I had a European client once who was advertising their publication in Germany. Through market research, they had discovered a sizeable Turkish-speaking market in Germany.
So they hired someone to translate their keywords and ads into Turkish.
Immediately, they saw a significant uptick in traffic – impressions and clicks.
And a significant downturn in ROI.
Why? Because they hadn’t bothered to translate their landing page, their sales process, or the publication itself.
They enticed Turkish speakers to – a brick wall of German.
In honor of you not making this mistake, I present my favorite video of the week – a Spanish-language soap opera for those of us whose linguistic facility is limited to 3 weeks of Spanish in 4th grade, augmented by a well-intentioned but short-lived stint of Pimsleur immersion tapes during the morning commute:
Check out this week’s video newsletter for some tips and tools about finding multi-lingual and global markets for your products and services.