Successful customer acquisition depends on your ability to communicate in their buying language.
Connect with Culture
The Center for Immigration studies reported that 67.3 million Americans speak a second language. More than a third of the population in our home state of Texas (36%) speaks a second language at home. This is only second to California’s staggering 45%, followed by other major markets in the United States with similarly high multilingual populations. While this doesn’t mean that the primary language is non-English, those are percentages that any business with serious growth aspirations would be hard-pressed to ignore. What’s more, if your organization sells in the B2B market, the SBA reports that 20% of all small businesses are minority owned, comprising a market size of $1.3 trillion. Your business will surely miss out if you’re not able to develop a diversified marketing strategy to reach this increasingly important business segment. It’s much harder to compete once your competitor has gained a foothold on local, regional, national, or international market share. Recognizing the importance of developing a multilingual / multicultural marketing strategy will be key to your business’ future success.
Multilingual Marketing Solves These Challenges
Multilingual audiences easily identify when they’re an afterthought. Making a genuine effort to connect with a culturally diverse marketplace differentiates your business.
Cultural values can’t be translated. You have to communicate with multicultural audiences on their terms for authenticity. Automated translation tools won’t achieve this for you.
Leading the market
Your competitors operate with cultural bias more often than you think. Assumptions about the viability of marketing to multicultural markets abound. Leverage these assumptions to your advantage by leading where your competitors don’t engage.
With Digiboost being based in San Antonio, TX, it is apparent just how important multilingual and multicultural communication can be. Spanish is readily heard in all aspects of personal and professional life. This is a serious consideration for any forward-thinking organization seeking to increase market share. Sometimes, competing where your competitors fail to participate can be a major differentiator. Digiboost can help you develop an outreach strategy to attract multilingual and multicultural clientele.
Can I just translate my existing website?
A multicultural marketing strategy focuses efforts on marketing to a specific ethnic group that shares similar cultural backgrounds, customs, and identity. While a multilingual marketing strategy simply means that you employ additional languages to reach your prospects. A multilingual strategy can certainly be combined with a multicultural strategy, but they can be mutually exclusive. For example, you can market to English-speaking Hispanics employing English as your means of communication. Regardless of your desired marketing strategy for your business, Digiboost has the experience and needed pedigree to help your business succeed.
How will this grow my business?
Incremental growth is a goal for any organization looking to increase market share. Engaging with customers that your competitors are ignoring offers your company relevance with additional audience segments. Consider multilingual marketing as a path for growing your business.
Will this work with my budget?
The average cost per acquisition in multilingual segments are usually much cheaper than the broader market. This is due to the auction method in which advertising is priced. If there’s less competition, costs will also be lower. Digiboost can help you assess the multilingual market opportunity to determine if it’s a fit for your company.
How should you get started?
Digiboost can help you assess the multilingual market for your business. Devising a successful strategy requires market and competitor research to outline the opportunity for your business’ success. Contact us today to get started!
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