You’ve got to do it. If your website in only in English, you will only have English-speaking customers. You’re missing out on all the rest. It’s cheaper and easier to reach these people than ever before, and that means they expect it now. Your competitors are doing it, and here’s why:
1. More customers will speak your language(s). Three-quarters of international consumers surf the web almost exclusively in their native language, says the market research firm Common Sense Advisory. For access to 90% of the world’s online wallet, only 13 languages are required: English, Japanese, German, Spanish, French, simplified Chinese, Italian, Portuguese, Dutch, Korean, Arabic, Russian, and Swedish.
2. English-language economic growth has stalled. Global economic growth is occurring in other languages in emerging markets.
3. Piggyback languages for fatter margins. Adding second-language components to existing marketing campaigns can really bring home some extra bacon. For example, Spanish language outreach brings in a different and desirable demographic of US households. It’s the same for Polish in the UK, or Turkish in Germany.
4. Average cost to create original content is 65 cents per word. Average cost per translated word is a fraction of that. Adding translation memory to the mix and eliminating repeated translation costs entirely can send ROI to infinity and beyond
5. Translation is easy. It’s the job of language service providers to make translation go smoothly. You’ll be able to determine how closely you want to participate in the process (if you work with us at 1-800-Translate).
6. Website translation is a win against competitors. Your gain is their loss. Every translation is either a required market defense or an end-run around the competition.
7. One brand, one voice. Globally consistent branding with local flavor represents an asset with measurable value. Research shows that a minimum of 16 languages are now required if you want to be among the best at remaining competitive online around the world, according to Rebecca Ray of Common Sense Advisory.
She writes, “According to the International Monetary Fund, Brazil, Russia, India, China, and South Africa (BRICS) alone will account for as much as 61% of global growth over the next three years. Currently, these five countries comprise 42% of the world’s population and 18% of its GDP. And right behind them are Indonesia, Mexico, and Turkey as fast-growing economies with middle classes whose purse strings are loosening and whose wallets are expanding. Now is the time to put your international business strategy in order, supported by an appropriate translation plan for your website, to allow your team to support local prospects and customers according to their expectations.”
Nicely put, Rebecca. Read more at Business2Community.com.