5 Tips to Succeed at Multilingual Campaigns
Online advertising gives businesses the possibility to advertise almost anywhere in the world with just a few clicks. Most businesses promote to regional or national markets but there is a growing amount of companies that are expanding their operations to multiple markets which all speak different languages and have unique needs.
I have have helped more than 3000 businesses with international advertising campaigns and would like to share the five more important things businesses can do right now to set up successful multilingual campaigns:
1) Advertise using the local language
Not everybody speaks English and not everybody would buy from a website that doesn’t speak their language. Localizing the ads and website content is going to open up to a much bigger market share and the conversion rate itself will be higher.
Ideally, you would also set up customer support in the local language to create a perfect user experience.
2) Don’t translate, but localize the content
Translating literally means “the process of translating words or text from one language into another”. However, localizing refers to “the process of adapting internationalized software for a specific region or language by adding locale-specific components and translating text”.
Localizing the content of the ads, websites and any other type of content is the way to go for all businesses. Let’s have a look at a list of advantages of localization:
- The content is going to feel natural and will be much more likely to be liked by the target audience
- The user won’t realize that you have translated the content from a source language. As a matter of fact, localizing the content most times require to rewrite it from scratch for the new language
- Potential clients are going to be more likely to convert because they will subconsciously trust your website more
There are no disadvantages that come from localizing content except from the fact that this service usually costs more than standard translations but it usually pays off fast!
3) Start small and scale up
Businesses need to understand what works and what doesn’t in a new market before scaling up their advertising efforts in it. The best approach is assign each new country a testing budget and then start assigning custom budgets to the campaigns that are converting at a good CPA.
Some tips to test new markets include but are not limited to:
- Start with a small, shared budget for all campaigns within a new geographic market
- Bid aggressive enough to get some visibility and maximize the clicks within your budget
- Test a more aggressive bidding strategy on a portion of the traffic and evaluate what the difference in the conversion rate will be. This is going to determine the future business’ bidding strategy
4) Use the proper payment methods
Not all countries have the same online payment methods and businesses need to localize their service by adding local payment methods on their websites. For instance, in some countries people prefer to pay when a package is delivered and offering this payment method to customers makes a huge difference in the conversion rate.
The best way to figure out what payment methods are common in another county is to look into local competitors and see what they are offering.
5) Study the culture
The main issue with international campaigns is the need to understand how different cultures work. For instance, there are many countries speaking Spanish in the world but people in these countries don’t behave similarly online.
Localizing the content of a website partially helps with it but hiring a local consultant is going to be fundamental to speed up the learning curve of the business and develop strategies that are likely to work well within a given culture.
There are a lot of factors involved with the creation of international campaigns but there seems to be a huge focus on creating a business that adapts to the different needs of international consumers.
Rocco Baldassarre is a digital marketing consultant and entrepreneur. He is best known as founder of the award winning digital marketing agency Zebra Advertisement and the youngest Google Partners All-Stars Winner at the age of 24. He also founded 1DollarAd and International PPC, among other businesses. For his work with Bing Ads, Microsoft awarded him the Most Valuable Professional Award. He has been featured by The Huffington Post, The New York Times, and Upwork’s Annual Impact Report. among other publications.
Contributing Professional Translators
Article Translation Contribution
A very spacial thank you to the following translators who contributed to the respective translations and localization of this article in Mandarin, Spanish, Portuguese, Japanese, Russian, French, and German!