I’m like, Sure, let’s do it, mom. I mean, I’m listening to my mom. And I’m like, Sure, let’s pick like YLT, which kind of stood for like Jana linguist team, you know, the translations is, I think that and I was not even, like, you know, just doing none of the research that I should have done. And, and I just kind of bought the domain name. And then one day, I was just like, Okay, let’s get serious about this business. Let’s like start, you know, doing content, like, different stuff on the website. So I just typed in, like YLT Translations. And of course, we didn’t show up on page one. But what showed up on page one in two and three was the Bible, the young literature, translation of the Bible. So that’s what happened to me, it was like me versus the Bible. And I was like, How long am I gonna do this? And it took me about six, seven months, I hired a great SEO expert team, and they helped me, you know, rank the actually to page one. Time, like,

Joe Valley  11:42

let me interrupt for just a sec, because when you you know, in terms of language and translations, when you worked on your SEO, did you do it in multiple languages?

Jana Krekic  11:53

No, I did it in English, because my target audience are us is US audience.

Joe Valley  11:58

Okay. In terms of your services, and what you provide to entrepreneurs, we talked a little bit about the breakdown between somebody who’s got their own website and sells DTC versus selling via Amazon, where, obviously, there’s incredible growth, what percentage of your customers are Amazon based, that are expanding to different countries versus a DDC site?

Jana Krekic  12:24

Most of them are Amazon based, but like, most of them, were either like brick and mortar, you know, Temple business, or they were just, you know, DTC, and then they, they just kind of hopped on the Amazon train, you know, they’re like, off to different places. Which country is

Joe Valley  12:43

the difference? In which, which country is the most difficult one, if you’re starting in the US, which most of the audience members are, which country is the most difficult to translate and get right? To understand the local tone of the people?

Jana Krekic  13:00

Right? Well, I’ll start with the like, the easiest ones, of course, are Canada and Mexico, and most people just decide to go to, you know, those two, because they’re, like, one a very, very close. And that’s pretty easy. Because also, like, you know, you know, us others are kind of really familiar with, you know, Canada and Mexico. It’s not like anything too foreign, but I would say that it’s really difficult for US brand owners to understand the mentality of something which is outside of the US, especially because, like, you know, why would we need anything into for language because we speak English, you know, and, like, you know, Harvard Business Review says that, you know, 45% of the world speaks English. And that means that if you leave your content in English, and you want to target others, because like, you know, of course, us is the best marketplace out there, because like the biggest most opportunities, but we have like a lot of you know, very, very big brands that kind of hit the wall in the US. And they’re like, they’re too many competitors. There’s like tons of problems. And they want to go elsewhere. Because like, you know, the marketing like AdWords or like PVC clicks are going to be cheaper, they’re going to be less competition, and then they want to expand elsewhere. So I would say like, for US brands, I think everything is equally difficult, because everything is a foreign language to them. But they mean, the most difficult is Japan, for instance, or like Asian countries, specifically, because it’s a wholly it’s a different alphabet. It’s a different marketplace. Like for instance, like Japan, for instance, like you have to have like a super niche product in order in order for this product to be successful, you know, for whatever is like the best selling product in the US, probably going to be you know, selling very, very good dress to the world, except in Japan, because in Japan, you really have to, like have different mindset. And you really have to do like a good market research to understand you know, what the audience wants, and they usually don’t want everything the rest of the robot.

Joe Valley  14:54

At what point does someone engage your services and saying, Look, I’ve decided I’m going to explain And to Japan, for instance. And I’ve got, you know, 22 SKUs, you know, all on Amazon and I want to I wanted to put them all up there and see what happens. What do they do all of them at one time? Do? At what point? Do they decide to work with royalty translations or company like yours? And is it best to just go with all 22? And put them up there? Or are you doing one by one? From your client experience?

Jana Krekic  15:25

Yeah, well, you know, luckily, we have like, really, really a lot of experience with this, because we do a couple of 1000s of SKUs every every month. And I would say that they’re like two times booksellers that want to, you know, dip their toes like elsewhere. And so number one is a seller’s like doing fantastically well, they’ve, like, you know, doing maybe eight figures in the US, they’ve like maybe selling OUR Walmart and Etsy. And now they’re like, Well, I’ve heard that you can make more money. If you go elsewhere, maybe it’s cheaper, a lot of rules, that, you know, that concern us don’t concern all these other marketplaces. So you can get away with tonnes of things like, you know, Caps Lock in bullets, versus like wood, Amazon, and so on. You don’t get banned for that. So those are like very big brands that like want to, you know, scale even more. And a lot of sellers that we work with are making the same revenue, for instance, in Europe or maybe other international marketplaces, as they’re making in the US. So they definitely see a potential for their brand also to maximize on their brand.

