If you’re not sure how to start your localized content marketing strategy, maybe you need a few points to convince you of its importance. Check out these five vital facts you need to know about localized content marketing.
One of the highest causes of bounce rates is misleading information. So, before you start your localized content marketing, make sure you can follow through. Every important page your new visitor will land on, from landing page to quote form, needs to be in their language.
Let’s get into the first cardinal sin that a lot of companies commit trying to win new market share overseas. They create social media campaigns or PPC ads, perhaps a localized landing page in the right language. But, when the new site visitor likes what they see and clicks through… they get hit by a wall of English text. What happens next, you can probably guess. They X out of your site faster than you can say “new site visitor” and never come back again. A misleading title tag, meta description, or advert will cause your curious visitor to bounce away from your site with all the dexterity of a Japanese gymnast. You failed to deliver on your localized content marketing. One of the highest causes of bounce rates is misleading information. So, before you start your localized content marketing, make sure you can follow through. Every important page your new visitor will land on, from landing page to quote form, needs to be in their language. They need to be localized with regional vocabulary. Your prices must be displayed in local currency, weights, dates and times, and your whole experience should walk and talk like a native.
Why? Until fairly recently, Facebook was non-existent in this country. Even today, it’s only used by a handful of its mega population, with around 730 million internet users.
As for search engines, get ready to be flexible in your localized content marketing strategies. Google doesn’t exist in certain markets. In others, they have a clear preference for sites like Yandex (Russia) and Baidu (China). Localized content marketing must consider all these factors. There is a plethora of preferred search engines in the world. If you aren’t following their best practices for content optimization, your site will fly under the radar. If you’ve never heard of Seznam, Naver, or Qihoo 360, it’s back to the drawing board before launching your localized content marketing on a global scale. 4. The world is increasingly mobile In 2016, mobile internet usage overtook internet usage on desktops, now standing at 51.3 percent against 48.7 percent. This is a pretty massive swing in how people are consuming your information. Especially when you consider the multitude of offices and business around the world. StatCounter CEO, Aodhan Cullen, told the Guardian, “This should be a wakeup call especially for small businesses, sole traders and professionals to make sure that their websites are mobile friendly. Many older websites are not.” Ensuring that your website is optimized for mobile is essential. Not only because the majority of your traffic is likely to start with a mobile. But also because some search engines, including Google, favor mobile-friendly websites in their mobile search results. Creating a localized content marketing strategy isn’t just about your web presence on a laptop. With the growing tendency to browse from our handhelds, and apps that make it easier to pay on-the-go; you need to ensure your site is flawless on all devices. You need to factor in mobile in your localized content marketing and ensure that when you localize into a new language, none of your design parameters are broken. When localizing your website, you should be aware of the need to leave extra space to allow for more letters or characters of foreign languages. This is even more pertinent in mobile websites, where you have less room to play around with. Your mobile version may look perfect in English, but localize it into German and watch the wording grow by as much as 40 percent! Broken CTAs or text that runs over images will make your localized content marketing campaign fall flat with your target audience. Related Post: iOS or Android? What's The Best for Mobile App Localization?
So, when you’re crafting your localized content marketing campaign, a key thing to remember is your choice of keywords. Don’t fall into the trap of thinking all languages are spoken the same way around the world. Selling to a Colombian audience is very different from selling to a Spanish one.
If you’re offering winter promotions in summer, or failing to use the right keywords and vocabulary in your localized content marketing, you’ll fall short of the mark. Localized content marketing is gaining traction As the number of global internet subscribers grows on a daily basis and the world gets increasingly mobile, localized content marketing is essential to win over more customers. And it’s not showing any signs of slowing down. Even with travel bans, the dissolution of the European Union and the throwing up walls, people still want to be connected! And global tastes are merging, increasing demand for your product. According to the Centre for Next Generation Localisaton, the language industry is the fourth fastest growing in the United States. And the global language industry was valued at $40 billion in 2016. So, guess what? The tendency isn’t slowing down and it isn’t going away. You need to get comfortable working with localized content marketing if you want to achieve global success.
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