In the big world of marketing, going global is jumping into a maze of cultures, habits, and what people really want, rather than just one cookie-cutter marketing strategy. Really, whether it’s vintage Hermes scarves or a gaming app, you can’t just copy-paste the same ads everywhere and call it a day.
So here are 3 tips for localizing any global marketing campaign.
Local Influencer Partnerships
Really, getting in on collaborations with local influencers isn’t just a good idea because it’s a popular trend; it’s about building a real connection with your audience. Influencers do often have their finger on the pulse of their followers, meaning they can inject a genuine vibe into your brand.
So, you want to scope out influencers who fit with your brand and are a hit in your target region, then strike up collaborations that let them bring their unique insights to the table, really cranking up the authenticity of your campaign.
Say you’re a beauty brand stepping into the South Korean scene. Partnering up with a local beauty influencer, celebrated for their skincare wisdom is a very good idea as it means a strategy to align your campaign with local beauty expectations so that there’s a lot more trust and relatability.
Geo-Targeted Content
Geo-targeting is all about speaking the language of your audience, literally and figuratively. Again, it means ditching the one-size-fits-all approach and tailoring your content to the specific tastes and vibes of different regions.
How do you really factor in geo-targeting in your content? You want to heavily leverage data analytics if you’re going to decode what each region loves enough to customize things like switch-up banners, language, and product suggestions based on what each location really wants to see.
Say you’re an online fashion hub, eyeing the U.S. and India. Geo-targeting lets your website flaunt winter fashion trends to your American visitors and flaunt summer collections to the Indian crowd. It’s not just tweaking; it’s creating an experience that really resonates with each user.
Mobile Optimization for Regions
Mobile phones are still a huge tool for any content marketing and so you want to add mobile optimization to your content localization strategy; adapting to how people in different regions use their phones and making sure that everything works seamlessly for as many locals as possible.
So, get into the nitty-gritty of mobile usage trends in target regions. Then, you want to tweak things like your website and app to fit various screen sizes, load faster, and be light on data based on what people in each region really expect.
Say you have an e-learning app. In areas where high-speed internet is more myth than reality, your e-learning app will do a lot better if users can access offline content.
Yes, marketing landscapes are becoming smaller and smaller with the interconnectedness of things like social media. Still, localization is far from irrelevant.
