The Language of Global Marketing: Translate Your Domestic Strategies into International Sales and Profits

by Wendy MacKenzie Pease

Overview

A domestic strategy and only one language means lost revenue and missed opportunities. Your business could be exploding on a global level. If your business wants international growth across borders into global industries, pursuing buyers without considering their culture or by using a machine translation hurts your efforts.

A solid strategy with high-quality, culturally adapted content and translations connects you to prospective buyers online and leads to completed sales. To convert more website visitors into loyal customers and increase profits, you need the correct content in the globalized or localized language for your target audience.

In The Language of Global Marketing, Rapport International President Wendy Pease provides the roadmap for business-builders to find new revenue from a global audience with the right quality content and tools. Filled with easy-to-understand strategies and solutions to real-life situations, this is your guide to successful international expansion through global inbound marketing and translation services.

You'll discover:

• How to align your expansion plans, communications, and brand with your company's digital marketing plan
• Four key components to build a successful Translation Management Plan
• Secrets to receiving better quality and more culturally appropriate translations from your translator
• Nine tactics to optimize your website and translate data for global SEO in your target market
• Interpreter options when you need to speak to your customers
• Huge advantages of cultivating a diverse workforce while expanding globally

Connect with your buyers across every language and culture – no passport or overseas travel necessary. Get The Language of Global Marketing now and speak the language of success for your organization!

Product Details

BN ID:	2940165143557
Publisher:	WRD Publishing
Publication date:	04/13/2021
Sold by:	Draft2Digital
Format:	eBook
File size:	3 MB

About the Author

Wendy Pease is the owner and president of Rapport International, a translation and interpretation services company specializing in marketing translation. Throughout her career, she has worked with hundreds of companies to help them communicate across more than 200 languages and cultures. She hosts the Global Marketing Show podcast. Learn more at www.wendypease.com

Table of Contents

Chapter 1: Big or Small, Any Company Can Go Global

Chapter 2: Align Internally for a Successful Expansion

Chapter 3: Global Marketing Basics

Chapter 4: Global English

Chapter 5: Starting and Planning Your Journey

Chapter 6: Attract, Engage, and Delight in Any Language

Chapter 7: Machine Versus Humans

Chapter 8: Supporting Technologies

Chapter 9: Five Steps to High Quality

Chapter 10: What: Frameworks for Deciding What to Translate

Chapter 11: Who: Assigning the Right Person for Your Material

Chapter 12: Lessons Learned-How to Avoid Mistakes

Chapter 13: Optimize Your Website to Win Global Sales

Chapter 14: Drive Multilingual Visitors to Your Site with SEO and Social Media

Chapter 15: Best Practices for Videos, Packaging, User Interfaces, and More

Chapter 16: Cultural Adaptation to Engage your Audience

Chapter 17: Delighting Clients During the Inevitable Global Boom

Chapter 18: Spoken Interpretation Options

Chapter 19: Internal Diversity, Equity, and Inclusion Improves Your Global Reach

Editorial Reviews

Expanding one's business beyond the home market is an imperative but also something that many entrepreneurs and business leaders view with trepidation. Wendy Pease takes on one crucial aspect of such expansion - navigating the different languages in each market - and lays out a clear road to success with great frameworks, several relatable examples, and an easy writing style. Whether you want to more effectively communicate with multilingual consumers in the US, or you want to satisfy the needs of consumers in other countries who happen to find you online, or you are developing an international expansion strategy, read this book.

Kusum Ailawadi

Professor of Marketing

Tuck School of Business, Dartmouth College

Co-author: Getting Multichannel Distribution Right

Wendy Pease and her book, The Language of Global Marketing, is a roadmap to losing your fear and finding your courage to seek out customers on foreign shores! We all know that language matters when connecting with our target market. The beauty of The Language of Global Marketing is that Wendy provides us with the tools, encouragement, and data that compels us to venture far beyond our native tongue opening up a world (literally) of business opportunities.

Gabrielle King Morse

President & CEO

The Center for Women and Enterprise

From the Publisher