It’s easy to get the impression everybody speaks English. More than a billion people do if you count all the second language speakers who muddle through. But 4 out of 5 don’t, and hundreds of millions more probably prefer to use some other language.
That means translation is a fact of life, whether you do it yourself or get a machine to help. It’s also a fact of business, because you can leverage language diversity to drive growth. Here’s how language adds to your bottom line:
Your market gets bigger
The more people you talk to, the more potential customers you have. You may also grow in unexpected ways. Netflix invested heavily in creating and acquiring Korean content and made huge inroads among South Korea’s broadcasters and streaming platforms. McDonald’s succeeded spectacularly in India, despite the country’s dozen major languages. In all, 20 languages have over 100 million speakers—that’s a lot of people waiting to hear from you!
Your customer experience improves
Ever struggled to get by in a country where few people speak English? Or even a country where most people have some English? It’s not fun to feel left out. Your customers will think the world of you if you talk to them in their language. In Canada alone, an incredible 25% of the population speak some other mother tongue than English or French. Do the arithmetic: happier customers = more engaged customers + more profitable customers.
Your brand equity goes up
There are a lot of ricochet benefits to people liking you. For one, it adds value to your brand. It also makes people more open to your brand message. A solid, structured plan for communicating in multiple languages keeps your branding consistent and on target.
You gain a leg up
The fact is that many businesses forget how important translation is, so this creates opportunities for you to be a first mover. Think about it: some 1 in 5 people in metropolitan Vancouver speak Chinese, and you could be their favourite brand. More than half of Torontonians have a mother tongue other than English, so every time you add a language to your website, you’re adding tens of thousands of prospective new customers.
Your SEO goes up
Create more ways for people to find you and they will. And here’s an important point to remember: they’re searching for you in their native tongue. They may not even know the English word for what you sell. That’s why it’s so important to have keywords that direct them right to your door.
Businesses that pay attention to translation enjoy greater online visibility and added growth.
You’ll gain market insights
McDonald’s doesn’t owe its success in India to Big Macs—it adapted its menu to local tastes and sensitivities. Its vegetarian McAloo Tikki burger was developed and successfully launched by listening to local consumers and responding to their needs. And isn’t that what marketing is all about, in any language?
Your messaging will be more effective
Second language speakers of English will still understand you better if you speak to them in their native tongue. That’s how language works. So even if your target market is right here at home, there’s a strong business case to be made for translating. As an added benefit, some people in other markets will find you on their own.
There may be legal issues
Many jurisdictions have regulatory requirements regarding language. Consumer packaging, legal documents, work contracts, financial compliance—translation is key. A professional firm will alert you to issues that require your attention. What’s more, clearly translated materials shield against potential misunderstandings, legal disputes, and reputational damage.
Your employees will thank you
Non-native-English speakers probably already work for you. By talking to customers in their language, you’re sending a powerful message of inclusion to your own staff and doing wonders for your employer brand.
At TRSB, we have been helping businesses speak the language of profit for nearly 40 years. As Canada’s premier provider of translation solutions, we can work out a plan that leverages translation for maximum business growth.
