Whether you are a small independent content creator or a marketing executive at a large international company, localization can add a lot to your advertising. In short, localization represents a higher level of translation which takes cultural, regional and lifestyle choices of potential customers in question. This can make localized content far more appealing to a local audience far outside of your native sales regions.
However, approaching the localization effort requires proper planning and channels of communication just like any other form of advertisement. With that said, let’s take a look at several ways in which you can attract new and recurring customers with localized content marketing in order to drive your engagement and conversion rates.
Create with Localization in Mind
A good way to prepare your translators and writers for the localization procedure is to create the initial content with that fact in mind. Don’t rely on local jargon, technical phrases and difficult-to-understand wording. Use short, direct and informative writing in your blog posts and sales pitches, especially if you plan on selling products and services to the general population.
If you don’t have a translator in-house, you can turn to Pick Writers, a translation review website which will allow you to find a suitable localization expert for your specific needs. They also review localization services worldwide which means that you can combine their services with platforms such as Evernote and Hemingway for better-localized content. This will allow for a far easier and faster localization procedure down the line and it will ensure that nothing flies over the heads of your global customer base.
Localized Social Proof
A social proof remains a pivotal part of trustworthy and engaging content marketing. Potential customers like to see numeric proof of your brand’s success and quality, so you should gather data internally to back that up. If you don’t have any sales data accumulated for content marketing at this time, you can rely on public research online which can drive your point home.
For example, using research data on the effects of drinking sodas if you sell clean drinking water will allow you to gain an upper hand with your customers. Point being, all of the social proof data you use should be localized into different languages you publish your content marketing materials in. In doing so, you will allow a widespread reach of your branded content which will attract new customers to consider buying your products or services.
Share on Social Media
Once your content is created, you should publish it through as many communication channels as possible to guarantee global exposure. One of the best ways to do so is through social media platforms such as Facebook, Twitter and Instagram to name a few.
These platforms are designed with content sharing and high reach rates in mind, meaning that you will undoubtedly attract new customers through them. Create dedicated social media pages with your brand information and use these to share official updates, content marketing material and other advertisement content.
As an aside, you can even engage your audience directly through social media through live videos or Q&A sessions for added exposure and customer attraction. In that case, however, make sure that you have bilingual social media managers ready to work with different types of customers from across the world due to your previous content marketing efforts.
While not a content creation strategy in itself, SEO still plays a large role in your overall online success in regards to marketing. Search Engine Optimization (SEO) represents a set of online content regulations which help legitimate brands to rank high with popular search engines.
Elements such as keyword optimization, formatting, multimedia content optimization and other technical factors all go into SEO. In terms of localization, SEO will require you to optimize each language in your content marketing library separately. This means that separate keywords work better or worse in different languages, adding to the complexity of the optimization process.
Fret not, however, since tools such as Google Keyword Planner and SEM Rush exist to make the process more straightforward. Take some time to consider what words and phrases are trending in each language depending on the industry you advertise in. These tools will allow you to make the most out of your content and get far more exposure and attraction from each piece of marketing material you publish online.
Earnest Calls to Action
Whether you publish online content or opt for physical offline advertisement, calls to action can make or break your campaign efforts. Calls to action are well-known marketing tools which allow brands to attract new and recurring customers to make a purchase.
Simple messages such as “Call us now” and “Order today and receive a gift” work well in most cases. However, it’s also a good idea to rely on humane, casual messages instead of opting for traditional sales pitches. Make sure that your calls to action are in line with the type of product or service you sell in order to make the marketing campaign homogenous to a casual viewer.
You create imaginative, original calls to action depending on the type of product you sell as well as the target audience you aim to attract. Failing to add any form of call-to-action to your content marketing materials is a waste. Make sure to localize the call-to-action into each of the languages you decided to publish your content in to drive the attraction of your customers further.
Avoid Grammar Mistakes
Lastly, localization is prone to numerous mistakes when it comes to grammar, spelling and proofreading. This can spell trouble (pun intended) for your brand if you push your products into regions which don’t share your country’s culture or worldviews.
For example, a simple grammar mistake can drive away a Chinese or Japanese customer from ordering your product while an English native speaker might see it as a simple lapse in writing. Localization should always be done with professional writers and editors as supervisors.
Methods that involve DIY translation are bound to fail most of the time so avoid machine translation services such as Google Translate for your brand’s marketing campaigns. Invest into proper localization and you will undoubtedly attract a sizeable customer base to your brand regardless of which territories and languages you target.
Localized content marketing can be an amazing addition to your advertisement campaigns regardless of what industry and niche you operate in. Make sure to settle for several languages that are trending in your industry and don’t spread your resources too thinly between them. Strike a good balance between original content and its localization into other languages to attract customers who would otherwise miss your brand and products.
Guest blog written by Kristin Savage.