You may have been performing digital marketing for your brand in London, effectively increasing visibility and driving traffic to your website. Both your customers and (more importantly) your boss are happy. So happy, in fact, that your boss wants to expand distribution regionally, and they’ve asked you to handle the online marketing side of things.
You are, of course, happy to oblige. Getting to work, you put together a strategy modelled on your recent past efforts. Still, after a few months of running the same types of ads on social media platforms and Google Ads Agency in the new regional marketplaces, you’re getting less than stellar results.
You’re targeting the same demographic with the same type of information, but you don’t seem to be connecting with likely buyers of your products. And it’s not like you’re trying to connect with tribes in the forests of Brazil. Your online marketing strategy is focusing on the UK and beyond. You’ve visited these countries before, and you feel they should be responding much more positively to your marketing efforts than they are. What’s going wrong? Maybe you’re just not as familiar with the target market as you thought you were?
CONCEPT OF LOCALISATION IN REGIONAL SEO MARKETING
There is a specialised sector of the professional translation industry that works with the entire concept of interacting and communicating with people in a foreign market. Localisation is the term for this concept. It arose from the requirement for multinational corporations expanding into new areas throughout the world to communicate effectively with their target audiences.
But localisation goes way beyond the translation of languages. It encompasses every facet that separates one country from another.
Language, religion, culture, lifestyle, and politics may all be different from one country to the next. For your content, ads, and offers to resonate with your particular target market, they have to address those people in a language that resonates with the way they think and live.
It’s just as important to say the right things culturally and without offending anyone as it is to speak the correct language when it comes to localisation. It’s all about making sure the words you use in your content and adverts get the job done.
Localization has grown into a multibillion-dollar industry. The brands it represents are well-known household names all around the world. These brands have learned the value of looking at a product from a different perspective and approaching their marketing exercises from that fresh perspective.
MAKE USE OF LOCAL EXPERIENCE AND EXPERTISE
The lessons acquired from the concept of localization are simply transferable to regional SEO marketing. The majority of localisation companies are huge corporations with several offices throughout the world where they provide their services.
Your SEO marketing strategy can take the same structure, for instance, by partnering with an London SEO Agency or a digital marketing agency in London.
In order to achieve efficient digital marketing, it is critical to collaborate with people in these areas who are in the same industry and speak the same language. They can instantly identify material, advertising, phrases, and synonyms that may make great sense to you but not to a local audience.
The nice aspect is that these localised firms employ people that think about SEO marketing in the same manner you do. They know as much as you do about conversion and bounce rates, keyword density, and Google rankings. They also understand what’s at stake in a long-term SEO campaign.
But they’re marketers as well. And they’re in their element. These valuable foreign agencies can also help point you toward a particular hot concept or local activity that would be an ideal tie-in to your brand’s products or services, and which you’d never know about without their guidance.
Multinational companies learned long ago that simply being on the ground in your new marketplace doesn’t mean that you know anything. You have to be part of the community as well. The employees in these regionally-based digital marketing companies are members of their communities and can offer insights foreigners won’t be able to grasp unless they’re specifically explained.
BE OPEN-MINDED ABOUT REGIONAL SEO MARKETING
As a digital marketer, the third recommendation on our list, “Be open-minded,” is certainly something you already do instinctively. However, it’s worth reiterating and remembering when you dive into the world of regional Internet marketing and SEO marketing.
Creative marketers often get really excited about a campaign or ad that they have high hopes for. But to another culture in a different marketplace, your brilliant idea might be misunderstood and go down like a lead balloon. Getting away from your usual way of thinking is vital to be able to market effectively across many countries and cultures.
Learn to value the input from your partnering agencies. You’ve chosen to work with them for a reason. Respect what they have to say, try and learn from it, and apply it to your other ideas in the future. You’ll begin to adopt the right perspective for your target market and find that your ideas will start to result in the conversions and sales that your brand has always hoped for.
Your capacity to alter your view according to the market will also make you more useful to your brand. Once you’ve mastered that skill for a few countries, your marketing efforts will pick up momentum as you’ll have to make fewer changes to your campaigns and learn to function as a close-knit team with your digital agency partners. If all goes according to plan, you’ll be a millionaire in no time.
By keeping these three tips in mind when you pursue your marketing, you just may learn something valuable about each country and your target customers in that market which will increase your success. Your efforts, along with those of your partner agencies, will start to achieve the results for your brand that you’ve always dreamed of.
Need help with your SEO? We’d love to hear from you, get in touch with Able Media’s Digital Marketing Agency and our SEO experts today!