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Marek Makosiej
December 08, 2022
13 min read

Why Strategize Localization in Your Content Marketing?

Google Search Console organic search results for localized digital marketing



With the world continuing to become more and more connected, businesses need to make sure that their marketing materials are as global as possible. Not only do they need to be translated into different languages, but they also need to be localized for the target market. This blog will discuss localization in great detail, from its importance in global marketing strategies to the various steps involved in localization. By the end of this blog, you'll have a better understanding of why marketing localization is so important, and how you can start localizing your content for maximum impact.



Global Marketing? What Is That at All?



Earth seen from space


You want to be the first before your potential buyers, right? And these buyers are spread all around the globe? So, what do you need to do that? Exactly! The answer to that question, no matter how long, can be paraphrased in two words: global marketing.


When it comes to content marketing, localization is critical. By tailoring content specifically for global markets, you can reach new audiences and increase engagement rates. This is important because it allows your content to be more relevant to global customers. Additionally, localized content can help boost global brand awareness in specific regions.


Global marketing isn't reserved just for large companies anymore. Smaller businesses can also benefit from adopting global strategies. So, whether you're a small business looking to globalize your marketing strategy or you're a multinational company looking to globalize your marketing efforts, marketing localization is an essential part of the equation.








Related content: 5 Steps of Creating Powerful Global Marketing Content Risk-free [e-book]







Global Marketing Strategy First



Chess strategy


An essential part of global marketing strategy is content localization. This process of adapting your content for a target new market in a different native language of your local audience should not be undertaken without first creating a plan and strategy. Because the main goal of your advertising efforts is making your message and content relevant to your prospects. That international reach is one of the main benefits of globalization.


Without a strategy, you run the risk of wasting resources on content that won't be well received or viewed by your market of choice. Betting on the wrong assets can be painful on many levels, a case in point being results. Or rather lack thereof. Adding marketing translation to the mix before you start content creation will result in fewer hiccups down the road.


A good global marketing and localization strategy means higher engagement rates, higher conversion rates, and stronger brand awareness. That's everything your marketing team members and local experts supporting you dream of!



Why Is Localization Important in Advertising Worldwide?



Big ads in 5th Avenue New York


Localization is becoming increasingly important in content marketing strategies worldwide. When translated into different languages, your content becomes more engaging and memorable. This translates to higher engagement rates and longer-lasting customer relationships. By targeting localized content, you're also reducing marketing costs and increasing ROI for your business.



International Marketing and Advertising Localization: Where Do I Start?



International marketing and advertising localization as an extension of it can be a valuable tool for your business. By ensuring that all translations are accurate and conform to brand standards, you can improve the customer experience.


Marketing localization isn't just for website content or traditional marketing materials like brochures – it can also include product descriptions on Amazon or AppStore, social media posts on Twitter or Instagram, landing pages, email campaigns, and blog posts you manage from HubSpot or other marketing automation platforms and ads Google or Facebook take half of your budget for. Sometimes it spans many types of content to create hybrid materials. We bet you heard of "technical marketing". Even a user guide of an app can be treated as a marketing content asset these days, and not as technical documentation, because of the way it enhances user experience. Just like ad localization, for that matter.


To get started, identify which countries are your target market. From here, you can focus your marketing localization efforts on the areas that will have the biggest impact.



Localization-Focused Marketing Plan



Business schedule and coffee


Localization-Focused Marketing (LFM - OK, busted, we've just made this up but it sounds great, doesn't it) is a strategy that focuses on delivering content in the language and culture of your target audience with the help of translation and localization processes and resources available on the market. These can span from translation service providers (translators, translation agencies, local experts) specializing in marketing translations to various translation management systems and transcreation tools/platforms and Content Management System (CMS) and Product Information Management (PIM) integrations, connectors, and other ways of automating workflows. Yes, automation matters because it makes your work a lot easier.


Coupled with the plan of effective use of these assets, LFM ensures that your customers have a truly unique and engaging experience, which in turn leads to increased conversions and improved trustworthiness.


A good Localization-Focused Marketing plan will help you to improve customer satisfaction and loyalty. With such a plan in place, you can tap into local markets for research and lead generation purposes. Without a plan, you won't create an exclusive experience for your customers and your advertising content won't resonate.


Implementing LFM is a smart way to stand out from the competition and create a stronger relationship with your customers faster. No matter what you sell, machinery, apps, mobile phones, or business services.


Do You Know Your Target Customers?


Target customer group


One of the most important steps in marketing is understanding your target customer. Without doing this, producing content that resonates with them, stimulates emotional response, and drives conversions is impossible.


Ask yourself who's your dream customer? What language does he or she use? What do they do for a living? What are the problems they are trying to solve that you could help them with?


Once you have a good idea of who they are, it'll be much easier to create localized content that speaks to them on an emotional level and builds trust.


For all this work to bear fruit, it helps if you continue measuring the results and adjusting your strategies accordingly as needed - always keeping in mind what matters the most to your target audience and buyer personas!


Do You Know Your Target Markets?




It is important to know your go-to markets and how to reach them with the right content at the right time. By answering questions like these, you can identify what language and cultural nuances are most relevant for your international audience:


  • What countries and regions are your customers in?
  • What languages do those countries and regions speak?
  • What cultural aspects should you take into account when entering those markets to speak to your prospects the right way?


It is essential to understand that not all people in every country or region have the same sensibilities when it comes to culture. So, be sure to take this into account while crafting your content strategy so that it resonates with as many people as possible. This will help you build a solid relationship with them - something marketers dream of!


Do You Know What Content You Want to Use on These Markets?


