Digital marketing in Western countries is often rooted in English language content, but there are times when you may need to deliver localised materials to audiences in other languages, especially if you are looking to expand and enter new markets.
The approach to international marketing should be the same as domestic marketing. You need a documented plan and a clear idea of your audience and how you plan to serve their needs and engage with them. Their locality and preferences need careful attention.
Know your audience
Understanding cultural differences and restrictions should be the first step in your new overseas marketing venture. You should take into account local values, beliefs, behaviours and sensitivities as these will differ by country and have a huge impact on how marketing is received.
Have a look at marketing campaigns that may have fallen flat in overseas countries before and try to learn from any of the mistakes that were made. When you are able to comprehend cultural differences, you should move on to gaining a better understanding of specific audience targets with the view to creating personas.
Working with an agency specialised in translation and transcription services will empower you to finally create content with an authentic, authoritative voice in local markets around the world.
A recent report found that content creation is still the single most popular activity for outsourcing and tapping into the knowledge of native speakers, and advanced SEO translation can really make a difference in getting your point across in the most concise, culturally sensitive and best possible way.
Use local influencers
You can support localisation with an influencer strategy featuring people who are relatable to audiences in a respective country. You could collaborate with a recognisable celebrity in a series of Instagram posts and across other social media platforms as this will build trust and get more eyeballs on your content.
Organic engagement is the target, but paid social can get your campaigns up and running so that it doesn’t get lost in a sea of branded content. It will also allow you to hone in on specific demographics and people who will have more of an interest in your products and services.