3 Ways to Include Localisation in Your Marketing Strategy

Introduction

Website localization is a crucial component of any successful international marketing strategy. You need to ensure that your target audience can navigate your website when they want to interact with your brand, make a purchase, or just find information. 

But to capture your audience's attention, you need to make sure your other marketing efforts don't go unnoticed either. This goes beyond localizing web content. Global brand building involves reaching as many multilingual consumers as possible. With the right global content translation and localization solution, your brand can be more successful. 

What is International Marketing? 

International marketing is the practice of promoting and selling products or services across borders. It involves adapting marketing strategies and practices to meet the needs and preferences of consumers in different countries or regions. This is essential for businesses aiming to expand their reach, tap into new markets, and ultimately grow their business globally.  

The reason this goes beyond just localizing web content is because it encompasses a range of activities, including market research, product localization, and advertising, all tailored to specific cultural, economic, and regulatory contexts. It requires an understanding of international markets, consumer behavior, and global trends.  

Successful international marketing can lead to increased brand visibility, revenue streams, and competitive advantages in the global marketplace. It's a dynamic and strategic approach that enables businesses to thrive in an increasingly interconnected world. 

3 Ways to Localize Your Marketing Content 

To reach more global consumers, you will likely invest in website translation services. If you’re smart, you’ll also make sure to include website localisation as part of that strategy. But how can you go beyond the translation and localization of your website to really connect with your target audiences? 

You'll need to focus on a strong content localization strategy that tailors your services to the target market. Here are 3 ways you can incorporate localization into your international marketing strategy to help your business grow: 

1. Target Audiences with Localized Ads

Your marketing team likely has a budget for creating ads for Google or Social Media. Ads can be extremely effective, but consider the audience you want to target with your global campaigns. If you want to start targeting international or multilingual customers, you should tailor your paid advertisements to resonate with specific cultural and linguistic preferences.  

Did you know that 86% of localized advertising campaigns produce higher click-through and conversion rates than their English-only counterparts? Using localized keywords, images, and messaging to connect with your target audience can make a big difference in their motivation to engage with your content. Aside from increased engagement, localized ads can bring some important benefits: 

• Lower Costs and Improved Performance: Ad localization can result in lower Customer Acquisition Costs (CAC) and Cost Per Mille (CPM) while achieving better Click-Through Rates (CTR). By showing contextually relevant ads to users based on their location, businesses can optimize ad spend and improve ad performance. 
• Global Market Entry: Localization decreases the barriers to entering new markets. By adapting ads to the local language and culture, businesses can expand their reach internationally and establish a strong presence in diverse markets. 
• Authentic Communication: Localizing ads ensures that businesses communicate authentically with global audiences. This authenticity fosters trust and credibility among consumers, enhancing brand reputation and loyalty.

2. Localizing Videos for Global Appeal

Videos are an incredibly powerful tool in the world of marketing. In fact…

The potential for video in marketing is immense. However, their effectiveness is maximized when they are thoughtfully adapted for different regions. This adaptation process involves more than just translating subtitles or dubbing audio into the local language; it extends to understanding and incorporating the cultural nuances and preferences of the target audience. 

• Language Adaptation: Translating subtitles or dubbing audio is the foundational step. This ensures that viewers can understand the content, removing language barriers and making the video accessible to a broader audience. 
• Cultural Relevance: Beyond language, it's vital to consider cultural differences. Colors, symbols, and gestures can have diverse meanings in various regions. Adapting these elements can prevent misunderstandings and convey respect for local customs. 
• Content Localization: To resonate with diverse audiences, adapt the content itself. This involves tailoring the message, story, or examples to align with the cultural context and preferences of the target market. What works in one region might not have the same impact elsewhere. 

• Localized Marketing: Promote the video using localized marketing strategies. Platforms, keywords, and advertising channels can differ from one region to another. Utilizing local marketing expertise ensures the video reaches the right audience. 
• Compliance and Sensitivity: Be aware of legal and ethical considerations in different regions. Certain content may be restricted or require sensitivity to local beliefs and norms. Adherence to these guidelines is crucial to avoid controversy. 
• By comprehensively localizing videos, businesses can harness the full potential of this marketing tool. It not only breaks language barriers but also fosters a deeper connection with diverse audiences, leading to increased engagement, trust, and ultimately, successful marketing campaigns. 

3. Get More Out of Email Campaigns

Localizing emails for an international email marketing campaign is crucial for several reasons. 

• Enhanced Relevance: Localized emails speak directly to recipients in their native language, making the content more relevant and engaging. This personalization increases open rates and conversions. 
• Cultural Sensitivity: Localized emails respect cultural nuances, avoiding potential misunderstandings or offense. This demonstrates a brand's cultural sensitivity and professionalism. 
• Global Reach: By communicating in the recipient's language, you expand your reach to a wider, global audience. This is especially important for international marketing campaigns. 

You may be experts at creating email campaigns, but localization likely isn't in your core competency. With a professional translation and localisation company, the process is easy for you: 

• Content Analysis: A professional company assesses your email content to determine the scope of localization, identifying target languages and cultures. 
• Translation: Expert translators convert the content into the target languages while preserving the original message’s intent. 
• Cultural Adaptation: Cultural nuances, imagery, and idioms are adapted to ensure the content resonates with the local audience. 
• Testing: Localized emails are rigorously tested to ensure they display correctly and function as intended in various email clients and devices. 
• Delivery: The localized emails are delivered to the target audience, tracking performance and engagement. 
• Feedback and Optimization: Feedback is gathered, and email campaigns are optimized based on performance data. 

Professional translation and localization companies specialize in these steps, ensuring your international email marketing campaigns effectively engage diverse audiences in their languages, ultimately driving better results. 

Localization for a Seamless User Experience 

Invest in a comprehensive localisation strategy to create a user-friendly experience for your target international customers. Attract new audiences by showing them you've invested in communicating with them. This not only boosts user satisfaction but also improves search engine rankings in local markets. 

By implementing these strategies, you can harness the power of localization to enhance your marketing efforts and connect with global audiences effectively. A global content translation and localization solution like MotionPoint has the technology and expertise to effectively and efficiently adapt your marketing content for any multilingual audience. 

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