The need to master business model design
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Start Up Kit
Using the web to tap into new markets
15.06.2010
The fastest and most cost-effective way to delve into new markets is via the internet. It is, however, important that you localise your website with careful consideration of linguistic and cultural nuances and with search engine optimisation in mind, advises Christian Arno, managing director of Lingo24
In these challenging economic times, many companies are looking towards gaining new business in emerging markets. This is not restricted to traditional areas such as the BRIC countries (Brazil, Russia, India and China), but could be anywhere that the demand for your particular product is growing.
Speaking the language
While the bulk of the content on the internet is in English, for the majority of users this is not their first language. Consumers are reluctant to order from sites which are not in their native tongue, so if you wish to succeed you will need to address your audience in their own language.
You also need to consider dialects, as the same word can have varying connotations in separate areas. For example, ‘coche’ means ‘car’ in Spain but describes a baby buggy in many Latin American countries.
To gain the trust of your customers, use a professional translator to ensure you are communicating with your chosen audience in words they would use themselves.
Unlock success with the correct keywords
Simply translating the keywords you currently use on your home site is not enough and as a direct translation may not be what people use to search locally. Make sure you research the keywords used to search for your particular product or service in your target country. Google’s Keyword Finder will help you with this.
Once you have worked out the most effective keywords, these should then be incorporated into your professionally translated website to maximise online visibility in your target market.
Think global act local
To ensure your online visibility, you need to use in-country, top-level domains (eg ‘www.mywebsite. de’ in Germany or ‘www.mywebsite.fr’ in France) and use a web host server located in the country you are targeting as search engines consider the IP address of the server in their algorithms.
It is a good idea to research colour schemes, navigability, tone, style and imagery of successful websites in your target area. Different cultures respond to different approaches – for example, European consumers like to be given a lot of detail whereas their American counterparts prefer a more holistic view. A localisation expert can help you with this and will be able to give expert advice on the nuances of your particular market.
More information on online translation and Lingo24 can be found here.
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