How content translation helps to increase sales on international markets
Global media presence is vital for companies’ international growth and sales performance. Correct language choice ensures targeted coverage with precisely the right readers. In this article we present the most in-demand business languages and share our global media campaign experience to help improve your reach and impact.
English language comes first to mind when thinking about globalization. But building credible global media presence with the power of influence needed to increase sales is not that simple. The press release and media outreach strategy for international trade media requires a multilingual approach.
Potential customers want to learn about their industries’ game-changing products and technologies in their own languages. Trade media readers are are technically minded – they want to understand the benefits of your products with industry-specific terminology. This is confirmed by statistics recorded over several
90 % of buyers prefer to receive a product’ description on their native language*
*Statistics sourced from research of Nimdzi and CSAResearch.
In other words, materials for global media campaign need to be localized. But widespread English is not the key. For sure, it is the most spoken language when combining native speakers and other language speakers. However, it does not automatically make your message attractive for the local target audience. This is why English content alone does not always help to increase sales.
Which languages to chose for global media visibility?
Below are top 11 languages by native speakers number**, that a technological company should consider for translation:
**Statistics sourced from Ethnologue research.
PR localization strategy certainly depends on specific target audience. Thus, a languages list for your media campaign should be tailored.
Here is a case of Finnish technology company Oy ICS Intelligent Control Systems Ltd. It is specialized in optical solutions for solar panels. Recently ICS has developed a unique technology platform and a film solution. They enable to increase the energy output for conventional solar modules by 5-10%.
The ICS press release campaign was handled by INS Trade Media Service. Our experts translated press release into 9 languages to meet the requirements of ICS’ audience targeting: English, Spanish, German, French, Italian, Dutch, Japan, Chinese and Korean.
Than our tech-minded team has composed the tailored media outreach list. This was optimized to reach trade press with highly precise specialized audiences, including solar energy production, renewable energy and sustainability, green and clean tech, as well as business and technology media.
Language diversity delivers better results
In our case, publicity results clearly demonstrate that the 9 chosen languages covered much more than 9 markets with traditional native speakers. For example, the Spanish version also received coverage in Mexico, Guatemala, Dominican Republic. The English version was covered by specialized media in countries including the UK, USA, Australia, India, UAE and across the African continent.
As a result, campaign received high response rates form editors and generated consistent interest. Multiple published articles were also recorded in other languages beyond the campaign’s initial outreach. For example, Brazilian Portuguese, Russian, and Ukrainian versions were demanded, that demonstrates interest in wider potential markets.
Finally, our readership estimation indicates impressions with more than 5.2 million specialists in their native languages from 136 proven publications. This coverage empowered our client in their lead generation process and created opportunities to increase sales.
Do you aim to reach international partners?
Our team will be happy to ensure efficient handling of your global press-release campaign at every stage, including customized translation by technical experts to any language for any industry. Please, contact us to receive a trade media campaign consultation.
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Global media presence is one of the business goals for growing international company. Linguistic
appropriateness of communication strategy remains critical factor for
qualitative media coverage.
English language comes first to the mind ´when thinking about globalization. But building global presence is not that simple. The meaningful press-release distribution strategy for international trade media requires multilingual approach.
Potential B2B partners want to learn about complex products and technologies on their own languages with precise industry-specific terminology. The statistics confirms the same during the years:
90 % of byers prefer to receive a product’ description on their native language*
That means all materials for global media campaign need to be localized. And English is not the key to localization. Yes, it is the most spoken language when combining native speakers and second- and higher language speakers. But it does not automatically ensures that your message will properly influence the target audience. Because even being proficient in this lingua franca of business and science, potential customers tend to search information on products and services on their own languages.
Which languages to chose for global media visibility?
Below are top 11 languages with the numbers of native speakers, that an industrial or a technological company should consider for media materials translation: