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Expert Insights on How Multilingual B2B Marketing Strategies Can Increase Sales

There comes a time when every B2B company decides to expand globally. There could be several reasons you’re targeting a new market: you would gain a new customer base, enter markets with few competitors, and increase your brand awareness worldwide.    

In today’s discussion, we will talk with a leading professional translation agency and sales experts regarding the multilingual B2B marketing and language play a key role in how businesses can establish themselves internationally.

If you want to learn about this, keep on reading!

Communicating in Your Target Customers’ Native Language Works and Here’s Why

Despite what many consider English the “language of business,” it’s not the case. The report of Verified Market Research stated that the translation industry had a market value of 39.37 billion USD in 2020 and will reach around 46.22 billion USD by 2028, with a compound annual growth rate of 2.07% from the years 2021 to 2028. 

Even with the pandemic causing global economic issues and instability, the continuous rise in demand for translation and language-based services shows how integral it is for businesses to think about the cultural and linguistic parts of their communication. 

We’ve listed a couple of data and statistics that present how critical it is for aspiring B2B businesses to start prioritizing their target market’s cultural and language preferences:  

  • Investing in translation led to a 1.5 times increase in the revenue of businesses. (Localize)
  • A company saw a 60% increase in productivity in the first couple of months since they used translation software. (Smartcat)
  • Fortune 500 businesses that increased translated marketing content reported having 2.5 times more profit growth and a 1.8 times revenue growth. (CSA Research)
  • There is a 90% chance that global clients will reject your business if the content isn’t properly translated. (Tridindia)
  • 55% of Fortune 500 start-up businesses are immigrants. Some were international students before founding their companies. (Forbes)

It’s clear that the English language isn’t the end-all-be-all of languages if you’re planning to market your business internationally. Working with a translation agency or language expert specializing in marketing gives you a better chance of making a lasting impression with business clients. Specially if your business clients are spanish speaking, then it would be best to get a spanish language translation services to have a better conversation about the business matter.

Speaking the native language of your business clients shows how dedicated you are to establishing a long-term partnership with them. The same goes for translating your content, as it makes it easier for your clients to understand your business.

Naturally, people are more comfortable speaking and reading in their mother tongue. By creating multilingual content, you’re building trust that culturally and linguistically connects to your international clients.

7 Ways Translation Can Enhance Your B2B Marketing Strategy

While writing this article, I set out to interview a professional translation agency and sales experts to get their perspectives and advice on how to enhance your B2B marketing strategy for the global market. 

1. Personalizing Experience Through Translation 

Personalizing how you communicate has been known to increase the number of leads, which makes sense because people are more responsive when you’re seeking to build a connection and relationship. The same goes for your international clients when making a multilingual-friendly customer experience. 

“Personalization is all about understanding the target audience and then providing the translation that best fits them,” the CMO of Tomedes Translation Agency, William Mamane, said during our interview. “From our experience, this kind of approach yields the best results.”

William goes on to say that the global marketplace requires businesses to personalize the customer experience by creating ads and content customized to appeal to users in a specific region.

2. Identifying Local Market Gaps that Impact International Customers

This next tip is in connection with developing a buyer’s persona because as you conduct the market research of your target locale, you discover market gaps wherein your business can fill in and aid your target clients. Khunshan S. Ahmad, the Marketing Manager of The Stock Dork, advises that when creating a B2B marketing strategy, you shouldn’t compare or think that what worked in your home market will work for your target market. 

“It’s imperative to dig deep into the kind of content your out-of-country customers consume, as this will allow you to make more meaningful connections with them. This will also help marketers enhance their customer experience considerably,” Khunshan explained.

It’s not just identifying gaps in your target market’s products or services but also in the kind of content that your audience isn’t receiving. About 60.4% of the world’s top 10 million websites are in English, even though only 16.2% of the world’s population speaks the language. Most likely, your target market won’t have much competition in terms of content creation, which can help you stand out from the rest.       

3.  Developing a Buyers’ Persona for Each Target Market

Not researching your target market and creating a buyer’s persona will be problematic as it will affect your decisions later in your B2B marketing campaigns. By understanding your target business clients, you can better accommodate their needs and create aid gaps in their market.  

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According to Mark Gospe, author of Marketing High Underground, “Whoever understands the customer best, wins.” The best way to understand one’s customers is through research. There’s no replacement for that.

4. Multilingual SEO Gives You a Wider Access to the Global Market

It’s not enough that you create multilingual content if, in the end, it doesn’t reach your target clients. As an SEO strategist from Brafton, Estrella Alvarado explained that businesses often fail to capture content’s cultural and linguistic relevance when they’re translating their marketing content. 

“Marketers frequently assume that their new target audience will have the same needs and characteristics as their current one, skipping keyword research and buyer persona creation,” Estrella said. 

She continued, “Focusing mainly on language adequacy instead of having a more holistic approach (cultural context) oftentimes can lead to brand communication issues. When reaching a new market, you need to start from the bottom: goal setting, benchmark analysis, keyword research, buyer persona creation, content strategy, etc.”

You can access a wider audience through SEO, but it’s a double-edged sword as it can also block you from tapping into your target market if you’re a master of multilingual SEO principles. You can collaborate with professional translation agencies specializing in SEO strategy for particular markets to maximize your multilingual content’s potential. 

5. Culturally Connecting through Cold Emailing

Another reason a buyer’s persona is crucial is that it makes creating multilingual cold emailing and pitching a lot simpler. Having a psychological profile of who you’re writing to makes it more engaging, yielding a more positive response from clients. 

“Different people have different sets of pain points. If you want your content marketing efforts to be effective, you need to ensure that you know all the triggering and pain points of your target audiences,” the Director of Client Development at Blue Valley Marketing, Ronen Ben-Dror, stated in our interview.

Ronen suggests that when creating email content, besides considering your target audience’s cultural and linguistic preferences, you should also consider their feedback to make it more interactive and personal. 

6. Nurturing Global Presence through Social Media

About 58.4% of the entire population are active on social media and use it around more than 2 hours a day. Because of this, many businesses use social media as part of their B2B marketing strategy. According to Aqsa Tabassam, the Head of Growth & Outreach at Apps UK, if you’re to apply customer-first principles in your marketing, communicating on the platform and in the language they’re most comfortable using will help establish closer connections with them.

“Engage your international audience through surveys or Q/AIntroduce a try before buying method in your blogs or social media channels. Write about different cultures so your audience can expand internationally,” Aqsa advised.

7. Selling Solutions that are Culturally and Linguistically Relevant

During your market research, you will discover that you will have to change your approach to certain products and services and adapt it based on your client’s preferences and needs. Patrick Smith, the Editor-in-Chief of Firesticktricks, said that many marketers assume what’s trending in their target market only to realize they were wrong. 

“The best way to enhance their customer experience is by doing whatever you can to make things easy for them. This means taking the local time zones into consideration and going the extra mile to talk to the customers and learn about their preferences. They’ll definitely appreciate your concerns and will want to continue buying from you. As a result, boosting your customer retention and profit margins,” Patrick explained.

Conclusion

The global market has remained resilient even with international issues brought about by the pandemic. Because of this, B2B businesses shouldn’t be discouraged from expanding abroad, as the advantages outweigh the disadvantages. With the assistance of a marketing expert or translation agency, you can create a more personalized marketing strategy for your target locale.    

About the author

Clarriza Mae Heruela is a content writer dedicated to writing about the latest trends in global marketing and the language industry. She has written several articles on B2B marketing and content marketing to international markets.