Global Marketing Success: 3 Winning StrategiesYou’ve worked hard to position your company’s brand in such a way as to convey reliability, credibility and value. Business is booming like a state of the art stereo cranked up at teeth-rattling volume. And now your marketing team is eager to go global with its programs.
It all sounds good, except, well . . . where should you start?
We’re glad you asked. Turn that volume knob down a few notches for a moment, and let’s explore the top three strategies for global marketing success.
Start by analyzing your business model
We know, we know. Conducting an analysis is less than fun. But solidifying where you are now can speed you toward where you’re going.
Ironically, we find that few companies take the time to scrutinize their existing processes and constraints prior to developing a global marketing plan. But by doing this, you’ll help to ensure that the initiatives toward which you allocate resources will result in a positive return on investment. If you’re unsure how to go about this, as your language service provider we can lend some insight.
If you think that the online search keywords “fuel efficiency” or “upscale accommodations” can simply be translated word for word in the target language, think again. Only an in-country native speaker with global marketing expertise can pinpoint which keywords will have major impact in your target country. We can provide pre-qualified linguists to help you select the keywords that your target audiences in each market will likely use to find your business.
Remember that the keywords you toss around internally are probably not what the average consumer or client would use. Instead of technical or literary terms, always opt for common words and key phrases.
2. Content marketing in multiple countries
Localizing your content strategically for foreign audiences is one highly effective way to boost engagement and increase your brand’s visibility. Your first challenge is to find out what types of content each audience prefers. For instance, if you wanted to reach potential customers in China, your initial research would likely reveal that there are roughly 295 million bloggers in China alone. So, sharing your content on a blog localized to that region would be a prudent step for global marketing.
Localizing should also extend into your website as well. Make sure you create iterations of your website for each target audience that you plan to reach. If you can’t localize all levels of your website’s content, it’s a good practice to let web users know upfront on your website that not every webpage is rendered in their language and in line with their cultural standards.
3. International social media
Now that you’re loaded up with localized content, you can start blasting it off via your social media channels. But which ones should you be utilizing?
Again, your intended audience will determine which social network you should explore. Using Facebook to connect with your Chinese users is like straining to be heard when you’re not even in the same room as your audience. The reality is that most people in China get social with government-approved Renren.
To meet your customers’ expectations for real-time responses, you may want to consider working with your language service provider to set up a machine translation process, with or without human-performed post editing. We can develop a machine translation triage of sorts, flagging messages that translate as calls for help or complaints—and elevating those to the top of the response queue.
We’ve merely whistled a brief tune of global marketing tactics—and there’s a veritable symphony of strategies out there. Still, these three techniques can go a long way toward helping you see major returns in your new target markets across the globe.
Now that we have shared some of our recommended methods for international marketing glory, we invite you to crank up the volume once again. Your global marketing content volume, that is.
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