Marketing your product or service online is something that you’ve just got to get right because done correctly it will most certainly increase your sales figures. Content, they say, is king when it comes to online content marketing. Here's multilingual content marketing in 5 simple steps.
One thing in this world is certain and that is that in the years to come there will be more and more people around the globe able to go online. UN figures estimate that by 2016 there’ll be three billion people with internet access, that’s 40% of the world’s population. That figure means more potential customers for your company and it’s vital that you get your company noticed now because if you don’t then you can bet the opposition will.
Content marketingTo market to people you need to speak their language. As Mandela so rightly put it, "If you speak to a man in language he understands, it will go to his head. If you speak to a man in his language, it will go to his heart." When you approach content marketing, you need to keep it slick and make sure it works for you and your business.
So here are 5 simple steps that will help you achieve this:
Target the up and coming areasThere are rapidly growing markets in Asia, Latin America and the Middle East; target those areas and watch your presence in the area grow alongside the number of people who can go online. You need to publish relevant, useful editorial content frequently to be found in online search and to build up trust among potential buyers. Become the powerrhouse of information relating to your service, your product or your field. Make sure you localise and tweak content so that it is relevant to people in other countries.
Ensure that you get YOUR message across in THEIR languageThe UN reckons that in just two years time the most widely used language on the internet won’t be English anymore but Chinese. So get that website of yours a Chinese translation now before it’s too late! If an overseas customer shows interest in your product they’re not going to buy anything if they can’t understand what your site says. Research by the Common Sense Advisory states that people are much more likely to respond to web content if it’s in their own language, so take advantage of that fact. It shows that you’ve put the effort in to help your overseas customers and that’s bound to be appreciated. Make some references on your site that overseas customers can relate to, perhaps get a foreign celebrity to try your product and leave a favourable quote. It might not mean much to home buyers but will please your overseas readers. A multilingual strategy can give more value for the same content, enabling it to reach many more users.
Simplify your content managementHow many members of your staff can write content or blog in a number of different languages? Not many, so why don’t you outsource some of this work by hiring locals? They know the market and the culture so will do it better than you can. Also take advantage of tools and systems such as Wordpress, Drupai and Joomla that all support multiple languages with features that make the process so much simpler to use. Once you have your strategy in place, sit down and make sure you are doing everything as simply as possible.
IntegrationYou can reach millions of people with just the click of a button so when you’re targeting a particular country then see if you can use videos, blogs, websites and all the other kinds of social media available and tap into that fan base you’ve started to build, then watch it grow and grow. Make sure your content is intergrated with your website, emails, newsletters, blogs, social platforms and even offline press. The more connections you have coming in and out of your content, the better.
Ensure that you know the regional lawsIt’s not always easy marketing your product in other countries and one big mistake could really cost you everything. That’s where research comes in; so learn all you can about regional laws and what can and can’t be advertised or said. What words are acceptable and which aren’t and are there different regulations than you’re used to when holding contests and offering special deals. Don’t let ignorance be your downfall.
Each of these tactics will positively influence your global content marketing strategy. The sales figures you so strongly desire are out there but it takes time and effort to achieve them.