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Foreign Language Social Media Marketing: From Post to Purchase

Social Media is a key strategy for just about any business’ international marketing strategy. Having an engaging foreign language social media presence is not enough, however. Once you engage your users on social media platforms, it is essential that users have a positive experience from the moment they click on your post to the moment they check out and purchase your service or product. Here are a few ways you can ensure this experience is seamless for your foreign language market.

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1.    Choose social media channels carefully depending on your target market. Facebook and Twitter may be dominant players across many international communities, but you may also find that your target market hangs out on social media channels you are unfamiliar with. If you are marketing to consumers in China, for example, you will want to familiarize yourself with their top 3 social media channels: WeChat, Tencent QQ, and Sina Weibo.

2.    Localize your content. Language is the first step, and it’s vital to getting it right. Proper translation of your posts is critical to making sure your message is received in a positive way. Since “speaking” to your audience in the U.S. is different than speaking to those in another country, localization is the next step after translation. Not only do your words need to translate well, but the images, colors, slogans, etc. that you use must also resonate with potential customers. Knowledge of trends and culture will take you far with this step. But don’t worry if you aren’t sure how to tackle localization. Professionals specializing in localization for various markets will be a key factor in the big picture, and you can hire someone to help you.

3.    Focus on where your content takes your audience. Once you’ve engaged your audience with social media posts, make sure the pages you link to are also translated and localized for this market. If the page your post directs users to is only in English, potential customers will get confused. Instead, provide links to pages specifically designed for them. They will be more inclined to continue reading about your product or service if it is in their own language and localized to fit their demographic and culture.

4.    Ensure your checkout experience is tailored to your market. If you have spent the time and money to localize your social media posts and product landing pages for your target demographic, the last step is the “buy” button or checkout experience. If your target market resides in Germany, for example, the total amount due should be shown in Euros and the shipping and billing address fields should populate with the proper fields for a German address and not request a U.S. zip code, for example. The consumer should not feel confused by this step. Instead, they should feel confident that their items will be delivered to them without any hitches.

Knowing how to guarantee a seamless experience, from the time your team uploads your posts to the moment the consumer makes a purchase, is key when beginning your international social media-marketing journey. When done correctly, international and foreign language social media marketing can deliver tremendous ROI and turn a sizable profit for your business.

When translating marketing materials makes sense for your company

If your company uses marketing materials to reach potential customers, you may have already considered translating these materials into other languages, and wondered what the benefits could be for your company if you do so. Deciding whether or not translating these materials would benefit your company is a big decision, and we understand it may not be something you take lightly. There are a few things to keep in mind when making this decision:

-        Who is your target market? If your business is located in an area with a larger population of Limited English Proficient (LEP) speakers, it may make sense to target this demographic as potential customers. Translating marketing materials into a customer’s native language can help the customer feel appreciated and also help him or her fully understand your business. A customer who does not understand your advertisements is less likely to feel engaged with your brand. According to the 2010 Census, 12.4% of Americans speak Spanish as their main language, 3.7% speak other Indo-European languages, and 3% speak Asian and Pacific languages. Take a look at the US Census for further detail as to language use in your specific area. This is a great tool to help determine the need for translated materials and what languages make the most sense for your company.

-        How does it fit into your budget? Although translating your marketing materials may seem like an unnecessary cost up front, especially if you have a large number of materials to translate, it could easily mean a full return on your investment (and then some) in a short amount of time. If your translations help to attract new clients, it will earn your company new business. If these customers feel appreciated and fully understand how your business works, they will be more likely to become repeat customers, which is wonderful news for your bottom line. Moreover, you may not need to translate all of your materials at once. Prioritize those that will be most effective for this target market. Other materials can always be translated at a later date.

A professional translator will understand how best to deliver your specific brand and message to the desired demographic and provide that translation for these new customers. If the potential client base is there, whether in the U.S. or overseas, we certainly recommend making the initial investment to translate your marketing materials. The long-term payoff for your company is well worth the initial cost to start the translation process. For a free quote, contact us today.