Getting a professionally translated website is a major investment for any company. Following a thorough selection process, you entrust your website to a carefully selected provider, you answer their questions to get the best result, then your IT specialists set a translated website up and… Nothing happens.
Nobody is visiting your translated website, you have no conversions, no sales, no revenue. But it doesn’t always have to end up like this. Your website, if translated properly, can attract leads and convert them into clients.
First, you need a strategy. Every website attracts visitors only if it’s visible and interesting. A good online marketing strategy will help you set the right goals and figure out how to attract visitors to your translated website.
Second, you need content. Since 2012, content marketing has been constantly on a rise. Establishing the goal together with targets is the first step to developing a content marketing strategy. Second, strong market segmentation is needed to build customer personas. Content marketing is based on understanding the needs and expectations of the target market, and as a result leads to providing valuable content in an attractive form. Third, a content marketing strategy leads to positioning every brand as “top of mind” for specific features. Finally, every content marketing strategy needs an editorial calendar, that is a detailed plan of actions.
If you have a translated website in Polish, you may consider adding the following pieces of content to make your translated website more attractive. For example, let’s analyse what a UK-based law firm could do to attract more Polish-speaking clients through their translated website:
- Articles, news, blog posts – writing articles and blog posts on your own website concerning the most interesting and applicable legal provisions that would attract your Polish visitors that answer their questions and get shared.
- Infographics – visually appealing information about legal provisions, for example what to do in case of a personal injury claim.
- Reports – summaries of research projects, for example on access to legal services in the UK.
- Emails and newsletters – preparing newsletter messages for automated and mass-distributed bulletins containing interesting legal tips for your Polish clients. This should follow a careful segmentation process to ensure your audience is well-targeted.
- Press releases – usually concerning important events taking place within the business, for example you could let your Polish clients know about a new service you’re offering.
- Guides and manuals – publications containing tips and best practices for your Polish clients, for example concerning self-assessment and tax returns.
- Videos – videos are increasingly gaining popularity as marketing tools. Imagine how much you could achieve by recording and publishing video tips for your Polish clients.
- Case studies – within content marketing, case studies present real cases of how your services worked and has helped somebody else, as a result increasing credibility and reliability of your brand.
- Webinars – brands more and more often use live webinars to promote their offers. You may want to prepare a suitable presentation or even present a webinar to your Polish-speaking clients.
- Social media updates – with a well-managed Facebook page and a Twitter account, you can reach out to more Polish-speaking audiences.
If you’re interested in any of these services to reach your Polish audience, from strategy to content, get in touch! We can make your translated website perform better.