There’s no doubt about it — content personalization is in. Today’s consumers want their interactions with businesses to feel more personal. Marketers have known this for a while, as a recent study from Econsultancy and Adobe shows. Some 52 percent of them agree that personalization is important, and 37 percent aim for real-time personalization. The one thing they don’t mention is that translating website content to suit different audiences is essential in an era of global audiences.
Winning Business by Showing You Care
Personalization is all about tailoring content to your web visitors so they know they matter to you. Publishing content in their language is a huge part of making your customers feel appreciated. The benefits of speaking your customers’ language is multifold: not only are you making it easier for them to get information that shapes their purchasing decision, but you are also showing just how much you value their interactions – which will go a long way in building your brand loyalty.
Translating content as part of personalization also caters to the “what’s in it for me?” syndrome. It’s about creating an experience that is targeted and relevant—speaking their language is a great way to achieve that and increase their engagement with your site. Email marketers use personalization all the time, so why not broaden it to include all your content?
Web Optimization for Global Reach
Another benefit of translating for content personalization is multilingual search engine optimization (SEO). Most people can customize their search engine so they only show results in the languages they speak. If your content exists in another language, it has the potential to reach a wider audience. You may need a multilingual SEO team to make the most of this, so your site can rank well for key search terms in different language groups.
A study by Common Sense Advisory found that 72 percent of web users spend all their time on websites in their own language, while 42 percent don’t purchase products and services in other languages. When you translate content, you can reach audiences you would otherwise miss.
Take these two steps to avoid some of the major issues related to translation:
- Ensure you don’t just translate web pages, but also other content you may have available on your site, such as eBooks, white papers, podcast show notes, and video transcripts.
- Check on product names and slogans to ensure that what works in the source language doesn’t cause offense in the target language.
The right platform can help you serve translated content dynamically so people always see the version of your site that is the most relevant to them. Learn more about how you can translate websites to provide a better experience for your global users.
Image source: Flickr