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Craft a Language Strategy
We help companies craft a turnkey language strategy in Spanish to reduce risk, retain employees, and reach customers.
Common Problems
Bilingual Staff
Bilingual Staff
Bilingual Staff
Let's be clear: Having bilingual staff members and executives is a competitive advantage like no other in companies that want to scale. However, speaking a language is not the same thing as thinking strategically in that language or having a specialty in translation and communication. Also, many times we ask our bilingual staff to translate even though that's not what they were hired to do.
AI Reliance
Bilingual Staff
Bilingual Staff
Without a doubt, the AI revolution is here and it has disrupted the language industry from head to toe. But an overreliance on artificial intelligence to expand the linguistic and cultural aspects of your brand can lead to inconsistencies and confusion. The same way that Quickbooks is a tool for accountants, AI can be a tool for linguists. But it doesn't mean you should fire your accountant.
Low Priority
Bilingual Staff
Low Priority
Though language access in the US is at an all-time high, companies still opt for a fragmented and low-budget process that leaves speakers of other languages confused, frustrated, and feeling deprioritized. This is why a language strategy is so important: it binds together a brand vision and voice so that your customers and employees feel respected and valued, in their language.
The Five Components of Language Strategy
Audit Report
A language strategy audit report evalutes your existing Spanish-language materials to determine the best way forward. Many companies already have some documents translated, but we take a more holistic approach, making sure your Spanish documentation and strategy is just as aligned and consistent as your English counterparts.
Prioritization
The second component regards language prioritization, or the determination of which materials make the most sense to be translated, which can be left alone, and which need to be adapted or localized rather than simply translated word-for-word. This is so that our client can get the maximum ROI when working with us.
Standarization
The component of standarization is what makes Spanish With A Gringo® stand out in the crowd. We ensure that all projects come with a glossary of terms and style guide so that your company stays consistent with translation and strategy across materials and departments.
Implementation
The implementation component involves a variety of offerings, from strategic meetings, ICP development, social media expansion, translation and transcreation of documents and materials, and more. Our job is to make the experience for both your customers and your employees better by communicating with them in the language they make decisions in.
Governance
The final component of the process concerns governance, which is essentially how we manage your language strategy after the initial phases or projects have been completed. This step establishes ownership, processes, guidelines, workflows and more to allow your language strategy to evolve as your business grows.
The Customer Journey
Awareness
The first phase of the customer journey is awareness: how people know you exist. For a Spanish language strategy, we discuss elements like advertising, landing pages, and dedicated outreach channels in Spanish. For example, did you know Spanish speakers use WhatsApp to communicate with friends and businesses?
Consideration
The second phase of the customer journey is consideration: should I buy from you or not? Spanish speakers want to see that you have thought about them. From having reviews and testimonials from previous customers to product and service descriptions in Spanish, this step is one of the most important.
Decision
Also known as the purchase, the decision stage is about, well, making the decision to obtain the product or service. In our experience, this is the least considered aspect of the journey because companies believe once you have made it to the payment screen, the sale is made. But what happens when the information collection fields are in English? The guarantee, shipping information, terms and conditions are in English? Oh no.
Retention
After someone has decided to obtain your product or service, every company should desperately want to retain our new customer. This stage of the journey involves repurchase discounts, referral incentives, and other ways to get involved. Thinking about this stage in Spanish will also help drive reviews, which can start a positive feedback loop with the consideration phase.
Advocacy
The final aspect of the customer journey is advocacy: how do our current customers spread the word about how amazing we are? This step is simply about treating your new buyer with respect and care. If you implement a Spanish language strategy correctly, you will set yourself apart from most other businesses and drive advocacy with ease.
