9 Best Practices for Growing Online Sales Among Non-English Speaking Consumers
The dramatic growth of the Hispanic population in the U.S. has been well documented. There's also been a drift in the economic center of the global economy away from the U.S. Smart companies are taking advantage of these dynamics and finding new customers beyond their traditional markets.
With the internet's compelling economics and worldwide reach, much of this search for new customers is taking place online. For companies already struggling to keep up with the evolution of marketing channels (e.g., social media), growing online sales in multiple languages and markets can be daunting.
Here are nine strategies to attract new customers and better serve existing customers in other languages online:
1. If you have a call center, greet callers with the option to proceed in their chosen language. Not only does this streamline the process of connecting customers with a customer service representative able to assist them, it shows customers that you're committed to them. Mention that your website is available in their native language in your on-hold messaging, too.
2. Allow consumers to identify their language preference. Collect this data to ensure your outbound email and direct mail communications are in consumers’ preferred language.
3. Encourage and make it easy for consumers to tell their friends and family that your company speaks their language. There are many ways to accomplish this, but using Facebook, Twitter and other social networking sites is ideal. Facebook is available in more than 100 languages and its membership includes more than 500 million international users.
4. Put links to translated websites in an intuitive, easy-to-see spot on your primary website. Don’t make the mistake of labeling it in a way that requires visitors to read English in order to know to click on it. The top right-hand corner is where most consumers expect to find this link.