During your international expansion, you made the effort to translate content into the language of your target foreign market in order to communicate successfully with international consumers. But ask yourselves this - are your international consumers really a priority?
Many companies usually start by investing in multilingual social media platforms and multilingual marketing content in order to capture the attention of online users from overseas markets. With the aim of boosting sales abroad, businesses identify the pain points of their target market, generate relevant multilingual content that offers value to international consumers and then present their product as a solution- a product that has been perfectly adapted to fit the individual needs of that foreign market.
Acquiring new international consumers isn’t an easy process but ensuring effective communication throughout their acquisition journey sure does help to close more sales abroad. However, the journey doesn’t just end by closing a sale. Many businesses make the unintentional mistake of neglecting their international consumers post-sale. Are you guilty of this?
Communicating with international consumers after they purchase your product seems like a major hassle. After all, they are now an existing client, why waste time and money investing in translations when you could focus your attention to new potential clients in that market destination? Wrong! Nurturing existing customers and encouraging them to repeat purchase is a lot cheaper than acquiring new clients. Any business that acquires this attitude will seriously struggle to keep sales abroad growing during their internationalisation journey.
You don’t want to just launch your product into overseas markets and sell abroad. You want to grow a tribe of loyal and engaged international consumers that represent your brand at a global level. You want them to spread your brand’s message further in that foreign market and make you well known. Not communicating with international consumers can damage your brand’s reputation in foreign markets and inhibit your ability to sell abroad if existing clients do not speak highly of you. Remember, messages spread quickly via word of mouth and bad reviews are enough to put anyone off purchasing.
Treat your international consumers as if they were consumers of your domestic market
Before deciding to internationalise, your business would have established whether it was capable of satisfying both domestic demand and demand from overseas markets. Companies that put domestic demand before their international consumers needs are in for short-lived international expansion. If your domestic demand rises, you can’t push your international consumers to the back of the queue. You’d reply to a customer in your national market because it’s easy to respond in your native language. Don’t let the language barrier push your international consumers away. In order to respond to their enquiries, you have to be ready to translate content and invest in further multilingual communication to keep them happy.
Their opinions matter
For many companies, the top operations challenge is understanding what overseas clients value most. Do you deliver satisfaction to your international consumers?FIND OUT! A high closing rate of sales abroad means nothing if your overseas clients are unhappy with your services. Translate feedback forms! They are a great way to understand your clients and find new innovative ideas for product development. In return, international consumers will value your efforts to find out what matters most to them. They want their opinions to be heard. Being attentive to your clients in overseas markets is a key determinant of how well your business grows at a global level.
Invest in email translations and create a multilingual marketing campaign through a mail manager. Multilingual communication via emails can give you an insight into the minds of your international consumers. Send an email after they purchase. Is there anything you can help them with? Are they happy with the product? Nurture your relationship with your overseas clients by creating multilingual marketing content to be sent through emails every once in a while, offering them new opportunities, updated company information and discount offers.
Don’t neglect your international consumers. Let their voices be heard! After all, the enjoyment and satisfaction they get from your brand will determine the success of your international expansion.