Strategies to boost sales by reaching non-English speakers in the US
Year-after-year, the number of non-English and limited English speakers in the United States continues to grow. According to the United States Census Bureau, over 67 million US residents speak a language other than English at home. According to the studies, this figure has tripled since 1980 and more than doubled since 1990.
With the increasing number of residents that aren’t proficient in English, the question becomes: with the rising number of residents that speak a language other than English, how are you marketing to this growing population?
Although many non-English speakers understand some English, there’s no denying that they respond better to communication in their native tongue. For marketers, you need to take this into consideration when planning your campaigns.
One of the best ways to reach this population is by making your material easy to find and understand. And, doing this requires a translation of your marketing materials. To help you get started, we’ve listed the actions you should take to boost your company’s sales.
Cultivate trust
Before you can build a profitable and loyal customer base among non-English speaking residents, you first need to build trust – trust in both your company and your product or service.
When a potential buyer has problems understanding your product labels, product packaging and other marketing material, your company is at risk of losing a large portion of the target market. The reason: non-English speakers that are reading these materials are unsure of what you have to offer, making him skeptical of purchasing from you. This is especially true when it comes to purchases such as pharmaceutical drugs or medical devices.
When translated copy is on your product packaging, you’re able to build immediate trust with non-English speaking customers. By being able to read and understand your offering, they will be more apt to purchase from you. For example, by translating pharmaceutical drugs and medical device packaging, the buyer will be able to understand dosages or device usage, as well as any potential side effects of using your product – giving him the confidence needed to make the purchase.
Make your online presence easy to find
When a non-English speaker needs a particular product or service, that person will often use search engines to find it. Typically, the keyword used will be in their native language, making it nearly impossible for them to find your company.
When you translate your website, be sure to incorporate keywords that non-English speakers will use to search for your products or services. With improved search engine optimization (SEO), your company’s website will rise to the top – enabling you to be found faster and by a larger audience.
Use your website to make an impact
Once on your website, your new visitors want assurance that your company understands them and their needs. Reading and understanding a second language takes work. By translating your website copy, it becomes easier for non-English speaking visitors to understand your company, your offerings and your marketing message.
When you translate your website to Spanish, French, or another language, you’re setting your company up for success. With websites in the languages of the markets you’re targeting, you’ll make it easier for non-English speakers to purchase from you. The act of website translation provides potential customers with the confidence that you have a strong grasp on solving their issues, and have the solution that meets their specific needs. With a translated website you’ll be able to communicate clearer than your competitors, improving your ability to turn non-English speaking prospects into customers.
Don’t leave anything to chance
Improving sales by expanding your reach to non-English speaking residents requires more than just word-for-word translation of your material. Your material needs to be not only accurate, but culturally appealing. And that requires that you know and understand your new markets.
To reap the best return on translating your marketing materials, it’s critical that you work with a professional team of translators. When selecting a language service provider (LSP), be sure that they have expertise in your field and that their translators have more than a basic understanding of linguistics. The translator needs to have knowledge of the cultural triggers that will increase the likelihood of someone buying from you, instead of a competitor. Essentially, the translator needs to know how to translate your message in a way that means something to the non-English speaker reading it.
If you’d like to learn more about how BURG Translations helps you ensure high quality translations, contact us today.