An arrow and bull's eye


Before embarking on any marketing campaign, it is important to truly know the market you are targeting. This will help you decide what content, format, and language to use. Content that would be interesting for one market might not be appropriate or even popular in another. Different markets consume different content in different ways.


Make sure your digital marketing strategy is localization-focused to reach the right audience and engage them effectively. Without this crucial detail, your campaign could end up being a waste of time and money - regardless of how great your writing skills or innovative ideas may be!








Related content: Marketing Translation Playbook








The Importance of a Localized Marketing Campaign



Drawing marketing campaign plan on the whiteboard


When it comes to content, marketing localization is key. This is because a localized marketing campaign allows you to target your audience with precision.


By targeting specific countries, regions, or languages, you can reach a wider audience than by using global keywords alone. Additionally, localized content is more likely to be of interest to your selected market. This is because it's tailored to the needs and interests of that particular audience.


Finally, localized ads (for example, Google ads or social ads) will have a greater impact on users who are local to the area being targeted. Geotargeting advertising and ad localization rule!


By taking these simple steps, you can create a localized marketing campaign that will help you reach your market in the most effective way possible.



How Content Marketers and Creators Use Localization in Advertising



The localization process is one of the most important, yet very often overlooked, assets of content marketing professionals. Successful content marketers and savvy content creators use it to connect their audience with their brand in a comfortable and familiar way. This results in higher conversions and stronger relationships with their customers. That's exactly what they are aiming for.


There are many different ways you can localize your content - here are just a few:


1. Translating text into multiple languages (yeah, that's the easiest one).

2. Creating localized versions of websites, blog posts, and other content types.

3. Producing video content in multiple languages.


Marketing localization can help advertising experts increase conversions and send more qualified leads to sales by providing localized versions of assets that are more relevant to users' interests.



Marketing Campaign Localization: What's in It for You?



Marketing your business internationally can be a challenge, we got you. But localization can help make things a lot easier.


By providing translated versions of your website and user interface, as well as supporting local languages for Search Engine Optimization (SEO), you can create a localized customer experience. This can also include things like providing translated versions of your social media posts, email newsletters, and product pages.


Additionally, by targeting specific regional markets, you can reach customers who are likely to be interested in what you have to offer. Not only that, but by building brand awareness across different regions, marketing localization can help you achieve your goals more effectively.







Related content: A Quick Introduction to SEO Localization






1. Break Down the Market Entry Barriers


Horse jumping over the fence


Apart from the various advantages that your target market possesses, breaking down the entry barriers can give you an edge.


For instance, localizing your marketing content allows you to understand and connect with customers in their language faster - something that has traditionally been difficult for international marketers.


Regional variations can also affect how people think and behave which gives you an advantage when it comes to understanding customer needs.


In addition, having a localized website or ad campaign ensures that marketing messages are received effectively no matter what communication channel is used. Plus, by getting ahead of your competition this way, you get a leg up in terms of winning potential sales battles!


2. Enhance Your Visibility - Organically


Google logo made of M&Ms


Enhancing your visibility is essential for any business looking to succeed online. By localizing your content, you make it more visible to potential customers who might be interested in what you have to offer.


Localized content makes your marketing message relevant and easy to understand by the target audience. However, marketing localization is not without its challenges - translation can sometimes fall short of the mark due to irrelevant wording and other culturally important details.


Also, for your multilingual assets to work accurately, keywords must also be rendered (not translated word by word, or using machine translation service, or back-translated, etc.) into the target language! Multilingual SEO cannot simply rely on direct translating keywords - extensive keyword research for a given country and language will be required first before search engines can see you and put you in front of those looking for your product or service to solve their challenges.


3. Increase Brand Awareness in Local Markets


Various brand stickers on the wall


Brand awareness is a key factor in building successful marketing campaigns. By increasing brand awareness, you can increase sales and win new customers who eventually become your evangelists. When done right, localization of your content can also result in enhanced relationships with clients and increased market share.


With an understanding of cultural references, you'll be better equipped to connect with your target audience on a deeper level - fostering stronger customer loyalty down the line. Creating a true bond is everything here.








Related content: Marketing Translation Buyer's Guide








What's the Measure of Success in Your Efforts to Localize Your Global Advertising?



When it comes to localization being effective, it's all about measuring the success of your efforts. You need to know what the benchmarks are so you can adjust your strategy accordingly.


Here are some key metrics you should be tracking to measure the success of your marketing localization efforts, for example:


1. Bounce rate

2. Conversions

3. Sessions

4. Unique users

5. Time on page


By doing so, you can ascertain whether you're on the right track or if you need to make some tweaks. Having actionable data will enable you to make informed decisions and achieve the desired results.


Make localization a priority in your marketing strategy and a top tool in your marketing mix to see the rewards - improved ROI and a better understanding of your target audience across international campaigns.



Ad(d) Value, Make Your Mark(eting Great Again)



Make marketing great again red cap


Localization is an essential component of any marketing strategy. Not only does it help you target your marketing efforts to a global audience, but it also helps you avoid cultural faux pas and build a stronger relationship with your customers.


In order to create and execute a localization-focused marketing plan the foundation of which is engaging multilingual content, you first need to understand the different benefits of localization and the different localization strategies that are available and work for you but most of all, for your international customers.


Once you have a clear idea of what you want and how you want it delivered, localization of your advertising assets becomes much easier. Go and grow!





Recommended articles:


3 Mistakes in International Marketing Strategy That Will Cost You

10 Things That Will Make Your Multilingual Marketing Content Fail You

4 Ways to Make Your International Customers Appreciate Your Message