You’ve developed an international website, and now it’s time to sit back and let the global customers stream in, right? Wrong. Simply translating your site is not enough to establish your business in a new market. The following are four components that are necessary to have a multilingual website translate into new customers and more sales:
1. Content Localization
Beyond basic translation and translation software, all your content, from your marketing materials to your product descriptions, needs to be tailored specifically to the region and culture you are targeting in order to engage consumers and keep them coming back. Successfully localizing your site requires research and an understanding of the behaviors, values, and needs of local consumers. Then, you must adapt your already established brand voice to meet those requirements through content localization.
Personalizing content not only makes your site and business more inviting to new international customers, but it also helps to avoid mistranslation mistakes that can hurt your reputation. It’s also important to keep in mind that communication styles vary around the world. Keep your brand voice consistent, but make tweaks to ensure the message can be understood within cultural contexts.
Written content is not the only component that needs to be localized in order to complete your multilingual website translation. Images, videos, and even design and layout choices such as website background colors may need to be tailored to specific cultures and regions as well. Images are often the first things consumers notice when they visit your site, so it’s important that they are inviting, reflective of the target customer, and inoffensive. Otherwise, visitors may not stick around long enough to read your content or purchase anything.
Closely inspect any images and video content used and make sure it doesn’t contain anything off-putting. For example, some hand gestures may be considered harmless in one country but insulting in another. Also, research the cultural significance of the colors used in your site design and make sure there are no negative connotations associated with them for each particular culture.
3. Product Selection
Your products are another variable to consider when you work to attract new customers to your global site. The first step toward product localization is to research the wants and needs of each local market, then feature the products you find will be the most in demand. The packaging, labeling, and colors of your products should also be considered in the same manner as images to ensure nothing will be seen as offensive once you have your website translated into new languages.
Successful global sales also rely on pricing your products to match the marketplace. For example, make sure your product isn’t priced too high or low for the market by researching the prices of similar competing products. It’s also important that your site can accept market-specific currencies and payment methods local consumers prefer.
Your global website will not sell itself if your brand is not yet established in a local market. Marketing and outreach are essential to driving new customers to a new site. Promoting your brand using social media can help establish your reputation and build confidence and loyalty with new consumers. Partner with international influencers to help quickly increase your social media presence with a built-in audience.
Word of mouth and peer reviews are also a major force when it comes to driving traffic to your site. According to a McKinsey study, purchasing decisions rely heavily on consumer-led activities such as online reviews. You may want to consider including local and in-language consumer reviews with your product listings to build both loyalty and engagement.
Success in the global market depends on much more than just simple translation. Your content, images, products, and marketing campaigns all need to be tailored to international customers. However, this doesn’t have to be a daunting task. Learn more about how translation software with an easy-to-manage platform can help you quickly and efficiently customize your website.
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