Are you taking advantage of the powerful effects of localization marketing? If you’re not, then you’re leaving a lot of money on the table. As the world becomes more global, localized content, resources, and businesses have become more relevant.
In fact, over 80 percent of all mobile shoppers tend to conduct «near me» searches. These people are usually looking for products to buy and service providers that are closest to them.
So, if you’re not actively incorporating content and media localization in your marketing, you’re missing out on a large chunk of the market. But, before we start discussing strategies, let’s get a clear definition.
What is Localization Marketing?
In the simplest of terms, this is the process of creating dedicated website and content resources for your local markets. This includes country, region, language, and state-specific website pages. The idea is to have content on the website that’s relevant to visitors from those targeted regions.
For instance, many big businesses with a presence in various countries prioritize the English version of their website and only have a few dedicated pages for other countries. This is not a bad thing per se if the vast majority of potential customers are native English speakers.
But, visitors are coming from multiple different countries where English isn’t the primary language, dedicating one or two pages to those countries isn’t enough. You won’t enjoy as good a conversion rate as other websites that specifically focus on those localized areas.
For instance, Spanish visitors will most likely choose to hang out on a full-fledged Spanish website compared to yours with the 1-2 pages of Spanish content. This is even more likely if that other site offers customized local content.
At the end of the day, you need a healthy dose of content localization to enjoy significant patronage from the locals.
So what are the best localization marketing strategies to use?
Build Localized Websites
While completely separate translated websites aren’t necessarily needed, you should at least translate your current website’s pages and set up language options for them.
This way, visitors from certain geographic regions will land on a translated version of your website. Or, you can provide them with the option of choosing between the local version and the English version.
The benefits of a translation feature on your website or blog are huge. But, chief among them are a global reach, increased site engagement, higher rankings on search engines, and of course, more revenue.
Create Content Targeted at Local Audiences
Did you know that locally targeted content gets six times more engagement than regular content? Even more interesting is the fact that geotargeted ads tend to convert the highest for most marketers.
This means that if you want to get more bang for your advertising buck, your marketing channels and media must be tweaked for those locales.
The more targeted your content marketing campaigns are, the better your chances of getting great results.
Similarly, apps without content localization will most likely lose between 8 and 13 percent of their initial customer interest. That’s a lot of customers to lose. You need to prevent this by deploying effective localization marketing techniques.
Set Up Google Analytics
Do you have Google Analytics set up on your website? Do you have a way to track your visitors’ geographical location? If you don’t have any of these on your site, it’s time to get them set up.
With this tool, it’ll be easy for you to see the specific countries where your visitors come from. This way, you can actually create specific website resources based on the available data.
For instance, if your data shows that you have more visitors from Spanish countries, you can create dedicated Spanish pages that also take into account different regional or country-specific dialects. Or, you can translate the website to Spanish, and offer a translation option for visitors from those geographical locations.
Most people don’t think of setting up Google Analytics as a marketing move. But it is. Insights are just as important as conversions these days. It’s the difference between an ad campaign with a 100 percent ROI and one with a 20 percent ROI.
The insights gleaned from Google Analytics can help you create a better ad campaign especially in terms of localization.
Create Localized Ad Campaigns
86 percent of localized ads performed better than universal English ads in conversions and clickthroughs (insert surprised emoji here).
If your service and products cater to an international audience, you cannot afford to overlook this. Start creating ad campaigns targeted at the various local and geographical areas that are important to you.
Localized ads will always outperform generalized ad campaigns. This is largely because they’re more specific to a certain locale and highly relevant for their target audience.
Get Listed in Local Directories and Review Sites
If your business is located in the US, chances are you’re listed on local directories such as Yelp, Google My Business, BBB, Bing Local, Yahoo Local, and Yellowpages.
Here’s a comprehensive list of local directories that your business should be on if you want more exposure.
While these are general directories, there are other industry-specific directories. For example, Houzz, Home Advisor and Angie’s List for home improvement contractors.
These directories get a lot of traffic from warm leads actually looking to hire companies listed on these sites. Your localization marketing strategies should include getting listed in all relevant local directories which means that your advertising will need to be localized as well.
Google and other search engines often consider your local relevance before ranking you for local keyword terms.
Normally, they do this by scouring local directories -among other things- for your name, address, and phone number. If your business shows up multiple times on relevant directories, it will communicate that you’re relevant for that locale.
Need More Strategies?
As simple as these sound, they work. Always strive to optimize your site for international audiences. It’s effective for higher conversion rates and visitor engagement.
More specifically, if you’re running a WordPress site, there are plenty of ways to simplify the process. This site translation best practices article for WordPress should get you started. Need some additional help? Contact us to start building your localization strategy today.
Nick joined the team in 2017 to spearhead Argo’s expanding marketing initiatives. He graduated from North Central College in Naperville, IL with a BA in political science and a minor in global studies. Previously, he worked as a digital strategist for innovative marketing agencies in Chicago and as a political consultant for domestic and international clients in Washington, DC.