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Step 1
Where to start
Unless you are fluent in the languages of the countries you are considering targeting, you need the assistance of a professional translations company that offers additional services such as research and copywriting. A one-stop shop is more cost-effective than going to several different suppliers for various related services.
1. Assess demand for your product/services in the proposed market
2. Assess saturation by competitors and whether you can offer a USP -
Step 2
Proactive marketing
1. Have the translation company you choose check the names of your products/services for similarity to competitors and for negative connotations. For example, a Japanese automobile company tested proposed names for a car they were to launch in Portugal. Their preferred name turned out to be “a seriously unpleasant sound” in Portuguese.
Another example: Colgate introduced a toothpaste called Cue to France. Had they done their homework they would have discovered it was also the name of a hard-core pornographic magazine that had been on France’s top shelves for years.
2. Have your website built in the language of your target country with country and cultural specific references. This is where creative copywriting in a foreign language scores over word-for-word literal translation. Over half of all Google searches are in languages other English and the figure is constantly increasing. Research has shown that people are five times more likely to buy from sites in their native language.
3. Ensure that the translation company you employ is savvy enough to use SEO for all converting terms. This is vital to improve your Search Engine ranking. -
Step 3
Handling Sales
If you are marketing in a foreign country, in a foreign language, your customers will reasonably expect their queries to be handled in that language.
It is important, therefore, to provide native-speaking staff for enquiries and account management.
To assess and improve your performance, set up customer feedback procedures at the outset. How did you hear about us? How did we do? are essential questions.
As you build your client-base, you can go on to conduct in-depth surveys and collect vital statistical information on referrals and returning customers.
By following all these steps, we at Lingo24 grew our own sales in Scandinavia and The Netherlands by 500% between 2006 and 2009. As steps to success, they really do work.
