Around 91% of B2B marketers are already doing this to reach new customers. However, when it comes to globalising your business, in addition to proper market research and strategy, the translation and localisation of marketing materials is a key element of this process that often falls by the wayside.
Don’t let translations and confusing messages ruin your expansion strategy! In this post, you’ll discover 7 best practices to successfully adapt your marketing materials to foreign markets.
Clearly define your audience
You’ve already dedicated valuable time and resources to creating content targeted at your local audience. So luckily the hard part is done as this content will serve as a foundation for expanding into new markets.
However, you need to rethink your audience for your new markets. The main questions you need to ask yourself are:
Who are the new customers I want to reach?
What are your problems and needs?
Does my current content meet those problems/needs or do I need to adapt it?
Start by creating buyer personas for your target teacher database market. A buyer persona is a semi-fictional representation of your ideal customer. Created using your database of real customers and informed insights.
To create Buyer Personas, you should focus on:
Demographics: age range, location, gender
Background: educational level, income range, marital status and parental status.
Motivations: desires, needs and concerns in relevant anchor text for your links general and towards your product / service.
Solutions: How your business will solve their problems or needs.
Your buyer personas may be the same globally. Your customers may be more or less uniform. However, you may find that in some markets they have a unique want or need that you need to address with your content. Having a clearly defined audience will help you create valuable, personalized, and engaging content.
2. Create a translation team
team for translating marketing materialsThe market you alb directory want to enter may seem like a great business opportunity, but have you stopped to think about how your current team will adapt to new campaigns. Content and clients? The importance of building the right team cannot be underestimated.