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Once I lived in Argentina, I never failed to notice any of the movies I wanted to see in theaters. All the shows I wanted to see were made in collaboration with a packed audience in Buenos Aires in English with Spanish subtitles.
Right here in the United States, my Spanish-speaking husband and I recently went to the movies to see a new movie.
We were now able to make the transportation since this theater had scheduled screenings of the film with the original English audio, along with Spanish subtitles.
As an inclusive advertising and marketing strategist and marketing consultant and founder of Thompson Media Workforce, I constantly remind my buyers that some other people may have different aspects of their identity. On the other hand, their goals, desires, fears, and frustrations do not seem to be different from those of the parents they have learned to serve.
Other people with disabilities like pizza. Other people with larger bodies like to wear nice clothes. And those who speak other languages need tools and instruments to expand their businesses.
The entertainment industry has long banked on the fact that people who speak other languages still want to watch the latest Surprise movie, season of Bridgerton, or House of the Dragon episode that involves people from everywhere at the same time.
As such, they take into account the needs of the global target audience, taking into account the price range and time frame of realization, so that they can display the content topic in their local language.
More and more smart manufacturers are embracing the concept that engaging their ideal customers, who speak other languages, is an effective way to attract and convert more customers.
If you want simple advice on how to build a global marketing strategy, check out this International Advertising and Marketing Playbook from HubSpot.
Learn to interact with consumers who don’t speak your brand’s primary language
A common misconception about interacting with consumers who speak different languages is that all you have to do is translate the topic of the content you are offering.
However, the journeys consumers take to choose which brand to buy from are increasingly more complicated than those of an atypical average consumer. There are other elements to consider.
Federico Gagliardone is the co-founder of Mecenas, a media company that works to connect producers with Spanish audio devices within the United States. He told me that a common misconception among producers about using Spanish audio devices is that all they have to do is translate the content topic.
Listen to the full conversation with Federico about simple tips on how to succeed with Spanish audio gadgets in the US, in conjunction with the positioning of Spanglish in this episode of the Inclusion & Promoting and Marketing podcast.
Below are key elements to include in an effective multilingual content management methodology, including translation and localization, that will attract and convert more customers to your brand.
1. Buyer Intimacy
In promotion, advertising and marketing, one-size-fits-all approaches are not, in truth, environmentally friendly. I always remind my buyers that business is about ownership. Consumers will truly feel like they belong to you whenever you demonstrate that you see them, understand them and have created products, content and stories with them in mind.
Taking content designed for one market and then pitching it to another market rarely produces the exceptional results you want.
Selim Dahmani is a Senior Enlargement Manager at HubSpot specializing in the French-speaking market. He told me, “In my experience, native blog posts created with regional search engine optimization mean sending 4x more website visitors on affordable prices than localized blog posts.”
This short video clip provides a concrete example of why a simple localization method did not produce outstanding results:
Do this: Start with the customer you want to serve. Let information about them influence your methodology. Spend time learning about their goals, desires, fears, and frustrations. Don’t uncover more strange questions they have than you’ll be familiar with when entering other markets.
Avoid focusing your efforts on understanding what you want to do to “make it a work of art” with what you already have for speakers of other languages, whether within the same market or in different markets.
So create inclusive and unique content that speaks in some way to the target market you want to reach and in a format that suits their preferences.
I will focus my entire discussion with Selim on this episode of the Inclusion & Promoting and advertising and marketing podcast, which also contains many other interesting and concrete insights on how to develop and execute a multilingual content methodology.
2. Buyer Journeys
Don’t assume that the journey shoppers embark on with your multilingual content approach will be the same just because it’s in your brand’s primary language.
What you discover about consumers across the entire buyer intimacy segment would most likely lead you to create a different journey.
For example, while others in one market are willing to sign up for a lead magnet that will help them take the next step with you, consumers in another market may have a formidable choice to sign up for a decision with you.
Create your funnel based on the needs and preferences of the parents you want to target, rather than simply replicating what has worked for others in different markets in the past.
Another consideration is that you may find that you want different properties, and perhaps in a different order, in your overall sales funnel.
Do this: Focus your energy on creating a minimum viable funnel with the content topic you want to attract and convert consumers first. During the customer intimacy phase, you will almost certainly resolve keywords similar to those your ideal consumer is searching for in their most popular language.
A smart option to start with that initial funnel is to create a content topic that aligns with those keywords, with the verdict of movement to take the next step forward. This can increasingly imply from time to time that you will be able to be in touch with the good or bad ones that are more aligned in conjunction with the preferences of your consumers in that market.
With a basic funnel in place, you’ll begin to branch out to create additional content, topics, and resources that align with converting your desired target audience.
3. Frictionless buyer search
When it comes to increasing your multilingual content development methodology, it is crucial to consider the customer experience you intend to offer to the parents you want to target.
Attrition hurts conversions. And too often, manufacturers send friction-filled stories to those whose identities may be different from the ones they traditionally serve.
For example, when one of my buyers was trying to reach a Spanish audio device in the United States, I recommended that he create separate social media accounts for an English audio device and a Spanish audio device to give everyone a better experience.
This way, consumers wouldn’t click on a Spanish ad and end up on an English-language social media account. Few languages on an account are difficult and create unnecessary friction for shoppers.
Samsung maintains separate social media accounts for the countries it operates in. There is a main Samsung web page, along with pages for various local markets in partnership with Samsung Espana, Ecuador, and Egypt.
Any other consideration step in your multilingual content topic methodology is becoming a useful entry point to the difficulties of searching for your content topic.
For example, in this video, a Spanish-speaking consumer typed a branding setup into Google and clicked on the branding web page (an Internet landing page) from there. He landed on the English-language version of the branding web page, and there were no links to translate the content topic. Friction.
When he immediately went to the homepage of the equivalent brand, the web page routinely changed the subject of the Spanish-style content of the web page, which provided much less friction. However, this means that it does not include its difficult scenarios each.
For example, let’s say a Spanish-speaking consumer is using a shared laptop that isn’t set to Spanish. Automatic language switching wouldn’t happen, so it’s critical to provide alternatives within the navigation so shoppers can easily select their preferred language.
Do this: Conduct consumer testing for the customer stories you are designing with others in the markets that speak the language you want to operate in. This will highlight any friction in the buyer experience you are designing.
You will use that feedback to ensure that you expand and prepare your content topic. This can be a very powerful step in ensuring that your content topic meets the needs of the parents you want to serve, in a way that offers them the least friction possible.
It’s time to activate a multilingual content method for your emblem
You will attract and convert more of your perfect clients. You just need to start engaging them with a thoughtful content methodology in their most popular language.
Don’t make the common mistake of trying to convert customers who speak other languages with the least amount of effort possible. Instead, focus your resources on increasing a deeper level of intimacy with the group you want to reach.
Then, leverage this belief to expand your thoughtful purchase journey and seamless shopping experience to capture their attention and earn their loyalty.
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