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Author: Alicia González
You live in a global world. Your products are designed in Germany, built in India and sold in France. You do not only have local branches but you have international employees in your local offices. Your company is a multilingual and multicultural company. However, you use only one language to address the millions of consumers worldwide. That language is probably English and, surprisingly, you didn´t get the expected results. Why?
For a long time English has been the language used for business, and it is still very widely used for B2B. However, when it comes to B2C, it is losing importance compared to other languages.
According to Internet World Stats, 44% of Internet users are in Asia, and less than half of the searches in the Internet are actually done in English. Don't you agree that it may be time to start speaking the language of your customers?
Addressing your customers in their target language and culture has many benefits:
If you decide to go global, consider localization (translation and cultural adaptation) as an investment rather than as an expense. Hire a language service provider (LSP) that will guide you through the process of localization, from the creation of the source text to the final printing or online publishing. Create glossaries and style guides with them, make sure your LSP knows the aim of your products and services well and the aim of the translations they will do for you and collaborate with them.
Even if they are in another country than your local offices, they are part of your team and your success in the new markets will depend on this mutual collaboration.
You live in a global world. Your products are designed in Germany, built in India and sold in France. You do not only have local branches but you have international employees in your local offices. Your company is a multilingual and multicultural company. However, you use only one language to address the millions of consumers worldwide. That language is probably English and, surprisingly, you didn´t get the expected results. Why?
For a long time English has been the language used for business, and it is still very widely used for B2B. However, when it comes to B2C, it is losing importance compared to other languages.
According to Internet World Stats, 44% of Internet users are in Asia, and less than half of the searches in the Internet are actually done in English. Don't you agree that it may be time to start speaking the language of your customers?
Addressing your customers in their target language and culture has many benefits:
- Your customers will be more engaged with your brand. This will not only help you to maintain your current customers, but also help you to gain new ones, as they will be more likely to recommend your products and services to their network.
- Your SEO rank will improve and it will be easier to find your company when doing searches in local languages.
- The number of calls to the customer support services will be reduced, as your customers will have the information available in their language.
If you decide to go global, consider localization (translation and cultural adaptation) as an investment rather than as an expense. Hire a language service provider (LSP) that will guide you through the process of localization, from the creation of the source text to the final printing or online publishing. Create glossaries and style guides with them, make sure your LSP knows the aim of your products and services well and the aim of the translations they will do for you and collaborate with them.
Even if they are in another country than your local offices, they are part of your team and your success in the new markets will depend on this mutual collaboration.
Posted in: International Marketing
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