The micro-multinational is a new breed of small business in this day and age. Local businesses have many options to expand their reach and cover more areas thanks to the internet and globalization. The “big guys” are not the only ones who can go global. However, there is a problem that all companies must address when they want to compete on the international stage: the language barrier.
Language and its role in geographical expansion
For example, just outside the U.S. borders, you will find two major languages: French (in Canada) and Spanish (in Central or South America). It is possible to reach these countries geographically. However, it is not possible to reach out linguistically.
There may be people in your life who speak Spanish or French. These people will likely still be Americans, with an American mindset that reflects the American “meaning” behind their use of these languages. This “meaning” difference can lead to miscommunications that can cause serious misunderstandings. Instead of opening a door, you are actually closing it.
Culturally appropriate communication, on the other hand, sends an entirely different subliminal message. This communicates to your potential customer that you care enough about them to make an effort. It shows that you care enough to invest resources in order to make your point. It indicates that you are open to discussing their terms and not yours in a meeting.
It takes time to break the language barrier.
It is not possible to get your message across “overnight” with simple translations. This is a lengthy process that must be repeated with every culture, language, or dialect where your business is located.
Either you hire someone who is fluent in both the culture of your target country and its culture, or you can get an expert from Multilingual Connections. Next, adapt your company’s brand, message, and image to be translated into the local culture. Although the presentation and words may look different, the core and intent of the message are the same in every culture and language.
Another crucial juncture is when key personnel must be taught the unique features of the target language as well as the culture that uses it. You should allow this knowledge to slowly seep into the rest of your organization. You should mirror any existing satellite infrastructure in your target market. However, you must also incorporate your culture and language into your internal education.
Language is key to differentiation.
It’s never been easier to reach beyond the borders of America than it is today. To extend your geographic reach effectively, you must also address the language barrier. This is a significant long-term investment and requires everyone to participate, particularly crucial people. This will make you stand out from your competitors. Imagine all the other benefits that clear communication brings to your business.
Marketers in a digital world need to reach global markets. A large percentage of your audience doesn’t speak English. Many of them don’t want content in English and prefer it in their native language. As part of your international marketing efforts, you are offering your content in the languages that you target will help to deliver more international visitors. It will also help build closer relationships with customers and result in more significant business results.
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