Believe it or not, only 39.4% of the world’s population can understand the English language. What does this mean for the internet marketer? Basically, it means that you’re losing 60.6% of your audience.
Everyone who has an online business is delivering their message in English. Sales pages are written in English. Ebooks and special reports are written in English. Instruction manuals for scripts and software programs are written in English. Web pages are written in English. Links are written in English.
How can 60.6% of the world be able to understand any component of your marketing campaigns then?
The solution is simple, but it’s something that is not as widely implemented as much as one would expect. It’s translation. You have to translate the carriers of your business message in languages that other people from other cultures will be able to understand. This way, you’ll be able to conquer such segments of the market.
Translating your business messages into every known language in the world would be a logistical nightmare, however, not to mention expensive since you’ll be outsourcing the translation jobs (unless, of course, you’re multilingual master).
It will be best to focus on the language germane to some emerging markets, markets which are at the brink of a commercial online revolution. What are these markets?
- Japan. The Japanese market is a fast emerging power in internet marketing. People there are quickly discovering the earning potentials of the World Wide Web. The Japanese people are voracious feeders of knowledge. They want to gain every bit of information they can find. This makes them the perfect market for information products.
- China. The Chinese market is slowly opening its doors to the internet. Where once it was limited to the government-controlled intranet, China’s new open door policy is leading to a slow but certain entrance of Chinese players in internet marketing.
- Spain/Mexico/Portugal. Spanish is one of the oldest languages in the world, and around a quarter of the world’s population can understand the said language. Offering some translated pages and products in Spanish will help you corner this sizable market and get the head start on your competition.
It’s quite unbelievable to think that close to 95% of online businesses haven’t tapped into these emerging markets. They refuse to deliver their business messages in a language other than English, when such an approach is truly limiting their potential audience.
In an interview conducted by MarketingSherpa, one of the internet’s leading online business research firms, Peter Davis, owner and operator of www.tpp.com , admitted that his enterprise experienced a tremendous upswing ever since he offered his newsletter in the Chinese language. His business is engaged in the licensing of mobile software technology for handheld manufacturers, and seeing as how China is one of the world’s biggest manufacturers of handheld devices, he decided to translate his business messages in Chinese. As a result, his newsletter circulation increased by 47%. Currently, the Chinese version of his business’ newsletter account for 80% of the downloads.
The fact that business messages are rarely translated to a variety of languages should be a plus for your enterprise. Since no on
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