Believing that having English-only online presence is more than enough.
This one hurts me so much to share, but I need to.
Before I started 356labs, I was an IT consultant(and a lot of other things which does not matter in the context of this post) who was fortunate enough to speak in more than 20+ countries. And to put things in perspective, I did this before I got 25.
One of the reasons why I was able to speak at the most important events in my world was because of my personal brand. I really care about my online presence and I seriously believe I know how to manage it on a pretty decent level.
That being said, an important point here is that, all of my online identities were in English. And I live in a non English speaking country.
So, you probably guessed it right — when I launched 356labs, everything was in English. Pay close attention to the next sentence, though. We are selling our services to both our local, Bulgarian market and the global one. However, in my mind, there was not even a thought that I am doing a mistake in regards to the local market.
I was constantly telling myself:
If they want to work with us, they will find us through our website(which was in English).
Bad, bad, bad. Wrong, wrong, wrong.
It turned out, they won’t find us through our website because when they search for our services, the decision makers in Bulgaria were not typing in English. Guess what? Because of that, we were not showing up in their Google search results! How cool is that, right?
At the moment I found out about that (by a customer… as you can imagine), I immediately changed my view (even though I didn’t want to and even though I thought that this is their problem and not ours back then!). I started a process of translating our web site and if you go to 356labs.com today, you will see that at the top right corner there is a Bulgarian flag too. We are still not 100% ready with the translation (especially the blog articles — 200+), but we will soon be.
My lesson for you here — don’t be romantic. Just because something worked for you before, doesn’t mean is the best option for your business case now. Reverse engineer the market and act based on that. Yes, you may need to put a lot more work, but… if you want to have a business, there’s a price coming with it.
P.S. That same “language problem” happened with our Facebook Ad campaigns too. Made our creatives and campaigns in Bulgarian — boom. Results.