As entrepreneurs continue to look for ways to expand their global footprint, they often encounter a significant obstacle: the language barrier and the risk it presents. Miscommunication and misunderstandings can lead to costly mistakes, wasted company time, and lost opportunities.

As CEO of INS GlobalI've seen thousands of success stories about businesses that have successfully made the leap to multilingual markets. Although it may seem counterproductive at first, overcoming the language gap and expanding into a new market can be one of the most profitable ways to grow a business today. Your company's strategic device to overcome language barriers it will set you up for long-term success in future markets.

Related: Are you going to the world? 3 strategies to ensure nothing gets 'lost in translation'

Identify language and cultural challenges

The lack of linguistic knowledge of current employees in the language of the target market is the most obvious obstacle for businesses expanding into a new market. Therefore, the most obvious solution to identifying language barriers is to simply “hire bilingual employees,” but this short-sighted and reductive rationale may not actually be the best long-term solution. Bilingual employees will certainly facilitate the ability to communicate with customers, suppliers and employees. However, cultural nuances can complicate matters, as what is considered polite or respectful in one culture may be offensive in another.

The potential risks of miscommunication are significant and can result in lost sales, damaged reputation or even legal issues. For example, marketing campaigns that hit the soft button by making literal translations run the risk of failing to fully capture idioms in other nationalities that might offend a target audience. In the 1980s, when KFC was first launched in Beijing, he made one translation error in its logo. While “good finger-leaving” chicken sounds delicious, its literal translation became “eat your fingers”. Learn from similar embarrassing word-for-word translation mistakes made by international companies including McDonald's, Clairol, Sony and Rolls Royce, and be sure to consider both languages AND cultural nuances in your workflows.

Effective communication strategies

To overcome such language barriers, businesses that prioritize effective communication as a business strategy are likely to find better success in their new target market. Here are some practical strategies:

• Translation services: Hiring professionally certified translators ensures that messages are conveyed accurately. WHEREAS machine translation tools have improved, human translators can better handle nuance and cultural context and ultimately save you time and money by getting it right the first time.

• Language training: Investing in language training for employees who interact with customers, suppliers or partners can significantly improve communication. This can be done through online courses, language exchange programs or in-person classes.

• Multilingual customer support: Providing customer support at multiple languages demonstrates a commitment to serving customers worldwide. This can be achieved through hiring multilingual staff or partnering with a customer support provider that offers multilingual services.

• AI-driven translation software has become increasingly sophisticated, providing more accurate and natural-sounding translations. This software can also be used by website chatbots in multiple languages ​​to help with customer service and troubleshooting.

• Cultural sensitivity: Understanding and respect cultural differences it is essential for effective communication. Businesses should conduct cultural research early in product development and marketing campaigns and train employees to be aware of cultural nuances, especially if employees will live in multiple countries while working for the same company.

Related: Multilingualism and cultural fluency are the drivers of tomorrow's workforce

Localization for success

Localization is the process of adapting products, services or marketing materials to a specific market. It involves more than just literal translation of content; it also includes consideration of cultural preferences, local customs and legal requirements. For example, a company that sells food products may need to adjust ingredients or packaging to cater for local tastes and dietary restrictions.

Netflix used localization to its advantage when it entered the video-on-demand streaming market in India in 2016. The company deliberately went beyond strict translation services to enter the market by also considering the cultural and consumer ecosystem in India. Netflix strategically used local social media influencers, dubbed in Indian dialects (in addition to adding translated subtitles), optimized a budget mobile app for viewing due to Indian viewing habits, and even developed original content for this market. young.

Netflix went beyond simply buying the rights to Bollywood movies to increase its market share in India and instead embraced adapting to the Indian market as a core market, and not just an “extra” market. From July 2024 Q2 Earnings ReportIndia is now the second largest market for Netflix.

By locating operations in a new market and taking into account consumer preferences, businesses can better engage with customers and increase their chances of success in new markets.

Partnerships as a solution

Partnering with a company that regularly works with a multilingual workforce can provide the peace of mind and specific market intelligence businesses may need to penetrate with minimal risk and maximum reward.

Companies like INS Global can partner with businesses looking to expand into multilingual markets by providing invaluable support and expertise. Like one Employer Provider of Record (EOR).we offer localized HR solutions, including payroll, benefits and compliance. This ensures that language barriers and local regulations do not hinder employee engagement or operational efficiency. For example, by using an EOR, businesses can get help hiring local talent, which will provide them with access to skilled professionals who understand the language and nuances of their new target market. EORs can also ensure that businesses adhere to local regulations, including wages, overtime, benefits and tax requirements.

Related: Multilingual support: Speak your customer's language

By implementing effective communication strategies, embracing localization and leveraging like-minded partnerships, businesses can successfully navigate the challenges of operating in multilingual markets and mitigates unnecessary risk. Overcoming language barriers should be seen as the next and best way to achieve sustainable growth.