Picture this: a service provider that can comfortably communicate with their audience in their language. Who wouldn’t appreciate it? When you think about it, it's not just about translating words; it's about connecting cultural nuances into your content to connect with a wider, vibrant customer base.
The Issue with Mono-lingual Content:
Running a business is fun, right? It isn’t when your audience has yet to learn what you are selling or promoting. Without bilingual content, the company may fail to communicate effectively with and engage a significant portion of its potential customer base, limiting its reach and impact.
In addition, A lack of bilingual content may be perceived as a lack of cultural sensitivity or inclusivity, which can negatively impact the brand's image and customer relationships. Furthermore, in global marketing, not having content in the desired client language simply means you're at a disadvantage. So, the next time you experience a dip in your sales or clients, consider looking into the language barriers your business poses to those potential buyers.
That is why, in today's post, we'll hook you up with tips and tricks to make your business more culturally savvy when it comes to multilingual content.
Best Practices for a Bilingual Connection:
Innovative businesses are building their game by including bilingual strategies in their business plans. It's more than just flipping a switch to add Spanish; it's about a thoughtful approach to connecting with your audience.
Here are pro tips that businesses can use to connect with bilingual audiences:
Include Multilingual Content Across Your Platforms
Ensure every bit of your website, from the product blurbs to the checkout process, is fluent in the desired language. Understanding the cultural and linguistic nuances of your audience is crucial. Now, you may be thinking that you will inundate your client with tons of content, and you're right; that is why you should post the content at separate times.
Some businesses will even create separate accounts for the targeted client and designated language to prevent overwhelming their audience.
Choose Images Wisely -- It generates leads and saves money
There are about 95 million photos and videos shared across Instagram and more than 8 billion views on Facebook live, which means your business should always choose images and marketing strategies that speak to both cultural backgrounds.
Furthermore, you're six times more likely to get conversions from bilingual content marketing, and it will be cost-saving; for example, you're more likely to generate three times the lead at a cost reduction of up to 62% using multi-language images!
It pays to be Culturally Aware, and hurts when you are not
Remember when Pepsi's slogan was translated by the Chinese and promised that the drink can bring your deceased ancestor back? Yes, that was a thing, and it cost the company millions to rectify this mistake -- so if you're considering translating (which we strongly suggest you do), make sure to hire the team, and equip yourself with the right tools for the right results.
Even though CAT tools are effective in the translation industry, each piece of content, copywriting, and text needs to be professionally edited before it gets shared! If you're still not convinced, just reach out to HSBC, who had to spend another $ 10 million to rebrand themselves as the result of their catchphrase debacle, which was translated to say "Do nothing" as opposed to "Assume nothing."
Now that you’ve made it to the conclusion, you know how important it is to provide material in multiple languages and also make sure it is accurate. Coming up with a multilingual strategy to connect with a wider audience is the key to business success. It's really not about offering a different language as a choice. Still, it could be the difference between someone understanding the material or not and, as a result, missing out on what your business may offer.
We encourage you to make the investment reach your audience where they are, and your business bottom line will thank us later!