Whether you’re just getting into the digital marketing world, looking to grow your overseas business by entering new markets or if you’re a marketing agency trying to maximise your client’s international ROI, whilst generating new fee income – the following 11 tips will help you achieve your international digital marketing goals.
1. Content is (still) King!
Just as in the UK, international content marketing is king! We won’t bore you with the reasons as to why (it’s safe to say you know this already) and that this phrase is every digital marketing company’s mantra.
Are you analysing international nuances in the customer journey? Are you translating the fantastic blog articles and social media approach into new languages? Are you transcribing and subtitling your video content?
2. Translating keywords – Not just a matter of using Google translate!
Keywords are never going to be the same in all markets. They are not simply ‘words’ they are patterns of user behaviour and intention, so ensuring that you know the differences between search behaviour in international markets is paramount. For this you need a translation agency with experience in your sector or specific translation challenge – blending commercial context with localised linguistics.
3. The importance of a translator’s marketing knowledge is not to be underestimated
A translation of a marketing message is not the same as translating words without a sales context. Additionally, ensuring that your translator has search marketing experience is vital if they’re to appreciate consumer search behaviour.
4. Optimising website design
The highly complex cultural differences from one country to another means that website design is a very varied cross cultural art form. Subtleties such as colour and symbol connotations can change the entire meaning of a website and imagery that is suitable to one culture may be entirely inappropriate in another.
5. Geo-targeting – the same standards apply
Geo-targeting has become ever more important as Google continues to roll out its changes and search displays. The same standards apply internationally; there are few factors that are as influential and as positive on consumer trust as geo targeting. This can also be important in your SEO link-building strategy concerning the location of links (C-blocks) and the anchor text used on the link too.
6. Considering marketing mix
With a different market comes a different marketing mix. The customer’s media consumption patterns may be completely different in each location. Many businesses expanding abroad neglect to thoroughly identify all of the factors that have the potential to make their expansion either an out and out success or an expensive failure.
7. Impatience and laziness is one thing that is universal
There are few marketing concepts that are international, but impatience and laziness are certainly two that transcend cultural barriers! Ease of website use and steps from marketing message to purchase being as few as possible, should both be considered when marketing internationally.
8. Cultural relevance – the key to building trust
Being culturally relevant is a key factor in building consumer trust. It becomes ever more important in international markets where relationships are built through a mutual understanding between the company and the naturally wary consumer.
9. Considering the international long tail
Similarly to point 2, considering the language differences in consumer searching is just as vital when dealing with long tail SEO keyword terms – so don’t just adapt your content, create new content!
10. Devices – An influencing factor in consumer behaviour
A major difference in consumer behaviour that wildly varies from one country to another is how people search and browse. Understanding mobile technology adoption will help guide you in analysing the ways in which consumers interact with social media and undertake their online searches.
Appreciating the nuances between language structures can mean that searchers from certain countries shorten their words or choose different search terms in order to get where they’re going quicker.
11. Engage a Professional Translation Services Agency! (But we would say that!)
Expanding your reach to include international markets offers unparalleled opportunities for business growth; yet similarly a singular poorly translated marketing campaign can mean abject financial failure and the development of brand reputation which is insensitive to the nuances of localised trade.
How a Professional Translation Service Works
For carefully crafted marketing messages that translate effectively you need our specialist, well-versed, native-speaking translators. We’re skilled in retaining context and having the invaluable commercial awareness of the subtle cultural and dialectical differences that can change the entire meaning of a marketing message.
With over 1,000 happy clients and experience in a multitude of sectors from manufacturing and engineering to consumer electronics and technology, we can help. Whether its website translation or a technical instruction manual – you can be confident Bubbles Translation Services will help you take your brand into new markets effectively.