Most global content strategies start by delivering a minimum viable experience. Companies translate website elements that light the path to purchase, adapt their checkout procedures to local regulations, and await a spike in international revenue.
This measured approach has merit, but it can’t be where the strategy stops.
Localization is a process, not a project, and brands that leave international customers with an abbreviated experience are only limiting their own business potential.
New Markets Need More Support
The first cohort of customers in any new market will inevitably have questions about order fulfillment, product functionality, and everything in between. But while companies can’t necessarily avoid these growing pains, they can choose how to respond.
Proactively translating support content offers several advantages. Most importantly, it addresses the reality that 90% of global consumers now expect brands to offer self-service customer support portals.
With curious customers eager to find their own answers one way or another, it’s always in the best interest of the business to control that conversation by supplying the most accurate info.
Additionally, any inquiry that is solved via self-service support content can be considered a spared expense. Staffing phone, email, and live chat channels adds up to a significant sum — and that cost can quickly cut into the overall ROI of international ventures.
Brand Opinions Aren’t Set Yet
Satisfaction and loyalty are rarely secured at the point of sale. In reality, customers often agonize over whether they made the correct decision or were coerced into an impulse buy. It’s in these precious moments after a purchase that companies should consider (strategically) overcompensating on communication.
Even something as simple as a personalized confirmation email can go a long way toward building brand trust and relieving buyer’s remorse. But companies that commit to more extended engagement often reap significant rewards.
Directing new customers to relevant support content, or creating original onboarding campaigns, can help solve initial confusion and encourage deeper exploration of the product or service. In return, the business can build a community of well-informed customers who understand the brand’s value and have positive experiences to share within their networks.
The Selling Has Only Started
Most executives insist that it’s easier to retain and upsell current customers than it is to acquire new ones. In the world of online commerce, that simple maxim is starting to look like the key to running a sustainable business.
The average eCommerce merchant now generates 43% of their revenue from repeat purchases, with some top performers pushing that figure closer to 75%. As a result, neglecting to translate marketing content across the full customer lifecycle could choke international profit margins.
Email campaigns and landing pages with personalized product suggestions, loyalty rewards, and referral codes all deserve consideration in global content strategies. But companies don’t necessarily need to be so aggressive with their sales tactics.
For businesses just finding their feet in a foreign market, there’s plenty of value to be gained from gathering product reviews, increasing newsletter subscriptions, and sparking social media chatter as well.