Businesses are always on the hunt to penetrate newer markets but with different geographies they often come across buyers who speak different languages.
Asmost companies produce products or services are universal, it gives companies a wider chance to expand globally. This makes it a logical step for businesses to try and penetrate new markets, even those, which do not speak the native language of the business. But penetrating these markets require an understanding of the preferred communication options of your customers.
As a global organization, it has become an obligation to speak the language of your customers. This will not only help you build loyalty and customer trust, but will also boost your sales while ensuring that you have a wider access to market.
In a study published by “Common Sense Advisory”, 2,430 web consumers from eight countries were surveyed and it was established that there is an undeniably strong link between in-language content and a consumer’s likelihood of making a purchase. The notable outcomes from the study are as follows:
- 1% of consumers spend most or all their time on websites in their language.
- 4% of consumers said they would be more likely to buy a product with information in their language.
- 2% of consumers said that the ability to obtain information in their language is more important than price.
This states that more than half of buyers would pay more for a product or service if the communication is received in their language. In 2011, the European Commission published a study based on a Gallup survey of language preferences within 23 EU countries.The study stated the following outcomes:
- Nine out of 10 Internet users said that, when given a choice of languages, they always visited a website in their language.
- Nearly one in five Europeans (19%) said they never browse in a language other than their own.
- 42% said they never purchase products and services in other languages.
This study clearly states that even in advanced markets like Europe which are multilingual, people still prefer to buy in their native language. To further corroborate this point we studied the trends of language translation as a business and realized that the translation market grew throughout the recession. That’s not a coincidence. Smart companies know that putting all your eggs in one basket is bad for business – so is putting all of your marketing content in just one language.
The global market has become diverse making it important for businesses to search for new avenues to expand and establish a global footprint. Speaking your customer’s language is as important as having the right marketing message or a responsive website.
Many businesses identify Multilingual Lead Generation to be a barrier and outsource their efforts. It is a great way to challenge the traditional roadblocks such as cost of setting up a remote office or managing a sales team in the new geography.
An outsourced company leverages its qualified experienced staff with appropriate knowledge to fine tune your campaigns to maximize the return on investment. The other significant advantage of outsourcing your multilingual lead generation is that it helps in faster identifying problems and agreeing on a plan of action to avoid them.
Lead generation is not easy as setting the service can be challenging task, however, agencies provide cost-effective and quality leads without the need for any staffing and additional cost.