Manufacturing companies are increasingly looking beyond domestic borders for growth opportunities. Global expansion offers a pathway to reach new markets, tap into diverse customer bases, and increase competitiveness.
However, expanding internationally is multifaceted. One crucial aspect is ensuring effective communication with customers in different regions, which can be achieved through website translation and localization. Website translation for manufacturers requires thoughtful planning and a deep knowledge of the target market. We will explore the significance of global expansion for manufacturing companies and delve into the importance of website translation and localization in reaching international audiences.
Choosing a Global Strategy
Manufacturing companies rely heavily on logistics and international shipping to do their business. But when it comes to reaching a new, multilingual market, there is a lot of nuance that goes into communicating effectively.
For the most part, a manufacturing company is not changing its product for each new market, but rather trying to get the same product in new hands. An example of this is Apple. If they want to open a warehouse in a new location, that doesn't mean they need to change the iPhone. I mean, would you want your Mac or iPad to look different than others? They all need to look and function the same in order for the new market to recognize and want them.
Since manufacturers rely so heavily on receiving and distributing, whether a raw material, packaged good, or finished product, there is a need for them to integrate physically into a new location. This can be categorized as a global strategy, which requires high global integration, low local responsiveness, and a balance between standardizing translated content and customizing localized content. It can be challenging for different locations to balance the need for both customization and standardization across web content, but that's where a professional translation service can help.
While a global strategy is ultimately where your manufacturing business will need to land, you can also test the waters with an international strategy, meaning you start out with low global integration. This means you hold off on integrating physically into the new market, and ease into the new location once you have more data.
Stay tuned as we announce our Go Global Webinar soon!
Why Do You Need Website Translation?
When it comes to translation and localization for manufacturing companies, several types of content should be considered to effectively communicate with international audiences. Here are some key examples:
- Website content, including product descriptions, specifications, pricing information, company profiles, and mission statements.
- Payment systems or portals, ensuring all markets can make purchases in their preferred language and currency
- Marketing material like brochures, flyers, product catalogs, and promotional materials.
- Technical documents such as user manuals, installation guides, safety instructions, and maintenance manuals.
- Packaging and labeling content, including product names, ingredients, usage instructions, and legal requirements
- Customer support materials, such as FAQs, troubleshooting guides, and warranty information.
- Employee training materials like presentations, videos, and e-learning modules.
- Legal documents like contracts, terms and conditions, privacy policies to ensure clarity and compliance in international operations.
Why Go Global?
Global expansion with a focus on website and content translation offers several key benefits for manufacturing companies. Of the top reasons companies invest in translation services, manufacturers prioritize accessing a market (36%), acquiring customers (11%), and managing processes (7%).
By expanding globally, manufacturing companies can tap into new markets and customer segments that may not be available domestically. This provides an opportunity to diversify revenue streams and reduce reliance on a single market, thus mitigating risks associated with economic downturns or fluctuations in local demand.
Entering new markets allows manufacturers to reach a larger customer base, potentially leading to increased sales and revenue. By expanding your reach, you can capitalize on growing consumer demand in emerging markets and leverage existing expertise and products to meet the needs of international customers. Establishing a presence in multiple markets also positions manufacturing companies as global players and enhances your competitiveness. By offering products or services internationally, you can differentiate yourself from local competitors and potentially gain a competitive edge through superior quality, innovation, or pricing strategies.
Global expansion often brings economies of scale, meaning manufacturers can produce goods in larger quantities and achieve cost efficiencies. Higher production volumes can lead to reduced per-unit costs, improved supply chain efficiency, and increased bargaining power with suppliers.
Lastly, expanding globally can help manufacturers build brand recognition and reputation on a global scale. A strong international presence and positive customer experiences in different markets contribute to your overall brand image and credibility. This can facilitate customer loyalty, attract new business opportunities, and foster long-term relationships with international partners and stakeholders.
In summary, global expansion offers manufacturing companies the opportunity to access new markets, build relationships with a new market of customers, and manage logistics and business processes. These benefits can contribute to long-term growth, sustainability, and profitability in an increasingly global economy.
Stay tuned as we announce our Go Global Webinar soon!
Go Global Now… And Get One Language for FREE
If you’re looking to take your manufacturing company global, you’ll need someone to oversee all that goes into website translation and localization. Working with MotionPoint means getting industry-leading technology and beyond words service that will make translating your e-commerce website a breeze.
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Last updated on July 06, 2023
