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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.

Interview with an Expert: Social media marketing to the Latino community

We recently had the opportunity to interview Natasha Pongonis, Co-founder of Nativa. In doing so, we further realized the strong connection between our services at Accessible Translation Solutions and the great work she and her team do daily to improve client strategies for marketing to the Latino community. Listen to Natasha explain the importance going beyond the simple translation of marketing materials and connecting with Spanish speakers to build trust and improve loyalty among this client base.

NATASHA PONGONIS is the Co-Founder of Social Media Spanish and Director at DK Web Consulting. Natasha is a social media and business communications expert with extensive international marketing experience. She develops key content for many brands and Governmental agencies engaging the diverse Hispanic audiences through her understanding of communication between cultures, traditions, and regional variations of Spanish.

A native of Argentina, she has worked with companies in Europe, North and South America developing a strong sense of understanding companies’ needs and assuring brands’ relevant online presence.

Question: What is it about the Latino market that caused you and your business partner to open your company, Social Media Spanish (SMS)?

Natasha's Answer

Question: Do you believe that marketing in Spanish will become more common in advertising, as companies begin to see the buying power of US Latinos?

Natasha's Answer

Question: What types of social media marketing campaigns are requested most by your clients?

Natasha's Answer

Question: What are three tips you have for companies who wish to reach Latino consumers but don’t know where to start?

Natasha's Answer

Question: How much can companies expect to grow their bottom line by putting content and marketing campaigns in Spanish and “transcreating” their products to be attractive to Spanish-speaking consumers?

Natasha's Answer

Contact Nativa for more information on the services provided by Natasha and her team of experts.