06 25 2014

06 25 2014

Language Important To Draw In Millennial Customers

To business owners in the U.S. it may seem obvious to market to all demographics in English. When it comes to millennials, however, organizations limiting themselves to operating in one language may be doing so to their own detriment. A recent study conducted by SDL found that 25 percent of millennials speak a language other than English at home, and, more importantly for business owners, 46 percent of those individuals are “more likely to purchase” from companies using their dominant language.

Still, many entrepreneurs have ignored this evidence and have continued to target their audiences in English alone.

“All too often, language is an afterthought in an organization’s customer experience strategy,” said Paige O’Neill, chief marketing officer at SDL. “Marketers now need to address the demands of globalization and ensure that their business speaks only one language – the language of its customers.”

According to SDL, companies can target millennials more effectively by creating a culture and language strategy to better understand and cater to their target audiences. This will require both time and small business working capital, as using subpar translators simply won’t cut it, SDL reported. By developing their brands to include a more diverse range of languages, companies can grant consumers the kind of personalized service they crave.

“Localization strategies must be adopted to address translation at a local level, but also the personal demographics of its target audience,” O’Neill continued. “In doing so, consumers will be compelled to share content and foster brand advocacy in their language of choice, giving marketers a competitive advantage and the ability to deliver the customer experience that truly defines their brand’s voice, globally.”

If a business owner is interested in hiring outside translators to create customized content in different languages, they should reach out to National Funding to find out more about small business loans and other financial options.

Featured


  • Working capital for small businesses

    How Much Working Capital Does a Small Business Need?

    Your business needs money - there's no doubt about that. Cash allows you to purchase equipment and supplies, fund marketing campaigns and pay salaries - yours included! But just how much working capital should you have at any given time? Every business has its own unique needs, so no two companies' financial requirements will be… […]

  • Choosing a restaurant location

    How To Choose A Prime Location For Your Restaurant Business

    Restaurants can thrive when they're in a good location and suffer when they're in a less-than-optimal one. Changes ranging from the preferences of customers to downtown development and the closure of nearby businesses can all have an effect on the number of tables a restaurant serves each day. The influence of those factors means you… […]

  • 3 ways small businesses lose money

    3 Common Ways Small Businesses Waste Money

    Running a small business can be incredibly rewarding. At the same time, though, it can also be really difficult. Few people are experts in every aspect of entrepreneurship. For example, you might be amazing at sales, but accounting isn't your strong suit. In any case, lack of information and expertise results in profit loss for… […]

  • Press Release

    Port of San Diego Holiday Bowl Parade Presented by National Funding

    Port of San Diego Holiday Bowl Parade Presented by National Funding Set for Dec. 28 on Harbor Drive SAN DIEGO (December 21, 2017) – America’s Largest Balloon Parade – the Port of San Diego Holiday Bowl Parade presented by National Funding – will take place Thursday, Dec. 28 on Harbor Drive along the North Embarcadero… […]