Whether you are a global company or a local mom and pop shop you have one thing in common, you are competing for the same audience. No matter how much influence a global company has, unless it can compete in local markets the brand is meaningless. In that respect a savvy mom and pop shop actually has a significant advantage over some of the world’s biggest companies. Marketers for global entities are challenged with the unenviable task of having to localize content for each market.
While personalizing is the first thought that resonates with many content marketers, localization is actually a more important piece of the puzzle to solve. Companies need to address a range of different languages, cultures and even legal requirements associated with an increasingly globalized consumer base. How can you seamlessly and efficiently spearhead better marketing campaigns with various versions of content for different regions and countries?
Meeting a global audience's needs
The impact of global consumers is significant; 75% of consumers prefer to purchase products in their native language and over half only purchase products at local-language websites. Individuals might visit another country, see a friend’s social media post from halfway around the world or find countless other incentives to experience your brand from afar. The days of content marketing in a single language - typically the language of a company’s home base - are no more for marketers wanting to set themselves apart from the pack.
Additional layers of complexity such as different dialects, slang terminology and how certain words are portrayed in different cultures - often within the same region - mean even more granular approaches are needed to resonate with each and every consumer and entice more people to purchase your product or service.
Geo-targeting to drive ROI
Just how effective is content localization? Experiments show geo-targeted posts are up to six times more successful than generic content shared with a global audience. The strategy also yields the highest return on investment for content marketers looking to find every last advantage; a test of ad campaigns in Spanish, French and German markets compared an all-English version with localized content in the three native languages and found the latter experienced a 42% better click-through rate and 22% higher conversion rate.
Consider the familiarity of your own language and then imagine a brand converting any type of initial interest into a purchase if you’re left translating important value propositions or details of a big sale. What might be easy to overlook in the grand scheme of content marketing is, in fact, a core element of converting your audience and enjoying a better return on investment.
Automation makes a world of difference
Yet localization is too challenging without automation. By being able to use a single platform both localization and personalization become manageable and enhance your audiences experience. Managing all of your marketing efforts with one service that handles everything from multiple content channels to localization with ease gives companies a leg up in today’s digital economy.
With regulatory and legal requirements differing from location to location, companies also benefit on a compliance level. Less red tape and more automation means more efficient processes and more time devoted to crafting content for a global audience. Last, it allows for you to more effectively share your messages with people across the world to better collaborate with others and solidify your brand.
Global brands don’t become global brands overnight. Hard work and perseverance are precursors to that kind of success. Once a company broadens its horizons a different kind of work begins. Thinking locally for a global company is vital but easier said than done. The right software, though, eases the burden tremendously and allows them to continue to compete for a local presence.
Download our whitepaper The New Age of Communication to learn more about censhare’s solutions to provide greatly improve the localization of content to your audience across all marketing channels.