 阅读需10分钟 |  Evan Kramer |  2024年9月11日 |
Translating a website is a major milestone for any business looking to expand its global reach. It signals a commitment to providing a localized experience for users in new markets, but the job doesn't end once the translation is complete. Many marketers mistakenly assume that once their website is in another language, traffic and engagement will follow naturally. The reality is that translating your site is just the beginning-you still need to actively promote and market your translated content to truly reach your target audience.
In this blog, we'll explore the most common mistakes marketers make after they translate their website and how to avoid falling into these traps. As the saying goes: "If you build it, you still have to tell them to come."
Once the website translation project is complete, it's easy for marketers to assume that the translated content will automatically draw in users from the target region. However, without a tailored marketing strategy for the newly translated site, the chances of success are slim. Just like you wouldn't launch a new product without a promotion plan, you shouldn't translate a website without preparing to market it effectively.
Why this is a mistake: Different regions have different digital habits, behaviors, and platforms they engage with. For example, some markets may rely heavily on social media platforms that are less popular in other parts of the world, while others may prefer search engines that aren't Google. Without a localized strategy to account for these differences, your translated website may remain undiscovered by the very audience it's meant to serve.
解决方案： To ensure your translated website gains traction, develop a localized marketing plan for each region. This includes researching which platforms are most popular in the target market, understanding cultural norms, and crafting region-specific campaigns. Localized social media ads, search engine marketing, and influencer partnerships can go a long way in driving traffic to your newly translated site. Align your marketing efforts with the preferences of the local audience to create a comprehensive strategy that supports the translated content.
SEO is the backbone of any website's online visibility. While most marketers understand the importance of SEO for their primary site, many overlook the need for multilingual SEO when launching a translated website. Simply translating your website's content without considering how users in other regions search for information can result in low visibility in international markets.
Why this is a mistake: Search engines like Google tailor their results based on the region, language, and even search intent of users. If your translated website isn't optimized for multilingual SEO, it won't rank in relevant searches in the new market, no matter how well the content is translated. Keywords that work in your home market may not apply or resonate with your new audience, causing your site to be overlooked by local search engines.
解决方案： To avoid this pitfall, invest in comprehensive keyword research for each language and region. Use tools that allow you to discover relevant local keywords and search trends. Additionally, implement technical elements like hreflang tags to signal to search engines which language and region-specific version of your website to display. Don't forget to translate meta descriptions, alt text, and URL structures to match the local language and ensure a seamless SEO experience across all languages.
Marketers often make the mistake of treating the website as a standalone entity, but in reality, it's just one part of a larger customer journey. A website's content needs to be supported by localized marketing campaigns, including social media, email marketing, and paid ads. If marketers translate the website but fail to localize other marketing assets, they risk creating a fragmented customer experience.
Why this is a mistake: A translated website without accompanying localized marketing efforts is like sending mixed signals to your audience. For example, a user may encounter a translated website but then receive marketing emails in the wrong language, or worse, see ads that aren't tailored to their cultural context. This disjointed approach can confuse customers, diminish trust, and lead to higher bounce rates.
解决方案： To ensure consistency, localize your marketing touchpoints alongside the website translation. This means translating not only the website but also emails, social media posts, PPC ads, and any other customer-facing materials. Consistency across channels will create a cohesive experience, building trust and engagement with your new audience. Additionally, localizing content can increase the effectiveness of your marketing campaigns, as messaging will resonate better with the target demographic.
One of the most significant mistakes marketers make is assuming that a direct translation of content will be effective across all regions. While the language may be accurate, the content may miss the mark culturally if it is not effectively localized. It’s important to remember that what works for one audience may not translate—literally or figuratively—well to another.
Why this is a mistake: Cultural differences can significantly impact how your content is perceived. For instance, humor, idioms, or references that work in one country may not have the same effect-or could even offend-in another. Beyond language, different regions have distinct preferences when it comes to tone, imagery, and calls to action. Ignoring these nuances can lead to a disconnect between your brand and your new audience.
解决方案： To avoid this mistake, marketers should invest in true localization rather than mere translation. This means adapting content to reflect local customs, values, and behaviors. Collaborating with local experts or native-speaking marketers is crucial to ensuring your message resonates with the target audience. Consider adjusting calls to action, product offerings, or promotional strategies to better fit the expectations and needs of each market.
Once a translated site is live, it's easy for marketers to shift focus and assume the job is done. But as with any website, ongoing maintenance, updates, and testing are crucial to long-term success. The landscape of digital marketing is constantly changing, and so are the needs of your international audience.
Why this is a mistake: Failing to keep your translated content updated can lead to outdated information, disengaged users, and a drop in SEO rankings. Additionally, neglecting to test and optimize the website's performance in different languages can result in a subpar user experience, which could discourage repeat visits or conversions.
解决方案： Treat your translated website as a living entity that requires regular care and attention. Continuously monitor performance through analytics, A/B test different versions of content, and keep the site aligned with current SEO practices. Adjust user behavior and engagement to ensure your translated content remains relevant and effective. This will help you stay ahead of trends and provide a better experience for your global audience.
Customer support plays a significant role in building trust and driving conversions. Marketers often overlook the need to offer customer support in the same languages as their translated website. If users can't access help in their preferred language, it can result in frustration and missed opportunities for conversion.
Why this is a mistake: No matter how well your website is translated, users will inevitably have questions or need assistance. If they can't receive help in their native language, they may abandon the purchasing process or leave with a negative impression of your brand. This not only hurts customer satisfaction but also limits your potential to build long-term relationships with customers in international markets.
解决方案： Ensure that your customer support channels are as multilingual as your website. This includes live chat, email, phone support, and even FAQs. Having native-speaking support staff or robust AI-driven multilingual support options can help bridge communication gaps and ensure a seamless customer experience. By offering support in the user's language, you demonstrate a commitment to their needs and enhance the overall experience with your brand.
Translating your website is a vital step in reaching new audiences, but it's not enough on its own. To truly succeed in global markets, marketers need to avoid these common mistakes and adopt a comprehensive approach to multilingual marketing. From implementing localized marketing strategies to maintaining consistent messaging across channels, taking the extra steps will ensure your translated site reaches its full potential. If you build it, you still need to tell them to come-and to stay.
Partner with a translation technology company that can also deliver a well-rounded marketing approach to ensure your translated site will see the results you require.
