Localizing your social media campaigns Competing in an international market
Reaching your global market
It’s 2019, so it’s of no surprise to anyone that social media should be considered when thinking about marketing and reaching your target audience. If you want to make sure that your business grows, social media is a great place to start.
If you do a quick Google search on best practices for social media marketing, you’ll find a modest 299 million hits. It’s not an easy minefield to navigate. While there are many ways to successfully use social media to grow your local business, we are concerned with growing your global business. The below graph clearly illustrates how popular of a topic this is, but how the internet’s saturation of this very subject can confuse rather than clear anything up.
Want to take a closer look? Grab all tables in Google Sheets!
In order to reach an international market, it is imperative that you think about your social media campaigns and strategize how to reach a global audience in an effective and efficient way. Whether it is advertising on Instagram or responding to customer service queries (or trolls!) on Twitter, localizing your social media accounts is the key to opening up a worldwide market. Localizing your content online allows for personalized interactions between your brand and your customer.
We have three suggestions for how to make sure you are considering your international market while posting and responding to followers on these platforms.
Create multiple handles
Create multiple handles for your brand. Each country that you want to penetrate should have its own handle (e.g. @yourbrandUK, @yourbrandUSA, @yourbrandIE, @yourbrandNL). This will allow your team to manage the unique content and audiences in a more succinct way.
Each page will be linked to the localized page of the website or the specific local webpage. This will likely increase traffic to your website and in turn, enhance your search engine optimization (SEO) efforts. SEO is an extremely important part of marketing in 2019 – social networks favour pages that are localized and this will be reflected in your Google Analytics.
Groupon launched their localization efforts in 2013 – 5 years after their launch – with geo-targeting on their app and website. It basically works like this – when you travel, you’re shown offers in the region you are in. Shortly after that, Groupon ramped up by localizing their social media efforts, and today, they have 174 unique Twitter handles. For the most part, these handles are broken out by country, but it doesn’t get more localized than Groupon with handles like Brooklyn (@GrouponBrooklyn) and Groupon San Fernando Valley (@GrouponSFValley).
Be relatable & personable no matter where you are
Creating social media campaigns can be time consuming and taxing if the marketing team is stretched thin. However, in order to reach your audience on a personal level, your brand needs to prove that it cares about them. It is important to customize the content for unique audiences.
For example, let’s consider an American retail company that is advertising about winter clothing in October. If the company simply translates the post and schedules its publication in Brazil on the same day, the campaign will likely flop. You can’t even post the same English-language content in the UK and in Australia at the same time. The content needs to be regionally and culturally relevant in order for customers to interact with it.
The same concept holds true for all content. You need to resonate with your unique audience in order to gain traction with them. The content needs to be culturally sensitive and appropriately timed.
Uniqlo has 21 verified Instagram accounts. Not only are they all translated but every single grid is different. Some of the creative is repeated but not necessarily at the same time or in the same way. Each Instagram caters to a different season in the local area as well as to the specific aesthetic preferences of that community.
Target your local audiences where they are. Social media platforms are already advanced and continue to advance day-in and day-out. You can target posts so that the right people in the right places are seeing them. This does not only apply to sponsored posts – it can be done for free on Facebook and Instagram on any business profile.
North Face might just be the perfect example of geotargeting. Using the geotargeting feature in an advertisement they ran on Spotify, their new raincoat was only advertised in areas where and when it was raining. This is an example of geo-targeting advertising but it is just as simple to use the same technique when posting on social media.
When it comes to social media localization, size doesn’t matter
Social media localization isn’t just important for big brands– in fact, it is arguably even more important for smaller brands that want to launch into new markets. Geo-targeting is even important for small brands that do not want to go global. It can be used to ensure that your posts are being seen by the right people and not being sent into the abyss.
Social media localization allows for an affordable and powerful way to reach your global audience and gives you a footing in the local market even before the brands have launched there.
For localization, translation, and interpreting companies,it is every bit as important (if not more so) to localize your online presence. Not only does it show that you practice what you preach but it acts as a shining showcase of your company’s expertise.
Localizing your social media will lead to many benefits for your company. Not only will it lead to a stronger brand awareness by your international followers, but it will also improve their user experience. If done correctly, social media localization can increase the number of likes, comments, and shares your company receives. Increasing your traffic leads to, well, more lead generation –, and that will inevitably increase ROI in your target markets.
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