How To Get Your Computer To Read Foreign Characters

Quick answers to…

Today’s question is:

How can you get your computer to read non-Latin foreign language characters?

Sometimes it is the smallest of things that get us stumped in international business development.

This is understandable.  It is often the first time you have to do so many unfamiliar things.

Are Foreign Languages Stumping Your International Business Expansion?

If this is your first time targeting a foreign country, expect small hurdles to pop up unexpectedly.

Internet lets us do a lot of online research.  And as you dig further into your international research, you will want to research in foreign languages.

Some people are surprised when they first try to read certain foreign languages on their computer screens.

If this is the first time looking at non-Latin characters on your computer you will probably not be able to read anything.

Latin characters are the abc alphabet.

People refer to different “character sets” and this is sometimes abbreviated to “char sets”.

Don’t worry…

This is just a small technical hurdle.  It is easy enough to fix.

Different Character Sets In Foreign Languages

When you research a country with a different alphabet or “character set”, or a non-Latin based language, you might not be able to get anywhere.

The problem is often closer to home than you realize.

• Your own computer settings.

You simply need to set the parameters on your own computer to “read” these different languages.

Using Your Keyboard To Type Different Characters

But before you jump in to correct your computer settings to read different character sets, let’s think this through a little.

• What happens when you get beyond this initial stage of reading non-Latin languages on your computer?

You might want to “write” a page or two for your own website.

• How can you write in a a different character set on your computer, with your current keyboard?

Your first attempts might give your readers a series of “?”, “/” and “-”s.

• Do you need to write something in this language and want everyone else to see it clearly?

Set Your Computer For Foreign Communication

When you go in to change your computer settings to read different character sets…

why don’t you also take a couple of minutes to make the changes to write in different character sets as well.

You simply need to make a few easy adjustments to your computer settings.

Before making the changes, ask yourself if you need to enable your computer to:

• Read and view different character sets?
• Put up pages on your own website that will look good to all of your readers?

You can follow easy how-to instructions here:

• How To Set Your Computer To Read Foreign Languages

More Useful Resources To Get International Clients

Key International Resources Find more information here to help you expand your business into foreign markets

Free Translation Tools Are you facing language barriers? Dive into international market research using free translation tools

Finding Foreign Search Engines

Quick answers to…

Today’s question is:

Where can I find a list of the top foreign search engines for each country I am targeting?

As usual, Google is a good place to start.

When you search for “leading international search engines” you find:

• The Search Engine Colossus

This website gives you all you need to get started.

I think this question actually highlights the barriers we can put up all by ourselves.

The internet is a everyone’s communication tool.  It is easy to find factual information for all cultures online.  And this question is about facts.

International business is different from what we are used to in our domestic markets. The good business skills you already have to operate in your domestic market will help you in your international markets.

Don’t remain stuck…

Both Google and the telephone will get you over just about any hurdle you come across.

Getting back to your question…

Use the Search Engine Colossus to look up the leading search engines for each of the countries you are targeting. Select as many of search engines as you need to cover a large percentage of your market.

Many international search engines actually use Google’s search algorithms. But not all of them. In some countries, the leading search engines have nothing to do with Google.

Now…

Even if the foreign search engines use Google’s search algorithms you will probably still get better results if you actually register your website with the local country search engines.

At least… this definitely used to be the case.

But Google is improving its international searches.  There may be a time in the future when you will not necessarily find any extra benefit from taking the time for foreign submissions.

Even if it is useful to do so today.

If you are actively targeting a specific country, take the time to look up the leading search engines.

Here is what you need to:

• Register your website with the foreign search engine
• Get your website spidered by the foreign search engine
• Get your website associated with your foreign keywords

For each country you are targeting. The submission process may be different.

You need to put in the appropriate information in the forms. Don’t worry, it is not complicated…

But, do not simply have anyone in your company fill out the forms. Be sure to have your web marketing person involved.

It is a good idea to do a preliminary research to note the details required and then think about how you want to fill them in.  For example, to decide who your key contact person should be.

Some countries require you to have at least one page on your website in their foreign language. You will need to do this before filling in the submission form.  So take a few minutes to review the process.

