Marketing strategy is undergoing a seismic shift away from the product-focused pitches of outbound marketing and toward an improved inbound marketing experience.
Building brand loyalty is more than making a sale, it’s about establishing a relationship. Companies not only have to offer products and services that customers value, but also have to build loyalty and trust in their brand.
Inbound customers may start on a product page, but if they don’t find what they need there, they’ll search for the information elsewhere. Community forums are becoming a critical tool for assisting and shaping the customer’s buying journey, providing a level of engagement that old-school marketing collateral, customer service hotlines and emails can’t provide.
Benefits of Localization
A recent Gallup study confirmed what many of us have known — customer engagement has a powerful impact on your bottom line. Customers who are fully engaged with your brand shop more, spend more and refer more.
So it should come as no surprise that localizing content is critical in a global digital marketplace that relies on customer experiences, reviews and feedback to promote branding and drive awareness. How can your customers feel an emotional connection to your company if you’re not speaking their language?
A 2014 Common Sense Advisory survey confirmed that it’s not enough to offer places for your global customers to engage, those tools have to be in their native language to be effective.
There are many benefits to localizing your community engagement content:
- Attracting more customers to your site
- Increasing customer engagement
- Inspiring brand loyalty
- Saving on expensive customer service calls
- Improving SEO
Provide the Self-Service Solutions Customers Demand
Communicating on social networks is second nature to most of your customers. They seek answers online, searching FAQs and asking questions in community forums. A 2015 Aspect Software report confirmed there is great demand among consumers for self-service information tools:
- 73 percent of customers want to solve product/service issues on their own
- 90 percent expect a self-service customer support portal
Companies that provide a place to find information, ask questions and talk to fellow customers are laying the groundwork for increased customer loyalty and greater engagement.
Think Globally, Speak Locally
To succeed in a competitive global marketplace, you’ve got to think globally. That means translating and localizing your customer engagement tools.
The Common Sense Advisory survey confirmed how important it is — more than 3,000 global consumers in 10 countries surveyed said that 75 percent prefer to buy products in their native language. Companies that localize their content broaden their customer base, increase revenue and profits, and gain greater exposure for their brand and messaging.
If you don't give your customers the information they need in their own language, it’s going to become a pretty big hurdle to building a relationship with that customer.
Multilingual customer engagement platforms benefit customers and business. A call to a customer service department can set off a daisy chain of expenses. Helping consumers solve their own problems in their own language can free up time and resources for more important, revenue-generating activities.
Localizing content helps you communicate your message to global customers. It creates a positive customer experience that can lead to return business, referrals and good reviews in community forums. Multilingual self-service knowledge bases, FAQs and product information can also help reduce the cost associated with traditional customer service hotlines and call centers.
Localizing community engagement presents a strong business case for delivering a customized brand experience to the end-user — no matter where they live or what language they speak.