What Does Effective Marketing Messaging in a New Market Entail?

What Does Effective Marketing Messaging in a New Market Entail?

Getting your marketing messaging across in a new market is the crucial first step in garnering buy-in from a new audience. If you want to successfully establish your brand, you need to make sure your message reaches and is understood by your audience – in a way that they want to receive it. So how exactly do you go about starting a conversation in a market you only understand on a rudimentary level? In short, you can’t. Before you begin constructing a marketing campaign that’s based on what works in your native market, or worse, one that’s built on assumption, read on. We’ll explain how to make sure your marketing messaging isn’t only heard, but is well received too.

Research, research, then research some more.

When a substantial marketing budget is hanging in the balance, building your marketing strategy on anything less than solid data is not only foolish; it’s a surefire way to sabotage the success of your brand. Whether you’re targeting an audience in a foreign region, or a new market segment in your native country, one thing’s for certain: the way they interact with marketing messaging is more often than not, vastly different to the way your primary market does. These differences are due to a vast array of factors, including entrenched cultural nuances and ideologies, the political and economic climate, and the available infrastructure. As such, your original marketing messaging will need to change accordingly.

If you want your marketing messaging to facilitate ROI, it needs to be customer-centric.

The definition of superior localization is a product (or message) that’s received as if it was built or designed within the intended market. After all, if you want your marketing to be persuasive, it has to come across as authentic (which means rudimental translation or mangled messaging isn’t an option). And if you want your marketing messaging to really hit home, you need to know your audience. Establishing their demographics, lifestyles, purchasing behavior, cultural norms and sensitivities is essential if you want to make sure your marketing messaging is strategically tailored towards your market and their unique requirements.

You need to identify the ways your intended market interacts with marketing and advertising.

Gauging your new market’s attitude towards marketing material gives you a good idea of the way you need to position your marketing messaging and the channels you need to employ. In order to do this, establish the answers to the following: is your market most receptive on social media, or are they more responsive to traditional channels like television or radio? How do they prefer to purchase products: in-store or online? What factors influence their loyalty to a brand? Is their purchasing behavior solely transactional, or is it motivated by another factor such as convenience or entrenched cultural preferences? While these questions are not exhaustive, they will assist you in building a solid foundation of your new marketing messaging.

If you haven’t localized your branding in its entirety, there’s little point in localizing your marketing messaging.

The one thing many marketers overlook when targeting a new market is the fact that all branding and content constitutes a part of your marketing messaging. This includes your logo, slogan, website, advertising campaigns, product packaging, instruction manuals etc. While localizing all of the above is a considerable undertaking, it’s an important one. Tailoring your marketing or advertising to the market at hand without localizing the rest of your brand’s assets sends the wrong kind of message to your audience: namely, that you couldn’t be bothered, and therefore, that your market’s interactions with your brand aren’t  really all that important. A solid, successful marketing strategy needs to be uniform throughout, with each channel or asset (like your social media accounts, website, email correspondence and the like) seamlessly fitting into your brand identity.

Partnering with an LSP who has extensive experience in tailoring marketing messaging to new markets is the only way to really get to the heart of your customers. They’re well-versed in the culture at hand and have expertise in aligning marketing messaging to the market’s unique context.

Make sure your marketing messaging gets straight to the point. Find out about our global translation services today.

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Marketing Messaging for a Global Audience on Social Media: A How-to Guide, Part II

Marketing Messaging for a Global Audience on Social Media: A How-to Guide, Part II

In Part I of this blog, we discussed how to go about setting up a social media strategy for an international audience. Today we’ll discuss the three most often-neglected considerations of tailoring your marketing messaging to all segments of your audience.

The appeal of social media is in part, due to the fact that it relays information instantly – yet this has been the downfall of many a brand.

