Any good Boy Scout can tell you their motto is “Be Prepared,” but this motto has applications far beyond whether you have enough kindling wood for your campfire. Before embarking on a global marketing campaign, brands should assess whether they have the right strategy and the necessary resources to be successful – in essence, they to need to be prepared. To help brands get on the right path for global readiness, we’ve put together a 3-point checklist of necessities highlighted below.
The Right Plan
In the classic 1980s television show, “The A-Team,” the group’s leader Hannibal was known for the catchphrase, “I love it when a plan comes together.” And that is a pretty good feeling when all of the pieces you put in place come together to form a successful international marketing campaign or program. But in order for that plan to reach fruition, you need to actually have a plan in place, which unfortunately doesn’t happen as often as you would think, according to research conducted by the Content Marketing Institute (CMI).
CMI found that only 37 percent of B2C marketers have a documented content marketing strategy, and that number is worse for B2B marketers, where only 32 percent indicated they had a documented content marketing plan in place. A Boy Scout would never go on a hike without a map or a compass, so why do so many marketers fail to document their content strategy? Taking the time to document your strategy will allow you to benchmark your successes and learn from your failures. Brands that don’t have documented strategies could be up the creek without a paddle.
The Right People
Now that you have the right plan in place it’s imperative to have the right people to execute on it. If you want to make sure that your brand voice is consistent and your messages are clear, it’s important to hire local marketers to implement your plan. Good human translators are essential, but a more robust team will be needed to meet ambitious market penetration goals. Priority markets will require intimate knowledge of your brand, your local audience and how the two best work together.
Local marketers and localization experts can bring an understanding of the cultural nuances, preferences, and buyer behavior of the region, and should ensure translations are both accurate and on brand. This will help your organization avoid the embarrassment many companies have faced when trying to expand internationally.
The Right Technology
This post previously mentioned that a Boy Scout would never go on a hike without a map or a compass. Nowadays, the technologically savvy Boy Scout would ditch the map and compass for a GPS-enabled smartphone, while documenting the whole thing on a GoPro attached to his head. The point is, you aren’t limited to what used to help you to be prepared, and the final piece of the global marketing puzzle is having the right technology.
If technology is key to scaling business at home, it’s essential when scaling internationally. In fact, technology is available that helps organizations to automate and streamline the translation and localization process – increasing efficiency by up to 90 percent – but it can’t help you if you don’t deploy it.
Ambitious brands that want to succeed globally should implement a translation management system that integrates seamlessly with its existing tech stack. This will allow smoother handoffs between content creators, translators, reviewers, and publishers, speeding up time-to-market while ensuring your content is of the utmost quality.
Many of these concepts might seem like no-brainers, but organizations that take the time to put the right plan, people, and technology in place will be put in a position to succeed.
Download our Global Ready Checklist to help determine if your brand is a translation and localization rockstar or if there is room for improvement in your global go-to-market strategy.