What to translate
Website
Your potential customers will visit your website less and for shorter periods of time if it is not translated into their native language. Or worse still: they may not even find your website. Internet browsers will only find pages which display text in the language of the potential customer performing the search. You lose a sizeable share of customers for every language NOT available on your website.
Commercial catalogues and brochures
Once you have made contact with your potential customer, they will often view the products and services you offer through your catalogues or brochures. Your customer will appreciate it if your company does not limit itself to online translations into their language. What’s more, your translated catalogues will be more accessible to people within your customer’s organisation.
Advertising materials
By having TV, radio and outdoor advertising in the local language, a company demonstrates that it is able to adapt to the market and that it is committed to the specific target culture. The cultural adaption of the message is not complete if the language is not adapted - in other words, the translation.
Mailings and direct marketing
Mailings or group emails are not very popular means of communication but they are often the only way to send a personalised message to a mass audience. That’s why you should send them to your customers in their own language. You will notice improvements in acceptance and effectiveness which will more than compensate for the small translation investment.
User handbooks, instruction manuals and guidelines
After the initial purchase, the lasting success of a product is determined by the degree to which your customer understands how it works. Your customer’s first experience must be satisfactory if you want him/her to become a regular and loyal buyer. That’s why you’ll need all the help you can get. Instructions in your customer’s own language are a small and worthwhile investment to kick-start this relationship.
Customer service
Direct telephone or written customer service is the last link in the chain of communication. This is when the customer comes into direct and personal contact with the company. To continue providing the services offered in the previous stages, direct requests from customers regarding support, information, quotes, etc., should be dealt with in their own language. This could be the foundation of a long-lasting commercial relationship.
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