Whether you are an independent entrepreneur or part of a small business or a startup, content marketing localization is something worth exploring. Depending on the type of products or services you offer to customers, localized content can in fact bring new revenue sources to your business.
According to data published by CMS Connected, 90% of surveyed users spoke in favor of enjoying online content in their native languages. The same study also pointed out that 42% of those users only engaged with a business and bought their goods and services after being presented with localized content.
There is a market out there for businesses that are ready to meet their customers halfway and offer translated, curated content marketing for their benefit. With that in mind, let’s take a look at several ways in which you can introduce content localization into your marketing efforts in order to attract and engage international customers.
1. Smart Selection of Languages
Don’t be overwhelmed with the fact that there are dozens and dozens of languages in active use around the globe. Typically, small businesses opt for the standard selection of languages such as Spanish, Italian, German and French to name a few.
However, this selection can be optimized depending on the industry you operate in. For example, e-commerce businesses would be wise to offer localized content marketing in Chinese and Hindu dialects. Choose your languages carefully and commit to a few before expanding your reach further.
2. Publish Localizations Concurrently
One of the best ways to set a strong precedent with your customers from the get-go is to publish localized content at the same time as the native one. This means that your translations should be ready at the same time you offer content in your native language.
Businesses that offer the same level of care and service to each language are far more likely to attract and retain customers over time. In order to manage the workflow better, you can refer to Pick Writers, a translation review website which can help you find a service to localize content faster and more easily.
3. Localize your Multimedia
You are likely to create content other than blog posts or status updates as a small business. It’s important to note that your international customers also deserve to enjoy the multimedia content you create concurrently with English-speaking audiences.
Make sure to localize your charts, graphs, videos and other materials through alt-text and transcripts. While no one expects you to create multiple versions of the same content marketing materials, you can extend the proverbial olive branch to your international customers through other localization efforts.
4. Consider International SEO
Each language featured on the web falls under specific SEO rules. Search Engine Optimization (SEO) is an important part of ensuring that your small business receives the attention it deserves. The right selection of keywords, phrases and formatting can increase your search engine ranking and attract new customers to your doorstep.
In order to achieve that however, you will have to refer to platforms designed specifically for SEO purposes. In that regard, Google Keyword Planner and SEM Rush represent some of the best choices small businesses could hope for. Optimize your localized (and native) content for SEO with smart formatting and editing for better attraction and engagement rates over time.
5. Share Content on Social Media
Social media platforms represent some of the most prolific and accessible customer engagement channels out there. Websites such as Facebook, Twitter and Instagram enjoy multibillion user bases which log in daily to chat with friends and find interesting content.
Your small business should make the most out of social media platforms by creating dedicated pages on each of them. You can then share content from your website or create original posts for individual social media platforms in order to attract sizeable customer numbers to your cause.
6. Localized Email Marketing
Lastly, you can use email marketing to introduce your small business to a plethora of potential customers across the globe. Depending on the size of your mailing list and whether or not you already engaged customers previously, you can implement different marketing strategies through the email marketing medium.
Email marketing platforms such as Mail Chimp are perfectly suited for localized content marketing management, email automation and performance tracking. Create marketing content in your native language, localize it into different variations and allow the receivers to choose which language to experience the content in. This level of User Experience (UX) is rarely seen in the corporate sphere and it will ensure that your business stands out from the crowd.
In Summation
It can be quite challenging to introduce content localization into your small business environment all of the sudden. However, it’s important to see this as an expansion of your marketing efforts rather than an unnecessary expense or a strain on your resources. Once the first engagements start coming in from across the globe, you will have a better understanding of how localized content marketing can be a game-changer for your business.