Posting on the fly can be brand suicide, especially if you’re not familiar with your audience. Avoiding this requires three things: the expertise of a localization agency, a strategic social schedule, and the constant monitoring of all of your social media assets. Offensive content – inadvertent or not – spreads like wildfire on social media; having these safeguards in place can protect you from the fallout.

Don’t use social media for social media’s sake.

The point of using social media as a loudspeaker for your marketing messaging is to grow brand awareness, and encourage purchasing behavior. It allows you to monitor and glean information from social activity, amplify your reach and, if executed strategically, lead your followers to the next step in the buyer’s journey. To achieve  this, all of your accounts and social feeds need to act as a stepping stone to another online touchpoint – this could be a blog, or a language-specific page on your website. Essentially, this needs to be a place where a visitor can easily find the information they’re looking for, or learn more about your offering in a way that’s as easy as possible for them to understand. To optimize the reach of your social media campaigns, they need to be integrated into your overall global marketing messaging strategy.

Consider making use of a social media manager for each market’s feed.

Depending on the scope of your online marketing messaging strategy, you might want to designate the handling of your social accounts to one, or several, dedicated social media managers. If you’re going to be live tweeting from an event, for example, you’ll need to assign this task to someone who’s au fait with what’s happening ‘on the ground’ so to speak. Because your international social media strategy contains many diverse and dispersed audiences, this cannot be fully automated, and to make sure that you’re only posting content relevant to each particular segment of your audience, it has to be curated by someone with a familiarity of the culture and market at hand. In addition, social media platforms are constantly updating their features and capabilities, and keeping abreast of these can be a full time job in itself.

Work with a localization agency to familiarize yourself with cultural context, sensitivities and nuance.

You know the ins and outs of marketing. A localization service provider knows the ins and outs of your target market. Combine this expertise and you’ve got yourself a potent social media marketing messaging strategy. In an addition, an LSP will be able to advise you as to how your targeted audiences use social media, how they interact with brands online as well as potential red flags or pitfalls to be wary of. We’ve written time and time again about the crucial nature of taking not just your audience’s culture, but the context thereof into account. Make sure you have the capability to do so by seeking the guidance of a localization professional.

We offer localization, globalization and translation services and consulting to ensure that whatever the medium, your marketing messaging resonates. Find out more about how we approach global messaging here.

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Marketing Messaging for a Global Audience on Social Media: A How-to Guide, Part I

Marketing Messaging for a Global Audience on Social Media: A How-to Guide, Part I

If there’s a preferred platform for getting your marketing messaging across, social media is where it’s at. Millions of users around the world take to platforms like Facebook, Twitter, LinkedIn, Weibo and SnapChat to connect with friends and brands. For marketers, the allure of social media is two-fold: it offers instant access to a massive audience, and it requires far less capital than traditional media, like a TV advert for example. That said, if you think that tweeting from the same account in multiple languages is the best way to approach your international social media marketing messaging, think again. When it comes to using social media as an integral part of your international marketing strategy, things get slightly more complicated.

Optimizing your social media marketing messaging for a global audience is essential, and getting this right relies on being cognizant of several factors. Here’s what you need to know from the get-go:

Your social media marketing messaging has to be audience-specific.

When it comes to social media marketing messaging, the first commandment of localization: ‘one size does not fit all’ applies too. You wouldn’t dream of airing a German radio ad in a Spanish-speaking country, so why would you post the same content for an international audience? Merely changing one language to another will also not suffice. In the same vein, tweeting about a product launch in Japan won’t resonate with your customers in Jakarta.

Begin building your social media strategy by identifying and understanding the various segments of your target audience.

Your customer base consists of human beings who’re citizens of the world, but that’s where the similarities end. Always remember that your customers dictate (almost) everything about how you construct your marketing messaging, from the time of posting and use of images, to the tone of voice and channel of preference. To build an effective social media strategy, you need to unearth all of the unique characteristics of the various segments of your audience, and then incorporate these into an actionable strategy. Once you’ve pinpointed these, you’ll have a solid foundation from which to build the rest of your social media strategy off of.

