Where to begin
In today’s interconnected world, we’re no longer confined by borders, physical or digital. With new e-commerce and digital brands hitting the market every day, reaching global audiences has become more necessary than ever before. However, one critical aspect often overlooked is the importance of multilingual support in connecting with a diverse customer base that literally spans the globe.
Breaking down language barriers
Language barriers carry a significant impact on customer experiences. Depending on how they’re managed, they could lead to success, global expansion, and a rich network of brand ambassadors. Or, if mishandled, they can lead to misunderstandings, frustration, and ultimately, lost sales. According to a study by Common Sense Advisory, 75% of consumers prefer to buy products in their native language, highlighting the critical importance of multilingual support in driving conversion rates and customer satisfaction. Especially when we consider support in the form of self-service online help, too much time spent looking for an answer can quickly escalate to a less-than-ideal customer interaction.
Connecting with your audience(s)
Connecting with your audience in their own language makes a world of difference to the person in need of help. Not only does it make for a quick support solution as we said before, but it goes further than that. It means the person experiencing this issue doesn’t need to look through pages and pages of information in a language that isn’t clear to them. Or hope that something like DeepL or GoogleTranslate can accurately translate the information they don’t really understand in the first place. Not to mention the literal stress response of feeling as though the answer to a question or an issue is miles away when in reality it could be quite simple, if only they knew what was on the page in front of them. By offering content in multiple languages, companies can effectively engage with customers regardless of their location or language background. For instance, Airbnb saw a 10% increase in bookings after introducing multilingual support, that’s a significant impact on user engagement and retention. And the added benefit of being able to communicate with a host in multiple languages eases tension at the time of check-in, questions about the area, and things to do to add more value to their holiday experience.
Building trust and credibility
Research has shown that 76% of consumers prefer purchasing products with information in their own language. In the same way, by providing multilingual support, businesses can instill confidence in their brand and establish stronger relationships with international customers through the entire buying and self-service support process. Not only does it create a more relatable and confident buying experience, but increases the chances that satisfied users will spread the word on your behalf about your product or service. And as we all know, brands are seen as more trustworthy when recommended to us by someone we know and trust who had a positive experience with them.
Enhancing SEO and Global Visibility
Multilingual content plays a crucial role in improving search engine rankings and increasing global visibility. By optimizing content for multiple languages, businesses can attract more organic traffic from international markets and expand their online presence. And as we said before, this not only applies to product marketing and product descriptions, but through to the support needs for any user, covering the entire buyer’s journey. Most companies will increase organic traffic from non-English speaking countries after implementing multilingual SEO strategies. It’s a clear indicator of what can happen for global visibility and brand awareness by welcoming more of their buying community to the table.
Leveraging Technology for Multilingual Support
Advancements in technology have made it easier than ever to implement multilingual support. Translation management systems provide easy, intuitive ways to quickly and effectively localize content for all your end users. Combined with automated language integrations for tools like Zendesk that aim to streamline the process of creating and managing multilingual content, saves time and resources while creating that content for your users.
Conclusion
At the end of the day, the power of multilingual support cannot be overstated in today’s global marketplace. By breaking down language barriers, connecting with diverse audiences, building trust and credibility, enhancing SEO, and leveraging technology, businesses can unlock new opportunities for growth and expansion while truly connecting with their audience. Embracing multilingual support is not just about reaching more customers; it’s about fostering meaningful connections and delivering exceptional experiences that resonate with global audiences. Are you ready to harness the power of multilingual support and take your business to new heights? Let’s embark on this journey together.
About the Author – Joseph Heider
Joe is Product Owner at XTM (Former Head of Connectors at Locale), a trailblazing tech powerhouse revolutionizing the localization industry. With over a decade of experience in localization spanning recruitment & vendor management to business development, project and account management, and product expertise Joe brings a wealth of knowledge and expertise to the table. Beyond the world of localization, Joe has a passion for travel and all things automotive. Whether exploring new cities, mountains, and beaches or tinkering with cars old and new, Joe brings the same level of enthusiasm and dedication to everything he does.