Online digital marketing has become very essential in today’s international commerce! For your global sales force to be effective, it’ll need all of the tools it can get, including a global content strategy backed by professional website translation services that recognize how marketing translations work at both the local and international levels. Here are five simple yet powerful concepts to take into account when building a digital marketing strategy that relies on web page translations to generate more business leads.
1. Consumers Prefer Content in Their Native Tongue
While English is still the global lingua franca, the vast majority of shoppers and surfers online prefer to view content in their native tongue. English comes in at around the 25% mark as the most popular language used for online searches. That leaves a whopping 75% of online visitors looking for content in a language other than English. E-commerce businesses need to take this linguistic information into account when hiring professional website translation services to work on marketing materials and web page translations.
After English, Chinese is the second most common language to browse in (around 20%), with Spanish coming in at third place (around 8%). If you want to promote your global brand, generate new commercial leads, and win over new customers who speak (and prefer) Arabic, Portuguese, Japanese, Russian, French or German —plus a ton of other languages — you’ll have to work on marketing translations (apps, social media, websites, etc.) that target the linguistic preferences of the demographics your e-commerce business is going after.
2. Localize Language and Cultural Content to Attract More Attention
Apart from getting the language translations right, a truly global digital marketing approach also needs to focus on app, website and social media localization. Expertly translated social media posts talking about flip flops and beachwear to prospective clients enduring a harsh winter in Siberia or Sweden, or web pages lauding the perfect pork ribs recipe in a region with strong prohibitions against eating pork will at best leave people scratching their heads — and at worst alienate potential new customers.
Accredited translation services that have researched and dealt with regional differences in how currency, measurements, scripts and time vary around the planet, are in a good position to help design web page layouts that will really pop, while also accommodating these technical differences (e.g. day or month first for a calendar date). After handling these kinds of details, your experienced translation provider can then focus its energy on making your customers feel as comfortable as possible by speaking to them in the local vernacular — referencing local sports teams, cultural events and other current issues (no flip flops for Laplanders) — which will generate trust on the ground, and help build confidence in your brand.
3. Pay Attention to Payment, Packaging and Delivery Details
If it’s a hassle for locals to pay for your products on your website, or a confusing mess when it comes to choosing a delivery option, then all of the goodwill generated that comes from localizing your website will be of no avail. Consumers want local payment and delivery options that are easy to use, without hidden surcharges or taxes tacked on at the end of their orders that jack up the price. If your marketing team fails to handle these kinds of issues in a reasonable manner, you just might lose your customers during the checkout process.
By providing the appropriate cash, credit and debit options most commonly used in the regions your marketing translation are zeroing in on (different regions often employ different payment methods), you can ensure that your customers are happy and comfortable with the payment and delivery selections you’ve provided, which will hopefully lead to more repeat business.
4. Modify SEO Best Practices According to Region
Professional website translation services crafting business web page translations often need to build a company’s brand through the twin pillars of thinking global, while simultaneously focusing on localization to reach as many diverse corners of the planet as possible. If they fail to do so, they just might fall short of their marketing goals, especially if they don’t work with regionally-based SEO marketing experts.
SEO best practices that might make sense in one country could end up being a big ol’ dud in another. What’s trending in Hong Kong these days (popular search engines, or maybe slang-based keywords) might have little to no relevance in Argentina. By investigating what search engines (not everyone uses Google) and keywords are popular in a specific region, and by registering company domain names that make linguistic sense locally and with the proper international extensions, the chances of increasing traffic to your translated web pages will go up considerably.
5. Pay Attention to Local Laws and Regulations
When taking your website global, through translation and localization, you and the accredited translation services you’ve partnered up with have to pay attention to local laws and regulations, as they can vary widely. This attention to the legal details should help shield your e-commerce platform from costly litigation down the road.
Online privacy laws governing how data is collected and stored can sometimes catch e-commerce concerns off guard. The most obvious recent example of this is the European Union’s General Data Protection Regulation (GDPR), which big American companies like Facebook — even though based in the U.S. — have had some trouble with lately. The lesson here is to abide by local laws and regulations governing online commerce, so your company can build its brand without getting into trouble with the authorities.
Businesses operating on the global stage should integrate marketing translations into their overall marketing process — and not just as an afterthought. By adopting a global content marketing strategy, your company’s translation teams will be in a better position to give your firm a competitive edge now, and in the future.
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