A little time spent registering your website with foreign search engines increases your international visibility.

Read More On Search Engine Submissions

Foreign Search Engine Guide • How easy is it to set up an international website? Read about your international communication platform options.

More To Plan Your International Business Development

Guide 2 - Plan Your International Sales Road Map

Plan Your Foreign Language Content

Culture customized content builds stronger connections in your international markets.

But, what do you do when you want to use culture customized content for stronger international presence, and…

…your international development budget is small?
…your company wants to be cautious?

How do you reconcile this with everything you think you need:

• A full foreign language website
• Complete selection of foreign language marketing materials
• An international sales force

Well, instead of looking at how your current business communicates with your domestic market…

How about starting at the other end?

Let’s look at what happens when you start with your culture customized content.

Plan The Content You Need To Translate

When you plan the content you need to translate, you usually realize that you will need to update your content within a relatively short period of time.

Why is this?

Simply because…

When you first start to communicate with a foreign market, you do not know it well enough to write your most effective communication.

Even if you hire outside companies to tell you what your message should be, you will only really find out what your market needs once you start direct communication yourself.

Now, if you know you will need to change your communication in a short period of time, how do you start?

One Product In One Language

It is standard practice in international business development to start off with one product to one country. This is the easiest way for companies to learn how to adapt to new markets specifically and international business in general.

This also makes it a lot easier for you to plan:

• The content you need to translate
• Time lines and guidelines for future strategy
• Future actions to extend your reach
• Other key parameters you need

Plan For Your Future Content

Your first foreign language content will probably be based on some of your existing content.

You will want to use this to develop culture customized content. This culture customized content creates stronger connections in your new foreign markets. And…

Because you need to have your own market feedback from your new target country, you will need to modify your first translations.

Many companies do not plan for this change in content. After all the translations were an investment, and they want a return on it before sinking more money into translations.

Some companies will change their international message later on. If they realize their message is not effective.

Many larger companies simply let their international sales team pick up the extra responsibility of correcting the “wrong” messages in their written communication.

This mistake is very common in large American companies, eager to keep control on their brand while selling abroad.

There is a very simple solution to getting your message right for your international markets:

• Start small.
• Plan for change.
• Stimulate feedback to learn more about YOUR foreign markets
• Adapt your message to the culture you are communicating with

Planning for your future content right from the start will both save you extra translation costs and give you a foreign sales message with a bang.

Evaluate The Best Marketing Channels

Imagine you know:

• Precisely what you want to communicate now,
• What information you want to get back from your foreign markets,
• And what you want to communicate later?

Well then…

Now you can determine the right international marketing channel to use to communicate this content.

Of course, you will also need to get feedback from your target markets to verify the marketing channels they want you to use to communicate with them.

This means adding a few more criteria for you to get feedback on.

When you get

• The right message,
• Sent to your foreign markets on the right marketing channel,

…you have the base of a good international marketing strategy.

Choose The Communication Platforms You Need

Now you know:

• What you want to communicate.
• How you want to communicate your message.

Your communication platform needs are usually very easy to identify now.

In addition, the content planning you did earlier will tell you what you need to plan for in the future.

Added Bonus

And one of the other questions most companies struggle with:

• Which communication platform should you use for your foreign language content?

• Your domestic website with country-specific sub categories or sub domains
• An international website
• Localized websites

Well, you now have something to go on to answer this question.  Of course, there are other criteria to look at, but this gives you the criteria covering your foreign content needs.

Read the whole story

This is part of the Get International Clients Business Guide 3 Design Your International Visibility Be sure to check out the other useful tips to design your international visibility.

More On Culture Customized Content

Once your initial translations bring in some feedback and you have enough country-specific business intelligence, you will want to create a message adapted to your specific foreign market.

Culture Customized Content Guide • What is the secret to effective international business development?Find out here.

How To Set Up Your Communication Platform

If you are just beginning to define your international marketing plan, one of your first decisions will be how you set up your international communication platform.

Let’s review the different ways you can set up your international website.

