Business owners and sales professionals alike know that at the end of every quarter is a review that’s either exciting or dreadful. If you’ve had the inglorious fortune to be on the “dreadful scale” an opportunity for growth may be right under your nose. Would you like a turn with a group of millions of prospective customers? This group is so well defined that you can locate them by approximate numbers within a few states and they share a common language and cultural background. Reaching many is as simple as choosing the right translation agency to help with your website translation services.
With over 50 Million residents speaking Spanish, the United States currently has more Spanish-speaking people than the entire country of Spain! That number includes approximately 46 million who are native speakers and over 11 million who are bilingual. Many of those 11 Million are expected to be children of Spanish speaking immigrants. So how should they be approached?
As you would any target audience.
Like any other group of consumers and prospective customers, these Spanish-speaking people have need for clothing, food items and a desire for various entertainments. Obviously it helps to understand the types of products they’ll gravitate toward. And just as important to sellers is the chance to interest them in current and future product purchases. Staying ahead of your competition often means putting yourself in the “buyers shoes”. Translation companies who use native speakers to perform translation services can make your website text technically accurate and socially palatable. So now that we know their language, let’s think about…
Where they live
New Mexico boasts the highest concentration of this group of consumers (almost half) while West Virginia has the smallest (just over 1%). So by simply looking at the environment we could assume that a company selling warm-weather clothing vs snow tires is more likely to experience success. So, target your thinking and selling toward what you know while using accurate website translation to reach your audience. You might even consider using website translation services to survey your visitors on interests in both Spanish and English. This type of customer feedback is very valuable and could produce information to hone marketing and company product development. Now that we know something about their language and where they live, let’s consider…
How they shop, or in this case, SEARCH
Gearing your website to an audience of this proportion should employ more than just “spot translation”. Spanish translation services of an entire website to meet this need may be in order. Entire website translation guarantees that keywords, visible text as well as unseen items such as tags and search terms have been geared toward your new-found audience. Truthfully, while some of this group will do their internet searching in English, the larger part, who are Spanish-speaking natives, will likely perform web-searches in Spanish. That means if your products are leather jacket, their searches will look like this-
|Mexico||Chamarra de Cuero|
|Argentina||Campera de Cuero|
|Venezuela||Chaqueta de Cuero|
|US Spanish||Chaqueta de Cuero, Americana de Cuero, Saco de Cuero|
Of course, that might seem like a lot of work to you. So…
Why would you go that far?
Capitalizing on this kind of opportunity through website translation shows your customer that you’re ready to do business with them.
For the sake of illustration, let’s turn the tables and put an English-speaking North American in Spain.
She may speak Spanish, but it’s her “second language”. Buyers will gravitate to those they know, like, and trust. And one of the swiftest ways to build this trust is the bridge of language. Displaying the reader’s first-language and translating all online resources to their most comfortable means of communication will encourage return visits and future purchases.
Companies in the United States who want to attract and do business with a pool of more than 50 million prospective customers can make a big step in that direction through Spanish website translation. Contact JR Language today, to find out how we can help you connect with those customers!