How to Reach Your Multilingual Clients


June 29, 2016

Keyboard with a word translate

If you or other members of your firm are concerned about reaching your multilingual clients, there are a few things you should keep in mind. We all know that the United States is a melting pot filled with individuals from practically every country around the world — all of whom bring their own skills, traditions, languages and dialects. There are almost 7,000 languages spoken around the world, and in the U.S., as many as 300 of those languages are spoken on a routine basis.

So, how do you choose which foreign language to include as part of your marketing strategy? Think of your target audience. For instance, if your firm is located in a highly-populated Hispanic community and you would like to market your family law services to them directly, you may want to consider incorporating Spanish into your online and print marketing campaigns.

Keep in mind, however, that making Spanish a part of your marketing plan takes a bit more than simply translating some of the content that is written in English into Spanish. There are a number of things to be taken into consideration.

Make Sure Your Translations Are Accurate

This is very important to keep in mind as you begin to market to individuals in a foreign language. This means that all slogans, ad copy and even slang phrases or colloquialisms must be translated accurately. You may need to work directly with the service that is translating your content to ensure you obtain the best possible translation that will meet your needs and get your message across the way in which you intended.

Use the Right Language for Your Target Audience

In the example above, it may be appropriate to select Spanish as your language of choice. However, if you are focused on marketing to individuals in the community in which your firm is located and the majority of those people speak Mandarin while only a handful of community members speak Spanish, you may want to consider making the Mandarin translation instead to ensure you get the most for your marketing dollar.

Do Not Treat Your Potential Clients Like Outsiders

Your target audience actually lives in the U.S., so treat them as though they are familiar with our terminology and customs. For instance, when asking for payment for the services you offer, if you include an actual dollar amount, be sure to state it in U.S. dollars as you normally would. There’s no need to convert it to a different unit.

If You’re Claiming to Speak the Language, Make Sure You Can Actually Speak It!

While it may be tempting to get deeply engrossed in translating your content for your foreign audience, it is crucial for you to remember to maintain truth in advertising. If you are asking people to contact you after they’ve reviewed the info on your site, be sure they know the languages in which you are able to converse. If you cannot speak Mandarin or Spanish over the phone with a potential client, they need to know that up front.

Marketing is an ever-changing animal, so it is important for you to work with a company who will ensure that you are reaching your target audience as efficiently and effectively as possible. If you would like help with reaching your audience, contact PaperStreet Web Designs.

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