{"id":2156,"date":"2019-09-11T00:00:00","date_gmt":"2019-09-11T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=2156"},"modified":"2019-09-11T00:00:00","modified_gmt":"2019-09-11T00:00:00","slug":"translate-your-website-and-omnichannel-for-a-seamless-global-b2b2c","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/translate-your-website-and-omnichannel-for-a-seamless-global-b2b2c\/","title":{"rendered":"Translate Your Website and Omnichannel for a Seamless Global \u2018B2B2C\u2019 Experience"},"template":"","blog_categories":[2,10,4,11,9,12,107,15],"resource_categories":[27,28,37,34,30,24,35,20,33,26,21,23,22,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-2156","blog","type-blog","status-publish","hentry","blog_categories-b2b-strategy","blog_categories-marketing-strategies-customer-experience","blog_categories-e-commerce","blog_categories-marketing-strategies-international-seo","blog_categories-marketing-strategies","blog_categories-marketing-strategies-omnichannel","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-industry","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Localization is vital for B2B companies leveraging B2C technologies to boost conversions and revenue in global markets.","news_inline_styles":"","blog_video_id":"","article_body":"

The Internet has changed the rules of commerce and the way entire industries do business. Take B2B companies. Once relegated to transact exclusively with business buyers, at least 60%<\/a> of manufacturers and wholesalers now leverage e-commerce platforms and sell directly to consumers, too.<\/p>\n

Embracing B2C best practices helps B2B companies remain innovative and competitive. Engaging markets with \u201cB2B2C\u201d digital experiences\u2014which include transactional websites, social media content, mobile apps and more\u2014generates brand awareness and repeat business across a spectrum of new customers.<\/p>\n

The next frontier of opportunity for B2B2C is global sales. This means innovative companies must localize their customer experiences for international audiences. After all, global consumers expect to be able to do business online in the languages they prefer.<\/p>\n

The Stakes<\/h2>\n

If you\u2019re an organization using a B2B2C approach in international markets, translating your website is no longer a \u201cnice to have.\u201d Twenty years ago, more than 80% of all online users were native English speakers. These days, it\u2019s under 25%.<\/p>\n

A 2014 Common Sense Advisory study<\/a> revealed that 75% of global customers prefer to buy in their native language. Another study<\/a> found that, given the option, 90% of European customers always choose their native language when online.<\/p>\n

This study also found that 40% never<\/i> purchase products and services in other languages.<\/p>\n

The Upsides of B2B2C Localization<\/h2>\n

Localizing your digital content generates more conversions and revenue in global markets than not translating your CX. But there are other key benefits to localizing your customer experience, such as:<\/p>\n

Discoverability<\/h3>\n

Translating your SEO-rich digital content helps multilingual international customers find your brand online, which increases your website\u2019s organic traffic. Localizing omnichannel assets, Twitter cards and Open Graph data can also boost referral traffic to your international sites.<\/p>\n

Engagement<\/h3>\n

Localizing product information and conversion funnels is critical, as it reduces bounce rates and increases time on-site. So is using language-detecting technologies to greet customers in their preferred languages\u2014even if it\u2019s to direct customers from your domestic site to a localized version. <\/p>\n

Brand Trust<\/h3>\n

Localizing your CX demonstrates your company\u2019s interest in international markets, and encourages customers to get to know, purchase from, and stick with your brand. Try highlighting regional holidays, celebrations and exclusive promotions to further drive customer trust. <\/p>\n

The Challenges of B2B2C Localization<\/h2>\n

Localization is vital for creating an engaging CX, but most B2B2C companies experience challenges when they try to make this important pivot. Their lean teams aren\u2019t equipped to handle the heavy workloads and ongoing technical burden associated with CX localization. <\/p>\n

Most try to offset these burdens by engaging a conventional translation vendor to localize their customer experience. These vendors, which don\u2019t specialize in localizing dynamic digital content, aren\u2019t often a good fit for these ambitious projects. Here\u2019s why:<\/p>\n