Top Tips written by guest writer, Iwona Lebiedowicz, Director of PAB Languages Centre. Selling to international audiences
Selling your service or product to an international audience almost always creates additional challenges; many brands fall into the trap of trying to recreate what has worked in their native countries, often getting it wrong.
Navigating the global marketplace can feel like charting unknown waters, but with the right approach, it becomes an exhilarating journey towards expanding your business reach. As someone who has sailed these waters, I want to share three pillars of wisdom that have been instrumental in bridging the gap between local nuances and international success. Let's dive in:
- Embrace Cultural Nuances
The power of local culture in shaping consumer response cannot be overstated. What resonates in the UK might not stir the same excitement in Italy or Australia, thanks to cultural and communicative nuances. The key lies in tailoring your content to fit the cultural fabric of each market. Wondering if a straightforward call-to-action (CTA) works better in certain regions? Or if your product descriptions are hitting the mark? Embark on a journey of discovery, engaging in meaningful dialogues and conducting in-depth research. The insights gained will not only enrich your campaigns but also foster deeper connections with your audience.
- Understand Digital Footprints
Digital interaction varies widely across the globe. It's essential to question and understand the digital landscape of your target audience. Do they prefer Google, Bing, Baidu, or Yandex? Payment preferences also speak volumes about trust and convenience; while PayPal and Stripe might dominate in the UK, local preferences could lean towards other gateways. Social media platforms, too, differ in popularity across regions and demographics. Stepping into your audience's digital shoes will unveil opportunities to connect and convert more effectively.
- Leverage Expert Linguists
Language is beautifully complex, with words often carrying multiple meanings across different contexts. Relying solely on machine translation can miss the mark, sometimes significantly. Collaborating with seasoned language professionals ensures that your message not only translates but resonates. They bring the finesse and cultural insight that machines can't replicate, turning your international campaigns into pathways for genuine connections and increased conversions.
PAB Languages Centre helps organisations across all industries connect and communicate with their audiences in over 200 languages. Whether you’re looking to translate your advertising copy, create a video in several languages or localise your website PAB’s resolute project management team with global network of expert copywriters, marketing linguists, and certified translators can help. Get in touch today on 07799 772 360 to discuss your project.
