In 2022 customers’ expectations and behaviours have changed, and so should your marketing. When it comes to devising an international marketing strategy, brands looking for real connection and success must look beyond translating existing website copy and brochures (we know it’s tempting) when launching in new overseas markets. Translating your current marketing materials and channels is only part of the puzzle.
Instead, marketers could benefit from more contemporary, creative content solutions and opportunities that offer competitive differentiation rather than relying on more “traditional” marketing methods. Expanding overseas is all about being open to new opportunities and broadening your horizons after all.
So, why not revisit your international marketing strategy and consider our top 3 international marketing strategies for 2022…
1) Answers-based content
Newer Google results formats such as featured snippets and knowledge graphs are extracts of information which answer a user’s query directly on Google search results pages. This circumnavigates the need for users to click through various web pages to get the information they were looking for.
Google Answers are extremely popular with web users. A 2019 report showed that less than half of Google searches result in a click. This means that brands that can take advantage of Google snippets can leverage consumers’ need for instant gratification.
By answering a user’s question outright without their information search leading to choice exhaustion, you can benefit from increased brand affinity with your customer (or potential customer) and be positioned as a problem-solver. Being credited with a pertinent answer and providing a frictionless experience can mean users are more likely to choose your brand over competitors. Whether they then come back to you, convert and then stay is down to the rest of the sales and marketing experience, however!
2) Conversational marketing
In many ways, social media has made the connection between brands and consumers intimate and immediate. Because of this familiarity and expected speed of response, consumers value the ability to interact with brands more than ever. Marketing in 2022 is less about brands selling at consumers, and more of a shared contract that requires regular and consistent renewal through conversation – more on this in point 3.
Consumers now expect brands to adopt a more conversational, informal and personal tone with them. Instant responses from brands (that don’t have a vast customer service team to call on) to consumers can be facilitated by chatbots. Whether used to initiate product trials, recall information or answer frequently asked questions, chatbots can increase customer loyalty and satisfaction by narrowing the gap between the consumer and your brand.
3) People, profit and planet
In 2022, brands with a purpose beyond profit develop more meaningful and long-lasting relationships with customers. Brand purpose can be anything from a commitment to environmental causes, to giving back to the community.
We alluded to market saturation earlier when referencing the importance of snapping up featured snippets in crowded Google search results pages. Having a strong and authentic brand purpose can help your brand differentiate itself from competitors in a crowded landscape, especially if you’re the new kid on the block in an overseas market.
Brand purpose builds brand equity; in other words, the value consumers equate with your brand. So, when launching an international marketing campaign, ask yourself ‘what is central to our brand’s mission?’ Investigate whether it resonates within the culture you’re operating and if so, leverage it in your marketing campaigns.
Launch your marketing campaign with Bubbles in 2022
At Bubbles, we make it our mission to bring the essence of your brand to life (in any language). So, whether you are launching a display marketing campaign, aiming to take over Google search results pages with carefully tailored answers, or looking to implement a friendly and authentic chatbot on your website, speak to our experts today and we’ll nail your brand tone of voice and target language.
What does translation mean after all? Well, as you asked, the literal definition of translation is to carry across the meaning. We’re on hand to help you carry across the spirit of your business across borders as you look to revolutionise your approach to international marketing in 2022.