B2B marketing spending has continually shifted to the “digital space”. In fact, in January 2021, digital marketing for B2B products and services grew by around 14%, while traditional channels are still negative. And now the digital space is more crowded than ever. Faced with the competition, how can a business stand out today? Do they need to stand out? Or maybe target a different set of audiences?
In this article, we’ll look at how an often overlooked feature of users can effectively improve your reach. Today we’re going to focus on why multilingual websites are essential to any B2B marketing strategy. Nonetheless, if you are curious about the whole building process, this article is a good resource.
Now that you’ve all settled in, let’s dive in.
Current state of B2B digital marketing Industry
Due to the pandemic, many companies have moved their operations online to ensure the safety of their customers and employees through remote human contact. According to McKinsey and Company, traditional B2B marketing is down -52%. Meanwhile, digital interactions such as video conferencing increased 43% and online chat increased 23%. More than three-quarters of B2B buyers and sellers surveyed said they prefer marketing through digital channels over traditional ones.
Not only that, but according to an article in Global Trade Magazine, marketers said that 81% of their leads grew through their interactive content, and 89% of those surveyed said they received high quality leads through their content marketing. In short, your website is a treasure trove of content where you can actively engage with prospects and prospects while promoting your product or services. But as mentioned above, because of the pandemic, everyone is doing the same thing. And so, the question is, how can your prospects differentiate you from your competition?
The simple solution is to make your website multilingual.
Benefits of having a multilingual website
Whether you are planning to market your brand locally or internationally, below we have listed several reasons why you should start looking for a translation company that can help you with localized market research and website design for your website. multilingual. You might be surprised at how much you limit yourself when it comes to digital marketing by having your website in English only.
11.7% of Fortune 500 CEOs are immigrants
You might say, “My business is only for those in the United States. I don’t think it would make a big difference if I made my website multilingual or not.
According to Forbes, 55% of US $ 1 billion startups have immigrant founders, some of whom were initially international students. While the 2017 Boardroom Insider research showed that 11.7% of the top Fortune 500 companies have CEOs who were not born in the United States like Microsoft, Google and McDonald’s. By creating a multilingual website, you are expanding your target market and fostering connection and trust with your prospects by communicating to them in their native language.
Speak mother tongue to Build trust with your customers
Lots of research has shown that marketing in their native language increases interaction with prospects. This data is illustrated in an article by CSA Research, in which around 75% of consumers said they would most likely buy products from websites in their native language. And even though they were very proficient in English, 65% still said they preferred content in their mother tongue.
The average person stays on a website for about 45 seconds. If they find what they are looking for, they will crawl your website content, which is why you should immediately grab your user’s attention. If your prospect is not an English speaker, this could be a problem as around 40% of internet users said they would never buy from websites that were not in their native language.
So if you were going to enter the international market, this information is very alarming. Although English is the most widely used language, it is only 25.9%, which makes you wonder how many potential customers are you losing by not switching to a multilingual website right now?
Increase prospects by addressing FLNE and LEP users
If you don’t generate a lot of leads with your current native English speaking audience, maybe you could try opening your target audience to FLNEs and LEPs. But let’s take a step back. What are FLNE and LEP?
FLNE stands for First Language Not English, an umbrella term created by the Center of Promise – an American research center – to describe non-native English speakers, including bilinguals, English learners and Limited English Skills (LEP) who do not speak not fluent in English. English.
Currently, there are 900 million Chinese internet users compared to 300 million US internet users, and this is hardly surprising since 19.4% of online content is in Chinese. If you are not yet convinced, according to a study conducted by Translated, by translating your English website into Chinese, Japanese and German, you have the potential to reach 50% in terms of global sales.
Establish your brand legitimacy Via website localization
When it comes to selling your brand, one way to establish your professionalism and dedication to meeting the needs of your customers is to have a multilingual website. Logically, that makes sense, right?
Any of your competitors can build an English website. But when it comes to building a multilingual website, it takes a lot of time and effort to prepare to create one. From performing market research and feasibility studies to reviewing your website’s UX design and coding, you can see why many companies don’t bother to localize and translate their website. . On the contrary, it proves how committed your business is to customer service and satisfaction, which in turn will boost your website’s B2B leads.
More research and data focus on needs of a FLNE, non-English speaking website
In another study conducted by CSA Research, 73% said they want more product reviews in their native language while 66% use online translation machines. 76% of online shoppers said they would repurchase a brand if after-sales service was in their native language. These findings are corroborated by another study in which it found that only 36% of online GDP came from English speakers, as 79% of the global online audience does not speak English. Google’s Martijn Bertisen said 70% of their traffic came from overseas to major UK clothing retailers, which was only made possible when they implemented localization in their digital marketing campaign.
Key to take away
B2B digital marketing is here to stay, and the pandemic has confirmed it again. With an oversaturated online marketplace, building brand awareness and increasing lead generation is difficult and often frustrating. But by creating a multilingual website with the help of a translation company like Tomedes, you can effortlessly go from a monolingual to a multilingual website, opening yourself up to a larger market than you are in. currently find.