Multilingual Digital Marketing Strategy – Go Global, Win Local
With a multilingual digital marketing strategy, you drive website traffic and online sales by influencing the target audience’s virtual buying habits. Besides, the exponential rise in the number of regional language internet users in recent years, and the future is another significant reason for having a localized multilingual digital marketing strategy.
If language is essentially the most significant factor in a multilingual online marketing strategy, all you need is translation. Right? But, building multilingual digital marketing isn’t as straightforward to deal with. It is a strategy that encompasses considering a range of factors that help you create a plan connecting you with your audience and driving them to your brand.
In other words, it is quite complicated and demands a certain degree of expertise to effectively deal with it. In this view, and to help you out with a multilingual digital marketing venture, here’s how to create a compelling and relevant multilingual digital marketing strategy and its benefits.
How to create a Multilingual Digital Marketing Strategy
Here are five tips to create a multilingual digital marketing strategy that proves useful in retaining your brand image, and at the same time, reaching out to people in a way that resonates with them.
1. Take Care of the Core Message of your Brand
People mistake localization to change everything to match the tastes and demands of the local market and optimize business everywhere. But the key is to gel with the native audience, without letting your brand’s original identity drift.
Winning the local market may tempt you to localize your brand to the extent that you completely change your identity. But somehow, that isn’t localization. The idea is to localize and blend with the target audience. It doesn’t refer to losing your hard-earned global identity or letting your global message disappear amidst the local air.
People love global brands in a localized form. You’ve got many examples in this regard. Take global fast-food brands. They’ve localized their menu and digital marketing campaigns. But their core global message and branding remain unchanged.
People haven’t disliked them for not changing their global message. In fact, they enjoy their localized meals, and their global message, color scheme, and branding are things that they reckon with.
2. Localize your Campaign, and Don’t Simply Translate it
Global digital campaigns run in multiple countries have the same objective, but they convey the same message in a localized way. Often, people think of localizing and translating the same. But, there’s a huge difference. The translation is only a part of localization, and not localization itself.
Translating involves the conversion of text from one language to the other. But localization is translating the message in a way to give the native audience the feeling that the message is exclusively meant for them. Bang on! Here’s where you connect with the target audience, and when you connect, everything else falls in place.
Localization requires a team of the market, language, and industry experts. You cannot have a translator shoulder the localization responsibility, especially when he doesn’t know the local market, the consumers, and the industry he is translating the content for.
Employing a well-versed, experienced, and expert localization team localizes the message that connects with the target audience, without letting them tag you as a global brand attempting to intrude the local business space.
3. Avoid Content that is Complicated to Localize
The whole idea of localization, and winning the local market may seem very exciting. It may encourage you to go to every extent to create engaging localized content. Of course, the content has to be intriguing, but you’ve got a budget too.
You may identify markets wherein you may pull it over through a more or less similar multilingual content strategy, and build another one where you can’t use it in the same form, or where the market is entirely different. It will help you customize your budget, and keep away from excess costs.
Also, easy-to-localize content doesn’t necessarily mean losing the essence and make it look overly simple, obvious, or childish. It refers to removing words that are difficult to understand, phrases that may not go well with the target audience, or hyperlocal words that the other chunk of the audience may not be able to decipher.
4. An Appropriate Integration of the Multilingual Content Strategy
Integrating your multilingual content strategy means linking all your channels with each other, and maintaining the consistency of the message. For instance, people who reach you through search engines should not land on a different page than the ones that contact you through social media, especially when the objective and the product or service searched are the same.
Make sure that the campaigns you run are compliant with the local laws and relevant to the needs of the target audience. For instance, promoting the latest range of branded cotton shirts in Norway will only spark ignorance, and in some cases, laughter! No matter how localized your message is, it won’t connect, as the product does not hold relevance.
5. Hire an Experience Localization Company
As we’ve said above, building a multilingual digital marketing strategy isn’t a straightforward task. It is intricate and requires a comprehensive understanding of the language, market, and consumers. Besides, it demands the capability to connect with people and drive them to your brand.
Doing it all alone may seem a daunting task, as building a comprehensive and workable multilingual digital marketing strategy requires time. Hence, hiring a localization company proves beneficial. The company has the skills, expertise, resources, and experience in building multilingual online marketing campaigns for a wide range of businesses.
So, while localization service providers do what you expect out of them, you can focus on the core aspects of your business, and focus on results, rather than dealing with the operational complexities.
4 Benefits of Multilingual Digital Marketing
So, what do you get out of multilingual digital marketing? Here’s the answer.
1. Benefit from the Ever-Increasing Number of Regional Internet Users
English is the language of over 50% of the content on the internet. But the fact is, only 27% of internet users are native English speakers. So, restricting your virtual content marketing strategy to English will limit your outreach as well.
Also, as the number of regional internet users in on the rise, you need a multilingual strategy to create a broader outreach for your brand along with lucrative business opportunities. In other words, adopting a multilingual strategy will help you target the remaining 73% of the internet audience.
2. Deliver a Personalized and Localized User Experience for your Target Audience
Consumers connect with brands that offer them a personalized experience, even when it comes to language. A multilingual digital marketing strategy helps you do perhaps what your competitors won’t – establish long-lasting connections with your target consumers through their language!
A localized digital marketing strategy not only helps you win your consumer’s trust but also helps them make informed decisions through a comprehensive understanding of the local language content that they consume. All these factors prove advantageous for the brand in the long run.
3. A Multilingual Strategy is Cost-Effective than a Unilingual One
A lot of people think a unilingual strategy as cost-effective, as it doesn’t require them to invest in localization. Of course, it may prove inexpensive only in the short run, as it isn’t as ineffective when it comes to increasing the company’s business.
A multilingual content strategy, on the other hand, demands some investment. But then, the benefits that multilingual content strategy brings outweighs the initial investments.
Besides, with a multilingual strategy and SEO in place, you may not have to establish a physical presence in every target location. Your online strategies can reach, and influence an individual’s buying thought process, and which is adequate to drive sales, and lead the market without an office.
4. Increase in Online Sales
That’s the whole point, isn’t it? But, increasing online sales is something you achieve when you take the necessary efforts and create a favorable environment for your business. A multilingual strategy is one of the first and most effective ways of doing so. So, in a way, a considerable amount of prudent investment in a multilingual strategy with the right partner results in the long-term benefits.
Go Global through a Comprehensive Multilingual Content Strategy with Filose
Filose is a premier multilingual content strategy and localization service, provider. The company devises the best multilingual content strategies for a wide range of businesses. It comes with a proven track record and the reputation of delivering results for every company that partners with it.
Filose employs some of the best localization resources, including business analysts, translators, QC specialists, etc. to ensure the best results in the form of quality prospects, and increased web traffic.
Going multilingual, especially if you wish to expand in the global markets, is a must. So, contact to Filose’s experts on +91-20-49007800 or email to sales@filose.com for the best multilingual content strategies for your business.
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