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Every day, millions of Americans search the internet in languages other than English. How much thought have you put into reaching them through your language marketing efforts? If you’re dragging your feet on creating and implementing in-language marketing campaigns, a close look at the numbers might be the motivation you need.
Let’s explore the current landscape, then dive into some best practices for meeting your customers’ language preferences to drive awareness, engagement, and revenue.
With one-fifth of the total population speaking a language other than English at home – and this trend expected to grow in coming years – the success of your marketing depends on how well you engage customers in the language of their choice. Without in-language marketing, you risk losing a growing customer base and cutting into potential profits.
Not sure where to start? Here are some key focus areas for enabling customers to connect, learn, and purchase your products or services in their preferred language.
One of the most important steps you can take to accommodate a diverse customer base is to make sure your website is accessible in any language.
While customers may be able to speak and navigate comfortably in English, household purchasing decisions often happen in a language other than English, so you need to let them choose how they view your information.
Here are some options for translating your website content:
Language spoken at home has a major impact on how people search. In order to build effective campaigns, you need to support your customers’ needs and preferences by letting them interact with you in the way that’s most comfortable and convenient for them.
Here are some key elements to consider in your digital campaigns:
No matter how you choose to engage your non-English-speaking segment, do it with honesty and integrity – and make it a positive, supportive customer experience from start to finish.
That means, if you’re investing in in-language marketing, make sure the rest of your business is set up to support the non-English language speakers you want to target. There’s no sense in bringing them into the funnel if you’re not able to meet their needs and preferences all the way through.
Support is a critical ingredient of that experience. If you target customers who prefer to do business in a language other than English, make sure you have team members available every step of the way to deliver quality support and customer service in their language.
If your time and budget for implementing in-language marketing are limited, it’s best to start small.
Focus your efforts there and, once you see success, expand your program to include other languages based on the customer base you serve.
Expanding your languages of business doesn’t only grow your footprint and bring in new leads – it also enhances the entire customer experience by delivering greater ease, comfort, and convenience.
Need help getting started? As a global company with extensive in-language support and campaign management experience, ibex can help. Learn more at www.ibex.co/digital.
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