Local business marketing tips for global retail brands
In previous posts, we’ve taken a look at the power of localised marketing - targeting your advertising and your products to suit different customers in different areas of the world.
And while localised marketing has many great advantages, such as helping you to connect with varied groups of people and sell products suitable to consumers around the world, it does come with its own set of challenges.
Today, we’re looking at some tips and advice to help you make the most of localised marketing, whatever you sell, wherever you operate.
Respecting Local Cultures
For many brands, this can be as simple as advertisements that celebrate a local holiday, while others may need to think carefully about selling culturally and religiously appropriate clothing or food, for example.
One way to ensure your brand fits in with local customs is to hire locals for guidance. Stores run by locals will, by default, adhere to local cultural norms. The same also applies to hiring regional managers for online businesses who actually understand the people and practices in the region that they manage.
It can also help to find ways for your business to get involved with the local community. From sponsoring events to holding parties around local holidays or donating to local causes, there are many ways to take part in local customs.
Social media can be used to help your business to integrate with communities too. Running local competitions online can help customers to become involved with your brand, as can inviting people to share photos or their experiences of the local area.
Localised and Personalised Marketing
Doing business in countries around the world means communicating in a variety of languages. While many big brands stick to a few languages for their website, many both localise and personalise their other forms of marketing.
Following on from the previous section, marketing emails can be used to celebrate local events or to advertise sales around cultural holidays. Local social media accounts can do the same, providing location-specific deals or communicating with customers in a way that’s relevant for their area.
Both email and social media marketing can be personalised to customers too, from something as simple as using their name through to personalised offers depending on their shopping habits.
It’s important to decide to what extent you will translate all of your marketing too. Aside from your website, you’ll need to decide whether your marketing emails will be translated into each local language, for example, and what language print advertising will appear in.
Again, it can be a good idea to hire local staff to help with this - not only will they be able to write in a style suitable for a local audience, but will also be much better able to communicate naturally in their own language via social media and email.
Global SEO Marketing
SEO is a key part of any business’s marketing and is an important consideration when marketing globally.
Brands need to think carefully, and consult locals, on local language differences in order to use SEO effectively. Even people in the same country can sometimes use different words from each other to describe objects, and these differences in vocabulary need to be taken into account to run a good SEO campaign.
Search advertising, like Google AdWords, needs to be considered too. Not only might you need to translate your adverts, but you’ll need to think about what words to use as search terms in each region that your brand does business in.