Updated September 2020, to reflect the new world order.
International customers can be the right step forward for many business owners, especially in such dark times. This move usually requires to translate to English & from English your online content, official documents, and more, so we’ll analyze how a good translation can be a boost for marketing, sales, and communication in general.
Business, organizations, and individuals everywhere are still fighting to contain the global pandemic that turned 2020 into one of the most challenging years in modern history. Besides the hits on health systems everywhere, the pandemic also took a negative toll on the economy, driving lots of business into the ground.
Not to mention that private sectors (such as tourism, education, restaurants, fitness, and real estate) are still fighting to recover. But there is a silver lining for modern businesses – as more people move their activity online (work, shopping, entertainment), now it may be the right time to take a shot at going international.
The online world is growing at unprecedented rates, and the technology is quite easy to implement, especially for e-commerce stores. But it’s not just about e-commerce! Nowadays, you can run a consulting business (in personal development, relationships, law, and so on) and still have access to a worldwide audience.
The only part that may be more difficult is finding a reliable partner to help translate to English and/or from English web content, documents, and other tools you may be using.
We have vast experience in business translations, and we understand the importance of good communication in business relations. As such, today, we’ll talk about international customers and how to keep the lines of communication open in various popular languages, regardless of your specific niche.
When to Translate English to Spanish & Why it’s Important
To check if your website is already attracting international customers, check the Analytics account (in Audience – Geo – Location).
This report will provide accurate information on your online presence at an international level. As such, you have solid data to rely on, which can lead to the right business decision.
For example, if your site receives a constant flow of users from Spanish speaking countries, it’s a good move to translate English to Spanish and create a section dedicated to these users. Current users will appreciate your efforts and take the news to their friends and acquaintances, thus creating a boost in users and (possibly) sales.
Another situation where it makes sense to translate English to Spanish is the case of most business-owned US websites. Since the number of Hispanic and Latino speakers who live and work in the country is quite large (around 18% of the total population), it makes sense to appeal to their needs. It’s also an easy and cost-effective way to stand out from the crowd.
But do you know which Spanish language to use?
img source: https://www.britannica.com
Spain, as a culture, is extremely rich and diverse. Furthermore, the language is spoken in several corners of the world, which led to variations, dialects, and “accents”. As such, you can’t use the same language to communicate with someone from Spain as you would with someone from Mexico (even though both countries speak Spanish).
This is why anyone looking to translate English to Spanish must hire translators who understand the differences between cultures, communication habits, and more.
Translate Spanish To English
Of course, if your content is in Spanish and you’re looking to expand your reach in a more diverse market, then English is mandatory. English is the lingua franca of the internet and most of the tools created for the online environment are in this language.
As such, in order to succeed in a world without borders and attract more international customers, English is mandatory!
Translate English To Italian – Business Niches where it Works Best
The most common scenario where a customer requests an English to Italian translation is one that involves an expansion on the Italian market. And it makes complete sense. It’s easier to attract customers if you use their native language.
Furthermore, Italian is a beautiful language that makes you think of exquisite elegance and fast cars. In fact, in our top 5 most romantic languages, Italian came third, right after Spanish & French. As such, some businesses also want to translate English to Italian (or at least parts of their content) in order to attract high-end customers.
Lastly, since Italy is a well-known touristic attraction, many businesses in the tourism and travel industry require Italian to English translations. This way, they open their door to international tourists, which can lead to a boost in sales.
Translate French To English & English to French – How to Set your Brand Apart from the Crowd
French is another language that makes you think of luxury and special treatments. As such, some brands like to use it as a marker of class and elegance.
For instance, everyone knows and appreciates French cuisine. Still, a French restaurant is not as impressive if the language is not being used in an appropriate manner (on menus, in the establishment, and among staff). The experience must be as authentic as possible, even if the restaurant is placed in London or New York, which means that both spoken and written French must be flawless.
We do receive requests to translate English to French for a wide range of customers – from restaurant owners to online fashion stores. On the other hand, we also translate French to English, since more local businesses are looking to expand their audience at an international level.
Translate to English & from English According to Business Niche
Until now, we talked about why it makes sense to adapt your content or business documents to a language according to the target audience. But let’s switch perspective and see how a different language benefited different niches more (especially in the current socio-economic context).
International Customers in Real Estate
During the pandemic lockdown, realtors proved their creativity and adaptability by moving house presentations online. They also started using modern apps and tools to showcase their properties. And, contrary to expectations, housing markets all over the world survived. Some even thrived!
But some realtors took it one step further. Using online real estate platforms that cater to international clients, real estate agents posted online ads of their properties. To make sure their ad reached the right people, they had the text translated in several languages of interest (selected based on analytics data and target audience).
This meant that each ad text (or video) had to be translated to English and from English. For this, they employed the services of translation agencies with experience in marketing and sales. This step is crucial if you’re looking to get the best ROI out of this endeavour. A sloppy translation or a dry text won’t pique the interest of customers who are looking to buy property overseas!
The Fitness Industry & International Customers
The fitness industry suffered through a bit of a forced transformation as well. With most people on lockdown, without too much to do, the sales on sportive equipment have soared. On the other hand, local gyms and wellness clubs could not function. As a result, many fitness coaches and other personnel were left without a job.
A few creative ones took their services online and learned how to host paid Zoom (or other video conferencing platforms) training classes. But the really clever people enlarged their clientele by opening their online meetings to international audiences – a thing they couldn’t do in the old format (where everyone had to be present).
Of course, besides technology, the key ingredient of this move was communication. In order to attract international customers, personal trainers and coaches had to work with experienced translators who could help with video translation (voice-over or subtitles).
New technologies support a different way of communication and interaction that invites people from everywhere to participate. This opens the door to new business possibilities, but it also requires more from language specialists as ourselves. In short, we’re living during intriguing and challenging times!
International Customers for Education
We had online education platforms before the pandemic and the lockdown proved beneficial for this segment. People suddenly had the time to start that online course they kept postponing and kids were gently steered towards learning new skills when they had too much energy.
The lockdown allowed people to see why online education can be better (in some cases) than actually going to class. It takes less time and it’s a lot more flexible. It also pushed teachers towards exploring the idea of teaching online.
As such, if you make a living out of selling online courses or private lessons, now is a great opportunity to extend your reach by promoting your services at an international level. Now, many people understand English well enough to take an online class. However, if you translate the text and other resources in their native language, you’ll distance yourself from the crowd.
Of course, the translation must be of high-quality in order to attract customers.
Translate to English to Avoid Missing Partnership Opportunities
In closing, we thought to touch on another topic that’s a bit of a sore spot for many – online communication.
Online meetings and videoconferences don’t have the same flair when it comes to networking and innovation. Communication is easier when you’re meeting a possible business partner in a face-to-face situation because it allows us to use body language, intonation, and other tricks up our sleeves.
Still, we have to adapt to a new way of doing business and meeting partners. So, if you can’t impress someone with your charm, why not blow them away with a fantastic sales pitch?
True, a written pitch is a bit more difficult to put together. After all, written communication and even video conferencing are a lot more different than a friendly conversation over tea or drinks.
Not to mention that you’ll have to translate to English for international partners, which can be stressful. However, this is no reason to call it quits!
Just make sure to have the text inspected and checked by an experienced linguist and proofreader. A lot of things can go wrong if the message doesn’t follow proper business etiquette. Also, a second pair of eyes may point out any mistakes in logic or design (as you can see in our article here).