Companies looking to develop an effective international marketing strategy need to focus on delivering value on a local level. When your business is addressing global audiences, reaching them in a locally relevant manner is vital.
There are no "one size fits all" solutions. For a compelling, high-quality content that will engage consumers around the globe, it has to suit local audiences' preferences in target countries.
If you are looking to expand your business overseas and build a sophisticated content strategy, read on!
1. Know your global audience
When you plan on spreading the business across the border, you should identify which countries show interest in your products or services. Determine who your audience is and where they live.
Bear in mind that only 20 percent of all internet users are native-English speakers. And more importantly, almost 73 percent of consumers say they would rather buy a product when information in their language is available.
This means that languages highly influence consumers' shopping behaviors.
When you know your global audience well, you will know which approach to implement in which market.
2. Don't just translate the content
To reach new markets converting content from one language to another won't do. Localization is the key! You need to localize your copies and adapt the content to your target audience's cultural specifics.
Get to know the specifics of the countries you plan to target. Think about jokes, wordplay, politics, holidays, or social customs – they differ from one state to the other.
People of different nationalities may not get a pun that works perfectly in the U.S. Misused language may not seem like a big thing, but it can take away from your credibility.
Researching content that is the most effective at engaging people in different countries is crucial to create successful localized strategies.
3. Hire native speakers
When deciding on who will execute the content strategy, make sure to consider best practices. Using the services of an outdoor provider is highly recommended if you want to reach new markets.
By working with local experts, you can rest assured that the marketing strategy will be crafted well for each country. Marketers from targeted countries will know best what works for your ideal consumers.
They can quickly get a grip on your terminology and flag specific issues or considerations that need to be addressed.
They will recreate the original text in a new language to convey the same message with cultural distinctiveness in mind. A well-executed transcreation process makes advertising more efficient by taking into account cultural specifics and nuances of language.
4. Include local, recognizable & relatable figures in your marketing campaigns
Content is more powerful when it has a name and a face attached. Stories from real people your audience recognizes and can relate to are more effective.
It is the human element that draws the audience in and captures their attention.
Featuring local figures and experts can help in better communicating your message to the target audience, and it can also attract the right people.
Guest posts by local experts, entrepreneurs, or beauty bloggers providing unique insights and experiences are what users crave.
Growing business and reaching new markets is all about building trust and reputation, so consider well who you want to include in your marketing campaigns.
5. Leverage paid social media campaigns
Popular social media networks differ from one market to another. Research which social media channels your potential audience most likely use within targeted countries. This is extremely important if you want to participate in Russian or Chinese markets.
Again, localization is the answer – localizing your social media pages instead of publishing posts in one language only will benefit your marketing efforts. Also, you need to adapt your social media posts to the local audience.
Since free social media campaigns aren't as effective as paid ones, more and more businesses are turning to the latter.
Paid social media campaigns allow you to target your ideal consumer globally and more. Besides demographic targeting, they include complete control over your budget and other useful features.
6. The importance of understanding cultural differences
Research each nationality you're targeting to identify main topics of interest. Pay attention to wording since some phrases or expressions may be considered offensive in certain countries.
You need to be extra cautious about content creation due to cultural sensitivities and different perceptions of some terms. Understanding cultural differences is critical to avoid offending your audience.
Google Trends can help you find the hottest topics and popular keywords in a specific country that you can use for blog posts and other content.
Also, be aware of local market regulatory restrictions.
For a successful global content strategy, you need to resonate with people's values, beliefs, sensitivities, and their specific perspective on life that may be very unlike yours and what you are familiar with.
It takes time to understand each market well, but when you do, it's much easier to build a strong international customer base.