This insightful blog is written by Tom Rowsell a copywriter employed by EmpowerLingua Translation Services.
Overseas expansion may sound costly, but failure to account for developing markets in a global economy could cost you even more. Even if you are struggling in the domestic market, that doesn’t mean you should shy away from foreign markets. World trade is pushing ever closer to a borderless global system and even the smallest business owners should consider which foreign markets they can move into. If your website and social media content is monolingual then you are missing out on valuable traffic and potential sales. It doesn’t take long to achieve ROI on localisation investments if you plan them properly.
No one knows your business like you do, so ask yourself which markets are appropriate? How much profit do you stand to make from them? You need to find out where your product can be sold, in which countries there is a gap in the market and what the local competition looks like. Then you can tailor your digital marketing material to the necessary cultural perspective.
Once you’ve figured out which languages you want to translate your website/social media/marketing material into, get a professional to do it. Some business owners misguidedly believe that Google Translate can solve all their localisation problems. This is a big mistake, as experts like Professor Nigel Vincent, president at The British Academy for the Humanities and Social Sciences, will tell you. He laments the lack of polygots emerging from British universities and argues that our monolingual workforce may find it hard to compete globally. (more…)