Marketers, make it multilingual. Say that five times fast, we dare you!
Okay, jokes and alliterations aside, at TranslationsXXX we have a lot to say about your online presence. In today’s global environment, having a multilingual component to your website should be high on your “Global Marketing To-Do List.” In a recent survey taken by Cloudwords at Content Marketing World, marketers seem to agree. Seventy-nine percent of those surveyed have website materials at the top of their localization list.
Nine Reasons To Make Your Website Multilingual
- Now You’re Speaking My Language! Not everyone on the Internet speaks English, according to data from Internet World Stats. How are you dealing with the shift away from English Internet users? Keep on reading…
- Be There Without Being There. Think of your website as a virtual storefront. The number of online shoppers is growing fast, according to this survey done by Ispos. Forty-eight percent say they shop online, while 61% say they use the web to research products they are thinking of buying. A multilingual website can be a cost-effective move; you can have a presence in a market where you don’t have a brick-and mortar shop and still do business.
- Make New Friends But Keep The Old. Expanding your business globally means opening yourself up to a whole new base of customers. A multilingual website is a huge component in this expansion becoming a vehicle of knowledge about your brand as well as a virtual showcase of your products and services.
- Trust me. Prospective customers are more likely to understand your message and buy your products or services when they are provided in their native language in a way that they would understand. (See Common Sense Advisory’s Survey “Can’t Read Won’t Buy.”) Having your site in their language goes a long way in building that trust.
- Are You Thinking About Me? Similar to #3, but not quite the same. Think about a time where you’ve experienced great customer service, where someone really went out of their way or put in effort. How did that make you feel? This is no different. A multilingual website shows customers in new markets that you care, and could make them want to do business with you.
- Think global, act local. This has become an idiomatic expression in global marketing. What does it mean? A lot of things, but most importantly it means to relate to each new market on a local level. Moving into new markets means dealing with cultural and linguistic barriers. A multilingual website is a way of personalizing your website to make it accessible to users and helping to break these barriers.
- Be Competitive. If your competitors are not offering multilingual versions of their website, then you are ahead of the game. If they are, and you’re not, what are you waiting for?
- Can you find me? This is in reference to Search Engine Optimization (SEO). It’s a lot of work to localize your website; make sure you know that it is going to be found. Different markets use different search engines, such as Yandex in Russia and Baidu in China, and often use different key words. Using in-country, native-speakers who are experts in SEO can help international browsers find your website.
- The Big Picture. What does having a multilingual website say to customers in your target market? It says that you care, that you want their business, and that they can trust you. Overall, it tells the world that your company is focused on being international, on growing, on being a staple in the global marketplace for years to come.