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As a b2b marketer, you want to get your company’s message out to your target audience as effectively as possible. Your message should encourage (or even inspire) your audience to act – whether it be to attend an event, join in a conversation, or better yet, buy your product.
But how well will your message resonate if it’s not presented in a language that your target audience will understand? The obvious answer is: not very well, if at all! That’s why the key to delivering a clear, actionable message is localisation.
It’s not always what you say, but how you say it
With so much competition in today’s marketing landscape, it’s vital that brands connect with consumers wherever they are, which means they have to consider different languages, cultures, and traditions.
By using localisation, you will be able to adjust your message to fit the needs (and understanding) of your audience. This could be as simple as making sure that your product name doesn’t include slang or poorly translate into another language.
And, despite the global economy we know today, localisation is still extremely important. For example, research has found that 75% of consumers prefer to buy products in their native language.
What are the benefits of localisation?
- Promotes understanding – by presenting your marketing message in a local fashion, you’re showing your target audience that you understand what they’re interested in and how they communicate.
- Builds brand recognition – localised marketing will be more understood than general marketing. Giving your brand a local feel will result in it being more recognisable, so it will stand out among the competition in your field.
- Establishes trust – by speaking to your target audience in their preferred language, you’re telling them that you understand their needs and are able to provide solutions that they can understand.
- Welcomes interaction – think of presenting your customised content as an invite to your audience – if they can read it and understand it, then they’ll act on it. If it’s confusing or hard to digest, it’ll be tossed aside like junk mail.
Of course, not everyone gets it right. Globalisations blunders are prominent worldwide, and while they may be humorous, they can also be offensive. And offending your target audience should never be your goal. Localisation gives you the power to customise your message so it’s not only understandable, but also appealing to your target audience.
As you plan your marketing campaign, be sure to not only research who you want to reach, but also what their preferred language may be. For example, Spanish is spoken in many countries, but residents in Mexico, Puerto Rico and Spain are all not the same and each group should be addressed individually. A b2b message that sounds perfectly sane in one language, maybe downright offensive in another. By researching your target audience’s preferred language, you’re saving yourself and your organisation the shame of committing a misstep.
How do I go about localising my b2b marketing?
Before jumping in headfirst, take a step back and consider what it is you want your target audience to do. Are you having a webinar that’s important for b2b technology C-level executives? Or do you want to increase your channel awareness in a specific region? Localising both of these may be crucial to your campaign’s success, but need to be handled differently depending on the country, region and language.
It’s also vital to do your research. In-depth market research can help you determine what is deemed appropriate in your target area. Be sure to not skip this step – it can be time consuming, but is worth its weight in gold. Without first researching cultural proprieties, how can you know that your message will be received as intended?
This sounds complicated…
Well, it can be. That’s why it’s best to partner with b2b marketing and PR agencies that offer professionals on the ground in your target countries and – most importantly – in the markets you want to reach. Those agencies will be able to provide vital local insights that can help inform the wider marketing strategy.
By utilising a local teams’ knowledge of the market, you’ll be better able to deliver your message concisely and drive your campaign to the audience you want to reach the most.
Don’t let localisation challenges keep you from delivering your b2b marketing message. The lorries and our global PR partner network Convoy are happy to assist! Drop us a line at firstname.lastname@example.org and we’ll help you get your marketing message out clearly and confidently.Sign up to our monthly newsletter