Are you doing enough to market your online business to customers around the world?
Opportunities abound to sell your products and services to consumers overseas. But if you think taking a one-size fits all approach to your international marketing campaign is enough to attract customers from far and wide, you need to think again.
These 5 international marketing facts illustrate the true scale of the opportunity available; however, they also provide plenty of food for thought if you think your monolingual and monocultural marketing campaign will bring the international success you crave.
1. Asia has more internet users that North America and Western Europe put together
Source: We Are Social
If you’re planning to sell your wares overseas then East Asia is currently the biggest market you can enter. The costs of entering into the East or South Asian market will be higher than the North American market due to the wide range of different languages and preferences you will need to cater for. However, get it right and the rewards will certainly be worth it!
Local social media networks should also play an important part in your marketing strategy with 48 percent of people in East Asia and 37 percent in South East Asia active on social media.
2. Web traffic on mobiles is growing exponentially
It’s official: mobile phones are taking over the world. Although desktop computers and laptops still account for a greater proportion of the world’s web traffic, take a look at that smaller figure beneath the 56 percent. It shows that web page views on desktop computers and laptops have fallen by 9 percent year-on-year. Compare that to the year-on-year growth of web page views on mobiles of 21 percent, and you’ll soon see that marketing your products to international mobile users plays a key part in future proofing your business.
3. There’s more to social media than Facebook
If your international social media marketing efforts start and stop at Facebook, you’re missing out on a huge proportion of the market. Social networks like Pinterest and Twitter are immensely powerful marketing tools in the right hands, and are often more effective methods of advertising particular products and services than Facebook.
4. Facebook performs billions of translations – but are they any good?
Facebook’s automated translations service now performs 2 billion translations every day in 40 different languages. But, if you really want to engage prospective customers and clients overseas, is this really a service you can trust?
As with all automated translation services, Facebook falls a long way short of the kind of quality you can expect from a professional translation agency. It also doesn’t take into account the cultural and linguistic nuances that ensure your content strikes the right chord in your target market. But, if you’re happy to publish marketing content that’s less than 100 percent accurate, then at least it’s free, right?
5. Portuguese is the fast growing language on social media
English is the most used language on Facebook and Twitter, but other languages are starting to catch up. If you’re only using the English language to communicate with an international customer base on Facebook and Twitter, you’re missing out on an incredible amount of potential engagement.
On Facebook, Portuguese is the fast growing language, followed by Arabic and German. So, if you really want to deliver a message that chimes with your overseas customers, think about writing it in their language.
How can we help?
At Linguistica International, our mother tongue translation and localisation experts create messages that connect with your customers wherever they are. For more information, please get in touch with our team today.