It is a well-known fact that Poland and Germany share what can only be called a rather contentious history. However, it is just as important to keep in mind that the bond between these two great nations has never been stronger. This is why many Polish businesses are looking to expand their current operations into the German marketplace.
Although both countries are members of the European Union, there are still a handful of issues that might need to be addressed in order to ensure a smooth transition. What do the industry experts have to say and are there any tips that can be employed when catering to a German-speaking audience?
The Importance of Creating Localised Content
All marketers will agree that content localisation
is a highly effective way to target a specific audience. This is even more applicable to international sales, as focusing upon a niche demographic will normally provide more impressive results in terms of ROI (return on investment). Let us also remember that search engines such as Bing and Google look favourably upon localised content; allowing websites to obtain higher rankings. Polish businesses wishing to resonate with the German marketplace should therefore use relevant keywords and key phrases so that the right customers can be approached at the right times.
Create Pages for the German-Speaking Audience
Most international websites will provide visitors with the option to switch to their native language. While this is a useful function, it can still cause issues in the event that the text itself is not grammatically correct. This is often the case when using a third-party service such as Google Translate. Unfortunately, poorly written content will automatically detract from the products or services that are being prevented.
It is much better to employ a professional online German tutor
. Not only are such individuals native speakers, but they will often be able to help out with any type of translation project that you may have. You can therefore rest assured in the knowledge that the content will be relevant, up to date and completely accurate.
Appreciate Cultural Nuances
Although Germany and Poland both share some lingual characteristics in common, there are many more cultural differences which may need to be accounted for from time to time. For instance, a Polish phrase may make little to no sense when translated into German. The same holds true in terms of phrasal verbs. This is once again why employing a native speaker could be an excellent idea.
Embrace a Sense of Uniformity
While the points mentioned above are all valid, it is still important to keep the same tone throughout the website in terms of branding and appearance. This helps to engender a sense of trustworthiness and transparency. The same holds true in regards to other elements such as navigation menus, point-of-sale platforms and contact widgets
Migrating into the German marketplace can provide any Polish business with a wealth of opportunities. However, a bit of preparation is in order if you hope to enjoy predictable long-term success.