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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