Going global might seem a daunting task for many retailers. Having a great product is a good start but is not enough to compete on today’s international stage. What retailers often struggle with during their global efforts is turning their website visitors into regular customers. What is to blame? Poor content and language skills, according to research conducted by YouGov.
The research, commissioned by SDL, surveyed 2,000 consumers who regularly shop on eCommerce platforms like eBay or Alibaba, and the results show that poor use of language is proven to discourage people from buying online: a third of the respondents admitted they would be discouraged to make an online purchase if the retailer had poor language skills. The results also showed that one in ten consumers surveyed would abandon the purchase altogether due to poor language.
Strong digital experiences can make the difference in a consumer’s decision to buy; and the research results clearly indicate that digital experience is highly correlated with content and language. So, if going global is one of your New Year’s resolutions, here are some tips that you should consider:
1. Translation is not localization
Though sharing many similarities, translation and localization have a different output. International marketing requires an understanding of cultural do’s and don’ts to get the desired impact in the different regions. An ad campaign that is well received in Europe may not be successful or appropriate in Asia. The key word is ‘localization’, not translation, which means making your product speak in an appropriate and culturally relevant way. Thorough research around culture, local features, similarities and differences will be crucial to your marketing success, keeping in mind that the aim is to be understood.
2. Understand the market
Have you done your research and explored the potential opportunities available? To ensure that your marketing efforts are successful, it’s crucial to understand the market you are entering. The opportunity for your products and services may be different overseas, requiring an entirely different go-to-market strategy. Always talk to people in the market first to validate your assumptions about the nature of the market and its state of development.
3. Re-assess your marketing mix
Marketing is ever-changing and ever-adapting. With new channels entering the mix it is essential that you identify those that are most appropriate to your audience. For example, some markets may prefer offline channels such as events or print material and others might be more exposed to mobile channels. Taking as a given that what has been used in the past will work in new markets is a pitfall that should be avoided.
4. Optimise your online marketing presence for a global community
Offering your website content in other languages is a huge asset, but understanding the culture will make all the difference. Consider modifying your visual material to suit the market and try to adapt your social media content into various languages to reach a greater audience.
5. Build relationships before embarking on a marketing campaign
Entering foreign markets should be done step by step as it can be a daunting task. Try to build trusted relationships with potential clients and customers before fully launching in their market. In most cases, visits are essential to start building a trusted relationship and completely understand what you are letting yourself into.
Powerful digital experiences supported by clear language that can be understood by your consumers will influence their decision to buy. To find out about how to make the most of the Festive sales this year and beyond visit our website and learn more about SDL Managed Translation.