When a company wants to take its services overseas, an interesting question rises in the marketers' mind; How are we going to promote our services to an audience that doesn't speak our language?
While the short answer to this question is Localization, the process to it is far more complex. To start with the basics, we've put together 5 crucial online-marketing concepts you need to understand when localizing your marketing message for an international audience.
1- Content Marketing: Content marketing has become the buzz term of digital marketers lately, and with Google and Bing’s algorithms growing continually more intelligent; if you’ve been slipping on yours, you’ll start to notice from the drop in your SERP. Metrics like bounce rates, length of time spent on page and click-through rate have become more important, and that means producing relevant, informative content that holds the reader’s interest and encourages them to take action; whether it’s to request a quote, purchase your service, or share your content through social media.
Content marketing isn’t just about your website either. You need to make sure that all your posts, articles, infographics, videos, and other materials are of an equally high standard in every country you do business; so choosing an expert localization services provider is imperative. “
2- Mobile Internet: In recent years the popularity of smartphones has spurred the Internet to reach more people, even those who do not have access to personal computers or laptops. Smartphones have become portable computers where you can browse the Internet much like you would do on a computer. This development in Internet technology has allowed marketers to reach more of their target market, and they make sure to offer multilingual apps for non-English speaking customers. App localization is much like website localization, with only very little difference when it comes to the processes and methods.
3- Keyword Translation: Keywords are the most commonly used terms by users to search for websites and information that they need. Keyword translation for Google AdWords is available to help marketers translate their keywords into their target market’s native language.
4- Video Translations: Vloggers who aim to reach a global audience translate their videos to be better understood by other viewers who do not speak and understand English. Video translation can be in the form of subtitle or voice dubbing. Voice dubbing can be a little more costly and difficult, as you have to hire a voice talent to do the job.
5- Select The Right Localization Partner – Because localization goes beyond words to take into account local nuances, beliefs, icons, images and more, you need to team up not only with an expert in languages, but a localization services provider who understands how to combine programming, marketing and language skills to provide an optimal user experience everywhere you do business. For more information about website localization and other services, click here.