There are about 7,000 languages in the world and though English is the third most spoken first-language, marketing in this medium alone won’t be enough if you really want to tap into a bigger market. You might want to start translating your website into languages that can gain a strong following. A Web Content Management solution (WCM) can make this simple and easy for you.
A translation feature can effortlessly be integrated into a WCM solution. Lionbridge shares six website translation technologies that can be used to go global namely: website translation management portals, CMS integration technologies, translation proxy technologies, website translation management systems, translation productivity platforms, and linguistic QA tools. These technologies can be used hand in hand with WCM. Except for the last two, all of these can also work in automation with a WCM system. Import and export of files are automated when CMS connectivity is enabled. Linguists working on the other end are notified instantly to produce the content translation.
WCM with translation services will certainly help you offer your products and services to a bigger and more diverse audience. More importantly, because web contents are transferred real-time to the Language Service Providers (LSP), the automation will reduce turnaround times. Content will be translated faster and better with the help of translation memories. Collaboration with the linguists from the LSP is also possible to ensure high-quality outputs. Your visitors from all over the world will no longer need to suffer from a poor automatic machine translation. With well-crafted translations, you can surely capture the hearts of global visitors.
The New York Times quoted Chris Boorman of SDL on the implications of language on marketing: “If you can deliver your product in a way that looks like it was developed in that country, you have a competitive advantage.” This statement can be supported by the 2016 statistics of internet users by language which reveals that only 26.3% of users are English speakers. The numbers signify the importance of translation services in global marketing. If you want to go big, you really have to equip your website with languages that can tap the bigger market.
In line with this, a 2015 infographic on Online Shopping: How Much Shoppers Around The World Are Spending Online shows that Hong Kong nationals spend the most time online. Just imagine how valuable it can be for your business if you can provide a better means of communication for them.
With all the languages in the world, marketing in English alone wouldn’t let you break barriers. But with the current state of web solutions, there’s also no reason for you to be limited. Localize your web content and reach the market that you would love to tap.