Brands are utilising multichannel marketing strategies when engaging with an international audience. Engaging with an international audience can be a bumpy road full of challenges. But if done right, the rewards can make it worthwhile.
If you are planning to expand your business into international markets, you are about to face new challenges. Engaging with new target markets, new cultures, with different tastes, expectations, preferences, and languages, can be overwhelming. But if done correctly you can use these factors to your advantage.
When it comes to engaging with an international audience, it is necessary to see it as a marketing opportunity.
At Distinctive Media Solutions we specialise in International SEO and multilingual content creation and localisation. Therefore, we are able to help develop strategies and content for your business to engage with an international audience.
Where to start?
There are many challenges when engaging an international audience. In this article we will focus on the main one; language. We will discuss the importance of adapting content for the target market.
You might begin by drafting a marketing strategy to expand into a new market and engage with an international audience without thinking about how you will overcome language barriers. However, this can be self-defeating to your business and brand.
Creating content for an international audience
By creating specific, well thought out content that has been localised for the target market you are one step closer to successfully engaging with an audience who speak a different language.
The localisation process involves much more than just the translation of content, it is a strategic process with several steps that must be taken seriously. It involves adapting the content to meet the expectations of the target audience. Language, tone of voice, cultural references, etc… are some of the aspects that are part of the localisation process. Localisation helps to ensure that the content on your website does not offend or confuse the audience in your target market.
Going further, localise every touchpoint on the client’s journey to improve user experience, whether it is on websites, landing pages, social media or advertisements.
Research the target market
The first thing you should do is get to know who your audience is. This knowledge will allow you to produce more accurate content and understand what your audiences’ expectations are.
Analyse your competitors, so you understand the local business scene. This process will help you identify both potential opportunities and also cultural differences. Not being aware of cultural differences may damage the image and reputation of your business.
Remember the importance of knowing your competitors, the local laws, and regulations when it comes to advertising and selling. By doing so you will be more successful with your expansion strategy and engaging with an international audience.
Finally, localisation is not about trying to mislead users into thinking that the product is local, or the website belongs to a local company. Localisation is about creating a user experience that demonstrates that the company is aware of the cultural differences of the target market.
By localising your content and sales literature for your international target market you will attract more attention to your brand and engage with more people.