by Rae Steinbach
Competing in contemporary business means making use of a number of different customer and content management systems. It’s likely you already use the latter to create and manage your marketing content. Other useful systems include using a CRM to aid your understanding of customers and prospects, as well as a system that sends your content to your audiences via social media and email at optimal times.
However, when your customers are spread around the globe, how do you ensure you’re reaching them with relevant, compelling content that they understand and will act upon? Translation is one way in which you can do this. Below are six key areas in which translation services can boost your global marketing efforts.
If you are already a global business it is likely your website is being visited by people from a range of different countries. Checking which countries people are accessing your website from will provide valuable insight into where you should translate, localize, and optimize content for. Taking note of these metrics will help you build upon existing trends.
Language is an important element of personalizing and customizing each customer’s journey. Numerous studies show that speaking a customer’s preferred language increases their chance of making a purchase by as much as 33%, along with boosting their overall satisfaction of doing business with a company by 76%.
Local preferences have a huge impact on user experience design. The ways in which consumers make online purchases varies widely across countries, cultures, and languages.
By analyzing your website traffic through the lens of the country the visitor is from, you will find that different types of offers and content will appeal more or less to users in different parts of the world. This information can give you a place to start when looking to localize your website content for a global market.
Valuable dollars are spent identifying and creating different types of high-value content. This investment can be further leveraged by localizing it for different markets at a fraction of the initial outlay.
Businesses can translate their content into ten different languages and significantly grow their market reach with a relatively modest investment. It’s certainly a worthy venture when you consider that as many as 60% of consumers from non-English speaking countries rarely or never make purchases from English only websites.
The number of languages that businesses are translating their content into is rising each year. Along with checking your own website visitor origin data, it is worth your time to check in on your competitors’ websites.
If they are catering to multiple languages, it’s likely you will benefit from doing the same. Your brand should take action on the insight.
Up until very recently, it just wasn’t possible to gather, analyze, and measure the amount of data available today. Nowadays, marketers are able to view data in a range of different segments, including country of origin and language specific levels. These in turn give them the necessary information to optimize campaigns for specific groups around the world.
Translation and localization do not have to be overly complicated processes. Translation management systems can ease the process of localizing content. Translation professionals with experience in your vertical can assist in tailoring marketing plans for varied global audiences that will increase marketing performance.
About the author
Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.
This guest blog was published in cooperation with Morningside Translations.