Research shows that online audiences are quick to abandon websites that are not in their language. With more than 9,000 languages spoken globally and over 342 million people online who don’t even use one of the top 10 primary global languages, it vital to strategically select languages and options that will support your translation needs and show a return on investment.
Global marketers need a language strategy that has a clear cost benefit. When developing your language strategy, take into account the following considerations to prioritize:
- Top priority markets: in which markets is there greatest potential?
- Automation vs. human translation: will machine translation fulfill the needs of lower priority markets?
- Search engine optimization: which search engines do different markets use?
- Cross-channel consistency: can translations be reused across channels and regions?
- Transcreation opportunities: for which languages and types of content do you want to go beyond translation to provide transcreated text?
This approach allows you to translate content to those languages that will bring the greatest benefits to your company and to choose methods of translation that are both most cost-effective and efficient for what you want to accomplish.
Stay tuned for step 8: “Determine the right translation method”