How to Correctly Market to Foreign Customers
                     How to Correctly Market 
to Foreign Customers
By - The Spanish Group
www.thespanishgroup.org
Marketing is two parts science and one part sorcery. There 
are thousands of factors that come into play when trying 
to convince someone of the quality of a product or service, 
and it can be hard to know just what the best approach 
will be. However, the underlying need for any good 
marketing campaign is the ability to communicate 
effectively with your audience. When you understand your 
customer base's needs and concerns and can directly 
address those concerns in a way that they will respond to, 
you can begin to convince them to adjust their buying 
habits and desires.  Of course, this is much easier said 
than done.
At The Spanish Group, we have worked hand-in-hand 
with several small and large businesses and have 
provided key assistance on hundreds of advertising, 
promotional, and marketing campaigns. Over the 
years, we have learned quite a bit about what makes 
an international campaign successful and what will 
cause it to sputter out.
Speak to Them in Their Own Language
Speaking the same language as your customers goes beyond simply using words 
that they can understand. You need to speak to your target audience in a way that 
catches their interest and makes them want to respond. Doing this means using the 
same terms, slang, metaphors, and shorthand that they use when conversing with 
their friends and family. You also want to be directly addressing their concerns and 
desires.
Doing this requires quite a bit of research and insight regardless of what medium you 
are communicating through.
Note: Many Translation Companies that specialize in Document Translation 
Services often are locked into one mode of speaking and are rarely able to 
adapt their "voice" in a way that can catch an audience's attention. The 
Spanish Group has made great efforts into being able to adjust our content 
towards specific demographics.
In order to effectively communicate to your target audience, you need to factor in 
and consider a good deal of personal attributes. These attributes include:
● Gender
● Age
● Occupation
● Income
Of course, you could go much deeper into these personal profiles and investigate hobbies, 
social statuses, politics, etc. But these four are the absolute minimum you need to 
understand about your audience as these play the most prominent role in dictating your 
messaging.
Don't be overly technical with industry jargon; instead, focus on how your audience talks 
and thinks. Talk to them like they would talk to a friend. Use words that trigger emotions 
and make your advertising about them.
The Importance of Translation in Marketing
Often, businesses will assume that since most of a country can understand a particular language (for 
example, English in Germany), there is no need to translate their content for them. This is actually a 
huge mistake.
For the same reasons we previously covered, failing to translate your materials into the language a 
consumer is most comfortable with will drastically cripple your chances of selling anything to them. This 
is true across industries and cultures. There is a powerful link between language and one's likelihood to 
make a purchase.
According to the Harvard Business Review and a Gallup survey of language preferences:
 
● Over 70% of buyers spend most or all of their time on websites in their native language.
● 90% of consumers said they would choose a website in their native language when given a choice.
● Almost 20% of Europeans said they never look at content outside of their native language.
● Over 40% said they never buy goods or services offered outside of their native language.
● Over 50% said the ability to get information in their language is more relevant than the price.
● Over 70% said they would be more likely to buy a product with information in their language.
Finding the Correct Translation Services Online
Luckily for the average business owner, getting Professional Translation Services is easier than ever, though this 
can be a double-edged sword at times. With so many competing translation services online offering everything 
from Legal Translation Services to Certified Translation Services, it can be hard to find a company capable of 
giving you the best results. 
While at The Spanish Group, we would, of course, recommend ourselves over other professional translation 
services, we have a good reason for doing so. As this article should demonstrate, we have spent considerable 
time learning and understanding why certain marketing ventures work, while others do not. At the same time, we 
have ensured that we have roughly the top 1% of translators working today on our staff, with native language 
experience, capable of speaking in familiar and friendly tones proven to attract more customers. 
As a translation business, we have done this work ourselves and expanded into overseas markets 
through successful utilization of marketing and language best practices. We operate in multiple 
regions effectively and have seen considerable growth in each of these markets. 
While we offer other options like Legal Translation Services with our Professional Legal Translators and general 
Document Translations Services, we understand that marketing and advertising is its own art form and have gone 
above and beyond to ensure you are getting the language solutions you need.
Source URL - https://thespanishgroup.org/blog/how-to-correctly-market-to-foreign-
customers/
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● www.thespanishgroup.org
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