So, you have finally launched that killer social media marketing campaign! Surprisingly though, getting your social media content working in your home country is just the beginning of your content creation and marketing journey. This is more so, if your primary target audience includes foreigners.
Content marketing in foreign languages goes beyond creation of accessible content. A full proof content marketing strategy must be in place. It is also about ensuring that the content is relevant to your entire multicultural and multi lingual audience.
In order to mount a successful social media content marketing campaign many elements come to play. However, the following five basics are quintessential in getting your project off the ground:
Market research, market research, market research!
This cannot be emphasized enough. Prior to embarking on your marketing campaign in foreign territory, it is important to get a good grasp of what works in that market and develop a solid content marketing strategy. This includes looking at the day to day experiences of your target audience, their issues or problems, preferences and how to reach that market. This process, also known as creating a ‘buyer persona,’ serves to align you with your target market.
Some of the useful tools you can use for market research include customer surveys, web exit surveys and personal/ phone interviews. Google Analytics can also be useful in this regard. This kind of research can even enable you to create products that your clients need even before they need them! How amazing is that?
More information about creating a buyer persona as a part of content marketing strategy is available at SEMRush Also, although the Internet is rife with information on how to go multilingual, you could always solicit expert advice to guide you even as you navigate around creating your buyer persona. After all, too much advice never harmed anybody!
Search Engine Optimization or SEO, is critical to your brand visibility. What do I mean by this? Well, before you can ‘sell’ your brand, it must first be visible to your target market. Since we are dealing with social media marketing, if search engines cannot locate your brand online, then all your work on content creation might come to naught. Whether it’s social media or other marketing platforms, brand visibility is everything.
But why all the fuss with SEO? In the words of social media marketing guru Mari Smith, ‘Content is King but engagement is Queen, and the lady rules the house!’ While your content maybe king, SEO is the queen who ultimately determines the rise (or fall) of your brand on social media. SEO is the tool that directs organic traffic to your content.
It enables you to tailor your content according to internet traffic thus ensuring your content is among the first search results. Ignore it at your own peril.
Among the free SEO tools at your disposal, we have Google Search Console, Ubersuggest, and Answerthepublic.
Keep it simple
Your message should be simple yet concise as this is the crux of an effective content marketing strategy. With the benefit of your market research, have your original content translated and tailored to suit the circumstances of the foreign market in a simple and straightforward manner.
Why is this important? Well, according to marketing strategist Pam Moore, consumers need 5-7 brand interactions before they can remember a brand! So, it pays to keep it simple (see. pammarketingnut)
Simple intelligible content helps your target audience to quickly grasp what you are about; which in turn rapidly endears your brand to them.
While at it, always ensure that in all the languages it comes in, your content always reflects your brand’s values, image and standards throughout all your social media.
One of the basic canons of good marketing is making your customer happy. A customer’s wishes can only be ascertained through effective communication channels. Did you know that Negative reviews is the number one thing that damages a brand? (Talentnow) even more interesting, according to a study by smallbizgenius more than 90% of customers who are dissatisfied with your product will never complain! It therefore pays dividends to be ultra-responsive to any queries your clients may have. Being responsive helps grow clientele and this is an important feature of a great content marketing strategy.
Tailor your content for the audience in question. This is another essential feature of a successful content marketing strategy. A good way to achieve this is by localization of your content. A perfect here, is the Coca Cola campaign leading up to the 2013/2014 FIFA World Cup, whereby the company customized its main ad to cater to each country, by incorporating local celebrities in its localized ads depending on the locale.
Also, you may consider integration of user-generated content in your campaign. After all, 50% of consumers said that seeing user- generated content would increase their chances of buying products via a brand’s social media (Curalate).
Another option is including videos and thumbnails in your content which can double your search traffic. (Brainshark). Also note that using videos on landing pages increases conversions by 86%. (Wordstream)
The importance of social media marketing can never be over-stated. Every organization needs to have a solid content marketing strategy in place. So, make it count!