Speak to Your Audience in Their Language
Are you finding it difficult reaching potential customers outside your country? To target your audience in foreign lands, it would certainly help to have your message translated into their language.
It is extremely important to communicate in the language that your customers speak, and not just metaphorically, but in their actual language. It would be wrong to assume that potential customers understand English well enough to buy your products and/or services. It has been proven that consumers are far more likely to make a purchase when the online content is in their own language.
Common Sense Advisory conducted a survey of 2,430 online consumers across eight different countries to determine what part language played in their purchasing habits. The results of the survey showed that:
- 72.1% of online consumers spend most, if not all of their time online, looking at and reading websites with content written in their own language.
- 72.4% of those surveyed revealed that they would be more apt to purchase a product if the information was written in their own language.
- 56.2% of those surveyed said being able to read the information on a product in their own language is even more important than the price of the item.
Yes, that’s correct. Over half of consumers would be willing to pay a higher price if they could get the information they needed in their own language. You should go to the websites of your competitors to see how many different languages they’ve translated their content into.
I’m not saying that having your content translated is all you have to do in reaching out to a global audience, but it is definitely one of the easiest and fastest methods, although often the most overlooked. Apparently, business owners just assume that having their content translated is a far more complicated process than it actually is. There are over 26,000 companies that do translations and thousands of people freelancing as translators. All in all, this is a massive industry worth US$33 billion.
It only stands to reason that if you want to attract Chinese customers you should have a Chinese selling website for your company to inform consumers about its products and/or services.
Are you still unsure? Then ponder the fact that the global market for translation services grew throughout the entire recession. This did not happen by accident. Companies that want to compete in the global marketplace should not put their eggs all in one basket. With that in mind, it certainly does not make any sense to have your online content written only in English.