The main obstacle for 92% of consulted e-commerce companies is the importance of language in order to communicate with their international clients.
This is one of the conclusions reached by the consulting firm Hexagone[1], a language specialist, after performing several analyses regarding the relationship between international sales and language.
On the one hand, we know that language is important, given that it shapes how we are and how we think. On the other, words are one of the bases of communication because they give meaning to the message and create feelings. And that’s not all. In the marketing world, words provoke emotions, they represent the voice of the company, and they form the image that customers create in their minds.
By speaking the same language, we get closer to our customers, we make ourselves available, and we create a comfortable environment, plus it means that our message will be understood. This ultimately translates into being able to more effectively attract customers and build customer loyalty, consequently increasing sales.
“For 7 out of 10 e-commerce managers, reputation is what concerns them the most when working with language internationally. Not being able to communicate in the customer’s language could be prejudicial.”
In our globalized and interconnected world, there is an ever-increasing trend to access international markets, which is relatively simple to do. Yet to be successful, the language barrier has to be overcome, and we have to create an image for ourselves that is idiomatic and culturally known to our customers.
“[…] due to the pandemic and the economic crisis […], 25% growth in international sales is expected, with the majority coming through marketplace.”
Why does a good translation help increase sales?
Because it allows us to establish a conversation with our customer: if our website, our advertising and our data sheets are translated well, then we are creating our company’s personality in another culture and are adopting our true tone of voice, something that customers genuinely appreciate.
What specific advantages do I get by including translation in my company’s marketing strategy?
- It allows you to attract new markets and customers (internationalization).
- It provides better SEO positioning, and therefore more website traffic.
- It lends a feeling of security and reliability to customers.
- It makes you more competitive than companies that have content in English only.
- It helps customers to understand what they are buying.
- It makes the user’s experience more personalized, which can help in their decision-making.
- It adapts your company to the local market.
And why isn’t it enough to merely translate content into English?
Good question! While it’s true that English is considered to be the standard language that unites people from all parts, we mustn’t forget that there’s nothing more personal to a customer than their native language.
No matter how well we may speak English, the emotional effect won’t be the same as it would be in someone’s mother tongue. Plus there may be some people who might feel insecure or alienated from your company just by the mere thought of having to communicate in English.
It’s important for a company to make the customer’s life easier. Is there any better way than by speaking their language?
[1] Hexagone Language Solutions. Online blog. <https://hexagone.es/8-de-cada-10-ecommerce-apostaran-por-las-ventas-internacionales-durante-esta-campana-de-navidad/> [Accessed: 04/10/2021]