How to increase market share by investing in a multilingual website

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Expanding their market share is the ultimate goal of retail businesses all around the world. There are plenty of marketing tactics that companies can employ in order to do this, including reaching out to new audiences in other languages through multilingual content writing services and website translation. 

Combining these two tasks can produce a bespoke website in the target language that offers the maximum chance of engaging overseas audiences. In essence, delivering a site with tailored content writing that is sculpted to the particular needs of its foreign-language users will increase your market share by driving diverse traffic to your website. If you want your business to succeed around the world, click here to learn more about the business advantages of multilingual content writing services.

The statistics make a strong case for website translation as a means of connecting with potential customers in other countries – or even in the same country, in nations where multiple languages are spoken. According to this report by Eurobarometer, only 18% of internet users in the EU buy from websites in other languages ‘all the time’ or ‘frequently,’ while 42% of those surveyed would simply never buy a product from an online store with a website in a language they don’t speak. 

The languages of the internet

For businesses that rely on online sales, understanding the web’s most popular languages can open up some lucrative opportunities. English remains the internet’s top language by far, accounting for 54.4% of all websites, according to W3Techs. Next comes Russian, which accounts for 6.7% of all websites, followed by German (5.3%), Spanish (4.9%) and then French (3.7%). 

Using website translation to reach out to customers 

Website translation services are ideal for helping online shopping sites to connect with new audiences. Professional translation companies provide far more than pure translation when it comes to marketing content; website localization is a core component of their work. 

Localization services address the need to adapt content to the target audience in such a way as it ends up sounding as though it was written in that language originally. If you need to translate a webpage from English to Spanish, for example, the translated content needs to resonate culturally with Spanish readers, as well as linguistically. 

How retailers can get the best out of website translation 

Retailers looking to get the best out of their marketing translation projects have a range of options before them. Plenty of individual translators are available on a freelance basis, while there are also translation services around the globe that offer specialist marketing translators and website translators. Of course, there’s also machine translation, but its quality isn’t yet sufficient for professional purposes of this nature.  

In order to find the best translator for the work at hand, online retailers need to consider their potential translators’ previous experience, as well as their linguistic abilities. They also need to think through their own needs. Will a website translator suffice or do they need a translator who is more focused on their particular sector, with experience of translating printed labels, packaging boxes and food packaging, for example? 

Once the online shopping merchant has appointed a suitable translation company or individual translator, there is still more that they can do in order to ensure that the project is a success. Information sharing is key here. From the retailer’s mission statement and values to their style guide, the more information the translator has to hand, the better. The deeper their understanding of the company’s values and ethos, the more closely they can align their translations to these. Where localization is an important element of the translation project, then it becomes even more essential that the retailer share everything they can think of with their chosen localization company. 

Developing bespoke multilingual content 

Running a multilingual website doesn’t just mean translating a site from one language to another. In all likelihood, it will also call for some content to be created from scratch in the target language. 

Each country has its own festivals and traditions, which online shopping services can tap into in order to try and enhance their market share. Using blog posts is the ideal way to do so, meaning that each version of the site can include content that is written to appeal specifically to the audience in question. 

Multilingual content writing services are available to assist with such tasks. Again, an important part of the preparations is for the company to share as much detail as they can with those writing the content. 

Don’t forget the images 

Any website or marketing translation project that is designed to reach out to new international audiences also needs to factor in the use of images. Images need to be chosen with the specific audience in mind, so that those in the pictures are culturally suited to those looking at them. This can mean anything from wearing a headscarf or other religious headgear, to ensuring that your clothing is in line with modern trends (something which varies hugely from country to country). 

Investing in website translation to get ahead

Competition for online sales is fierce. This is why it’s important for retailers to do all they can in order to win customers’ long-term loyalty and affection. Multilingual websites are at  the heart of doing so. By appealing to far greater customer numbers, they have the potential to make a significant difference when it comes to a company’s bottom line.

(A Retail Times’ sponsored article)