Developing marketing objectives to drive your global growth plan requires specific planning for foreign language markets. From translation needs to cultural concerns, doing business overseas has a broader set of demands than your local market. As a marketer, taking these specific issues into account when developing your positioning strategy will help you find untapped opportunities, predict realistic time lines, and create effective campaigns. The following are a few specific areas to consider:
Identify Cultural and Linguistic Biases Early On
It’s natural that marketing directors and management with a fluency in one language and a deep familiarity with their own cultures operate from a biased position. Biases manifest in many ways, from assuming you understand the consumers’ needs to making work choices for copywriting. When approaching foreign markets, this can be a disadvantage. Being aware of these biases can help prevent them from negatively influencing your marketing and can allow your teams to see biases at play early on in your copy or planning. Have plans in place for consultations with local market and language experts at all key junctures, from strategic planning to design choices.
Take Advantage of Specific Market Opportunities When Making Tactical Plans
When developing marketing objectives for foreign language markets, identify the opportunities that can give you an advantage. For example, your company may avoid investing in pay-per-click marketing for English terms because the top keywords in your space are prohibitively expensive. However, competition in search engine optimization is often lower in other languages and can present an opportunity to develop your reach in a specific market. Taking the time to translate website content to less competitive languages could lead to a decrease in the cost-per-click and an increase in profits over time. Align your channel decisions with the opportunities that individual markets present.
Account for Localization in Your Time Frames
One of the most important factors behind developing marketing objectives is setting target time lines. However, it is important to remember that developing collateral, conducting market research, translating content consistently across platforms, and other marketing tasks may not move at the same pace as the American market. Build in specific blocks of time for steps such as translation, local market consultations, and localization reviews. Consider adding a buffer in case you are unable to predict whether certain languages take longer to translate or handle from a design or technical perspective.
Defining your marketing objectives for foreign language markets is an important step when launching campaigns and gaining market share. From identifying biases to planning realistic time lines, these small steps can make all the difference in your success. If you’re considering taking your product to a new market, learn more about how a translation management system can help put you on the road to success.
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