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As products eliminate geographical boundaries, the issue of multi language content becomes important. Trading platforms need to offer unambiguous and precise interfaces to users, with investment and regulatory information in local languages.
The global community of market participants has seen exponential growth with the advent of online trading platforms with multi-device compatibilities. With evolving regulations to facilitate service offerings, brokers are penetrating new markets and expanding their asset classes. The global online trading platform market is forecasted to expand to $12.16 billion by 2028, from $8.59 billion in 2021.
The Need for Multi Language Content in the Brokerage Industry
As products eliminate geographical boundaries, the issue of multi language content becomes important. Trading platforms need to offer unambiguous and precise interfaces to users, with investment and regulatory information in local languages. The user experience has to be uniform across offerings, whether it is a mobile app, web platform or downloadable software.
Companies are now integrating AI-based chatbots and robot advisors in trading platforms to increase access to real-time price estimates, generic FAQs, address queries, and to initiate and close trades. Servicing clients in their native language is important to build engagement.
Brokers also need to localise their marketing strategies, to make it a cultural fit and be accepted by more users.
Creating an Effective Multilingual Content Strategy
Localising and translating the broker website is the first step, but only the first step in the journey. Everything, from the wording and images to preferred channels for communication needs to be tailored to the destination country. For example, Facebook reaches only 4% of the Chinese population, whereas, it has a huge user base in countries like the US, Brazil, India and Indonesia.
Getting it Right at the Core
It’s important to build a solid brand image first. In meeting the requirements to localise in different countries, don’t stray away from the brand equity that has been built through the years. Every financial brand needs to stick to its core message.
Research the Target Market
Learn everything you can about your target audience. This includes their values, culture, traditions, preferences, etc. These factors are important in creating customised marketing campaigns.
Picking Easy-to-Translate Content
To keep costs down, it’s necessary to create content that’s easy to localise. This shouldn’t be done at the cost of dilution of brand image or brand voice. In some parts of Europe, it could be possible to publish similar content, translated for the audience of course. However, in markets like the Middle East, the content strategy needs to be re-evaluated. For instance, you might be required to get rid of local jokes, cultural idioms and colloquial language. This will make it easy to work with translators.
SEO Optimisation with Multilingual Keywords
This is a complicated task, given that SEO becomes trickier in multiple languages. Search queries that rank higher vary across geographies. Google has plenty of tools that let companies know of locally ranking keywords. Also, it isn’t wise to simply translate hashtags.
Using the Right Translation Technology
Planning a multilingual content strategy will involve a lot of assets and people to coordinate. Brokers can find it hard to be on top of everything when handling teams across time zones and multiple languages. Hiring multiple marketing specialists, translators, developers and sales staff can be very costly. This is why it is important to leverage the right technology to speed up projects and maintain consistency in the translation, while saving on overhead expenditures.
Autochartist leverages Natural Language Generation NLG technology to provide brokers unique multilingual content for all their marketing initiatives. Automating content production and distribution allows brokers to expand into new territories at lower cost. Contact Autochartist to learn more.
