There are a lot of growth opportunities when considering entering foreign markets, whether in your home country or abroad. To many, the idea of entering a new market can be daunting, especially for facility owners that don’t speak the language or understand cultural differences. Doing research and preparing a well-thought out marketing plan for these demographics could be the key to increasing facility success in foreign language markets.
For example, the United States estimates that almost 29% of the population will be Hispanic by the year 2060, according to the U.S. Census. This quickly growing population is heavily underserved by the self storage industry, with that being said, there are a lack of resources and platforms for tenants to utilize when it comes to the Spanish population. It can seem intimidating when it comes to marketing your facility to communities with a strong Hispanic population, but there are several ways to connect through your marketing efforts.
Hire a translator
If you don’t speak another language fluently, and you’re trying to create materials that connect with potentials tenants in their language, you should avoid using Google Translate or other automated translation services. While this can be useful in a pinch, opt instead to hire a translation agency. Automated translation services can translate words incorrectly and create content that has poor grammar and lacks meaning.
Reflect on your own consumption of English content. If you can tell that content was created by someone with minimal knowledge of the English language, chances are that it negatively impacts how much you trust what they had to say. Ensure that your materials are grammatically correct, even if that means hiring outside help.
Know your audience
Sure, your Spanish is impeccable, but does the content resonate with your audience? Viantic states that nearly 50% of Hispanic millennials talk about the brands they support online. Paling in comparison, non-Hispanics reported that only 17% of them had interacted with or discussed brands online. When marketing to this subsect of the Hispanic population, digital advertising is significantly more effective in connecting with them and creating brand loyalty.
Understand their technology habits
Let’s continue to highlight the Hispanic and Spanish-speaking markets. They tend to spend almost two hours more per week on their smartphones when compared to non-Hispanic demographics, according to e-Marketer. This equates to more than ten hours a week on their phones, making them a great audience for mobile advertising.
Utilize multilingual SEO tactics
For this section, let’s say you’re already an expert at utilizing search engine optimization (SEO) services in English. While useful, this doesn’t necessarily translate to being at the top of search engines when potential tenants search in other languages. Your facility’s SEO keywords need to be multilingual, with enough content on your website in the second language that users who visit your facility’s website are able to easily navigate and learn the same way an English user would. Whether this is done by utilizing a second website or simply a language button at the top of the screen, this is crucial in ensuring that website visitors are able to check out.
For example, our ClickandStor® 3.0 online rental software offers a Spanish/English button in the top right corner of the screen, allowing users to swap languages as needed.
Overall, entering a foreign market doesn’t have to be daunting. With proper planning, research, and help, you can seamlessly launch in new markets that can provide your facility with new business and revenue growth opportunities.