Getting Your Message To An International Audience
- Posted by admin on October 30th, 2009 filed in Business and Management
It’s often during a downturn that business people realise they’ve got to branch out to get more clients. One idea that’s becoming more popular is to target an international audience, and try to sell to them. This approach – getting traffic from hitherto ignored countries – could end up bringing a lot of business through your doors.
Did you realise that there are now more non-native English speakers than there are native ones? Those are probably the most obvious customers to target first.
But don’t be fooled into thinking that it’s enough to put your site in front of them untouched. Their ability as speakers will vary wildly and shouldn’t be taken for granted.That means they may not understand everything you have to say in your sales pitch. Be sure to remove slang or jargon from your sales pages, and consider having them rewritten to suit an international audience.
Another option would be to create a ‘localised’ website – one targeted specifically at an audience (say, India) which does not use the local language but keeps the language simple. Why not include some information on your company’s involvement with the country in question, or show some kind of cultural affinity.
To go even further, a site that is serious about attracting customers in other countries could opt for a full site translation. In order for this to be successful, each page will have to be translated by hand, which will almost certainly involve the services of a professional translator.
A possible compromise is to translate just part of the website – the core, or most imortant parts. Otherwise, an email marketing campaign in another language might be a slightly easier solution to implement and could also pay dividends.
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