Localization and Translation Services – How to Compete With E-Commerce Giants

The E-Commerce industry has grown by more than a hundred percent in many different industries.

The Visual Capitalist website has put together a list of some of the largest areas of growth and decline in the eCommerce markets if you would like to look at which markets are most viable.

This still puts you in a position where you will have to compete, but how do you successfully compete with major corporations with massive budgets? The largest e-Commerce retailers are megalithic giants that many small entrepreneurs fear will overshadow and eliminate any real chance to successfully compete for the online marketplace.

In fact, you can use translation and localization and become both more competitive and successful, even to the point of opening up potential markets the megaliths have forsaken. The only question is how do you do that? Well grab a cup of coffee, take a few moments to relax, and let us help you to build a successful international eCommerce marketing campaign here.

1. Understanding Localization and Translation Services

One of the most important aspects of successful marketing is the ability to speak to the proverbial heart of your target demographic. The translation services can be used to put your content marketing materials into a language your audience understands, but localization is necessary to put your marketing materials into a language that makes a personal and direct connection with your market.

One common problem for both professional translators and certified interpreters is when they encounter localized expressions or other more restricted vernacular or forms of speech. The job of the translator or interpreter is not only to provide a literal translation but also to accurately and completely convey the context and meaning of the conversation.

Localization includes the practice of exchanging the local expression in one language to a similar expression with the same meaning in the second language of the translation. This exercise in terms of successful international eCommerce marketing campaigns should also extend to all of the marketing materials and include the complete localization of pictures, and even other reference materials.

A marketing campaign in the US may reference or include pictures of the Grand Teton mountain range, a very common reference point for American consumers. In Mexico, the Tetons may appear just as majestic, but using pictures of Pico De Orizaba may resonate more personally with the target audience.

Likewise, pictures of references of a Luau where a pig is being roasted should probably be replaced in markets where pigs are considered to be an unclean animal and their consumption is culturally taboo. Localization strategies should focus on the ability to have the message resonate with the target markets and not alienating any of them with marketing materials that otherwise work well in the original markets before translation.

2. Translation Services and the Languages of the Internet

What you will be shown here is a means to utilize translation services to effectively eliminate the majority of all of your competition in the eCommerce markets online. It is important to use translation services to help you increase visibility while localization services will ensure that you can speak to the heart of your target markets.

There is a vast divide in terms of languages readily available or represented on the internet today. Wikipedia is the most linguistically diverse website in the world with just over three hundred languages on its pages and official editions in 288 languages. Almost 6% of the content online is written in English and there are only eleven languages that represent more than 1% of the content currently online.

3. Translation Services and Competitive Reduction

Ecommerce sales online as was noted, have greatly increased. Additionally, consumers are increasingly willing to purchase products and services from foreign vendors, but there is a caveat that is all-important for successfully marketing to international markets online. People want to read materials and watch videos in their own language and purchase products in their own currencies.

These numbers gathered from the Guardian website and internet statistics from the W3techs website show not only a great disparity, but also a great opportunity for eCommerce marketers. The second most common language on the internet is Russian, comprising almost 9% of all content.

Doing some basic math we can see that any website translation services will reduce the actual percentage of internet content in the same language to single digits. The first thing that needs to be done to build a successful international eCommerce marketing campaign is to research which of these markets are viable for your products and services.

If you can successfully target any markets outside of the top eleven languages online, you will be able to put your products and services out in front of tens of millions of new potential buyers. The use of translation services for your marketing content means that you will have to compete with less than 1% of all of the content on the internet.

4. Translation Services and SEO for International Marketing Campaigns

If you put into the practice the previous solutions, it should be easy to see how this can greatly increase your sphere of influence, not just for eCommerce, but in all aspects of online marketing. This is not just a reduction in your direct competition, but literally all of the content online, including any that may compete directly or indirectly with your marketing campaign.

It should be substantially easier to rank on the search engines when you are competing with less than 1% of all content online. It should also be noted, however, that this benefit does not only extend to SEO in terms of the search engines, even if these benefits alone will often be underestimated. What?

Amazon and YouTube are in a constant battle for the second largest search engine on the internet. What holds true for the major search engines also holds true for YouTube and even extends to the many social media platforms. Virtually all of the social media platforms support numerous languages and are an invaluable and powerful marketing tool.

5. Translation Services and Customer Conversion

You have seen now how you can use translation services to greatly reduce all of your online competition, and how to use localization to speak to the hearts and open the minds of your target demographic. These strategies should be implemented at literally every level of your international marketing campaign online to make it successful.

A complete website translation is preferable as it will rank better on the foreign language search engine results pages. The video translation will help you to rank better not only on the search engines but also on YouTube and similar video websites. Foreign language content on social media platforms is more likely to be shared and more likely to reach consumers directly.

Put all of these practices into action today, and you have everything you need to create a successful international marketing campaign online, no matter what your product may be. Success is at hand, but you will need to conduct your research and then put this plan into action if it is to work for your benefit.