Every company with a website is a global company by default. But, not many marketers are adapting their content to speak to customers whose languages are other than English. In fact, 60% of companies that market globally have no multilingual marketing strategy. Of those that do, 86% generate content for a U.S. audience and then translate for international markets, according to MarTech Advisor.
Localization can be a low risk path to increasing your international revenues. However, companies are often not sure whether it’s the right option for them.
For instance, localization is the first step to global expansion, it allows you to reach a wider audience and increase sales
Many are familiar with the iconic phrase from the Batman movies when asked by a bewildered witness as to his identity, the famous superhero responds with a testosterone-laden reply “I’m Batman”!
A recent call with a prospective client reminded me of the English TV show Mind Your Language.
While in London at the Olympics, Al Roker from the Today Show on NBC had three trivia questions to Matt Lauer, Savannah Guthrie and to the American audience in his daily “English Class”. They were the following:
Similar to the Got Milk? campaign in the U.S., the Hay Leche? campaign in Spanish-speaking countries translated to “Are you lactating?” for locals.
At the risk of dating myself, I will share with our readers my first experience with localization.