Culturally Customized Content

A mid-sized company asked me recently whether they needed to have their new websites translated. This is a fairly well known company in their industry. And they now want to create a presence in several foreign countries and want to create several country-specific websites.

Hmmm… So if I got this right, they want to create a presence in several foreign countries, and hope to get by with keeping their websites in English. I wonder what their definition of “presence” is.

Apparently someone had taken a decision to create a website for a selection of foreign countries. But they had not thought the business and marketing plan through.

Obviously, their IT departments said yes, they could arrange to have a website set up for each different country.

I wonder how much their marketing department was involved in the decision process. IT and Marketing people need to communicate and understand each other more.

Their assumptions were also probably based on their own international sales experience. This company is big enough to have had foreign clients already. And these foreign clients communicated to them in English.

This is why several company executives thought it would be possible to develop their business effectively in foreign countries without the hassle of getting involved in foreign languages. Their foreign clients are well educated and usually speak English.

Reasons For Foreign Language Content

There is just two other elements to note.

The top competitors are already present in most of these countries and are obviously communicating with some degree of success in the foreign languages, or at least partially so.

Your communication will always bring in more sales when it is more focused and relevant to your specific target markets. Why would international marketing be any different?

Translation Are The Wrong Focus

The problem is that most people approach communication with foreign clients the wrong way. They focus on their own foreign language limitations and see “translations” as the solution to their needs.

This is the wrong approach for company executives to take. When creating your international business development plan you need to look at translations through a different lens.

Translations are a tool that helps you to communicate with others when you do not speak their language.

I only asked this company a few basic marketing questions. They immediately realized they were focusing on the wrong angle with regards to translations and trying to develop foreign business without them.

Remember to plan for future foreign language content on your websites no matter how you start. This will save you time and money when you are ready to make the change.

Foreign Language Content

All of your communication material represents one of your relationship-building tools.

You will need to have good foreign language content if you want to build good relationships with the people you want to sell your wares to.

But good foreign language content is more than simple translations of your existing communication to your current markets.

Culturally Customized Content

In order to develop your business in any country, you will need to adapt your communication to that particular country. Good cross-cultural communication just does not happen without you taking a step towards the other culture.

You will also need to adapt your offer to each country. This is the key to international business success. Your offer may need one slight change. The change in your offer might even be so slight it is only a nuance. Your offer may need a major overhaul.

The only way to find out how to adapt your offer to a specific culture, is to get to know them intimately. And you simply cannot get to know someone well if you always insist on using your own language to communicate with.

Planning Market Change

Instead of focusing on translations and changing your communication into different languages, focus on planning for changes in your market. This will help you to answer all of the translation and foreign content questions you have.

When two people meet for the first time, if they do not speak each others language, what do they do?

In my opinion it is perfectly alright to start off your communication in your own language. But you must also

• Listen attentively to the other person when he tries to speak to you.
• Be ready to start communicating in the foreign language
• Be proactive in communicating in the foreign language
• Move to communication in the foreign language as soon as you can
• Create communication to fully understand what your foreign client wants

Can you see where a “translation mentality” will slow you down?

Can you see where a “relationship opportunity mentality” will lead you into new markets?

Translations are your first rudimentary tools in building your foreign relationships.

Foreign language content is the basic tool you need to create foreign relationships.

Culturally customized content is the precision tool you need to develop your business.

Simply begin your communication where you can. Begin your relationship where you can. This will start the conversation. This will also start your own learning curve.

Delaying communication does not help you.

Outsourcing communication needs can help you in small doses.

But eventually you will need to get into the communication if you want to be part of this relationship and benefit from it.

Plan and expect to communicate in foreign languages as soon as you can. Your international business development and international marketing strategies will take you further.

More on Culturally Customized Content:

• Opposite Cultural Perceptions
• A Different English For Your International Audience
• Customize Your Content For Different Cultures
• Customizing Content For Your Clients
• Do You Use English Or American Spelling?
• Multicultural Marketing And Colors
• The 2 Main Reasons Why Companies Do Not Have Good Foreign Language Content
• The Phases Of Cultural Communication You Go Through To Increase International Sales
• What Is Your Culture On The Social Web?
• Who Should You Get To Write Your Foreign Language Web Content
• Writing Info-Products For International Readers

More in the Get International Clients Business Guides

• Connect With Your International Markets
• International English
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

Translations, Foreign Language Content and Culturally Customized Content

Culturally Customized Content

This continues on from last week’s article on the best person you should get to write your foreign content.

Why Foreign Content Is Not Good

There are two main reasons companies do not have good foreign content.

1 – Need Time To Find The Right Person

Companies do not take the time to look for the right person to do the job.
The person writing your foreign content needs to fulfill several criteria:

• You must be able to work well with him.
• He must be mother tongue in the foreign language.
• He should preferably still live in the country concerned, or at least until very recently.
• He must be competent in your industry in his country.
• He must have the professional background needed to write your content in its original language.

Finding someone who meets all of these criteria is often a difficult task to accomplish.

If you settle to work with someone who does not meet all of these criteria you may not have the best content possible.

But your budget or time constraints should not necessarily stop your foreign content project. Schedule revisions after some initial market reviews as soon as you can.

If you want good sales copy, do your best to find the right person for your sales content.

2 – Not Adapted Enough For Foreign Markets

Companies often make the mistake of not giving enough room to create the right text for their foreign markets.

They want to keep too much control in the mother country. This kills everything.

Foreign content that is too close to its original version often does not work. And it is always weak. It will not speak to your foreign audience as well as content crafted specifically for them.

I have seen this time and time again with American companies of all different sizes with a European presence. They often refuse to listen to their hired European staff, insisting on global communication.

The result is that the company continues to have a very strong foreign branding. This distances it from their local competitors.

The local European offices are often left with little marketing and sales collateral adapted to their markets. They are forced to compensate this is other ways, using the phone and emails to transmit more market appropriate messages to their clients.

This limits the penetration of any local marketing efforts.

Use The Right International Marketing Methods

It is interesting to look at the various definitions of international marketing.

There is a time for global marketing. It comes after the stages of International Marketing.

You cannot bulldoze your way into global marketing unannounced.

You need to create a relationship with your foreign market. Your foreign market needs to get to know you on their own territory first.

More on Culturally Customized Content:

• Opposite Cultural Perceptions
• A Different English For Your International Audience
• Customize Your Content For Different Cultures
• Customizing Content For Your Clients
• Do You Use English Or American Spelling?
• Multicultural Marketing And Colors
• The Phases Of Cultural Communication You Go Through To Increase International Sales
• Translations, Foreign Language Content and Culturally Customized Content
• What Is Your Culture On The Social Web?
• Who Should You Get To Write Your Foreign Language Web Content
• Writing Info-Products For International Readers

More in the Get International Clients Business Guides

• Connect With Your International Markets
• International English
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

The 2 Main Reasons Why Companies Do Not Have Good Foreign Language Content