Multilingual websites, the key to a successful business expansion
Determining expansion objectives, identifying opportunities, understanding new markets, positioning and thinking globally while considering a local approach are among the main challenges that an organization must take into account when internationalizing its business.
Within these processes, language services play an essential role. Why are quality multilingual translations key to a company’s growth?
Relevant and personalized communication
“Many leaders are recognizing, embracing and promoting cultural awareness and the strength of diversity as a pillar of their business strategy for entering foreign markets,” notes consultant Reena Khullar Sharma in a Forbes article. Navigating these differences, as well as recognizing the particular interests and needs of each, is a critical step to a successful business expansion.
In this manner, language is one key player. Having a multilingual website (as well as corporate materials, brochures, catalogs, etc.), with accurate information about products and services in the target languages, is not only necessary in terms of the regulations and requirements of each country, but it becomes essential in order to connect with consumers in a relevant way.
More than one-third of clicks on Google ads published by U.S. companies come from abroad. Source: Think with Google
Knowing the story of the countries and markets we want to expand to , their cultural, social, religious, political and other particularities, are key factors in order to empathize with potential clients. In this sense, local professional translators are the best allies.
The importance of a multilingual site
Working with experts to develop a multilingual website allows you to reach the largest number of people in the markets you are trying to tackle. Via a friendly and interesting site for Internet users, companies create confidence and strength, while differentiating themselves from their competitors. Using linguistic professionals who are knowledgeable and respect the cultural nuances of the target audience maximizes this positioning.
73% of Internet sites are not in English and 56% of users say that navigating in their language is more important than the price of products or services. Source: LinkedIn
Therefore, among the benefits of having a website translated into several languages are:
● Increased proximity and interaction with prospects.
● Increased brand awareness.
● Increased consumer loyalty.
In fact, emphasizing language, inclusion and diversity must start internally, as an essential part of corporate culture: the most successful organizations are those that employ people of different nationalities, who speak different languages and have diverse points of view.
75% of consumers say they are more likely to buy the same brand again if customer service is in their language. This preference is strongest among those consumers who do not speak English. Source: CSA Research
The same open mindset is adopted by leaders of organizations that decide to break boundaries, not only at a commercial and corporate level, but also at a social and cultural level. Hence, multilingual internal and external communication appears as a fundamental pillar of successful, long-term internationalization.