We want to believe that in 2020 most people are aware that customers prefer to view content in their native language when shopping. This is true in all scenarios – whether you are selling a SaaS solution to businesses, or a pair of shoes to individual buyers.
How can you make this happen and how to finally start to speak the language of your customers? Let’s cover three pieces of advice for companies looking to start a long-term relationship with their customers.
#1. Translate selectively
You probably won’t be able to translate every piece of content into all the languages of your customers. You need to pick your battles wisely and make sure that you don’t spend your whole localization budget all at once.
In order to do that, do two things. First, track where visitors to your website are coming from. This will give you a good insight into the number of languages you want/need to cover.
Secondly, track which landing pages they are visiting. Start with these pages, and then move to the less-visited ones. Once you have defined this, you can move forward with finding the best way to actually localize your content.
#2. Go for smart website translation
Your website is the first thing your customers will check. If you have defined your landing pages for translation (e.g. homepage, terms and conditions, etc.), you can then start looking for the tool best suited for your needs.
As a minimum, you want the tool to provide you with enough flexibility to handle content in various ways (we will get to that in the third advice), and you want to be able to easily collect all the content from your website (no export and import of content), integrate easily with your website, and to have context when translating the content (in-context translation).
With the proper solution you can get this and much more, so look for a system that will not require you to spend large parts of your budget for the system alone.
#3. Simplify the process
Nowadays, you don’t have to look for full-human translation anymore. It’s more expensive, and it has a proper alternative. You can machine-translate the content, and then choose which pages to improve by native speakers!
By native speakers, we don’t necessarily mean a translator or a translation agency (although this is an option as well). You can also ask your colleagues and friends to help you with certain languages, lowering your final costs even further, as the proper translation management system will be flexible enough to help you with these workflows.
Interested in starting a long-term relationship with your new customers?
If you are interested in reaching your customers in their native language and need help getting started, reach out to us. We love talking about different scenarios and finding solutions to different needs. As always, there are no strings attached!