With 2019 in full swing, you’re likely considering new ways to market your business. Have you ever thought about reaching out to and marketing directly to speakers of languages other than English? Even if you only speak English, don’t worry. You don’t actually have to speak another language to effectively market to a demographic that does. You can market to this audience in a variety of ways, which can have a positive impact on your brand this year (and beyond!). Here are 5 steps for targeting your non-English speaking client base in 2019.
1. Start with translating your website.
Your website is the best way to interact with customers who do not speak English. Customers will most likely start their online search for a product or service by searching for those with information available in their preferred or primary language. If your website and offerings are translated and localized on your website, your target market will feel confident in your ability to assist them, and they will appreciate that you’ve taken the time to tailor your content to them. Be sure to use a professional translator or agency to handle this. Errors caused by free, automated translation tools can be extreme and do real damage to your brand.
2. Consider multilingual SEO strategy.
While your site is undergoing translation, you’ll want to consider a multilingual Search Engine Optimization (SEO) strategy. After all, it needs to be compatible with the terms your target audience is actually searching for! If your translated website content isn’t showing up in search results, the translation you’re investing in will certainly not give you the best bang for your buck. Analyze your audience and tailor your strategy to them. You’ll find that it often differs from what you’ve already created for your English-speaking customers. Work with your translation provider to ensure they know about your SEO strategy while creating your foreign-language website content.
3. Don’t forget about your local foreign-language market!
While online marketing is important, it is not the only way to reach your new audience. Partner with local businesses in your community, specifically those who already have an existing customer base in your target demographic. See if you can leave your business cards or brochures there as well. Don’t forget to translate and localize your hard-copy marketing content, too!
4. Consider reaching out with a translated targeted email campaign.
If you already send out email newsletters, consider translating them for your non-English-speaking readers. You may not have to translate everything within your newsletter, but if you know your customer's email address and preferred language/region, you can target your content specifically to that group! Email blasts in someone’s preferred language are more likely to drive traffic to your website and are a quick and easy way to stay in touch with those who have already decided they trust you enough to hand over their email address!
BONUS TIP #1! Don’t forget to ask for referrals or testimonials you can use in your marketing or on your website. Once you’ve driven more traffic there, it’s a great way for new and/or potential customers to see why working with you is such a wonderful option. Don’t worry about asking; most people love giving their opinion and will happily do so for you!
5. Remember to translate your print marketing materials.
Dedicate some advertising dollars to one or two of the most widely read publications in your area, ensuring the advertisements you place are localized for your non-English-speaking audience. You can direct customers to your website for more information, which will help drive traffic and deliver more information to your target audience.
BONUS TIP #2! Utilize interpreters as needed for your new customers.Once a new customer reaches out to you, make sure you have a way to communicate with them if you do not already speak their primary language. You can use over-the-phone interpreters for initial meetings or unscheduled calls, and look into requesting an on-site interpreter for client meetings or any interaction that involves contracts, providing more information, etc.
In short, keep an open mind when it comes to your marketing strategy to a foreign-language market. Like all strategies, it will take time to set the moving parts in place. But the growth you’ll see from marketing to a new demographic will be worth it!
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