In today's market companies are being pushed to optimise their website for English speaking foreign markets. There is also a huge untapped possibility of marketing to native speakers of languages in traditionally English speaking countries, such as Polish speakers in the UK, and Spanish speakers in the US.
So, is it now time to introduce foreign languages into your PPC, SEO and social media campaigns? If this prospect seems like somewhat of a daunting one you could leave it up to an expert SEO company or Media agency to do it for you. The 2006 book 'Cant read, wont buy' released by Common Sense Advisory, found that nearly 90% of online shoppers wanted and needed access to the information in their native language. In a 2011 EU survey, 90% of Europeans preferred to browse in their first language. If you're looking into localising sites for your country with more than one language, you will have to incorporate all languages. For example Switzerland has Swiss French, Swiss German and Swiss Italian. However, it's a huge opportunity for the domestic markets to carry this into their marketing online and even their site marketing. 20% of the US population- 60 million people speak their mother tongue in their homes, with the majority speaking Spanish. 89% of Hispanic Americans speak Spanish when around their family, together; they have the purchasing power of over $1.2 trillion. In the UK, the Polish have an estimated spending power of 4billion, working out at 8,000 of annual disposable income per person.
For translated keywords in these other languages there is less competition, making them more effective when it comes to search marketing- and allowing you to climb those search rankings much more quickly. It also means that you could be the only company in your market sector that is making themselves available to such a niche market.
The trick to be able to implement this is to hire a native speaker, so for the US you would need a Hispanic-speaking translator. This will be to specifically help you with the translation of the website content as well as to carry out keyword research. Location-based marketing is vital, as gaining recommendations on Google places for business can be a very powerful tool. When most people conduct location-based searches they are looking for specific products or services. Establishing an 'on the ground' presence is vital in a native populated region of the country, with recommendations and reviews you can help your click through rate on PPC and SEO.
Link building is another way to increase your rankings; it can be harder than normal, as you will want to be ranking for your top Spanish keywords. This will need a multilingual approach so you can find the Spanish websites hosted in the US. In the past this has proven to be a success, a few notable companies have had a huge success with translating their websites for the domestic sector. MySpace saw a big success with MySpace Latino. Best Buy launched a Spanish website and saw that the Spanish spent almost twice as long on the website and almost twice as much compared to the English speaking customers. If you're interested in passing your company over to a group of professionals please visit www.tronmedia.co.uk for more details. Or contact our office on 0203 167 0967 or by email on jo@tronmedia.co.uk
No comments:
Post a Comment