Let’s imagine for a moment that some of your customers have a mother tongue other than English. How do you think they might feel if you communicated with them in their native languages?
Perhaps they would feel more valued and a sense of belonging within your business community. This might lead to purchasing more from you, remaining a loyal customer over the long term, and even sharing about your business with their family and friends.
The same goes for people who are not yet your customers. According to a 2020 study by CSA Research1, customers are more likely to make purchases from websites that are available in their native language. Here are a few of their key findings:
- 65% prefer content in their native language.
- 40% won’t buy in another language.
- 73% want reviews of products in their language.
Why is creating communication bridges with customers who speak different languages an efficient strategy for business growth?
- You can leverage current marketing strategies and copy – simply adapting and translating for the cultural audience (requiring less time and financial resources than starting from scratch).
- It requires fewer resources to keep a customer than to acquire one.
- If you can deepen your relationships with existing customers for whom English is a second language, they will likely become ambassadors for you among their circles of influence, resulting in new customers with minimal investment.
If you are interested in learning more about marketing to cultural audiences and creating communication bridges with your customers native of other languages, please reach out to us. We would be happy to have a no-obligation conversation.