When it comes to successful business expansion, the majority of entrepreneurs struggle to reach customers beyond country borders. Even though some of them seem to be acquainted with multilingual marketing, they take it as ‘translation services’. Unfortunately, this approach guarantees neither new customers nor enough content conversion. The point is multilingual marketing is not only about translation. First and foremost, this marketing strategy is about “speaking the language of the customers”, which implies actual languages (French, Italian, etc.) and taking into account cultural background and lifestyle of your target audience (for example, French art de vivre or famous Russian hospitality) as well as actual information which will captivate people and catch attention at least for a few seconds. Thus, delivering relevant content in the language of one’s target audience provides inevitable success on foreign markets.
According to Maria Johnsen who is ranked #6 Most Influential Digital Marketing Expert, more than 74 % of English-speaking entrepreneurs assume English is international language — skipping the translation step is totally acceptable. Moreover, only some companies pay attention that there are millions of people on the Earth who speak French (app. 280 million), Spanish (app. 437 million), Russian (app. 145 million) and other languages differ from English. Through the analysis of customer behavior, without any exaggeration, foreign language annoys and builds additional boundaries for clients. Customers are simply obliged to translate everything from A to Z before enjoying surfing a website. To summarize, business owners should understand it’s better to avoid “first translate, then purchase” challenge for customers.
As modern consumers, everybody knows what stands behind clip-on thinking. Nowadays, digital content is coming from all angles and speaking about online shopping, customers want it to be quick and easy as planned at the first setout. A judgment “to read or skip” or “to buy or not to buy” is being made with a lightning speed. Usually it takes a customer maximum of 15 seconds to decide if this content deserves attention or not. That is why any borders between products/services and customers are unacceptable; products and services available on the website should be presented in several languages native to target audience. It does not cost a fortune to translate a website copy properly taking into account customers’ background and tastes. However, it will bring excellent results and business will have competitive advantages. Multilingual marketing is quintessence of marketing strategy and language mastery in order to reach mutual understanding between business and customers raising customers’ loyalty and content conversion.
When entrepreneurs create their English marketing content for international audience, usually they do not cover even 50% of it! The message remains clear for English-speaking target audience, but the whole website is silence for French-speaking or Spanish-speaking people. Even though there’s no tool that tracks customers who quit website because they can’t translate product descriptions or article, it’s better to prevent risks than find a solution for consequences. According to Harvard Business Review, more than 72% of Internet users prefer to spend most of their time in their own language and more than 50% claimed that the ability to get information in their native language is more important than price.
The trend of multilingual content marketing will not be slowing down because it’s a big path to raising conversion and cover any market in the world, no matter one sells medical equipment or involved in engineering industry. According to ContentMarketingInstitute, at least 6 out of 10 companies are intended to generate more original content in 2017-2018. There are two strong advantages multilingual strategy is the new black in the world of marketing:
- The first and foremost benefit of multilingual marketing, a product is being introduced to an entirely new audience. Quality multilingual content which takes into account country/region’s background, lifestyle and mentality makes even less competition to sell.
- Adding more relevant, wide-spread, popular languages to websites equals raising presence in search engines. A company that boasts of three website language versions (for example, English, French and Spanish) shows there is customer care and it pays attention welcoming customers from all over the world.
Using client’s native language is the easiest way to draw their attention. It is not the law of marketing; it is the law of nature.
Multilingual marketing is a dive necessity for any international business since the need to provide content in French, Spanish, Italian meets customers’ expectations; it’s a pass to the world of international business. According to NetLang, only a half of the most visited websites in the Internet are in English. Moreover, in a study conducted by European Commission by The Gallup Organization, more than 90% Internet users from Europe claimed that, given a choice of French, Italian or other language, they always switched to the needed one and surf website in their primary language.
Even though nowadays multilingual marketing is up-to-date and very relevant, not all entrepreneurs use it. Do not miss a fortune and setup your multilingual marketing strategy if you don’t already have one to see the first benefits in the nearest time — go internationally properly talking to customers in their own language.
Translation4Life provides language consultancy and translation services by its owner, Nadia, and aims at helping you get the most out of your content to speak to French customers. To learn more about what is offered, please visit the About Me page.