When it comes to marketing for a foreign region, you must always put your audience first. Things will definitely be very different from your domestic market, and it’ll take a lot of research to mold your marketing campaigns in a way that specifically addresses the needs and demands of your target customers.
You need to build a comprehensive plan to carry out your market localization effectively in a foreign region. For a smooth and seamless international expansion, you have to realistically approach your marketing, considering all the challenges and opportunities in the market. In this article, we’ll discuss what exactly goes into marketing localization and the right way to build your marketing strategies.
Marketing Localization – Overview
In the marketing localization process, you’ve to adapt your marketing material and strategies to the local market demographics and culture. It involves translations, transcreations, design modifications, internationalization, and reformatting of your existing marketing content. Similarly, you must strategize your marketing activities by choosing the right promotional channels, wisely choosing your time and location, and adapting the message of your brand in a way that is highly resonating with local customers.
Why is Marketing Localization Important?
Customers prefer buying from brands that give them a certain sense of belonging and provide them with some sort of personalization. Promotions and brand marketing campaigns are considered powerful tools to grasp the attention of maximum customers and build an emotional connection with them. Localization marketing also helps companies build a strong brand presence and raise brand awareness in a new market faster. Recently, more businesses have started investing in marketing localization for its ability to get a higher return on investments and increase sales significantly.
Key Elements of Marketing Localization
1. Blog Content Relevancy
Your website blog is a powerful tool you can use to build engagement around your brand through effective content marketing. Through your blog post, you add value to your audience’s life by sharing valuable information and other stories. It’s also a great opportunity for you to build trust and create a strong brand experience through content localization. For this, you must translate all your blogs and articles into the local language of your customers. It allows your audiences to easily comprehend the information provided in the blogs and share your connection in their networks.
More than translation, you must change the formatting and visuals of the blogs considering the local user preferences. You can also use translation project management software to manage your blog translations and automatically adjust the formatting of your blog for each region.
2. Multilingual Website
There is no use in localizing your marketing efforts when your website is English only. Because eventually all of your promotional links are redirected to the website landing pages. First, you get your website done right, and only then you can expand your localization efforts to the marketing domain. For website localization, you must translate the textual content, and consider design modifications and features as per the unique demands of the target market. You must build your website on localization best practices and avoid all sorts of hard coding for user-facing elements. Moreover, a multilingual website also positively affects your SEO in a foreign market.
3. Promotional Emails
Email marketing localization can work well for both B2B and B2C businesses. By leveraging the power of email marketing, you can build long-lasting relationships with your target audience. However, localizing your email messaging is the most critical aspect to effectively outreach potential prospects. So, you use email market localization practices to personalize your business message specifically for your clients. It will get you a positive response from the customers and enhance their brand experience. For managing email project localization, you can use a professional localization platform.
4. Localized Marketing Copies
A well-crafted marketing copy with the right sales intent can do wonders for your brand. Transcreations allow you to translate that magic into another language without losing the emotional, and contextual messaging behind the original text. It certainly works differently from direct translation and maximizes your marketing efforts’ results. You must hire experienced and native translators for translating the marketing copy, ensuring the intent of your brand messaging is clear and effective for the target market.
5. Video/ Visual Localization
Lastly, whether you are designing localized marketing campaigns or promoting your brand through social media, you must redesign and make a video online in a way that seems more relevant to the local culture and preferences. Update your videos and graphics to resonate effectively with your target audience, ensuring a meaningful connection that drives engagement and conversions. Try to keep your images and visual content more inclusive; it means, the characters in your graphics should represent the local audiences.
For instance, if your target audience is brown people and your images represent more white people, you can’t call it inclusive or even localized. Similarly, if your images or videos contain any textual content appearing on screen, they must be translated. You can use professional video translation services or subtitling for that matter.
Now, you have an idea of what is actually included in localization markets and what are the key components of it. You must start by building an effective market localization strategy and give your team a clear vision to follow. Moreover, choosing the right tools, methods, and techniques to approach your localized marketing is also crucial.