How to Reach a Global Audience Using Effective Translation

Organizations of all sizes are realizing the benefits of looking beyond their own country’s borders to find customers. On average, companies operating in international markets grow at a faster rate than national companies. Plus, reaching a global market has never been easier thanks to the prevalence of online shopping.

One barrier to reaching international customers that persists, however, is language. For businesses in the UK or the US, it can be tempting to assume that an English website is enough, especially given how many people around the world speak English. Although potential international leads can get by, attracting new customers requires more than just passing on information.

To connect effectively with an international audience, you need to meet potential customers when they need it in the language they know best. That’s how you build relationships quicklymake your business feel familiar and safe, and make sure your brand really resonates with customers.

3 translation strategies to reach an international audience

Effective translation is not just about getting content through Google Translate and publishing it on the web. You need to devote time and attention to a targeted approach, and you need to know what is needed to operate in specific regions.

It can seem daunting, especially if you’re a small or medium-sized business with limited resources. But businesses of all sizes can expand their online presence in different countries. You just need to know what effective translation entails.

1. Start with sales and marketing materials.

One of the most daunting aspects of translating your content can be knowing where to start. While all of your content is undoubtedly valuable, the areas you need to focus on early on are those that help generate new leads.

This means focusing your translation efforts on sales and marketing materials, including things like landing pages that help attract new customers from Google. With over 50% of Google searches occurring outside the United States, the search engine acts in the first line to generate international leads.

2. Refine your languages ​​at first.

You don’t need to start by translating your content into every language in the world. Instead, focus on a few languages ​​that are particularly important to your business and see how everything goes before expanding your efforts.

You can start with the native languages ​​of existing customers, for example, or choose targets based on where you want to expand first. Alternatively, you can focus on the most active languages ​​online. Spanish, Chinese and Arabic have seen a significant increase in online popularity over the past 10 years – much more than english.

Don’t be afraid to be specific and take a city-specific approach. Materials work best when they are linguistically and culturally consistent. This goes from simple translation to even more efficient hyper-localization. By focusing on a specific French dialect, for example, you can focus on the culture and language of a particular city in France or one of many other French-speaking regions of the world, such as Quebec, Belgium, Haiti or French. Guyana.

3. Make sure your translations are accurate.

One of the benefits of restricting your source languages ​​is that you can spend more time making sure your translations are accurate. When it comes to localization, quality should always trump quantity. If you’ve ever watched a movie or TV show in another language, you understand the importance of accurate translation.

Translation errors hinder clear communications and can also lead to public relations errors. At best, you might embarrass yourself trying to sell barf soap to customers. At worst, you could be actively offending the same people you’re trying to target. This was the case in Ireland when Nike tried to market their sneakers using a phrase with negative historical connotations.

Effective translation can be the perfect route to expanding your customer base across the globe. As long as you start small and focus on accuracy, you can engage new audiences and make it clear that you appreciate their patronage.