Do you address your international audiences in English? You are not the only one. On the contrary. Many companies assume that everyone speaks English. Their reasoning goes something like this: "If we offer our content on the website, on social media and in leaflets in English, we're home safe." Sounds reasonable enough, but it doesn’t stand up to scrutiny. After all, language is much more than a means of conveying WHAT you have to say. It also affects HOW your message is received, interpreted and assessed.
The connection forged with your target audience through your brand, your story, and your products and services is primarily emotional; a bond that is easier to build in their mother tongue. A foreign language, however familiar, speaks to us on a more rational level - leaving our emotions less affected. Just one reason why you want to translate your content to the languages of your target audience. But there are four more reasons. Explore them here!
In this article, you’ll discover:
- Why companies shouldn’t rely on English alone for their content
- The benefits of addressing your customers in their language
- When a multilingual ecosystem pays off internally as well
Are you looking to truly connect with your customers? Be sure to speak their language. Literally. Translations are well worth the investment. Communicating in your customers' mother tongue demonstrably increases their attention, trust and willingness to buy. Aren't those the exact goals you aspire to as an entrepreneur?
Let's take a closer look at the five reasons why you should translate your content into the native language of your target audience.
1. Language moves – and the mother tongue most profoundly so
Language evokes emotions. Especially when that language is deeply rooted. Which is exactly what the mother tongue does. Psycholinguistic research shows: people experience emotional messages more intensely in their mother tongue. Our response to other languages tends to be more distant or neutral.
Linguist
Aneta Pavlenko demonstrated that words like 'love', 'trust' or even warnings are taken in much more directly in the mother tongue. Advertising in the mother tongue hits harder as well, since it resonates with the lived experienced of your target audience to greater degree.
2. The mother tongue is more convincing
Researchers led by Albert Costa at the University Pompeu Fabra in Barcelona examined how people make decisions in different languages. As it turns out, we tend to think more rationally and less emotionally in a foreign language. But in our mother tongue, we give our feelings more sway – even when it comes to making a purchase.
The international study ‘Can’t Read, Won’t Buy – B2C’ by CSA Research underlines the notion that language affects our purchasing behaviour. They interviewed 8,709 consumers from 29 countries (Europe, Asia, the Americas). The results are overwhelming:
- 76% prefer content in their own language.
- 65% prefer to read in their own language, even if the translation is not perfect.
- 40% will only buy from a website that is available in their native language.
- 73% prefer product reviews in their own language.
- 66% value customer service communicating in their language.
Failing to provide translations of your content will therefore cost you 40% (or more!) of potential customers, before even making contact.
3. The mother tongue generates trust
Purchasing a product or service is based on trust. Especially when it comes to something complex or requiring additional explanation. As a customer, you want to be sure you know what you're getting yourself into.
Trust is quite simply built more quickly when the explanation is offered in your own language. A foreign language always leaves room for some level of doubt. Which is also confirmed by the CSA Research study: 67% of respondents prefer websites that offer section headers, product and legal information in their mother tongue.
In a B2B context, trust is even more important. Because that is where decisions tend to have major long-term consequences. Speaking to your client in their language, conveys the implicit message: "We take you seriously" and "You matter to us."
4. The mother tongue is an invitation
In a B2B context, trust is even more important. Because that is where decisions tend to have major long-term consequences. Speaking to your client in their language, conveys the implicit message: "We take you seriously" and "You matter to us."
- Localised websites show higher visitor retention and a lower bounce rate.
- Plus, content in the local language will rank higher in local search engines.
- Localised ads achieve a higher click rate (CTR) and more conversions.
- According to an analysis by HubSpot and CSA Research, localised content reaches up to five times more people than standard texts in English.
In short: if you want your content to perform across borders, Localised communication is the way to go. It makes all the difference, especially on social media, in newsletters, on landing pages and in automated mailings.
5. Using the mother tongue is a form of respect
Language is never neutral - it’s an expression of your attitude as an organisation. Addressing your target audience in their own language is a form of respect. It says: "We see you, we understand you, and we go the extra mile for you."
The benefits are many.
- Customers feel truly understood.
- The connection with your brand becomes stronger and more personal.
- Your reputation gets a boost, as does confidence in your brand.
Maintaining a multilingual organisation
It doesn’t end with your customers. Multilingual communication has considerable benefits internally as well. Think employer branding: presenting yourself as an appealing employer is best done in multiple languages. International teams feel more engaged if you use their language for internal communication, on your job site or during onboarding.
And finally: does nearly everyone speak English these days?
English may be a global language - some 1.5 billion people speak it - but only around 370 million of them are native speakers. And even if someone did learn English, this doesn't automatically enable them to comprehend complex or specialised copy. Research shows that only a small percentage of non-native speakers really understand complex content well.
Conclusion: using the mother tongue is a strategic key to success
The idea that you can reach 'everyone' in English sounds appealing. But in reality, you can only truly touch someone by addressing them in their own language. It fosters trust. It fuels action. And it makes translation a strategic choice for international growth. Professional translations, provided by native speakers, perfectly tailored to your industry, target audience and communication style? We are here to help. Please feel free to get in touch!