For every business owner, achieving as much success as possible is the ultimate goal. However, adding a new marketing strategy to the pre-designed plan might seem like an initiative that is not easy to tackle. Consequently, with the pandemic outbreak all across the globe, businesses transitioned from offline to online.
With lockdowns imposed all across the world, people began working from home. Likewise, to adapt to the entire scenario, employees and workers adapted to a remote working environment. In the continuation of the new normal, companies are diverting towards digital work solutions. Also, changes in corporate operations and consumer buying habits can be viewed as fresh growth opportunities in lead generation marketing.
Although digital transformation blurred the boundaries for trade and bridged the gap between time zones, languages remain a barrier in successful prospecting. If you are wondering why skyrocketing sales has become difficult for you at this time, then a multilingual marketing strategy can be a missing link in your prospecting process.
Source: Statista
English has proved to be the language of marketers. Still, the organizations that only rely on it to engage with international markets may be preventing their online sales from reaching new audiences around the globe. Your company’s online marketing approach must adapt to the world’s population and demographics changes to be competitive.
Let’s understand why your company should embrace a multilingual marketing strategy and how it will assist your business in discovering the easiest path for reaching your professional goals.
What Is A Multilingual Marketing Strategy?
Multilingual marketing strategy focuses on translating marketing content into multiple languages while maintaining the original messages. Cultural differences must be considered while localizing your content for developing a successful multilingual approach. Localizing your website, social media channels, advertising campaigns, blog, and other marketing content falls under this category.
Multilingual marketing strategies promote brand-audience resonance because tailoring content to your target audience allows you to connect with them emotionally. You must align the material you publish with the needs of your target audience. Also, when marketing to a worldwide audience, one of the vital requirements is to adapt your material to the target market’s language.
Leveraging a multilingual marketing strategy can assist your business in gaining a competitive edge. Also, it will allow you to reach your target audience without any barriers. Keep in mind that your brand’s website and your online content will enable you to connect with potential leads worldwide. Consequently, it will allow your brand to generate new and more revenue. Prospecting in different languages will allow you to enter an emerging market that speaks the language of the native speakers or your target audience.
Furthermore, resonating with your audience through their language is essential because it will help you build a trusted relationship with them. Several researches have been made and proved that companies receive an increased sales when their online content is translated into native languages. It allows your audience to connect with your services and even removes several stumbling blocks from your sales plan.
Why Selling In Different Languages Is Important?
English is the universal language in a world where everything digital is being liked by the audience. In countries like Norway or Sweden, people are used to shopping online in English because it is a widely spoken language. However, globally, there are millions of people who do not speak English. And that is where you can grab the opportunity of attracting your prospects in their native language. That’s because an online consumer would give you an extra point if you provide them with a chance to shop in their language.
Now, this does not mean that you have to translate your brand’s website into every language you can think of. Comprehend and take your time before connecting with your customers. Carefully check which languages could work best for you.
You can start with the four major European Union languages: Portuguese, German, Spanish, and French. However, before moving ahead with these languages, it is essential to know some effective ways to polish your multilingual marketing strategies. Let’s explore!
1. Speak The Language Of Your Audience
If you’re just getting started, English-only assistance will suffice. However, as your business grows, you should seriously consider allowing your consumers to request service in their native language. You can also outsource your various language support to the appropriate country. Sometimes such assistance is expensive, so you may do so if your brand is already profitable.
2. Create Content In Different Languages
If your online content is available in numerous languages, search engines will treat each language separately. The more SEO-friendly your website is the higher its ranking on Google and other search engines. Duplicate each post in a different language if you have a blog. Try creating two or more distinct pages on social media channels, one for each target audience. Coca-Cola has done it in the right way by creating different Twitter accounts according to their target audience.
3. Don’t Pinch Pennies For Translations
There is one thing you should pay special attention to, and that is translations. To put it another way, double-check your translations. Forget about using Google Translate or having taken a language lesson in high school. It is better to get connected with a translation agency that specializes in translations. Also, you can hire a native speaker to translate the information on your website. In any case, talking to a real person is the most convenient alternative for building effective multilingual marketing strategies.
4. Take Your Consumers To The Right Landing Page
Consider automatically redirecting your consumers to the appropriate language version of your website. It will provide them a personalized experience. Instead of requiring customers to manually change the language on your website’s homepage, with the help of a flag icon, you may have your site automatically show the appropriate language based on the customer’s location. Several studies have shown that an automatic redirect to a localized landing page can increase sales and revenue by up to 17 percent.
5. Prepare Bills In Your Audience’s Language
You must deliver invoices and receipts in the same language that your customers are familiar with or have used while surfing your website. After all, payment information is one of the essential components of online buying. Your customers need to know precisely what they’re paying for, whom they’re paying to, and how much they’re paying. And, when all this is done in their native language, it makes it easier for them to trust you without a second thought.
Summary
In a digital age where people want information with just a few clicks, language is vital for lead generation marketing. As digital marketers seeking to reach a global audience, it’s important to remember that a large portion of your international audience does not speak English, and many of those who do are still looking for brands in their native languages. You’ll get ahead of the competition, gain more leads, develop stronger connections with your audience, and see considerable growth if you use multilingual marketing strategies.
If you want to boost your company’s success, you should consider implementing multilingual marketing into your sales strategy. More engaging relationships with your clients, the more substantial business benefits will be waiting for you.
Want to be in the loop with the trending digital sales tips for increasing sales in challenging times? Get in touch with Propel Guru’s team of experts today and help your sales team transition from face-to-face into virtual selling to drive better revenue.
Indrajeet Agrawal
Head of Business Development & Consultant
A successful sales leader, Indrajeet has effortlessly led teams to successful deliveries by redefining business promotion, lead generation, email marketing, and a series of out-of-the-box sales and marketing techniques. Ability to work independently and with cross-functional teams and facilitating truly agile processes while seeking iterative improvement.
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