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  • 72.1% of consumers spend most or all of their time on websites in their own language.
  • 72.4% of consumers said they would be more likely to buy a product with information in their own language.
  • 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
  • 9 out of 10 EU consumers always chooses content in their native language when available.

Professional translation services are most definitely amongst the most undervalued business factors, which can directly or indirectly make a truly significant difference to any company’s revenue, growth and image. With the advance in technology, any business, even from the SME sector, can now approach new markets and potential customers based overseas. What only just 10 or 15 years ago seemed unmanageable, is a reality nowadays.

Nevertheless, approaching new customers and foreign markets is easier said than done. A study conducted by the Common Sense Advisory shows, that a vast majority of customers prefers to be approached in their native language and 1 in 5 of the European consumers said to never browse websites in a language different than their native! Additionally, 56% of respondents also claimed that the information in their own language is a factor more important and more influential to them than price, when purchasing goods and services;

  • 1% of consumers spend most or all of their time on websites in their own language.
  • 4% of consumers said they would be more likely to buy a product with information in their own language.
  • 2% of consumers said that the ability to obtain information in their own language is more important than price.
  • 9 out of 10 EU consumers always chooses content in their native language when available.

 

You can read more about the research by clicking here.

 

Translations in business

As a growing number of business owners recognise that the ‘one-for-all’ business model often doesn’t work, more tailored and targeted solutions are appreciated. Consequently, in the recent years, professional translation services became one of the most important elements within the business sector puzzle.

In fact, business translation services are being used not only by companies which are planning on an international expansion, but also by companies operating within a multilingual market, such as London. In reality, majority of businesses based in London, both large and from the SME sector, are starting to truly recognise the real importance of language translations and the effect professional translation of their content, whether website, legal documents or marketing material, can have on their business.

A number of locally based companies operating within multicultural societies choose to communicate with their target audience in their native language, which shows to increase sales. Nevertheless, it can often be quite difficult for business owners and managers to decide what content to translate in order to minimise the costs and increase revenues.

 

Translate your social media

Social media are by far one of the most important factors in modern day’s business cycle. Not only platforms such as Facebook or Twitter allow companies to promote their services, but also allow them to communicate directly with their customer base and potential clients. By translating your social media content, your company will be able to approach and target wider markets, as this will also include people who do not necessarily speak English.

 

Translate & localise your website…

In majority of cases, especially when expanding internationally, your website will be the first point of contact between you and your potential customers. Ensuring that the key content on your website is available in the native language of your target market is fundamental. It takes less than 8 seconds for a visitor to form an opinion about your website, and consequently, about your brand. Allowing them to read information in their mother tongue will create a professional image of your company and therefore allow to turn your website’s visitors into customers.

Additionally, a professional translation agency will be able to not only accurately translate, but also carefully localise your website, ensuring that factors such as time, currency or even some design features are appropriate for the target audience.

…and marketing material  

Translating your marketing material is yet another factor which can directly influence your company’s success. Brochures, leaflets and even business cards can significantly impact how your company is perceived, especially when expanding to new, foreign markets. Allowing your potential customers and business partners to fully understand your company’s message and communications can be crucial. Moreover, by translating your marketing material, you’ll emphasize your company’s professional and customer-friendly image.

Translating your legal documents

Ensuring that your website and marketing messages are accurately translated and localised by a professional translation agency is key, nevertheless, translating your legal documents such as contracts, patents or terms and conditions can also be extremely important. Often, these types of documents have official legal power and therefore ensuring that your customers are able to understand them is key, from both – the business as well as legal point of view.

Be wise and use translation agencies

From choosing the right content to translate to ensuring its high quality and then implementing it onto the business website or marketing material, managing a translation project can be a complicated process, especially if you do not have any previous experience within such assignments. Working with a translation agency which specialises in business translations can be extremely beneficial. Not only will the translation agency be able to accurately translate your material, but will additionally ensure that your website or marketing material is socially acceptable in your target country by carefully localising it.

As you can see, translating your website, legal documents or marketing material is key in order to take a full advantage of your company’s potential and successfully target foreign markets or effectively acquire new customers within a multicultural environment, such as London. According to research, people feel more inclined to a purchase products and services if the information is available to them in their native language. It’s fascinating to see that in March 2017 more than 51% of all internet content was in English, and yet, only about 26% of internet users were speaking English natively.

The prospective business gap is therefore truly great. By ensuing that your potential customers are able to access information in their native language may sway them from your competitors inviting them to your brand and therefore not only increase your revenues, but also help you establish your brand image as a market leader and a professional, customer-friendly company.

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