Identify the preferred social media networks of each portion of your audience.

Social network behemoths Facebook and Twitter aside, there is a proliferation of country-specific social media platforms that are often ignored by US marketers – despite the fact that these channels boast millions of loyal users. If you want your marketing messaging to be heard, you need to insure that you’re in the same place your audience is. Their preferred platforms are largely determined by their location, and to a lesser degree their demographics. For example, because Facebook and Twitter are banned in China, social media users take to Weibo (a Twitter-esque equivalent) and Qzone. Viadeo, similar to LinkedIn, is a professional networking site that originally launched in France. Today, it has more than 65 million users from Asia, the Americas, Africa and Europe. The list of social networking sites goes on and on; a good way to identify which platform to use is by seeking the advice of a localization consultancy with extensive experience in your particular target market.

Get to know the localization capabilities of each platform.

Before you begin posting, familiarizing yourself with the targeting features of your chosen channels is a must. Facebook, for example, boasts localization features that enable you to localize one page for several audiences – eradicating the need to create multiple pages in multiple languages. Twitter, on the other hand, requires the creation (and therefore management of) of individual language-specific accounts, while LinkedIn offers users the ability to send targeted posts based on language preferences, among others. When building your social media marketing messaging strategy, you’ll need to take the unique requirements of your chosen platforms into account in order to know what to post, where and when.

Check back soon for Part II, where we’ll discuss the often neglected aspects of social media for various market segments.

Using social media for international marketing messaging requires myriad considerations and more than a translation service. Download The Psychology of Marketing Messaging to learn how to get your message heard by the people who matter.

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Marketing messaging guide

How to make the most of your marketing messaging toolbox

How to make the most of your marketing messaging toolbox

The days of using a television ad to punt your brand are over. Marketing today is all about conversing with your audience; less shouting, more listening, and hopefully, conversation. Drawing your target market towards you relies on having a well-equipped marketing message toolbox at your disposal. As consumers move online, they’re bombarded with content.

In order to make your marketing messaging stand out, you have to make sure that you’re using the right combination of marketing mediums.

The wrong combination results in a diluted, non-cohesive message; the right combination, however, can combine to form persuasive marketing magic. Remember that your marketing messaging has to work in unison in order to translate the emotional appeal of your product and ultimately get people to invest in your brand. We’ll look at the tools that make for a powerful marketing toolbox. Here’s what you need to equip yourself with if you want your marketing messaging to be effective:

Video

The love affair between your consumers and video content is a passionate one. So much so that video is reported to increase the time a visitor spends on your site by a mammoth 80% (as reported by Mist Media). Video is able to convey far more than an image or written content – and much more powerfully at that.

Images

Our time-starved daily lives mean that culture – on the whole – is far more visually-driven than ever before. A picture can convey a message in an instant, and is able to evoke an emotional response far quicker than a blurb can. Today’s consumers don’t have the time to wade through pages of text; in order to get your marketing messaging across as quickly as possible, you’ll need to embrace the use of images in all of your marketing touch points.

Copy

While images and video are increasingly important, the copy you use remains a crucial aspect of your marketing messaging as a whole. The words you use to woo your audience need to be instantly understandable, clear and most of all, facilitate an action that will encourage them to purchase your product or service. Verbose, convoluted copy is akin to a bad date: it makes the wrong impression, has consumers itching to leave as soon as they’ve arrived, and then lives on in their memory as an experience to be avoided at all costs.

Tone and Voice

Just as important as the words you use is the way your put them together. There are countless ways of saying the same thing, but not all of them are effective.  The way your construct your copy will determine whether or not it appeals to your audience on an emotional level. Aim to convey the personality of your brand, as well as the way your product or service can benefit someone who’s reading your copy.

Learn more about winning over the hearts (and wallets) of your target market by downloading our brand new, free eBook, ‘The Psychology of Marketing Messaging’.

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Marketing messaging guide