Expanding your company is a good way to continue to grow and develop brand recognition. This can be done in many ways; for example, you could develop new products that appeal to a specific age group or create options to attract more buyers. Another important approach to consider in broadening your market is appealing to non-English speakers. This population, depending on where your market is located, can be quite a large and powerful buying force. Many of the marketing strategies you currently employ can be adapted to attract this demographic with slight alterations, such as appropriate translations and branding changes.
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Identify your Market and Target Speakers
The first step is to identify which language groups are already using your products or what languages potential customers in your area speak. For example, if you have a large company outlet in Texas, having a publicity campaign geared toward Spanish speakers can help your business grow. Websites like American Fact Finder can provide detailed demographics about a community’s population, income, and languages used. By identifying relevant language groups, you can focus your campaigns around these languages without spending time on those that are less significant or may not prove as beneficial.
Create Culturally Relevant Content for Non-English Speakers
Some phrases may sound catchy and interesting in English but do not convey the same appeal when translated into different languages. In such cases, it’s better to hire a writer who specializes in your target language. This will sound much more natural to non-English speakers than merely translating company catchphrases. This extra effort will resonate with target speakers, especially when compared to companies that only provide literal translations without considering the rhythm and word choice of the language.
Marketing Strategies Around Culture and Language Training
All languages are associated with unique cultures. For example, people often associate American English with baseball games and hot dogs. Once you have selected a language to target, take time to learn about the culture of non-English speakers. By doing so, you can establish a marketing campaign that resonates with that specific audience. Incorporating language training into your strategy will also enhance communication and engagement with this market.
If you follow these three tips, successfully marketing to non-English speakers will be easily attainable. Remember, authenticity is key. Blindly translating all your marketing materials will not effectively appeal to your new audience. Focus on identifying your audience, creating original content, and marketing in a way that complements their language and culture.
Related: Certified Translation Services Support International Marketing Campaigns
The Importance of Targeting Non-English Speakers
Incorporating these strategies will not only enhance your reach but also improve customer engagement with non-English native speakers. By understanding your market and investing in translation marketing, you can expand your business successfully.
Do you have any tips to share for marketing to non-English speakers? We would love to read your ideas in the comments!
