Overcoming the Language Barrier in Foreign Markets

Thanks to the internet, we all have access to the global marketplace so the only thing now standing between your business and millions of potential customers, is the language barrier.

This obstacle is surmountable, and we explain how, below…

Why does Language Matter in Overseas Markets?

The first factor to consider when entering the global marketplace is why language is so important.
The answer is, communication.

Communication between your business and its customers, clients, suppliers, partners, contractors, and so on, are vital to the day-to-day running of your business and ultimately, to its success.

Research shows that 40% of customers refuse to buy from websites that aren’t in their native language, while 73% of the almost 32,000 people surveyed, want to read product reviews in their native language.

If customers can’t access and engage with your website in their native language, you submit inaccurate and mistranslated legal documentation to one of your overseas suppliers, or employees are given on-the-job training that is inaccurately translated, it can cost your firm time, money and effort to rectify.

Effective communication is vital to accurately convey your brand voice, company standards and general business information, and language is key to communication.



Language and Culture

Where there is a change in location and language, there also occurs a shift in culture.

These shifts may appear to be subtle to an outsider, but to local people, who shape their collective identity through their language and culture, theses differences are important.

Translating a website for international customers is a great idea, but if it isn’t adapted to fit with cultural changes for specific locations it is likely to be less successful.

A professional Language Services Provider (LSP) such as, Creative Word, can adapt websites, marketing materials, product packaging, and so on, for specific locations and languages.

This service is known as localization or L10n.



Translation and Localization

Translation and localization are two of the main services offered by LSPs to international companies to help ensure effective communication, successful marketing, and a positive brand image.

The two services are independent of each other, have diverse objectives and give different results.

Translation – this is an adaption based principally on language and refers to the process of changing a text from one language to another without altering the original meaning. Translation services are ideal for legal documents, technical translations, general business documents, or manuals.

Localization – this is a comprehensive adaption which considers language, culture and contextual elements so that it is a perfect fit for the target audience. This service is ideal for multilingual websites, advertising campaigns, social media, customer services, employee training and development, software, or other business-based information which it is considered requires adaption for local markets.


Which Language Service do I Need?

If you still aren’t sure which language service is the best fit for your intended use, get some advice from an expert!

A professional LSP can discuss the various options open to you, help you get the best results and ensure you stick to your budget.

Here at Creative Word, we offer help and advice with the following:




Multilingual websites

• Multilingual Design

• Training


• PR

Our client base is wide ranging and we work in the following sectors:

• Legal

• Marketing & PR

• Finance

• TV and Media

• Travel & Tourism

• Oil and Gas

• Publishing

• Retail


Overcoming the language barrier in foreign markets doesn’t need to be problematic – you just need the right Language Services Provider to partner with on your project!

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