When entering a new specific local market, it can be difficult to provide products and services that are familiar to them. To offer customers with the kind of product or service they’d expect from a neighborhood establishment, it’s important to develop location-specific methods.
Many brands have benefited from localized marketing, which allows them to target specific regions and markets with large-scale digital marketing efforts. If this sounds like the marketing approach you need, read on.
The Importance Of Localized Marketing
Localization is the process of adapting a product or piece of information to the needs of a specific market. You may also call that an adaptive approach. The goal of localized marketing is to make it look as though the brand, product, or service is specially designed for the local market, even though its origins may lie elsewhere. A sales email sent to a potential customer in Poland would be a good example for this. The email, of course, needs to be written in Polish and take into account local customs and standards for maximum conversions.
When this is done, this makes the product feel more natural and acceptable to customers. And the end result is? Customers are more likely to trust and eventually purchase from businesses that don’t appear to be wholly distant or out of place.
How To Get Started With Localized Marketing
Some strategies can be adapted for use in a local context in order to attract a specific demographic. You can use these tips as a foundation for your own effective local marketing campaign.
1. Invest In Local Market Research
In order to gain useful insights, local market research is essential for distributed businesses, which often have several locations spread over very different geographies. Finding out what customers think about is difficult without conducting market research. This step will guide your decision on which target markets to focus on and, in turn, which target languages to use for localization.
2. Assess Which Channel To Use To Connect With Your Audience
It’s common practice to begin localization and translation with your website. It’s the medium via which you reach out to potential buyers, spread positive information about your business, and ultimately make sales.
The next step is to consider your social media platform. You should research the most used platforms in your specific market and the ways in which local audiences engage with content there.
Email marketing, in-depth content marketing, and local advertising are all techniques that might be included to your localization marketing approach later on.
Whatever channels you choose, your marketing strategy must be tailored to the specifics of each target demographic.
3. Localize Your Website And Landing Pages
The presence you’ve created for your business online represents its identity and character. Your content needs to be culturally relevant, relatable, and easily accessible in order to attract new audiences.
The process of localizing a website and landing pages is complicated, and as a result, there are many potential issues that you may encounter. The following are some pointers to keep in mind as you go along:
- Think carefully about how your website is laid out. For example, Arabic is written from right to left, in contrast to English, which is the opposite. You’ll have more success entering new markets if you tailor your website to localized reading styles.
- Find out what the average download and upload speeds are in the areas where you intend to grow your business. The content of your site should then be modified accordingly.
- Make localization more efficient by creating a style guide that ensures uniformity in presentation across elements like date, typography, currency, and punctuation.
- Make it simple to switch between languages.
- Make sure local landing pages are mobile-friendly so that people in your targeted local market can reach you easily.
- Leverage local SEO
Begin the localization process as early as possible and make an effort to internationalize as many aspects of your website as you can. Don’t forget to think about everything that makes up your site, from text to graphics to videos, and to consider collaborating with a translation service that can help you connect with your new audience with ease.
4. Partner With Local Influencers
The goal of local influencer marketing is to tailor your content to the tastes of a specific local audience in terms of style, language, and culture.
This demonstrates your understanding of your target demographic by catering to their preferences. It’s useful for helping businesses break into new markets, build relationships with consumers, and boost engagement among locals.
5. Think About More Than Just Content
Translating and adapting content is essential to localized marketing, but it isn’t the only aspect of the process. Some businesses even broaden their product lines to appeal to more customers.
It’s true that making significant adjustments to your products or services might feel like a significant time and resource investment for your business. However, in order to properly localize your brand, it may be necessary to make adjustments to your products and services to better suit the demands of consumers in other areas.
The most effective localized marketing plan starts with a firm commitment to localization from the start and uses the correct technique and technology to connect the target market and processes. Manage the specifics. You may see an increase in conversions, sales, and buzz once the localization is under control.