Is your site speaking the language of the land?
Translation is always considered the panacea for all the multilingual marketing pains and many global marketing big hats have fallen prey to this misconception. Every industry has its own language of the trade and a grasp of the local flavor is vital to enhance the acceptability of the online business in either Beijing or in Tokyo – and the same business will be governed by a different set of localization rules. Targeting the sentiments and values of a foreign traveler is followed by an increased number of bookings. A right localization technique has enabled remote lodges in Smokey Mountain, USA to attract visitors from UK and China – The website could speak the right language in the right place.
While marketing executives around the world are busy adopting the most effective search marketing strategies to boost their bookings and bottom line, the content angle is often limited to the best translation service provider – and this entails a lot of money in making your site speak different languages.
But, are we being complacent and creating one way traffic with our customers. What is required is a genuine conversation between your website and the non-English customers. Form submission, submission receipts, Thank you mail to the final query response should all be highly localized to create an air of assurance for the foreign traveler.
With new regions being added under the internet umbrella with every passing moment, the percentage non-English web pages have gone up to almost 90% – Is it not a sign of a new multilingual era, where marketing and business success is hinged on the number of foreign brand ambassadors that your company has. It is a known fact that even the users proficient in English are loyal to websites offering services in their native language – alignment of our thoughts is always in the mother tongue.
Is your marketing pitch speaking the language of the land?
Convincing the customer takes on a new proportion when the services being offered are as intangible as the experience, feelings and memory. Marketing copywriting is a complex ballgame even for English audience, and adding the concoction of culture, social values, religion and linguistic nuances makes the task of multilingual copywriting an unenviable one. For example Chinese and Japanese have had a great and long history and to some extent they have seen the cultural and historical bucket overflow in their own backyard, but they long for a different experience when they travel to a western destination – By all accounts their focus is more on exotic shopping experience. That is one localization aspect that no seasoned copywriter would like to ignore when creating a sales pitch for the Chinese travelers.
Even the graphics have a different connotation for Europeans, Americans and Asians and this fact dictates a different marketing copy to be crafted for different localization needs. So, if you are marketing your site through…
- Multilingual Search Engine Optimization (SEO)
- Search Engine marketing (SEM) or Pay-Per-Click (PPC)
- Affiliate marketing
- Content marketing
- Video / Picture marketing
- Social Media marketing
….the multilingual aspect brings the psychological and cultural factor into the whole marketing scheme. No wonder that even the best translators and copywriters fail to achieve conversions for a multilingual site.