The Importance of a Comprehensive Communication Strategy When Exporting

Exporters striving to expand their market reach must also develop a comprehensive communication strategy that includes translation and localization. We don’t say this because translation is our job, but because fostering deeper relationships with potential customers through effective communication is something that makes or breaks a deal in the modern business world.

Boyd Rogers, VF Corporation’s former president for supply chain says that “It is not unusual for localization to improve sales by 40% to 50% while simultaneously reducing store inventories and markdowns,” according to this article from Harvard Business Review.

In a global research report from Flow, shoppers said that having product description pages (67%), product reviews (63%), and the checkout process (63%) available in their own language were important to them.

In a world crowded with commoditized products and services, where we all offer similar level of quality as our competitors, it is the relationships and deeper connections that help you stand out. But also retain customers in the long term.

Based on our experience, we think that exporters often overlook this crucial aspect and miss out on significant opportunities for growth and revenue.

Without further ado, let’s see why a robust communication strategy is indispensable for global expansion and outline what exporters should include in their plans when conquering new markets.

1. The Role of Website Localization

Your website is often the first point of contact for potential customers in a new market, your global storefront. Therefore, it needs to be more than just translated; it must be fully localized. Localization involves adapting the website content to the local culture, laws and regulations, consumer preferences, and idioms. This ensures that the message not only makes sense linguistically but also resonates culturally with the target audience. This is how you touch their hearts, not only minds.

For instance, Coca-Cola’s “Taste the Feeling” campaign was localized for various markets, considering cultural nuances and preferences. This strategic move not only increased brand recognition but also drove significant sales growth in those regions.

2. Translating Marketing Materials

Marketing materials such as brochures, advertisements, and social media content need to be tailored to the local audience too. Direct translation, or let alone AI translation without human revision, is often not sufficient as it can lead to misunderstandings or a lack of engagement. If there is no understanding of a product or service, there is no sales. Instead, these materials should be fully localized to reflect the cultural context and consumer behavior of each market.

Take the example of Airbnb. Their localized marketing strategies and translated content have been pivotal in building trust and rapport with users across different countries, thus contributing to their global success.

3. Multilingual Customer Support

Providing customer support in multiple languages is essential for ensuring customer satisfaction and loyalty. A study by Common Sense Advisory found that 72.4% of consumers are more likely to buy a product with information in their own language. By offering multilingual support, exporters can enhance the customer experience, resolve issues more efficiently, and build stronger customer relationships.

4. Internal Communication and Training

Effective communication within the organization is just as important as external communication with customers and suppliers. Translating training materials, internal documents, and communication ensures that all employees, regardless of their location, have a clear and consistent understanding of the company’s objectives and procedures. Clarity and consistency save time and money.

Spotify, for example, has successfully localized its app and content, ensuring that both customers and employees are aligned with the brand’s mission and values globally.

5. Addressing Cultural Sensitivities

We cannot stop repeating that cultural sensitivity is crucial when entering new markets. This involves not only translating language but also understanding and respecting cultural norms and values. Missteps in this area can lead to marketing blunders that can harm the brand’s reputation. Therefore, it is important to work with translation professionals who are native speakers and well-versed in the cultural nuances of the target market.

Let’s take the example of a global tech company that launched a new smartphone in the Middle Eastern market. The marketing materials, translated directly from English, featured images of women that were deemed culturally inappropriate. This led to widespread negative publicity and damage to the company’s reputation.

By working with experienced translators who understand local customs and sensitivities, companies can avoid such costly mistakes and build strong brand relationships in new markets.

6. Budgeting for Translation and Localization

Many exporters seem to forget to allocate sufficient budget for translation and localization, treating it as an afterthought rather than a strategic investment. However, considering the significant impact that localized content can have on market success, it is essential to include these costs already in the planning stage of global expansion.

Checklist for Exporters

To help exporters effectively navigate the complexities of global communication, here’s a convenient checklist of what to include in your communication strategy for global expansions:

  • Website Localization: Adapt your website to reflect local languages, cultural nuances, and consumer preferences.

  • Marketing Materials: Translate and localize brochures, advertisements, and social media content to engage your target audience effectively.

  • Customer Support: Provide multilingual support to address the needs of a diverse customer base and enhance customer satisfaction.

  • Internal Communication: Translate training materials and internal documents to ensure all employees are aligned with the company’s goals and practices.

  • Cultural Sensitivity: Work with native speakers and cultural experts to avoid missteps and ensure respectful and effective communication.

  • Budget Allocation: Include translation and localization costs in your budget planning to ensure these essential services are adequately funded.

Conclusion

Expanding into global markets presents immense growth opportunities, but it also comes with its set of challenges. A comprehensive communication strategy that includes translation and localization is critical for overcoming these challenges and achieving success. By following the outlined checklist and learning from successful companies, exporters can enhance their global presence, and highly likely increase revenues.

You can also partner with StarLing to ensure your communication strategy is robust, culturally sensitive, and aligned with your global expansion goals.