Earth, the third planet from the sun, is the fifth largest planet in the solar system; only the gas titans Jupiter, Saturn, Uranus and Neptune surpass it. Around 71% of the planet’s surface is covered with water; however, despite rivers, lakes and oceans separating communities, cities and countries, we’re more connected than ever. It’s this ability to travel to far-flung locations, without leaving the comfort of our homes, that has given us new markets to explore.
For many, speaking to people from around the world has become the norm; whether it’s through gaming, social media or email, we’re bridging geographical divides and connecting with new cultures in a previously unimagined capacity. The 2018 Global Digital reports from We Are Social and Hootsuite reveals there are now more than four billion people using the Internet, with China, India and America topping the leaderboard. Africa, the world’s second largest and most populous continent, has seen the fastest online growth.
With more people than ever connecting globally, it only makes sense for brands to do the same. Tapping into international markets provides fantastic opportunities for growth but effectively engaging with new audiences is a notoriously tricky task. Success takes research and a reevaluation of your website’s design; being a helpful bunch, we’ve put together some tips to get you started!
Do your research
The process starts with a helluva lot of research; before perusing fancy translation plugins and redesigning your website, you must first gain a better understanding of the people in the areas you want to target. It’s this groundwork that will influence how you communicate verbally and visually moving forward.
The best way to learn about your audience is by immersing yourself in their culture. Don’t worry, you don’t have to relocate or spend years perfecting the language but you should spend plenty of time speaking with individuals who represent the community and visiting as many regions within that area as possible. Much like in the UK, people’s online behaviours are affected by age, gender and location, so be sure to learn the views and preferences of as many demographics as possible.