Joe Valley  16:25

You see? Or have you had examples of people that tried to do the translation themselves? And we’re seeing lagging sales? And then yeah, you came in and made it very localized? And do you have an example of that where people saw a big change? Because of the change of tone of the local language? Oh, yeah,

Jana Krekic  16:45

absolutely. Oh, no, we always do like a free audit, you know, we always like to, you know, tell people like, look, this is what you can improve, and this and this, and this. And 90% of those listings are Google Translate, because most people use Google Translate. Or, for instance, like, if you use like, talking about Amazon, like the launch pad, you know, like system like they, they just kind of put the Google Translate in it. And we actually work with Amazon directly, they reached out to us because they want to sell, send us couple of sellers to do to do like beta testing to see like how well the translations done, right? Work. And they’ve got like, at least 20% increase in sales, which really kind of makes me happy. Because it basically it’s a no brainer, because if you use Google Translate, or if you hire someone to do like a proper translation, it’s like a nicely translate text, you don’t have any keywords in your text. So keywords are everything. Like if you don’t have keywords, your product will not pop up. Like when people tell you this, I don’t like travel,

Joe Valley  17:42

keywords are confused, because if the key words are in the English version on, wouldn’t they be there in the German translation of

Jana Krekic  17:51

it? No, of course not. Because if you translate one keyword as it is, to another language, it doesn’t necessarily mean that it’s also keyword on this other language, what you need to do is like, you need to do the keyword research separately for each marketplace. I mean, even if you compare us with the UK keywords and all that, there’s, there’s different, you know, there’s like different terms for same things, you know, like, even if you have, like, you know, like, in the States, for instance, like, in Pennsylvania, they say book bag, you know, and then in the other place don’t say they would say like a, like a normal backpack. Yeah, you know, so even if you’re gonna bear like two different parts of the states, you have differences. And we recently had a had a seller who was, you know, having problems with the UK listings. In the US, he was ranking for baby diapers. So the word diapers was very important for him. He was diapers in the UK, and he was like, I’m not getting good results. And that’s why diapers like that word is used for adult diapers in the UK and not for kids. He should have used the word nappies. So that’s the word for diapers, for instance. And just imagine two completely different languages. How big of a difference

Joe Valley  19:06

is Google Translate won’t translate diaper to nappy?

Jana Krekic  19:11

No, of course, not. Google Translate is just like a very, very basic machine tool. And it will not give you full SEO optimized copy, let alone you know, like keyword research that you really need to do. And this is how I see like, people spend a lot of time and money just kind of wanting to go elsewhere. Like no launch product and like Mexico, and they couldn’t care less about content. Just go to Google Translate and then you know, like, just think of like, all the Chinese sellers and all the Chinese brands having their websites and you read this in English, like do you like this content?

Joe Valley  19:44

Not at all, like would you like it when you say that right? You know, and when you say it like that. Now I know exactly what you’re talking about. I will read a description and be like, these people are not native English speakers. And it just casts a shadow of a doubt on whether it’s a quality product. simply because they didn’t take the time to properly translate it. When you say like that, yeah, perfect sense. Yeah. Thanks, Jack sounds what? So what’s the process like time timing wise, let’s say, I’m ready. I’ve got 22 SKUs in the US and I want to go and expand to Germany, I’m expanding this fine. Maybe I’m working with Kevin Sanderson over at maximizing ecology is helping me expanded internationally. But at what point do I engage services like yours?

Jana Krekic  20:27

Right, I just didn’t mentioned the second type of sellers who wants to sell internationally, I stopped it the first one. So the second one is basically the one that kind of hit the wall. And they like, you know, they’re they can, you know, be the competitors. Maybe their product is too expensive, you know, like, tons of problems, and they want to go and try elsewhere, which could be successful in you know, certain times, sometimes not, but it’s always good to try. So there’s like two types of sellers that go there. And to answer the question, you know, is it like 22 SKUs, something you should begin with, I would not recommend that usually, what brands do, I mean, you should do 22. If you have like, 600, you know, SKUs and then you want to test out the top 20 best sellers, like people usually start, like small, let’s say like, maybe 10% of their whole inventory. And then when they see the other, they’re getting resolved, and they kind of start rolling out like other products as well. So basically, you know, you first have to have a business plan. Like that’s like a lot of entrepreneurs, you know, how you have like your OKRs and, you know, everything like set up in place, this is how you shouldn’t have like, for the international expansion, like you should think of like, okay, so what the first is like VAT is, you know, like the inventory like kinds of things like put in place, and then like basically maybe like a month before, you’re about to get your VAT registered number registered that you do the content as well. And you get ready for those PPC campaigns with keywords and such. So I would say not before that, because even if you do the content, it will just stay there as it is. In the meantime, things can change, maybe there’s gonna be some updates from Amazon, some things will be banned. You know, there’s like tons of things that could happen if you keep the content

Joe Valley  22:13

just you just said something that that I think answered my next question. So using proper translation services like why lt doesn’t it’s not just limited to the content inside the seller account that people will see when they do with the product you’re also doing it for the paid advertisements as well and their websites as well too.

