Why a Multilingual Digital Marketing Approach is Important
Do you know that 75% of internet users will only make purchases from websites that have products and service descriptions in their mother tongue? Meanwhile, 70% of global users don’t consider English their native language, and it takes 12 languages to reach 80% of people on the Internet.
The bottom line is that consumers respond more favourably to messages they receive in the language they speak. Therefore, approaching people in a way familiar to them and respecting their cultural background can significantly improve the results of your marketing efforts.
Why are multilingual digital marketing campaigns crucial?
Language is a major determinant of whether or not a customer can be swayed to make a purchase. Employing a multilingual digital marketing approach can benefit your business by creating intercultural marketing that will reach your desired audience with a more personalised approach.
Plenty of benefits can be derived from employing multilingual digital marketing activities. Here are 3 to prove why you need to implement a multilingual digital marketing strategy and create content in different languages.
1. It helps you break into new target markets
As the Internet is becoming one of the most popular means of communication, linguistic and geographical boundaries are ceasing to exist. Consequently, providing content in multiple languages and having a multilingual digital strategy is a must-have for businesses that want to thrive in the digital era.
A multilingual digital marketing approach can help businesses expand their target customer base and establish a strong presence in foreign target markets. Moreover, gaining a small market share in new territories could be more effective than focusing solely on increasing your local market share in your home country.
By employing a multilingual digital marketing strategy, you gain access to a whole new audience and extend your business model to new territories. This, in turn, enables you to generate more substantial amounts of traffic, drive more sales, and find new revenue potential.
2. It improves cost efficiency
Digitalisation has made it possible to build an effective business in new territories without a physical on-the-ground presence.
If you want to go global, a multilingual website is the most cost-effective way to attract and engage customers from different regions or across borders. Fortunately, most writers and translators are relatively inexpensive and you can start implementing multilingual marketing gradually, at a pace that works for your business and budget.
Moreover, it is cheaper to run a multilingual campaign than an English one. The reasons for this are simple: it allows you to drive interest and traffic from geographies where the cost per click is cheaper, audiences are underserved, and competition is lower.
Last but not least, referrals and word of mouth remain one of the cheapest and most effective marketing strategies. Satisfied customers are more than happy to tell their family and friends about your goods and services.
By @jpvalery
3. It provides a closer connection to your audience
Since your online customers cannot interact with you in person, you need to establish trust with your audience throughout the customer journey and build brand loyalty virtually. Our experience as a multilingual digital marketing agency has found that:
- If a website features languages other than English, it shows your audience that you respect their culture and want to provide them with the best customer experience. Make sure you consider that in your search engine optimisation activities.
- Prospects and customers can better understand your messaging in their native language instead of having to interpret English, which may not be their first (or even second) language.
- By providing a multilingual digital marketing approach, you can improve the credibility of your brand and enhance your brand reputation worldwide. Consider switching to a multilingual content management system to support your efforts!
The bottom line
Nowadays, consumers expect quick access to whatever they’re looking for with a few clicks of a mouse or taps on a screen. This is why it’s paramount to have a multilingual digital presence and communicate with your target audience in the languages that are most familiar to them.
All in all, a multilingual marketing strategy is a powerful tool for those who are willing to take their businesses to a new level, expand into international markets, and become an internationally recognised brand.
Once adopted and employed, multilingual digital marketing can bring your business plenty of benefits and new opportunities in both the short and long run.
In a nutshell, here are the 3 key benefits of this approach:
- Access to new markets: reach new customers and enjoy more brand awareness when your business gains more exposure and visibility!
- Cost-effectiveness: although multilingual digital marketing requires more effort and investment initially, it will improve your overall marketing efforts and give a good return in the long run.
- Closer connection to your audience: by delivering multilingual digital marketing activities, you can become a global brand and your business is perceived as more considerate towards your customers’ culture and unique needs.
Yay!Starter is proud to be a multilingual digital marketing agency. Get in touch with our cross-cultural team and we will help you successfully break into new markets around the globe!
