A lot of time has been spent in this space getting you acquainted with what native brand experiences are, and why they are important for both your brand and your customers. But now it’s time to get down to brass tacks, and give you a handy 5-point blueprint to creating content for your multilingual audience, resonating in any language, all cultures, and every market. These five steps – properly put into practice – will make your efforts in global content creation more manageable, and provide your organization with better outcomes.
1. Hire local marketers
Who understands the cultural nuances, customs, and dialects of a particular region more than a native of that region? That’s why it’s imperative to staff your marketing team with local professionals in every place you do business. But, these individuals should not be localization managers – they should be market-focused strategists who can give a local perspective on content originally created in the brand’s default language, or even lead on market-specific campaigns, as each region requires.
2. Take small bites
As the old saying goes, ‘Rome wasn’t built in a day’. The same could be said about brands who hold a dominant position in the marketplace. Building native brand experiences takes time, investment, and a clear positioning strategy, so you should start small initially. This can be done by localizing key components of your messaging first and scaling up from there, or focus on creating a comprehensive native brand experience for a single market, then expand to other markets.
3. Sync your efforts
When launching a new product or new messaging, brands should plan on rolling out content and campaigns in all relevant locations at the same time, whenever possible. This will ensure that your international customers won’t feel slighted or underserved. While also enabling you to have a consistent brand message across the globe.
4. Join forces
Just as important as syncing your product and messaging efforts is making sure every part of your organization involved in the customer experience is in sync. Creating native brand experiences isn’t just the responsibility of the marketing team. The technology team should be consulted on the best available software solutions to support translation, distribution, and analytics, at scale. Finance should be brought in to make sure customers can submit payment in the expected currency and methods. And sales should be educated to anticipate market specific questions.
5. Automate for scale
As mentioned previously, native brand experiences can take time to develop, but that process can be made easier by implementing a translation management platform. Having the right technology in place can eliminate as much as 90% of the manual tasks associated with translation and localization, helping you develop consistent brand messages that will resonate with your customers.
Taking the time and effort to create and offer native brand experiences, shows your customers that you respect their language, and also their culture. This will in turn create customers who buy more from you, more often, as they become brand loyal – and a part of your brand.
Download our Whitepaper: Redefining How Brands Approach Global Content Creation and learn the importance of building native brand experiences with content that resonates with people in any language, all cultures, and every market – so that, at each touchpoint along their journey, customers feel like the brand speaks directly to them.