When you're operating a small business every customer counts, so you need to make sure you're communicating effectively with all of them.
In the case of international customers, this means not just speaking their language, but also finding a tone and message with your content marketing that strikes a chord with them.
Michael Ogilvie, who works as a profit coach with SMEs, explained that as a minimum any commercial business with sights on the international marketplace needs to have a website and brochure translated into different languages.
"If a commercial business is unable to communicate adequately with foreign consumers, then they cannot expect to be treated seriously by those consumers," he explained.
Indeed, if a commercial business cannot communicate adequately with any customer they will not be seen as credible. This is where content marketing proves invaluable.
Using content to communicate effectively
Content marketing is about providing your customers the most relevant information for their current needs.
For example, if browsers are checking different vendors before buying, this will be details of what makes your product stand out from the crowd. If they are ready to buy, this is crystal clear information on your delivery, returns policy and after-sales service.
If your customer speaks a foreign language, pertinent information should be translated, or written in the plainest English possible, as the ContentPlus blog previously explored.
Frank Hartkopf, an expert on ContentPlus's foreign language team, explained: "If you want to stand out from your competition, you can actively target non-English speaking markets with foreign language content marketing. It is a very cost-effective way to attract audiences from all over the world."
Learn more about the value of content for your customers:
Do you use foreign language content on your site?