The World Wide Web

Running a Multilingual Web Site Marketing Campaign

Not everyone in the world speaks English. By ignoring other languages, you are in effect blocking potential users from finding and interacting with your business.

Speaking in Tongues

We are very lucky that English often is regarded as the language of both the net and business, but we have to remind ourselves that not everyone speaks it. Non- English versions of a Web site are not created overnight, nor are the cost of translation cheap. Taking the step to offer a multilingual site or dedicated language versions in something that has to involve all functions of the business and must be budgeted for. The overriding question must be whether a multilingual version of your Web site or the launch of a new country- specific site will add value for both yourself and your customers. If the answer is no, save yourself the project management nightmare and spend the money visiting these far-off climes instead.

Going the Whole Hog

If you decide you need or already have implemented a multilingual site, well done! Multilingual sites are difficult projects to manage and maintain, but the benefits-if they are done correctly- can be immense. Be sure to assign a country manager to each language version of the site or sites. This person will be responsible for the Web site content and updates but, more important, will be your interface with the local Google site. He or she will have to manage keyword selection, optimization, and an Ad Words budget if you are planning to pay for placement.