Localize For the Domestic Market

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ny companies localize their websites and social media outreach for their operations in other countries, yet they are slow to recognize the need for the same sort of localization at home. 53 million U.S. residents speak a language other than English, making it worth the time and effort to reach out to them in their native languages. 

The Washington Post ran an excellent article about how Target is tapping into the different ethnic groups within the U.S. to maximize its revenue potential. According to the article, Target recognized that the hispanic market had buying power of $1.4 trillion last year, which led it to create Spanish language ads. By also tailoring the products on the shelves to match the local customer, Target tapped into a wider market and raised revenue.

Most of our large cities have pockets of immigrants where English is rarely heard and local newspapers circulate in foreign languages. Increase your market penetration by advertising in the local language papers; translate your tv ads and your social media posts. And don't limit yourself to the hispanic population, many cities have large groups of Chinese, Tagalog, French, Vietnamese, Russian, and Arabic speakers as well.