In many ways, the world is getting smaller.
Transatlantic flights may not be going much faster, but globalization, the easing of trade barriers and increased interconnectivity have made international markets more accessible than ever.
In the past, international business was considered an activity that only large companies with significant resources or entrepreneurs with specialized knowledge could carry out, but this is no longer the case today.
There are many ways to reach international markets.
You can search for business partners in the targeted country, develop your site accessible anywhere in the world or use a sales platform such as Amazon.
However, to tackle a new market, it is essential that you get your message across, i.e. speak the language of your customers.
French only represents part of the international market.
For example, English would allow you to open up to many new countries. But this is not the only relevant language.
Many studies have found that, unsurprisingly, those who speak English (as a second language) prefer to visit a site in their native language when possible.
A Eurobarometer survey revealed that 45% of internet users in the European Union only visit websites in their own language.
A global survey by Common Sense Advisory found that 75 percent of consumers preferred to buy products in their native language.
Google Analytics is a good starting point for finding out where your website’s international visitors are coming from.
But an in-depth market study will also help you identify the target markets most conducive to the development of your business.
Working with translators can help you provide relevant cultural context and access the facts and figures you need.
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The accuracy of the translation is crucial
Your site acts as a virtual storefront and will generally be one of your main assets in reaching your international customers.
It will often be the first point of contact for your new customers.
Even contacts you make in person at an event or through other channels will visit your site to learn more about what you do.
Machine translation tools can offer a quick and easy solution, but they can also be prone to contextual errors and result in unprofessional results.
Working with native translators through a professional translation service can not only help you ensure your content is correct on a factual level, but can also help with important items such as cultural references.
Remember to locate important details like currencies, shipping information, and any customs or import duties that may need to be paid by the customer. (if you have an e-commerce for example)
In translation, keywords are particularly important for your SEO, and direct translations from dictionaries often do not give the best results.
Abbreviations, acronyms, slang and other alternative terms are often used and a little knowledge of your local market can be extremely helpful when it comes to finding the best keywords for your industry.
Translation is not just about your site
Your site isn’t the only resource you’ll need to translate.
Your sales materials like brochures, instruction manuals and online documentation may also need to be translated.
If you have a social media presence, you may also want to localize your profiles for important markets.
Depending on where they’re actually located, you might also consider going beyond globally recognized platforms like Facebook, Twitter, and Instagram. China is an obvious example, since Facebook and Twitter are officially banned.
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Translation is a continuous process
Translation is an ongoing process rather than a one-off task.
Indeed, your entire marketing strategy must be designed around translation for your different target markets.
Whether it is your inbound marketing or social media strategy, you will need to carry out translations on a regular basis in order to maintain consistency and a good ROI.
Working with the same translation partner can help you stay consistent in tone and message.
Of the translation databases can be formed, which can be used to store technical terms and passages that have been used previously.
Opening up to foreign markets can pose many challenges, but in terms of turnover it can literally make you take off.