Marketing strategies are ever-evolving. The techniques that may have proven successful for your business five years -- or even six months! -- ago are not likely to work now. So it’s no great surprise that you may find yourself in a situation at some point when the plan you’ve put in place to market to your multilingual audience calls for some tweaking, too. Here are four common reasons your multilingual marketing plan might not be working and what to do about it.
Your content is not relevant to your target demographic. People often need to truly connect with content in order for it to be effective. That’s why it’s important to make sure your multilingual audience is receiving content meant just for them. If you are recycling the content you created for English-speaking consumers without taking the time to adapt it for a new audience, your message may not be reaching the intended consumers in the way you’d like. In fact, it could be off-putting instead!
Your search engine optimization (SEO) is not geared toward your target audience. You can craft amazing marketing content with your target demographic in mind, but if you don’t tailor your SEO strategy to this multilingual consumer group as well, it won’t reach them. Get to know your new audience. How are they searching for information online? What is important to them? Shape your SEO strategy to fit your target market, instead of trying to make your target market fit into your current SEO strategy for English speakers.
You’re making assumptions about your audience. Once you get to know your current consumer base and you feel good about your ability to market to them effectively, it is easy to assume that your multilingual audience will be similar. After all, if they like your brand, won’t they have similar habits? Maybe. But not necessarily. Make sure to invest in a bit of research to find out which social media platforms they use, whether they are receptive to email marketing campaigns, which marketing strategies are already working for competitors, etc. The information is out there; use it to your advantage when figuring out the best course of action to reach your multilingual consumers.
You’re not investing in marketing to this group. If you’ve found an effective marketing plan to reach your English-speaking consumers, you’ve likely invested time, energy, and money into making sure your content reaches them effectively. You must do the same for your non-English speaking consumers. It’s simply not enough to try to reach a target group with organic reach alone. Set a marketing budget intended for your non-English-speaking consumers, too.
If something isn’t working, it’s okay to reevaluate your plan. Sometimes it takes a few (or more!) tries to get it right, and the ever-evolving world of marketing means you’ll likely have to tackle this a few different times or a few different ways. Just keep taking the time to research more about your audience, create a solid marketing plan based on that research, localize it for your target demographic, and then invest in and promote it. Companies that do this well are the ones that reach their multilingual audience best!