Our first speaker, Zeph Snapp, gave us lots of great information about options for non-English-language content. Here are a couple takeaways:
- Engagement: Spanish-language customers often feel left out. Include them. Your pitches will be noticed.
- Sitemap generator: Zeph mentioned his favorite sitemap generator is Herflang, which was created by Paul Shapiro.
- Translation: “When you’re translating something, you’re basically going for a 1-to-1. Unfortunately, that’s not the way language really works.”
- Transcreation: “Transcreation is basically where you take the spirit of the thing and the understanding and apply it to the new language.”
- How do you know if it’s worth it to reach out in another language? Do a cost-benefit analysis. Look at different aspects of your business. Do you need all services in another language? Just email?
- Don’t have a Spanish ad that directs to an English site.
- Don’t confuse people by muddling the math. Don’t put some prices and shipping info into all local currency but not all the numbers. If the customer is confused, the answer will be no.
Zeph cited some Pew Research Center data. Here are some studies:
Connect with Zeph:
