3 reasons why local online marketing isn't a misnomer
We’ve talked about localised marketing here on our blog in the past - tailoring your advertising, products, prices and branding to customers all around the world.
But in today’s online world, brands often struggle to see hw online marketing can be compatible with localisation. After all, local online marketing seems like a misnomer if content can be accessed by anyone, anywhere, right?
Today, we’re going to take a look at how online marketing can reach customers around the world while still remaining localised, and explore how you can target local customers online through segmentation and translation.
Localising Global Content
Content posted online can be found by practically anyone in any part of the world. Whether you blog, upload videos, or post on social media, all of your customers will have access to your content even if it isn’t aimed at them or in their language.
In many cases though, it is still possible to use content like this for localised marketing. Blog posts can be translated and hosted only on a specific region’s version of your website, for example, while videos can be dubbed and altered to be more relevant to certain customers.
Many global businesses keep their online marketing segmented by region, producing similar marketing content worldwide but distributing it to different audiences depending on location and language. Following this method, you can target online content to suit the needs and trends of customers in different regions.
Information is available online to help you determine how best to target your marketing. Within Europe, Eurostat provides information on the online shopping habits of countries throughout the EU, helping businesses to know which customers will be most receptive to their marketing. You can view the figures for 2017 on the Eurostat website.
Translated Marketing Distribution
Once you’ve decided to localise your marketing across different regions, even on a global scale, you’ll need to consider which language to communicate in.
To get around this issue, many businesses translate their websites into multiple languages. This report from Harvard Business Review cites studies showing that just over 72% of customers are more likely to buy from websites in their own language, and 56% consider price less important than having access to translated product information.
Couple that with the fact that a reported 42% of people will never buy from sites in other languages, and there’s clearly a strong case to be made for translating your website and all of your marketing content into the languages that your customers speak.
Businesses can translate their content to fit a number of different markets at once, allowing them to market locally, online, on a global scale.
Email Marketing Globally
Email marketing allows your business to market to only certain people and brings the added benefit of increased personalisation.
Email lists can be segmented to target customers by country, city, language, age, or any other relevant variable. Doing this both enables you to guide your customers towards the marketing content that you want them to see and boosts your conversion rates compared to sending blanket emails to your entire email list.
In the coming months and years, it’s important to consider the implications of GDPR - new EU regulations on data collection and consumer privacy. Any business engaging in email marketing will need to be aware of the rules which govern how data can be collected and used. You can find out more on at www.eugdpr.org
Aside from targeting marketing content, email can be used to introduce customers around the world to specific products and services that you offer too, providing local benefits to customers regardless of where they live.