Marketing automation tools help businesses save time, money, and reach people quickly and easily. These tools can be extremely effective, as long as the automation does not come at the expense of the relationships you’ve built with your current and potential customers. Your consumers don’t like to feel like they’re just a number. And your multilingual audience is no exception.
Here are 5 ways to make sure you are connecting authentically with your multilingual audience when using automated marketing tools.
Send personalized content tailored to each individual when possible. Use your automated tools to your advantage on an individual level! If you have customers’ birthdays on file, send them a personalized message (email, direct mail, or both!) wishing them a happy birthday. You can also do this for subscriber or loyalty member anniversaries if your business offers this. You can offer a special limited-time discount to entice customers to reconnect with you for any occasion, but even a simple message lets your customers know you are thinking of them. They will appreciate that you took the time to reach out, bonus discount or not.
Target your ads specifically based on where you are in the business-consumer relationship. Your relationship with your customers (both potential and existing) varies from person to person. While you don’t have to send out individualized ads for each person every time you begin a marketing campaign in order to continue building that relationship, you will at least want to make sure your message is tailored to how much of a relationship you’ve already built with them. Just as you speak differently to friends you’ve known for 20 years as opposed to someone you’ve just met at an event, the content you deliver to someone who has made multiple purchases will be quite different than how you market to those who are unfamiliar with your brand. It is essential to build real relationships with your automated campaigns.
Localize your marketing content with your multilingual consumers in mind; don’t just reuse your English ads. The personalized content you create won’t be effective if your consumers don’t understand or engage with it! Content should be translated into the appropriate language for your audience, and the design and layout of your materials must be relevant.
Ask engaging questions and connect with your audience when they reply. The beauty of automation tools is that you can schedule content like email campaigns, ads, and social media posts in advance. Create content that is engaging; ask questions that prompt people to respond. Since you were able to schedule these items in advance, this frees up time for your team to respond when a customer takes action. If someone leaves a comment on a social media post, tag them and reply -- in their language! This shows customers that your brand genuinely cares about responding and providing them with value.
Offer support in the languages your customers speak. Nothing can be more disheartening for a consumer than having questions about a product or service, and being unable to get the information they need. If you include a phone number or email address in your marketing materials, have sufficient support available in those mediums in the language(s) your customers speak. If a customer clicks a link in your online ad, the page where it directs them should also be translated and localized. Taking these steps helps ensure there are no interruptions between the marketing campaign and the purchase your customer intends to make.