Develop a Language Strategy to Cultivate New & Exciting Global Opportunities
So you’ve decided that you want to do business outside of the United States. Maybe your product or service has already done that for you. The internet has created a global marketplace and virtually anyone with an internet connection can find you. Your urge to tap into new and exciting cultures has reached its peak. Excitement and wonder are met with anxiety and an all-too familiar sense of uncertainty. This is, no doubt, a daunting task. For many, any sort of international expansion feels like boarding the starship Enterprise to explore the final frontier.
Why the hesitation and anxiety? You’ve worked hard to build your brand and you want to protect it from erosion. We all can’t be McDonalds or Nike, and while some may argue that the rewards far outweigh the risks, you shouldn’t be so quick to jump to a similar conclusion.
Good Business is Sometimes Risky Business
Sure, creating a reputable global footprint is easier said than done, but America is not the only melting pot on planet Earth. The world is overflowing with many diversified cultures and ideologies, many of which offer businesses incredible incentives and virtually untouched audiences. Imagine doubling your audience, at a negligible cost. Imagine strong, targeted marketing techniques that speak to your new audience and boost return on investment (ROI). It’s not just a pipe dream – it’s a business reality.
Case Study: Bigger Than Amazon?
According for Forbes Magazine, e-commerce behemoth Alibaba – through its various sites – hosted $248 billion of online shopping transactions last year, which is, according to the Wall Street Journal, more than eBay and Amazon.com combined. The Journal cites data from a group called iResearch projecting that China’s e-commerce market has gone from $74 billion in 2010 to $295 billion by the end of 2013, with a projected total of $713 billion by 2017. The Hong Kong broker CLSA says that 80% of China’s online shopping is done through Alibaba.*
Now that we have your attention, we’re ready to point you to the right people and resources to help you accomplish your market expansion in China, or anywhere else in the world. No brick and mortar needed.
While the obvious first choice is to identify potential marketplaces, think on a more fundamental scale – think language. Without language, your branding, marketing and company messaging are useless.
Learning to “Talk the Talk”
The age-old adage of learning to “talk the talk” didn’t come about because companies were looking to break down language barriers, but let’s make an exception, because language is the single most important aspect of any international business plan. Language in all of its nuances is THE building block of communication and the epicenter of bring your product or service to the global stage.
Is Your Brand Mobile?
Another consideration is your online collateral. The power of the Chinese yen comes through the buying power of a consumer market who is almost completely mobile. A compelling online experience, engaging social media, convenience, easy payment methods and mobility are top business priorities in any language.
That’s what translation and interpretation experts are for. They can serve as your ambassadors and bridge the communications gap by implementing messaging that is precise, relevant and localized for the targeted buyer.
Put Your Money Where Your Mouth Is
It’s time to pay attention. The progression of getting goods to buyers has been: Mom and Pop shops to Malls, then Big Box Stores to Amazon. Say hello to Alibaba. He’s been waiting to talk to you. You should totally listen.
*So What Exactly Is Alibaba? Read More
With more than 18 years experience in translation and interpretation, Flor Dimassi, CEO of Global Speak Translations stays on the pulse of what is happening in the international oil and gas arena. She turns language and cultural diversity into business opportunities for her clients. Learn more at www.globalspeaktranslations.com.