When corporate marketers create a brand and then draft content to promote it they typically are looking at the overall big picture and leave it to their local marketers to determine how best to reach their buyers. The local marketing resource needs to look at the marketing content and decide what is applicable and what is not? Does it need translation and does it fit into the local culture? While that sounds like a lot, it doesn’t have to be hard for marketers to localize content to reach their buyer. Here are 37 tips and tricks from marketing experts to help you localize your content.
- Define Standards: In her article, Here We Grow: Four Tips to Scale Localized Marketing, Martha France writes as tip #1 to “Clearly define your corporate brand standards. An approved brand style guide makes communicating your branding standards and requirements a snap.” By providing clear and easy branding standards, marketers can be sure they are capturing the brand, and still provide a customized local experience for their customers.
- Facebook Works: “Share your best online reviews on Facebook,” suggests Migs Bassig In 8 Killer Local Marketing Tips You Probably Haven’t Tried. Bassig recommends sharing customer reviews on your Facebook page to drive local traffic to your business.
- Consolidate Your Targeting Data is the 6th tip in Wesley Young’s article, 10 Ways To Simplify Your Local Marketing Strategy In 2016. He writes, “putting all your data in one place not only simplifies analyzing and managing it, but it makes your data much more effective to use.”
- Search Engine Optimization (SEO) In his article 5 Effective Local Marketing Ideas for Small Businesses, Yatink Hulbe suggests that you “make sure you have local accounts on all of the major search engines (Bing, Yahoo!, and Google) and use of right local keywords for the target audience and area.”
- Don’t forget about the “local” in localization In 10 Tips to Localization, Amy Rigby reminds companies to hire locally. “Tap into local experts, whether in the form of staff, agencies, or in-country partners, from each of your target markets.”
Make it Easy
Localization doesn’t have to be difficult as long as you make it easy for your field marketing teams to review content and revise as needed. Distributed Marketing platforms like FocusPoint from Focused Impressions provide a solution allowing users the ability to customize corporate pages to align with specific company branding and local needs. Language barriers are no longer a problem when targeting diverse audiences with the FocusPoint translation tool. Your affiliates around the world can effortlessly view the site and products in their own language and customize campaigns through the platform at a local level. The software not only supports all major languages it supports cultural aspects as well such as: unit of measure, date formats and right to left reading.
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