With offices all over the world and an international team representing 25 nationalities, speaking 17 languages, Crowd knows what it takes to excel as a global brand. In today’s fast-moving marketing world, going global means being able to cater to customers from different countries and of different cultures, which is why multilingualism should be a key part of any marketing strategy.
No matter what CRM (Customer Response Management) system your company uses, here are some key points to consider when it comes to developing a CRM strategy that caters to a multilingual audience:
SPEAK THE RIGHT LANGUAGE(S)
No one knows your audience like you do, so ensure that the languages you choose for your content are the right ones. Focus on those languages that best represent your current and target markets, and don’t waste time on those languages that your customers don’t speak. If you’re unsure which languages to choose, check out your Google Analytics data to find out where traffic is coming from.
TRANSLATE EMPATHETICALLY
Once you’ve decided which languages to focus on, the next stage is ensuring all of your marketing materials reflect these choices. Automatic translation tools might seem like an easy or cheaper option, but they will only end up alienating your target audience, resulting in a loss of trust. Professional translation services, preferably with experience in your field, are an absolute must here, and will ensure that your translated content is clear, accurate and culturally relevant.
THE LANGUAGE OF DESIGN
Whether you are designing a website, email template or anything else, language should be front and foremost in your mind. User-friendliness and accessibility for multilingual users go hand in hand here, so there should always be a clear and intuitive way to switch between the different languages you are offering. Using different flag icons is the most common way to do this, and also takes up less space in your design.
MAKE YOUR CONTENT RESPONSIVE
Modern CRMs such as HubSpot offer built-in functionality when it comes to smart content, whether as part of a landing page, email template, etc. If a new lead submits an RFI form while viewing a page in French, for example, they should receive all their email communications in the same language. These languages can be built into the same email template, so that you have multiple versions of a single email, with just one analytics page.
LOCATION, LANGUAGE, CURRENCY
Finally, it pays (no pun intended) to consider currency alongside location and language, at least if your company is of the ecommerce variety. Enabling your customers to consume your content in their chosen language is one thing, but allowing them to pay in their own currency and with their preferred payment method is an important step when it comes to creating a seamless sales experience.
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