Localized content: how to win markets with timely responses
Suppose you’re at a tennis game. And yes, using the tennis analogy when talking about business is as old as capitalism itself, but… It does make sense – your reaction time defines your success. The faster you respond to the demands, the more popular you become – the more revenue you get. In days of old, though, when there were only local markets, the trick was much easier. Risks were lower, the customers were living next door… What about now, in this brand-new globalized world? If your company wants to win a distant market, how do you make your marketing strategy flexible enough?
Local time flows at lesser speed… Or does it?
The first thing a business may want to think of when crossing national borders is its marketing content. Namely, you’d want to have it localized, which means not just translated into somewhere-ian, but also adjusted to the cultural norms and realities of that very market. Typically, it is done by hiring a team of well-paid professionals. In some industries, such as pharma, the costs of mere translation can be staggering.
Medical companies trust their language service provider to be highly specialized in the field of medical translation, to continuously improve their processes through innovative translation technologies, and to deliver optimal translation quality in the end product. Therefore, it should not come as a surprise that medical translation is one of the most expensive types of translation. - Gal Yissar, Net-Translators, Ltd.
With the costs and effort that high-quality localization may require, it is unsurprising that localized content has a tendency towards rigidity. Global, standardized key messages circulate and are updated continuously; with local content, it all depends on how complex and expensive it is. You may print a bunch of posters in no time, but what about interactive presentations, apps and specific terminologies?
Actually doing the trick
The most interesting point here is that NOTHING mentioned above actually represents a problem for successful brands. According to statistics, local Facebook pages of popular brands grow twice as quick as global communities and boast of 50% higher engagement. Localization is a must these days – just because people are starting to expect it.
There are three things essential for making localized content live up to date:
- The feedback you get from your customers should flow uninterrupted; the faster your local content reflects the customer sentiment, the better.
- That spirit of “closeness to home” should be somehow combined with the luster of a big, big global campaign. People trust big, elaborate things.
- This combination should somehow be actualized cost-effectively; best if you can keep the expensive basis of your campaign and have someone readjust its elements without actually making anything from scratch.
Digital technology is a magic wand (if you know how to use it)
So, how do you implement the A, B, and C from the paragraph above? The former two are not difficult if you apply digital solutions like a CRM/CLM system – in fact, customer feedback is harder to analyze than collect these days, and many companies (more precisely, 70%) consider resorting to special software to classify the data. International luster is something that depends on the quality of your content - is it a lone ad on several websites, or something more engaging?
Finally, the most “technical” issue. Suppose you invested a decent sum into some really complex content, like an interactive presentation for your field representatives. The reasonable thing to do would be to make sure you can alter parts of it without breaking the whole thing into pieces to create it anew. Let your digital marketing content have two levels: the basis (least likely to change over time; you only acquire it once), and the “flexible” part – something that can be edited by anyone you entrust with the task.
So, what are the guidelines?
Nowadays that we all have digital technologies, it is no longer difficult to react quickly, even if the customers in question are thousands of miles away. Once you have a well-functioning channel for collecting feedback, all you have to do is make your digital content reusable. Opt for easily integrated platforms and systems, decide what parts of your content require most frequent readjustment – and your distant customers will appreciate the closeness of your brand to their needs. Click here for more detail on how you can make it possible: start winning whole territories.