Think Outside the Border
During most of the 20th century America acted as a self-contained marketplace. But today much of the world's economic growth occurs outside our borders. Want to harness the global nature of your website to create an international calling card? Here's how to get started:
Show, don't tell: Pictures, illustrations, and animations often tell a more compelling story than text. This goes for data too. Charts and graphs provide universally understood information at a glance. One company successfully communicated with Asian markets by publishing charts to help engineers make product comparisons and purchase decisions.
Translate: Nothing can replace translation if you want to be global. Even for American websites, the Spanish-speaking population is a large and growing market. Database and web-interface technology makes translating more cost-effective than ever to reach broader markets.
Be sensitive: Enlist the help of overseas partners and distributors with marketing copy that resonates locally. Don't assume everything translates. I recently returned from a trip to Russia. My guidebook translated "Hello, how are you?" The trouble is Russians don't ask, "How are you?" to acquaintances, only to close friends and relatives!
Extended technologies: Make sure your website design and content work on web-enabled digital devices beyond a computer. Cell phone and wireless culture is further ahead in many other countries. Make it easy for customers to find you no matter how they connect.
— Lisa Helminiak, principal, Azul 7, lisa.helminiak@azul7.com