Jana Krekic  22:36

Yes, absolutely. Cover basically all of your content out there like your follow up emails, packaging. We even have like our in house design team we could like you know, have an idea of what do you want to change for other marketplace we can we can make that happen as well. So we basically cover all everything connected with content, any like customer service questions, you need to like help with, you know, answering in the target language, basically everything when it comes to you as a seller, they want to take care of like everything you have in English, you haven’t localized, we didn’t take care to take care of everything.

Joe Valley  23:09

Okay. And you’ve seen people have 20% bumps in sales just by doing proper translation services,

Jana Krekic  23:15

just just when doing localized content with keywords, like without keywords, you would not get good results. Okay. Now,

Joe Valley  23:25

we’re saying that before you were saying keywords before, and I didn’t quite get it. But now, when you talk about the fact that diaper in the US is translated as nappy in the UK, now,

Jana Krekic  23:35

I’m talking more about like longtail keywords, because that’s what you want to be ranked for. Like, for instance, you know, like, a travel mug, or like, plastic travel mug, like, this is something that when talking about keywords, I’m referring to what what would people type in order to find your product, like, you know, like, you don’t want people to write diapers, and then your product shows up, like in middle of like adult diapers in new have like your baby panda diapers, you know, like, you don’t want that, because you’ll be like ruining that, you know, honeymoon period that Amazon gives you like me spending a lot of time money ranked for completely wrong things. Just because use Google Translate because Google Translate would translate the diapers, you know, to any other language as it is diapers and you don’t know how do people actually call, you know, diapers in other languages. I mean, just look at UK is like, you know, nappies I mean, it’s just a it’s very, very different. And people don’t think a lot about the importance of content, unfortunately.

Joe Valley  24:33

Yeah, no, it totally makes sense. I had not thought of it that way up until up until chatting with you in detail. So it makes total total sense. And, and across all aspects of it. Especially the paid media because you’re actually spending real dollars there. You want to have it, get the right message, how to generate how to how to folks reach you, how do they get in touch with you and get that analysis that you mentioned earlier?

Jana Krekic  24:58

Yeah. So we Have a really you have a great Facebook page and LinkedIn page where we always you know have like the latest updates when it comes to international international markets like e-commerce Amazon like on all the other platforms TikTok as well we work with some folks from Tik Tok also. But the best way for us to like do an audit would be to either contact me, you can add me on Facebook or LinkedIn Instagram, like I’m an older social media or you can send an email to [email protected] or [email protected] somebody from my team would take good care of you. And I suggest you do content us that because like, you know, I want to take your money, like use our service, but just just see how much potential you might have in a different marketplace. And maybe your US listing is not optimized. You know, like, I was surprised by how many people don’t actually, you know, dedicate enough time for the engine to get this content done the right way. Of course content is that everything there’s like tons of like, pieces of this like bigger, you know, e-commerce puzzle that have, they all have to kind of fall in place. But content is really important. It’s a great part of you selling the product in the right way. And you know, just maximizing on your full potential and not leaving money on the table.

Joe Valley  26:20

Fantastic. We’ll put the those email addresses, Facebook page and whatnot in the show notes, folks, cuz you didn’t get them there. Yeah, any any last minute thoughts for folks? Any last minute advice before we wrap up for this podcast?

Jana Krekic  26:34

Well, basically, just you know, what I always, you know, tell myself is like to have a business plan and to know where you’re going know, don’t just kind of do things without thinking because like nowadays, with all the supply changes and everything, it can, you know, it can damage you a lot. And definitely try to scale your agency or brand. You know, whatever there is, I know a lot of people have this bottleneck problem when they hired any person, and then it just gonna stop with whatever they’re doing. And then kind of build a new company and also build it to like 20 team members. And then you know that that’s basically what people do. And I just think that delegate to delegate is the key to everything. And this is also how I build my agency to 80 people. Don’t

Joe Valley  27:18

ever think delegation is critical in that situation. Well, it’s been great information. Thanks for joining us on the Quiet Light Podcast. I’ll talk to you soon.

Jana Krekic  27:26

Thank you so much for having me pleasure.

Outro  27:30

Today’s podcast was produced by Rise25 And the Quiet Light content team. If you have a suggestion for a future podcast subject or guest, email us at [email protected]. Be sure to follow us on YouTube, Facebook, LinkedIn, Twitter and Instagram, and subscribe to the show wherever you get your podcasts. Thanks for listening. We’ll see you next week.

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