{"id":246529,"date":"2023-08-01T10:39:31","date_gmt":"2023-08-01T14:39:31","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=246529"},"modified":"2023-08-01T10:39:31","modified_gmt":"2023-08-01T14:39:31","slug":"go-global-104-localizing-your-digital-marketing-campaigns","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/go-global-104-localizing-your-digital-marketing-campaigns\/","title":{"rendered":"Go Global 104: Localizing Your Digital Marketing Campaigns"},"template":"","blog_categories":[9,15],"resource_categories":[37,20,33,23,18],"targeted_localized_audience":[],"document_categories":[146,171],"class_list":["post-246529","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-role-marketer","resource_categories-topic-website-translation","document_categories-blog-post","document_categories-marketer"],"acf":{"article_word_count":"2194","article_read_time":"9","blog_short_description":"The fourth blog in our Go Global 101 series talks all about digital marketing and how you can reach more people in a new market through localized advertising.","news_inline_styles":"","blog_video_id":"","article_body":"

In our last three blogs, we\u2019ve talked about how to implement an <\/span>international strategy<\/span><\/a> using website translation in an effort to reach new, multilingual audience. We outlined the importance of <\/span>localizing digital B2C tools<\/span><\/a> to make the customer journey more enjoyable, and we\u2019ve also given you some crucial <\/span>tips for global websites.<\/span><\/a>\u00a0<\/span><\/p>\n

The next stage in going global for you will likely be advertising your products and services to these new markets. With an international strategy, you aren\u2019t required to integrate physically into a new location, but you still need to ensure that your brand and messaging are reaching local buyers, and preferably in their preferred languages. Beyond <\/span>website translation<\/span><\/a>, effectively engaging international audiences involves implementing a well-crafted marketing localization strategy.\u00a0<\/span>\u00a0<\/span><\/p>\n

Marketing localization is the process of customizing content to suit a specific region and culture, ensuring that messages resonate with local audiences.\u00a0This article will explore the importance of translation and localization in social media, video assets, ads, and more, and discuss why working with a translation company can lead to the best quality and results for your campaign.<\/span>\u00a0<\/span><\/p>\n

Understanding Marketing Localization<\/span><\/b>\u00a0<\/span><\/h2>\n

Marketing localization goes beyond mere language translation; it involves adapting messaging, promotion channels, and even product portfolios to suit the preferences of a target market.\u00a0A successful <\/span>localization<\/span><\/a> strategy creates an emotional connection with audiences, driving engagement, and increasing sales across various markets.\u00a0It enables brands to maintain global consistency while still catering to local cultural nuances and preferences.<\/span>\u00a0<\/span><\/p>\n

One of the key challenges in advertising localization is avoiding misunderstandings or offense due to certain phrases, slogans, or cultural references not translating well across languages and cultures.\u00a0For example, the Finnish technology company Nokia faced a setback when introducing its Lumia phone in Spanish-speaking regions, as the product’s name was colloquially associated with a term that had negative connotations in Spanish.<\/span>\u00a0<\/span><\/p>\n

This process isn\u2019t just important in product marketing: it is going to impact many factors of your company\u2019s digital marketing plan. If you create things like email campaigns, social posts, videos, and social and search ads, these will also be extremely useful for your international audience. You just have to make sure the content is relevant and readable for them. Here are our recommendations for how to optimize your multilingual marketing content:<\/span>\u00a0<\/span><\/p>\n

Customize Promotional Emails<\/span><\/b>\u00a0<\/span><\/h3>\n

Email marketing is a powerful tool for building relationships with potential customers.\u00a0To be effective, emails must resonate with local recipients from the start.\u00a0Personalization plays a significant role here, as adapting email campaigns to reflect local values and preferences will lead to higher conversion rates and improved engagement.<\/span>\u00a0<\/span><\/p>\n

It goes beyond simply addressing the recipient by their name in the subject line or body content, though.\u00a0True personalization tailors almost the entire email based on the data a business holds about each customer. This can include using dynamic fields to insert the recipient’s name, company, location, age, or gender, ensuring that the email content feels like it was created just for them.<\/span>\u00a0<\/span><\/p>\n

One key advantage of email personalization is its impact on open rates and engagement levels. Personalized emails have been shown to have an open rate that is more than 20% higher than those with generic or static subject lines.\u00a0Additionally, personalized emails produce a 139% increase in click-through rates compared to static one-time sends.\u00a0By providing relevant content and tailored suggestions at the right moment, personalized emails create meaningful connections with subscribers and make them feel important, strengthening the customer-brand relationship.<\/span>\u00a0<\/span><\/p>\n

Create Local Social Media Pages<\/span><\/b>\u00a0<\/span><\/h3>\n

Your social media presence is crucial for attracting and interacting with certain demographics in your customer base. A strong social strategy includes multiple platforms with customized content on each to resonate with different targets. If you\u2019ve built a good following on your pages, it can very beneficial to carry that over into a new market. Rather than using one <\/span>social media<\/span><\/a> page for multiple countries, create separate local pages for each target market.\u00a0This allows you to customize content to resonate with specific audiences, enhancing engagement and connection.\u00a0<\/span>\u00a0<\/span><\/p>\n

If you do happen to offer different products or services in different countries, this is also a great way to showcase those to the people who would be interested. This also allows you to run different giveaways, campaigns, or engage different influencers for your unique audiences. With localized pages, customers are more likely to engage with content that feels personalized to their region, leading to better results.<\/span>\u00a0<\/span><\/p>\n

Localize Advertising Copy<\/span><\/b>\u00a0<\/span><\/h3>\n

When running ads in different regions, it is crucial to adapt the ad copy for maximum impact.\u00a0Certain phrases, slogans, or cultural references may not translate well across languages and cultures, leading to misunderstandings or even offense.\u00a0Especially since ad copy tends to be short and concise, direct translations may not fit character requirements and they may not hold the same meaning in a new language. Localized <\/span>advertising copy<\/span><\/a> ensures that the message effectively resonates with the target audience, increasing the chances of successful campaigns.<\/span>\u00a0<\/span><\/p>\n

Provide Multilingual Video Content<\/span><\/b>\u00a0<\/span><\/h3>\n

Video content performs extremely well, especially vertical oriented videos, on social media and in ads. This includes imbedded videos on websites, TikToks or Reels, Instagram Stories, video ads, and more.<\/span>\u00a0<\/span><\/p>\n

Short-form video brings marketers the highest ROI of any other aspect of a social media marketing strategy, and <\/span>over half<\/span><\/a> of social media users prefer video over other types of content. That means making your videos accessible to multiple languages important. There are two great ways you can do this:<\/span>\u00a0<\/span><\/p>\n