Growing Your Global Audience in a Time of Uncertainty

Growing Your Global Audience in a Time of Uncertainty
Table of contents
Lucy Xu
May 5, 2020
4 min read

Today, technology enables us to become increasingly connected and global in this unprecedented time requiring great physical distance. Depending on where your business and your audience is in the world, you may find yourself using more technology and global communication than ever before in increased efforts to grow your global audience during this time of uncertainty.

Here at Transifex, our platform serves companies of all sizes and across all markets to help them reach their global audiences through localization. And today, localization is more important than ever before to reach and grow your global audiences to remain relevant in a socially distant world. Companies across the world, whether they are technology-driven and fast-moving or not, are increasingly turning to localization to be the key that unlocks more engagement and sales during this global phenomenon.

In this next post, we break down some fundamentals of localization that will help you to grow your global audience during this time of uncertainty.

Understand Where They Are Coming From

Just as with all your other business communication, and human communication in general, it is important to first understand who you are speaking to. In the context of localization, we recommend first starting by understanding your international traffic. Start by taking a close look at your web and product analytics to get clarity around exactly which markets your business is resonating most in. In many cases, you may be surprised to find there are some markets that you didn’t know were even interested — this is the key to unlocking the rest of your global audience puzzle.

In the context of this current environment, take a look at historical traffic data to see how – and to what extent – your global traffic has shifted during this current tumultuous climate. Depending on where business is opening up and flourishing, you may find more traffic from those areas and, if not, then it is smart to start thinking of how you will reach those regions.

Speak Their Language

Understanding where your audience is coming from will help you to devise a strategy for the markets you want to enter. From here, comes the straightforward step of speaking the respective language of the region you are targeting. For business in general, visitors resonate with a message that speaks to and most accurately addresses their needs. For localization, this is no different: studies have shown that customers are exponentially more likely to make a purchase decision and return for repeat purchases if the website and related elements (product, customer support, etc.) are in their native language.

Speaking your audiences’ respective languages is the first step to building trust and awareness with new markets; and, as a result, you will start seeing the growth of your community in those markets. As a first step and foundation to speaking your audiences’ languages, we recommend starting with international SEO. This will help you gain a better understanding of the keywords within the industry and any related product terms that will help you to best surface up in global searches for your product and industry.

Nurture Your Global Relationships

After you have discovered where your target global audiences are and the languages and terms that best resonate with them, the next step is to start creating global content and maintaining your global properties so that you can nurture your global relationships. To create global content, we recommend starting with a localization platform (Transifex has a 14-day free trial and highly discounted packages for small businesses and COVID-related projects). After you have gotten your localization footing and processes underway, all that’s left is to maintain your global properties, which can be done with some best practices (which you can find here) the right localization platform. And the most effective and efficient ways to localize your global properties are to

This post is part of a wider content series that explores best practices and tips for expanding and engaging your international audiences during this time of uncertainty. Visit our blog to check out the full series and find more ways for maintaining and growing global connections during this period.

During this time of uncertainty, you can stay connected with your global teams and customers by simply speaking their language. We’re offering our localization Starter Plan for 3 months to projects related to COVID-19 and to SMBs across the globe (new organizations only) — to access this offer, use the code OpenForBusiness20 after you sign up. If you have any question or are looking to connect with other localization professionals and global teams during this difficult period, visit and join the Transifex Community.

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Lucy Xu
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