How to Optimize Content for Global Social Media Marketing Campaign

by Erica Sunarjo, Guest Contributor

If you are aware of your business’s potential and you want the whole world to know about it, you need to expand to the global market. Digital marketing strategy for the global market can seem intimidating to beginners, but it is essential for success. One of the key aspects you’ll efforts should go to is optimizing content for social media.

Optimization is a necessity if you want to be discovered by the global audience.
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The same applies to social media. Social media is the best channel for spreading brand awareness. So, how do you combine the two?
Do you want to know the best ways for optimizing content social media content? If the answer is yes, let’s jump straight to it!

Define Your Target Markets
Before you start optimizing your social media content, you need to know who your audience will be. 
The target audience affects many areas of your marketing strategy:

• Which social media networks you’ll use
• Audience’s preferences you’ll focus on
• The type of content you need to publish
• Keywords you need to optimize

Not every country has the same preference for social media networks. In China, Facebook, Twitter, and Instagram are blocked in most areas so QZone is the top social network, with 632 million active users.

While Facebook remains to be the number one social media network, other social media platforms battle for the second place. Instagram is the runner up in 37 countries, while Twitter is second in the US and most of Western Europe. The second choice for Indians is LinkedIn.

You should focus on the social media platforms which perform best in the area you plan to target. 

Use Social Networks' Localization Features
Some social media networks have amazing features which can save you a lot of time and energy in your marketing campaign. One of such features is localization.

There is no need to create a different profile for each country when you can use this tool.

Networks with the most comprehensive localization features are Facebook and LinkedIn. It allows you to segment your audience and decide which status update will appear for which specific group.

The best part is that you can actually segment the audience by location or language. For example, a post written in French can be visible only to users who live in France or who use the French language for that social media platform.

If you want to know more about using the localization features in Facebook, LinkedIn, and Twitter, check out this guide by HubSpot. 

Team Up with Local Bloggers and Influencers
Crossing the border and conquering new markets demands some backup. Do some research about bloggers or influencers in your niche and reach out to them.

The goal is to get them to link your social media accounts in their posts. In this way, search engines will validate your accounts.

First, find out which entrepreneurs can benefit your business. Then send them an email or message. Present your business, explain them your goals and benefits of your services, and ask them if they are willing to mention your social media profile.

In return, you can offer them a discount, a gift, or you can promote their business in your local market.

Provide High-Quality Content
Optimization can’t be effective if you don’t create content that will satisfy your audience. Even if composing content in your native language is your specialty, the message can be lost if you aren’t proficient in the target language.

A simple word by word translation can ruin the context of your post and chase away your potential customers. Not to mention that will lower the content’s quality which will affect your ranking on search engines.

It is recommended that you work with language experts when you want to enter the global market. 

What you can do is hire a professional translator or a service such as The Word Point who can help you present your business in the right way. This will keep the quality of your content at a high level. 

Keep up with the Local Trends
Each country or even city has different trending topics that attract the attention of people. Get in good favors with search engines by incorporating those trends in your social media posts. Whether it is a funny GIF, a hashtag, or a piece of information, you can always make some use out of it. 

However, this inclines that you follow the trends in every market. You can’t expect that people in Japan and the USA have the same interests. Use Google Alerts to find out what is the hot topic in every area you are interested in.

After you have collected the information, decide which social media should be the best channel for that trend and get creative!

Over to You
Now that you know the ways of optimizing your social media content for the global market, there is no turning back. No excuses or explanations can turn you away from making this step.

Growing your business can be an intimidating process. But, with these useful digital marketing techniques, social media optimization will be one less thing to worry about!

Author bio:

Erica Sunarjo is an experienced digital marketer. She has cooperated with many influential companies in order to improve their marketing efforts. In addition, she is also working as a freelance writer. 

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