Let’s face it – we live in a multicultural world and organizations are taking their global marketing services and events to countries near and far with the hope of conducting business internationally. This leaves us with the challenge of handling logistics in foreign countries and having to interpret languages we don’t know. Let us dive into the world of exhibiting and sponsoring at conferences worldwide, and the challenges associated with international event marketing.
As an event marketer, it’s easy to fall short on the nitty gritty details involved with your exhibit space at an international conference. Even if you think you have it all down pat, I assure you there are some aspects of exhibiting internationally that can pose a challenge even to the most experienced event manager.
The changing worldwide landscape of the Web makes global SEO even more important for domestic companies expanding operations abroad. For some marketers, both global marketing and SEO management may seem like unknown quantities, so here are some tips to make the transition overseas go smoothly. Continue reading »
Email marketing can be a challenge to many businesses, especially on an international scale. Reaching global markets requires research and attention to detail. This includes translating and localizing, but it’s also important to remember global consistency as well.
How can you improve your global email operations to increase open rates, clicks and call-to-action conversions while keep your brand consistent across multiple languages?
If you’ve launched an email campaign before, you know the basics.
The subject line and first two sentences are the most important aspects of your email. Without compelling information, most people won’t read much further. Make sure your subject line is intriguing and catches readers’ attention. Your opening lines should contain your most interesting points.
Don’t make your copy too long. Emails with less text are more visually appealing and are more likely to be read. Get your point across in 75 to 100 words.
Now adjust for international markets. Subject lines and text must be translated and localized, but also tweaked and repurposed for new targets. Research what’s important to these markets. What catches their attention and how long can you keep it?
Email copy must also be relevant to each culture. Domestic copy statistics should be changed to in-market ones for a more relatable emphasis. Images may also have to be adjusted for cultural relevancy and appropriateness. These are all best practices for global campaign management.
The Mobile and Social Game
Mobile email is quickly catching up to desktop. According to a recent report by Knotice, mobile accounted for 41 percent of all email opened in the second half of 2012.
Depending on your target markets, it might make sense to adjust your email format for mobile devices. Do some research on their Internet usage habits and make appropriate adjustments for the size and Internet speed of mobile phones and tablets.
Improve your global marketing operations by including links to your company social pages at the end of email campaigns. If your social networks are already posted in your email, swap them out for country-specific accounts. For example, if you have a Facebook and Twitter account for France, include those links in the French campaign.
Most importantly, make sure readers are able to understand your landing page. Without appropriately translated landing pages, potential customers could be lost.
How do you get your email campaign translated and into international inboxes? Global marketing services such as a translation proxy or in-market translators give the most accurate and culturally relevant localizations. Most languages don’t translate word-for-word, which is why machine translators aren’t as accurate.
Centralization is a big part of global email efficiency. Creating translated campaigns in one location, rather than having each in-country team develop their own, maintains brand consistency and allows for the same marketing experience across the board.
Thinking about launching a multilingual email campaign? Check out our Email Translation solution to learn how you can launch global campaigns quickly and efficiently.
Marketing is becoming increasingly visual as YouTube, Pinterest and Vine continue to gain popularity. These platforms factor into an overstimulated society that isn’t satisfied by one stimulus and is developing the habit of second screening. Companies specializing in global marketing services are aware of this and are steering into the skid by developing engaging video content that is short, rich and direct. The natural extension of this type of video creation is Vine. Continue reading »
Nike’s origins as a startup in Beaverton, Oregon can still be found somewhere inside the global athletic apparel behemoth. Since its founding in 1964, the company has built itself into one of the shining examples of global marketing services. Nike’s ability to adapt to the times is the reason it remains a global powerhouse when countless apparel companies have fallen by the wayside. Continue reading »
When expanding a company or Web presence globally, many organizations make minor global search marketing mistakes that cost them major traffic. Dodge this bullet by partnering with both your existing SEO agency and partnering with a trusted translation and localization firm to ensure your strategy and content connects with multilingual audiences. Come to the table prepared and understand how other brands have failed to connect with in-market customers. Continue reading »
There are many moving parts that make up a digital marketing strategy and a common concern amongst marketers is whether these combine for an end result synergy. Email marketing, SEO improvements and content marketing are all integral parts of global campaign management, but because they are not linear it is sometimes difficult to pinpoint where improvements or regressions are coming from. Continue reading »
English only accounts for 26.8 percent of Internet traffic. With the increasing amount of Chinese, Arabic and Spanish speakers online, it’s becoming more important to utilize website translation to accommodate these markets.
Adapting content for new markets isn’t as simple as using a translator to spit out a word-for-word adaptation of your current website. Careful localization and strategic planning after in-market research make for multilingual success.
Create an Online Content Strategy
Content is what’s going to pull customers in and keep them there. It should be informative and valuable to consumers while representing a clear image of your brand.
Your website content strategy is your chance to show customers what you’re all about. Stand out by providing insightful information on relevant topics and services. Define your core values and brand in a way that can be understood by multiple cultures after going through website localization.
Facebook, for example, aims to connect people through mutual friends and personal experiences, no matter where they are in the world. This universal understanding has established global success.
Research International Markets
There’s no point in marketing to a region that has no use for your product. Facebook shouldn’t use resources to market to China, for example, as the social network is restricted there.
Before entering a new market, do your research. What are their buying habits when it comes to your industry? Do cultural differences play a role? Is their geographical location feasible? What language to do they speak? All of these are things to consider when evaluating opportunities in other markets.
Don’t Go it Alone
Website translation tools help businesses adapt for multilingual markets, but make sure you’re using the right one.
Google Translate offers free translations in over 60 languages and you can use it on your own, but it leaves room for lots of errors. These word-for-word translations can confuse multilingual readers as not every language translates the same. Localization is important to make sure translations are accurate and appropriate.
Using professional website translation software and seeking advice from native speakers can greatly improve the quality of multilingual content and make sure readers are getting the right information.
Adapt for New Markets
Once you’ve established your website for multilingual markets, optimize it.
Take advantage of national holidays such as the Chinese New Year or Boxing Day in the UK and Canada. In market translators are good resources, but native marketers can help immensely with country specific content and promotions.
Global SEO is another marketing strategy to think about when developing multilingual content. Translated and localized content will improve SEO results on international search engines.
Keywords may need to be localized or changed altogether. Domain names, i.e ja.wikipedia.org, should be adjusted for specific countries to improve search results as well.
Make your Best Effort
If you don’t have the budget to translate enough of your site for new markets to comprehend your message, it might be a good idea to hold off. Half-hearted translations may make international consumers feel overlooked.
To keep this audience engaged until you’re ready for a full site translation, best practices include market specific newsletters or social pages.
For more information about a fast, easy to use tool for website translation, download our free eBook, Translation Proxy: A New Option for Managing Multilingual Websites.
Hulu, one of the major players in online video streaming, is at a crossroads and may soon be up for sale because its current owners can’t agree on the website’s strategic direction. The conflict between co-owners News Corp and Disney, which each own a one-thirds stake, is a common one amongst video websites and how the company proceeds will be an intriguing case study for global marketing operations. Continue reading »