By selecting a tone that fits the culture, images that speak to the audience and content that is relevant and timely, you can improve the engagement you have with prospects and customers in that target market.
The benefits of localization are real. Studies show that consumers are more likely to purchase from companies that provide relevant content in their native languages. But, beyond drawing leads into the sales funnel and driving revenue, localization provides other benefits, including greater customer relevance and engagement, improved loyalty and advocacy and greater brand affinity.
Why care? A study by Common Sense Advisory Board found that it takes 12 languages to communicate with 80% of global online audiences and that single language websites reach less than 25% of global Internet users in their preferred language. And with global consumption in emerging markets projected to reach $30 trillion by 2025 (McKinsey & Company), you can’t afford not to speak your customers’ language with localized website content.
Some of the greatest challenges to website localization are using multiple platforms to manage multiple sites, producing and managing content across multiple sites, lack of staff and budget to create content in local languages, lack of technical resources to build and maintain sites, obsolete content and ensuring brand and messaging consistency across multiple regional websites.
To tackle these challenges, you can harness the power of a Web Content Management solution to drive a successful global digital marketing initiative that improves site engagement, lead generation and revenue.
The essential features to look for in a Web Content Management solution are:
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