I am new to Mathematica and would like to import a LaTeX string into a notebook. I have done the following and I have an error message as shown. Can anyone shed light on what I'm doing wrong please?

mathExpression = ImportString[ "\alpha =& \left[\left(\frac{A^4-B^4}{16}\right)
\textcolor{red}{-}\frac{B^2}{4}\left(\frac{A^2-B^2}{2}\right)
\textcolor{red}{+}\left(\frac{A^2-B^2}{2}\right)\left(\frac{\ln B}{\ln C} \frac{A^2-B^2}{4} \right) \right.\\ 
\left. & \ -\left(\frac{A^2}{2}\left(\ln A-\frac{1}{2}\right)-\frac{B^2}{2}\left(\ln B-\frac{1}{2}\right)\right)\left(\
\frac{A^2 - B^2}{4\ln C}\right)\right] \\" ],"LaTeX"] 

Error message : "No Wolfram language translation found"