The number of businesses operating globally is growing by leaps and bounds. The growing influence of globalization and the massive increase in technological advancement has made doing business in any part of the world pretty easy for any one. Culture and language are indispensable factors to consider when deciding to take business to the global scale. It is quite common that any business whether starting or already in existence presents its own challenges. Stiff competition at home often forces companies expand their operations to the global scale; however they don’t find it merry even at the international markets.
The greatest challenge that companies normally face is identification of the right country for business operations and how to integrate the language and cultures of the specific country chosen to the business operation. It therefore means providing goods and services in the local language and customs of the host country is a very important move for the success of any business in the foreign country.
In today’s economy, people prefer making purchases in their own language than English for non English speaking countries. It is therefore important that businesses seeking international markets understand and appreciate the cultures and languages of their target audience. These can be done through the following ways;
1. Integrating the Local Language and Cultures in the Advertising Campaigns
Advertising is a very serious marketing campaign aimed at creating product/service awareness among prospective clients. If not properly done, advertising will only be a waste of time and company resources yet will have no positive Returns on Investment (ROI). Adverts made in the local language of the target audience attract much attention as they are able to have a proper understanding of your product or service. As we are aware that adverts can be made in local radio stations, TV channels, leaflets, banners and many others. It there means that you translate written adverts such as banners, leaflets and AdWord campaigns into the local language of your prospective clients and making sure that all adverts made on local radios and TV channels are aired in the local language.
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2. Translating Website Into the Local Language and Customs Of the Target Audience
A website is a platform where all the information regarding your company is found. The number of people searching Google using their language is increasing day after day. Therefore if your website is in English, chances of it showing up on search results when French or Spanish key word is searched will be very minimal. It is vital that you have a translated version of your website by a professional translation agency to not only ease the communication between your company and the prospective clients but also to increase on the website traffic. Website translation these days is of great benefits to any marketing manager for both marketing campaigns and SEO purposes.
3. Learning the Language and Cultures of the Target Audience
I know learning a foreign language is a difficult project that anyone can ever undertake especially at an old age. However, learning the language and customs of your target market can put your business to an upper hand of success. Clients prefer buying from those whom they can easily interact with and present their complaints or demands easily. It will be of an advantage if you can address your customers’ needs and complaints in their local language. Also people fill your part of them when you interact with them in their local language and adapt their way of doing things.