The digital age has made it easier for consumers to purchase goods and conduct business transactions all over the globe. This has been a boon for companies who strive to grow sales by marketing goods in other markets.
Consumers are also much more aware of their purchasing power with multiple choices and options. If a company wants to do business with them, they expect to receive the appropriate brand communication and engagement. If they don’t get it, then they will go elsewhere.
What is the best way to keep current customers loyal while attracting new ones? It’s all about meaningful content. Content should be the lynchpin of all marketing activities. However, it needs to be managed properly to be successful. It is all about localization and how you communicate with your customer.
The most important consideration if you are in the global marketplace is, of course, translation. Studies show that most customers buy a product because it is advertised in their own language. That means you need to speak to them like a native, and not like a machine with hard-to-understand phrasing. Professional translation will show your potential customers their worth to your company, as well as properly convey your product and brand message.
Once your content is created and translated, think about how it is received by the user. Consider your website’s user interface and how it is viewed on other devices such as mobile phones. How is your content distributed through email marketing campaigns and social media?
Always consider the audience. Ask yourself these questions: Does your content pass by multiple departments, or are the decision makers a few key people? Are you properly addressing this audience? How does your company reply to needs in all languages? What is your response time to email or social media inquiries?
Review how your content aligns with your marketing objectives. What countries are you currently doing business with? From their viewpoint, what is the level of ease to interact with your company? When looking at your short and long-term goals, who is the target audience? Are you creating content that appeals to and engages this audience? Is your content relevant? It is often quoted that a website needs 21 languages to reach 90% of its web users. A strategic plan will help your company narrow in on your desired target market.
Educate your content creation staff as to these goals. If you have creators in many different countries or offices, ensure you organize and communicate a consistent and culturally relevant message throughout all markets. In order to ensure quality control and a clear message, a company will often rely on a translation partner to localize content in other languages. Feedback is obtained from local offices to confirm any preferential terms in their market.
Planning content creation with your global audience in mind will mean efficient productivity and active customer engagement. This will not only improve sales, but also give customers a better experience.
Terralingua is an ISO 17100 and 9001 certified translation and localization provider to global business leaders in all industries. Visit our website to find your local office and obtain a quote online.