How multilingual content can help your tech startup

Localization for startups
The startup phase is a fascinating and often demanding stage in your business life cycle. Building prototypes, looking for investors, trying to reach out to the right customers – all this may take a great deal of time and effort. To promote your new idea, you’ll need content for your website or marketing materials. Good content is important to speed up your expansion, but you’ll have to make sure it’s relevant to your target audience. It also must be clear and understandable. This in turn means that sometimes you’ll need to display your content in another language or adapt it to another culture.

Multilingual content, both in your product and on your website or social media, can help you not only to create clear message for you potential customers across the world, but also grow your business beyond the startup phase. Below you can find out how focusing on content in other languages can be beneficial for your tech company.

1. Ensuring wider reach

The best smart clothes for jogging, the most innovative online coffee delivery system, the lightest smart googles – each tech startup claims to offer the best product in the specific category. The claims might be justified or not, depending on how strong your competition is, especially the market giants that seem to be beyond your reach. You probably won’t be able to find out if your product or services really are as unique as you think they are. So, instead of focusing on the top features, think about different ways that will help your brand stand out. Consider reaching to global users from the very beginning, to be able to approach as many potentially interested customers and investors as possible. Multilingual website, localised mobile app or user interface of your new product will draw attention of more users, as more people will be able to understand your content displayed in your products or in your marketing materials.

2. Increasing online engagement

With social media profiles or website in few languages you can further increase your online exposure and strengthen your brand image. Your business will start attracting more visitors who search for products or solutions entering keywords in languages other than English. Once your visitors see content published in their native language, they are more likely to engage – like, share and comment. Developing trust and connection with users across the world will become easier, which in turn can lead to more business opportunities. And this is exactly what you need to advance to the next stage and become an established brand.

3. Changing your perspective

Sometimes the reason why your business is stuck in one place is because you’re not talking to the right people. Or it could be that the people who could help you don’t understand your product and your message. Looking for investors or crowdfunding your startup could get easier if you talk to different audiences – home and abroad. To do it, consider presenting your business in one or two more languages, depending on the market or people you want to attract. If your efforts on the home market haven’t been successful so far, change your perspective and look for accomplishment elsewhere. Multilingual content will help you overcome the obstacles on your home market and focus on introducing your product and ideas to new groups of users and investors.

There are many ways to grow your startup and reach out to new customers. Investing in multilingual content will facilitate your path to a new market entry and help to promote your innovative products among many different groups of users.

Is multilingual content and localisation in your growth strategy?  

About the author: Dorota Pawlak
Dorota Pawlak is the owner and managing director of Polish Localisation. She is passionate about cultures, languages and technology.

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