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Localization and Marketing: The Key to a Successful Global Content ...
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4. Adjust your goals. “But when you enter into a new market, you should consider that your customers are likely to start the buyer’s journey from the top of the funnel.” 5. Do keyword research.
In Market entry
We’ve talked before about what it takes to create a successful content strategy: clear objectives, a well-defined target audience, thorough keyword research and a consistent tone of voice, just to name a few. “Nevertheless, when a brand is trying to reach new markets, following these steps is just not enough.” In case you were wondering, yes, that’s the cue for localization in marketing.
In Market entry
1. Define your target audience. “This is not a copy-paste of your main market audience.” 2. Create your brand’s voice and tone guidelines.
A company should localize its content whenever it enters a new market. “Market is not a synonym for language, so probably a one-size-fits-all localization won’t do the job for different countries.” 1. Localization for Market
Here’s what it would have looked like if IKEA had trusted this job to Google Translate: “Although the Google Translate version is grammatically correct, it sounds stiff and it’s considerably lengthier (111 words versus 81 words in the Mexican version).” By the way, what is it with the year of foundation? It looks like Mexican IKEA is 10 years older than U.S. IKEA.
1. Define your target audience. “This is not a copy-paste of your main market audience.” 2. Create your brand’s voice and tone guidelines.
1. Define your target audience. “While there may be some similarities, I can assure you that you won’t be targeting the same segment in every country.” 2. Create your brand’s voice and tone guidelines.
4. Adjust your goals. “But when you enter into a new market, you should consider that your customers are likely to start the buyer’s journey from the top of the funnel.” 5. Do keyword research.
4. Adjust your goals. “If they’ve never heard of your brand or service, you’ll need to create a strategy more focused on discovery or education phases.” 5. Do keyword research.
5. Do keyword research. “Take some time to understand user intent and the way people speak in different countries.” 6. Benchmark.
If you do it correctly, they will all end up arriving at your French, American and Mexican job sites. You just have to understand how your potential customers are looking for what you sell. “Even though these little nuances have nothing to do with linguistics or translation issues, they are crucial when localizing content.” What Are the Benefits of Localization in Marketing?
2. Create your brand’s voice and tone guidelines. “Your values and vision should be universal—but the way you convey them? Probably not.” 3. Get familiar with regionalisms and cultural don’ts.
2. Create your brand’s voice and tone guidelines. “Your messages and content should sound natural while staying true to your brand’s personality.” 3. Get familiar with regionalisms and cultural don’ts.
6. Benchmark. “They have already gone over this path, so they know what works and what doesn’t.” 7. Leverage your existing content.
6. Benchmark. “Analyze their content performance and learn from their success and failures.” 7. Leverage your existing content.
3. Get familiar with regionalisms and cultural don’ts. “If you don’t want to get involved in a major social media backlash and a possible PR failure, make sure to know regionalisms and cultural faux pas.” 4. Adjust your goals.
1. Greater engagement. “It’s not about communicating a message (translation), it’s about engaging with someone (localization).” 2. Better SEO.
Here’s what it would have looked like if IKEA had trusted this job to Google Translate: “The lack of personalization and the inadequacy to the website’s design would turn this copy into a bad user experience.” By the way, what is it with the year of foundation? It looks like Mexican IKEA is 10 years older than U.S. IKEA.
We’ve talked before about what it takes to create a successful content strategy: clear objectives, a well-defined target audience, thorough keyword research and a consistent tone of voice, just to name a few. “Nevertheless, when a brand is trying to reach new markets, following these steps is just not enough.” In case you were wondering, yes, that’s the cue for localization in marketing.
We’ve talked before about what it takes to create a successful content strategy: clear objectives, a well-defined target audience, thorough keyword research and a consistent tone of voice, just to name a few. “Mainly, because two new factors need to be considered: language and cultural context.” In case you were wondering, yes, that’s the cue for localization in marketing.
To say that any of these phrases is utterly annoying would be something of an understatement. So, instead of turning this into a ranty blog post, I’m going to show you what to do when you’re trying to target an audience that doesn’t speak your language. “Spoiler alert: you don’t need to use Google Translate (or at least you shouldn’t!).” We’ve talked before about what it takes to create a successful content strategy: clear objectives, a well-defined target audience, thorough keyword research and a consistent tone of voice, just to name a few.
5. Do keyword research. “Don’t just translate your keywords into your target language—and for that matter, don’t necessarily target the same keywords in different countries that speak the same language (again, I direct to my earlier banana point).” 6. Benchmark.
When Should a Business Localize Its Content? “A company should localize its content whenever it enters a new market.” But don’t be fooled by the terms. Market is not a synonym for language, so probably a one-size-fits-all localization won’t do the job for different countries.
Interesting, right? “You just have to understand how your potential customers are looking for what you sell.” Even though these little nuances have nothing to do with linguistics or translation issues, they are crucial when localizing content.
6. Benchmark. “They have already gone over this path, so they know what works and what doesn’t.” 7. Leverage your existing content.