Digital marketing has the ability to easily reach across lines of geography
However, without breaking the barrier of language, being able to project a marketing message across the world does a company very little good. Having a comprehensive bilingual digital marketing strategy is essential for most businesses that are looking to expand and grow into emerging markets and engage the up and coming middle class of cities, nations and whole continents that are looking to improve their lives with a variety of modern products and services.
Below are a couple of ways in which any company can more effectively engage the worldwide audience by incorporating comprehensive translation and localization services into its digital marketing program.
One – Make sure that your business reaches as many potential consumers as possible through a bilingual website.
There is nothing more inviting to a potential consumer than to be addressed in his or her own language. Taking the time to provide this service shows respect for culture as well as a willingness to engage that the consumer will likely attribute to the rest of your business. In short, your goodwill with that customer starts off on the right foot. Obviously, the website will also be much easier for them to read.
Creating a bilingual website is possible even if you do not know the language in which you would like to translate. Many services are available from the free Google Translate option to professional services that provide much more nuanced translation services. For serious business owners and marketers that care about their brand, we strongly recommend professional translations over automatic free translations to avoid pitfalls like this.
The more effective pay services will not only be able to provide more nuanced translations for your web content, but they will also be able to optimize that content into the translated language for additional visibility within the major search engines. In the modern search engine optimization landscape, websites can be filtered according to language preference. Properly optimized, your website can actually be targeted at consumers with a language preference for more effective use of the SEO funds of a company as well as a much more direct line to paying customers.
Because people tend to search for the products and services that they need in their native language, you will be able to appear at the top of search engine results for the preferred language no matter what it is. The final outcome for many companies is a higher conversion rate, which means more sales for less ad money.
Two – Make sure to keep the sites in sync with each other, updating them in tandem.
Many companies with bilingual websites tend to subconsciously prefer to update the site that is in their native language, leaving the other site without valuable information. In order to remove this bias, a webmaster should engage a business in one of the automatic or supplied services that sync both websites together. When one website is updated, someone will have to update the other language version as well. With services such as Content Updates Synchronization by Hispanic Market Advisors℠, both websites can stay current and up-to-date.
Search engines tend to prefer websites that are updated frequently. Also, by having bilingual sites, a company is expanding its outreach by creating entry points from various market segments increasing the customer base.
Related articles you might like:
- Sizing Your Online Hispanic Market
- Creating Valuable Hispanic Consumer Profiles
- Be Operationally Ready to Support a Hispanic Online Initiative
This article was written by Hispanic Market Advisors © 2013, your one stop source for Internet marketing and English to Spanish translation needs. You are free to publish it on your own website as long as you provide a link to this page.