Internationalize Your Current Website

This can be an easy way out if you are beginning to sell your products abroad. It simply involves editing your website to become as neutral as possible, and stimulating more international interaction.

Marketing Phase: It can work for a company in the Export Marketing phase.

When not to use: if your content is too culturally specific for your current market needs.

One Separate International Website

This is often a good idea if you know your company will move towards several country specific websites. You use one url for all of your international clients. Some companies keep a separate url for their original domestic market.

• www.internationalcompany.com
• www.mothercompany.com

Marketing Phase: Again this is a good solution for Export Marketing. It is also a good base to start with when moving towards a Global Website.

When not to use: There is no real reason not to use an International Website. You do not need one if you are only going to market to one or two specific foreign countries and have no plans to expand further.

Your Main Website With Sub Directories

This option is very easy to set up. People usually use this option if they do not have basic webmaster skills to set up Sub Domains.

• www.company.com/country

Marketing Phase: This is an option for all marketing phases. I think it is more a question of the size of your foreign markets. This is an option used by smaller endeavors.

When not to use: If you have lots of foreign content, it is probably better to use Sub Domains instead.

Your Main Website With Sub Domains

This is an option if you do not know how fast your international business will grow in specific countries. This option gives you the flexibility to have foreign content without a lot of extra website management.

You will probably need your webmaster to set this up. But it is very easy to do. It is also easy to manage all of the foreign content.

• www.country.company.com

Marketing Phase: This is an option for all marketing phases. If you are in the Export Marketing or International Marketing phase, you can let your international business grow using this platform before moving to Localized Websites.

When not to use: If you know you need the extra marketing power of Localized Websites and do not want to lose time migrating one to the other. It might not be the ideal platform for Global Marketing.

The Main Factors To Help You Find Your Ideal Solution

As you can see from your choices above, there are several factors that will come into your decision process.

Easy To Manage

Most mid-sized companies think they need to start off with Localized Websites. This was the norm a few years ago. Recent improvements in international search engine results make Sub Domains a viable option. Sub Domains are much easier to manage. You will not need any extra expertise once the Sub Domains are set up.

Designed For Expansion

The most important thing you need to consider is programming future expansion.

Plan to implement the use of templates early on. Have a look now at what will cause you problems when you want to use templates later.

Designing your current website needs for future expansion will save you time and money when you are ready to move on to more country specific marketing.

Cost

Companies want to control their investment. This is hard to do when web marketing continually changes and improves. If you are just starting to expand internationally you should plan on adapting your website as your international markets expand.

Today Localized Websites with country specific urls are still considered to be more powerful marketing tools in some countries and in some industries. This trend might be different next year, or the year after. Localized Websites require some additional website management and costs

Having one main website with a Sub Domain for each country is a cost effective option today. It might not give you the same marketing clout in some foreign countries as a Localized Website.

Some companies promote country specific urls and then re-direct the link back to the appropriate Sub Domain on their main website.

Foreign Language Translations

Many companies get stuck with regards to foreign content. If you are just starting to develop internationally here are some basics to get you quickly unstuck.

• All sales are easier to make if you make them in the clients native language.
• Human translations are the only ones you should consider to use for any sales materials.
• Website templates are very cost effective for website translations.
• You don’t need to translate everything all at once - see reference to templates just above.

Your foreign clients might still buy from you if you market to them in your own language. If so this will give you valuable market information weeks and months before your translations are ready. This market information will probably also give you better information on what you need to translate and how to sell to this foreign market.

Remember, if you start off selling to foreign markets without translations, plan on using them as soon as your international market have proven its viability.

Another important point to remember, Localized Websites involve translating all of your business online: content, website, and sales strategies. This requires intimate market knowledge for each country you are selling to.

Avoid Analysis Paralysis

This decision might be a difficult one to evaluate. You may think your international success depends on how you set up your international websites.

This is not true. Your international success depends on how much you interact with your foreign markets.

The sooner you start connecting with your international markets, the faster you will learn how to adapt your offer to different cultures and expand your international business.

The communication tools you use to connect with your international audience and how you stimulate feedback is even more important.