Extending the sale of your products and services into international markets can be a major step in your company’s growth. However, to succeed in these new markets it is essential to adapt your marketing materials to local cultures and languages.
In this post we will look at the importance of translation and localisation in an international marketing strategy. The figures and statistics published by major market research firms make a strong case for taking this route.
The impact of translation and localisation in marketing
When it comes to international marketing, translation and localisation are crucial for connecting effectively with foreign audiences. According to Common Sense Advisory, a research firm in the translation industry, 75% of consumers prefer to buy products in their native language. In addition, 60% of internet users consider the availability of content in their own language more important than price. These figures show how necessary it is to adapt your marketing content to local languages.
Cultural considerations: localisation
Localisation is not just about translating words. It also means understanding cultural differences and adapting content accordingly. According to a study by Harvard Business Review, 72.4% of consumers said they were more likely to buy a product if the information on the website was in their native language and reflected their culture. Proper cultural adaptation increases consumer trust and improves your chances of success in an international market. It also avoids the misunderstandings that literal translation sometimes causes, and brings the message closer to the reader.
Search engine optimisation (SEO)
To reach potential customers in foreign markets, it is essential to optimise your marketing materials for local search engines. According to Statista, 93% of website visits and general internet browsing begin with a search engine. By translating and adapting keywords, meta descriptions and relevant content to local search terms and preferences, you will increase your visibility in search results and attract quality traffic to your website. Those famous “keywords” also need to be adapted to the languages of the markets you want to expand into.
Personalisation and a customer-centred approach
Translation and localisation are not limited to adapting written content; they also involve tailoring your marketing strategies to each market. According to Econsultancy, 80% of customers are more inclined to buy products or services from a brand that offers them personalised experiences. That means adapting not only the language, but also the tone, images, colours and cultural values in your marketing materials.
Better marketing through translation and localisation
Effective translation and localisation are fundamental to the success of your international marketing strategy. By adapting your marketing materials to local languages and cultures, you can build a solid connection with your target audiences, increase consumer trust and improve your chances of success. Follow us on social media and keep up with all our news. You will find us on Facebook, Instagram and LinkedIn.