{"id":1604,"date":"2017-12-27T00:00:00","date_gmt":"2017-12-27T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1604"},"modified":"2017-12-27T00:00:00","modified_gmt":"2017-12-27T00:00:00","slug":"international-customers-expect-translated-websites-are-you-letting-them-do","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/international-customers-expect-translated-websites-are-you-letting-them-do\/","title":{"rendered":"International Customers Expect Translated Websites. Are You Letting Them Down?"},"template":"","blog_categories":[10,9],"resource_categories":[37,34,30,35,20,33,21,23,22,17],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1604","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies-customer-experience","blog_categories-marketing-strategies","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-topic"],"acf":{"blog_short_description":"Website localization should be a \u201cmust have\u201d for your global marketing and lead-gen efforts.","news_inline_styles":"","blog_video_id":"","article_body":"

Global customers react positively when companies serve them online in their preferred languages, localized for their markets.<\/p>\n

Is your company doing that? <\/p>\n

If not, your organization isn\u2019t just blowing an opportunity for increased traffic, engagement and conversions. You\u2019re actively defying the expectations of your global customers<\/b>, and sabotaging your chances of international success.<\/p>\n

The Need, and the Stakes<\/h2>\n

Your global customers don\u2019t just want translated sites\u2014they expect<\/i> them. As a marketer, you need to think of website translation as a \u201cmust have\u201d part of your marketing and lead-gen toolbox. Consider the widespread expectation for brands to be on social media channels. Website translation is no different. If you want to succeed in new markets, it\u2019s necessary.<\/b><\/p>\n

Why? People want to feel understood and appreciated. Customers have more trust for companies that serve them in their preferred languages\u2014especially when that content is localized for the specific linguistic and cultural nuances<\/a> of their markets. People like and react well to personalized marketing<\/a>. It makes them more likely<\/a> to do business with that company. <\/p>\n

\n

Culturally-authentic translations tell global customers that you care about them, and understand their needs.<\/p>\n<\/blockquote>\n

That\u2019s a big deal, especially for a company that might be in the nascent days of serving a new online market. In these instances, their brand isn\u2019t well known, and they need as many differentiators against competitors as possible.<\/p>\n

Accurate, culturally-authentic translations quietly send the signal to customers that this isn\u2019t just an opportunistic, transactional experience. It suggests that the brand cares about them and their market, and understands their needs.<\/p>\n

The old saying \u201cfish where the fish are\u201d applies in these new markets, too. Don\u2019t just translate your website. Make sure to translate content for social, mobile, omnichannel, in-store use, and emails.<\/p>\n

Execution Is Everything<\/h2>\n

It\u2019s easy to recognize the value of a localized website. It\u2019s harder, though, to do it right. Some companies naively believe they can perform a website translation project\u2019s technical, operational and translation workflows in-house. This often result in costs overruns, delays and substandard online experiences. Those do more harm to a brand than good.<\/p>\n

\n

In-house approaches to website translation are risky and error-prone\u2014and often do more harm than good.<\/p>\n<\/blockquote>\n

Savvy companies use technology-driven solutions\u2014such as the turn-key proxy-based approach to translation\u2014to translate, deploy and operate their multilingual sites. Turn-key solutions eliminate the technical and operational minefields associated with website translation \u2026 and much of the costs, too. They\u2019re fast to market, and play nicely with all web technologies. Consider:<\/p>\n

Technology:<\/b> Many companies can provide good translation. But fully turn-key solutions are designed to handle all of the under-the-hood complexities that make website translation such a burden for your IT team.<\/p>\n

Effortless:<\/b> Turn-key solutions require no effort from you at launch, and ongoing. All personnel, processes and technology are provided by the vendor.<\/p>\n

Customer-Aligned: <\/b>Many vendors try to maximize<\/i> your translation spend. But the best turn-key solutions provide ways to ensure your international success, so that you can keep adding languages\u2014and expanding your global reach.<\/p>\n

Most important, the linguists who work at these agencies are great at translating content for your target markets. Not only are they native speakers, they\u2019re fluent in the cultural nuances of those markets, and the buying habits of those residents.<\/p>\n

These translators know what to say, and how to say it, in ways that feel \u201clike a local\u201d\u2014while remaining absolutely faithful to your brand\u2019s voice, verve and business goals.<\/p>\n

Conclusion<\/h2>\n

Serving your global customers in the languages they prefer is just as important to your business as any other key marketing approach.<\/p>\n<\/p>\n

Using a digital-first translation agency that combines technical solutions with human expertise will help you find the audience you\u2019re looking for across media by winning their hearts and minds and, most importantly, their business and trust.<\/p>\n","article_body_code":"","news_image":{"ID":16044,"id":16044,"title":"LettingThemDown_Banner.jpg","filename":"LettingThemDown_Banner.jpg","filesize":56057,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/LettingThemDown_Banner.jpg","link":"https:\/\/www.motionpoint.com\/blog\/international-customers-expect-translated-websites-are-you-letting-them-do\/lettingthemdown_banner\/","alt":"","author":"2","description":" \t","caption":"","name":"lettingthemdown_banner","status":"inherit","uploaded_to":1604,"date":"2017-12-27 00:00:00","modified":"2017-12-27 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