When planning marketing localization is important to know that 75% of non-English speakers prefer to shop for products in their native tongue, while 60% of non-English speakers will rarely visit a website that is written only in English. The benefits of translating a website and creating a multi-language digital marketing strategy are numerous, and not just for conversions but in overall international exposure. Translating marketing content is as essential as providing translated product manuals or translating your website, and optimizing traffic across multiple languages is a challenge that many international websites face.
This are the steps to take to improve your marketing localization
Prepare your content for international audiences
The first step in crafting content that’s ready for digital marketing purposes across multiple languages is ensuring that it’s global ready from the get-go. Always create digital marketing content with a global audience in mind. This means writing blogs, posts and website content with a simple sentence structure and avoiding using idiomatic language and cultural-specific words. This will help reduce the number of edits and changes translators will have to do when asking you for references regarding the cliches you’ve used.
Take advantage of innovations in technology
In today’s digital market, various types of technology exist that can enhance the quality of your translations. From state-of-the-art translation memory technology, machine translation memory, publication APIs and translation management software to reduce inefficient processes, there exist many ways to ensure your marketing content is translated to into outstanding content in any language and culture. Investing in a company that provides these high-quality language services and access to these technologies will pay off in the amount of multi-language traffic and conversions you can see in the long-run.
Multiple languages in multiple countries
If your website is designed to serve multiple languages in multiple countries, you’ll want to be smart about how you design your website from the beginning. Use a generic domain such as .com, that way you can target various countries and create language-specific subfolders within the sitemap. Ensure that each version of your website is optimized with the SEO keywords specific to their area and utilize hyperlocal strategies such as Google Maps for businesses in each country or city that you are trying to be present in.
Don’t believe that all translators are equal
By now you, hopefully, know that Google Translate isn’t a sufficient way to translate your website and marketing material, and the same goes for translating companies. Ensure that the company you’re going to work with employs the best translators in a wide variety of languages and industries. You should look for a company that takes into account not only the translation of your marketing content but looks at your product, service, and target audience to make edits according to social and cultural nuances.
Four steps that will make a difference when planning Marketing localization, and will target your audience in any language you plan translating on.