Five Tips to Reach New Audiences In New Languages

You might need to reconsider your marketing strategy, redesign your products, do market research to understand their needs and adjust your prices to appeal to new markets. It sounds simple, but it's not easy to consider that new audiences may speak different languages.

It isn't easy to appeal to people from different cultures, besides the differences in their language. It is possible, but it isn't impossible. These are five tips to help you reach new markets in new languages.

1. Translate your content

Translate your content into a language that they can understand to appeal to fluent people in another language. Machine translators are not recommended.

Are you familiar with an online translator? What did the content sound like in your language? My sentiments are correct. It probably didn't flow well. Some terminologies weren't right, and the meaning was lost in the middle. This is how your target audience will experience your content if it is machine translated.

To translate your content into other languages, work with a professional language translation service. These companies are experts in specific industries and can tailor your content to fit your niche. They also have a good understanding of different cultures, so they can use the appropriate terminologies and slang that people will understand.

2. Locate everything

It is not enough to translate into the local language to reach new audiences. It is important to consider the culture and details of local communities, such as holidays, dates, currencies, currency trends, local addresses, and phone numbers, among others. Be sure to localize every detail, even if your website is optimized in multiple languages. Your website's visual content should be acceptable to every culture. Advertisements should be localized and adapted to the local culture.

3. Do not rely on translation software

Although tech giants like Amazon, Google, and Microsoft,  have made great advances in auto-translation technology, they can't match the human race. 

When it tried to create a Hindi-language website, Amazon discovered the flaws in its translation algorithm. The machine-generated Hindi was not only incomprehensible, but it didn't take into account the English loanwords that had slipped into the Hindi lexicon.

Another example is: Social media copywriters often rely heavily on humor and wordplay to deliver punchy taglines or pithy captions. However, machine translation can easily lose this satire. 

4. Multiple accounts can be created

You can divide and conquer by creating separate accounts for different languages. Two Facebook pages are available for the NBA: one in English and one in Spanish.

Leaders worldwide, who often have to be fluent in several languages, can serve as a model. Pope Francis has nine different Twitter accounts, including English, Spanish, Portuguese, and Polish.

5. Find out which social media platforms they use

It's easy to believe that your target audience is present on popular social media sites within your area. But not all online platforms are equally accepted. You don't want to reach an empty room when reaching your target audience. Therefore, it is important to be aware of which social media platforms you can reach your target audiences.

Chinese-speaking users prefer WeChat (with over 1.2 billion monthly active users in the second quarter of 2020), Renren, and Sina Weibo social media platforms, while Latin America prefers Sonico. American audiences prefer YouTube and Facebook, Snapchat, and Twitter, on the other hand.