Competitiveness in a Post-Pandemic World

In a post-COVID-19 world, where people's interactions with a company's brand may be entirely online, ensuring that the user experience is positive in all languages will become increasingly important. Consumers may be less forgiving in times like these. Hence, companies that will meet and exceed their expectations with the right strategy and content are more likely to gain customer loyalty and create relative lifetime value.

Here we summarised some key insights and observations that have emerged in recent months.

Increase in localisation requests: as companies begin to adopt eCommerce-based models, localisation becomes more and more of a necessity to regain the ground lost due to the closure of physical shops.

Increase in translations in the healthcare sector: the demand for translating research and other information related to COVID-19 has increased as healthcare professionals seek to quickly and accurately pass on their knowledge to colleagues in other countries.

Growth in demand for remote language services: for example, remote interpreting has replaced face-to-face methods in hospitals, schools, courtrooms and other private sector organisations that must comply with new rules on social distancing.

How have activities responded to the crisis?

Using localisation to keep revenues steady: with the suspension of physical sporting activities during the lockdown, one international broadcaster had to find new content to offer the public. After noticing that the Belarusian football league had not been interrupted, the broadcaster quickly had match broadcasts translated and interpreted to highlight a previously niche league and preserve revenue.

Understanding the needs and emotions of consumers: for example, ads, texts and other collateral content showing or referring to large groups of people were adapted and modified to meet the guidelines of the current situation in each market.

Treating each market individually: instead of simply translating from a source text that fits any context, brands are creating market-specific content, making sure they understand the audience and their current mindset. In some cases, a more upbeat tone is needed as shoppers seek humorous and escapist content to brighten their day.

Conduct periodic reviews: international companies are reviewing and revising their content more frequently to ensure that it always reflects the audience's needs as the upswing becomes more concrete.

How can you reorganise your localisation process?

Consider new market channels. For example, discovering digital approaches, reviewing corporate training courses (online versus in-person), or expanding into new markets are areas where content localisation is essential for success.

Review the localisation process. It is essential that your business can understand local customer trends and respond accordingly in a short timeframe. Ensure you select providers who can offer you a wide range of language services, from translation to translation of transcription and variations thereof. This will allow your business to flexibly adapt to consumer trends, some of which are impossible to predict at the moment.

Planning your identity and marketing strategy now. We all agree that the Coivd-19 pandemic has changed the world in so many ways. What do consumers now expect from you? What are your brand's new values and expectations, and how should they influence your slogans, calls to action and propositions? Localisation is the key to addressing these issues correctly, and marketing teams must take this into account to avoid embarrassing mistakes.

Your localisation needs centrality. Relying on a single provider for all necessary language services can bring huge benefits, including smoother brand management and continuity in brand-related messages across geographies. It also helps marketing and sales teams to manage international communication strategies more efficiently.

Steps you can take to help your business reinvent itself

Entering the global market Businesses that operate internationally tend to be more protected from the economic impact of COVID-19, as they can focus on markets with relatively short lockdown periods and/or faster recovery. In contrast, businesses relying on a single market have had to work within the confines of that environment and wait for the lockdown measures to be lifted. As such, brands should explore opportunities for market diversification and ensure that their creative and marketing content is localised according to consumer behaviour and norms.

Revisiting and revising the localisation process As consumer confidence returns and markets reopen, competition between brands is likely to become fiercer than it was previously. Brands that are prepared to come forward with properly localised services and products will have a distinct advantage. As such, businesses should review and revise their localisation processes and ensure that they achieve the highest possible ROI.

Prioritise areas to localise for long-term gain. Thanks to globalised e-commerce platforms, many businesses are present in 'new' markets without even realising it. For example, suppose your business has had modest sales in West Africa and you are selling or marketing products in English. In that case, you may find that localising into French, Yoruba or Arabic greatly increases sales revenue with relatively little effort.

Optimising digital content. The pandemic has seen many businesses go digital for the first time and this trend is set to continue, particularly in B2B purchasing. If you consider opening up to B2B, be sure to analyse your operations to identify and address any digital transition gaps. For example, you may prioritise immediate needs such as virtual events and social selling over longer-term issues such as product delivery and service.

Adopting new technology-based approaches. One sector particularly affected by the pandemic has been tourism. However, some companies are using this downtime to plan for the future. For example, one travel agency has partnered with Hero Translate for a new system to create faster translations for their marketing materials. Using this method will reduce costs and allow this agency to address customers when they book their holidays and start travelling again.

Conclusions

Long story short, it's essential to compete in the global market in a post-pandemic world. To do so, you need the right Translation Agency by your side, and we at Hero Translate are your valuable partner in reaching the international success your company deserve. Get an Instant Quote or Contact Us and take advantage of a 10% Discount on your first order and become part of the 10.000+ companies and professionals that used Hero Translate to exploit international markets successfully!