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German
Chancellor Willy Brandt once said, "If I am selling to you, I speak
your language. If I am buying from you, dann müssen Sie in meiner
Sprache sprechen." (Translation: then you must speak my language.)
Recent
studies have shown that Internet users rely on their native-language version
of Web sites to perform most tasks. Just consider: Would you buy a computer
from Dell's Japanese site?
Local-language
content can help deliver a more culturally relevant experience to your site
visitors. It not only optimizes the selling of products and services but
also contributes to an organization's bottom line in various ways.
Here
are five ways you can generate revenue and reduce costs by having local
content:
1.
The global Web is the most affordable, hardest-working sales force you will
ever put together
An
information-rich, well-published global Web site sells your products and
service to potential clients around the world in their native language,
24/7.
2.
The global Web helps you save on support costs
Every
Web globalization guru has this golden rule in their advice book: You should
be prepared to support the markets that you sell to. Depending on the scale
of your business, hiring support workers who speak the languages of your
markets may be unavoidable. But how much you can use the Web to reduce
support cost will be the differentiator between a profitable business and
money-losing one.
3.
The global Web with local content brings you local presence
Major
search engines such as Google or Yahoo gives strong preference to Web sites
with local language content. For example, without German content, the chance
of your site showing up in Google.de is next to nil. Having translated or
original local content buys an admission ticket to the local search results.
For any company that operates on the Internet or wishes to strengthen brand
awareness locally, the admission ticket is worth having.
4.
The global Web facilitates innovation and learning by delivering training to
corners of the world that physical classrooms cannot reach
Learning
is a necessity, not a luxury, in today's competitive environment. As more
organizations become increasingly scattered physically, classroom teaching
is not always practical. The global Web delivers valuable material to those
in need, in a language they can understand, at a time when they are
available and willing to learn.
5.
The global Web helps build corporate culture
The
content of your Web site speaks volumes about the diversity of your
organization, philosophy and work atmosphere. As North American society
becomes much more multicultural, your organization's ability to attract
top-notch ethnic talent becomes the "new frontier." How you fare
on that frontier depends largely on your ability to understand your new
audience and speak their language.
The
global Web is the greatest driving force of new business opportunities
today. Those who realize its full impact and learn how to use it will
prosper. Those who don't... will perish.
Huiping
Iler is a native of China and now lives in
Canada. She operates WTB Language Group Inc.
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