Breaking the language barriers in business can be powerful if you serve more than a one language demographic. Taking the time to analyze the customer journey and ensure that you are reaching every available client in their respective language results in happier and more satisfied customers and greater success for your business.
According to the U.S. Census Bureau, there are currently over 300 languages spoken in the United States. In the New York metro area alone, over 192 distinct languages are spoken at home. These numbers are relatively consistent in regard to all major metropolitan areas in the U.S. If you add in other countries whose e-commerce buying power can't be ignored, like the United Kingdom, Germany, France, Japan, and Brazil, the number of languages grows exponentially.
This raises the question: Is your customer journey serving clients in their native language? If the answer is no, then now is the time to do something about it. There are ways to address the issue and expand your marketing impact to include your under-served consumer populations. Here is an easy to-do list:
- Research your client demographic with the desired end of compiling a list of languages spoken. There is no reason to provide services in languages that will not reach your customer base. Find out the three top languages spoken by your clients and begin providing services in those. This can easily be accomplished by using a company which specializes in business translation services.
- Target your front-line. Make sure that you are providing telephone IVR and online support in the appropriate language formats. Nothing makes a customer happier than ease of communication. Providing help in a person's native language streamlines the process and allows your customer service reps to solve any issue more effectively.
- Invest in multilingual audio tracks. If you've gone to the trouble to develop video marketing, adding audio in multiple languages maximizes the impact of your campaign by presenting your product both visually and in understandable language for each distinct demographic. The deeper the connection, the more apt a consumer is to utilize services or commit to a purchase.
While transitioning to providing multilingual services may seem daunting, it is nowhere near as hard as it seems. With a little research, you can determine your company's demographic language needs and find a company that is able to provide the translation services you need. The time is now; business is becoming increasingly global and language barriers can either make or break your marketing and sales reach. Contact us for more information on how to target your audience more effectively.