From a purely digital marketing standpoint, Google is the undisputed king. Search engine optimization (SEO) insights from Google suggest that websites with a high level of natural language search are 15 percent more likely to appear in Google searches than those with little or no SEO. With so much emphasis placed on digital marketing and customer insight, it’s no wonder that online shoppers favor sites that are easy to navigate and understand.
The rise in the use of digital devices has also only accelerated this trend. According to eMarketer, by 2023, mobile internet usage will account for nearly 90 percent of web traffic globally. This means that if you want to reach as many people as possible, it’s essential that your digital marketing efforts encompass multiple languages and target customers who speak different tongues.
What Multilingual Digital Marketing Means for Brands
Multilingual digital marketing is a broad term that refers to the strategy of providing customers with language options to navigate your website or app. In the modern world, where most people shop and communicate in multiple languages, multilingual marketing can significantly boost your brand’s reach. As more consumers than ever rely on technology to access products and services, you’ll need to have a strategy that caters to multiple languages.
However, you don’t necessarily have to translate all your content into another language. By providing multilingual options for site navigation, product descriptions, and other relevant content, you’re not only boosting your brand awareness, but also increasing your conversion rate.
How to start with Digital Marketing
Before you dive in and begin translating your site, app, and emails into multiple languages, there are a few key steps you should take. First, assess your target market.
Who do you want to reach with your brand?
Which language groups do they speak? Once you have a better idea of who you want to target, you can start translating relevant aspects of your site. For example, if you sell a variety of products, consider translating relevant content such as product descriptions, navigation menus, and images. By providing a multilingual user experience, you’re not only welcoming customers based in different languages, but you’re also empowering them to thoroughly understand your product offerings.
5 Tips for Multilingual Digital Marketing
Below are a few best practice tips for multilingual digital marketing. Keep in mind that these are just guidelines and you should always aim to think outside the box and use your specific brand, product, and audience to come up with your own strategies.
Get to know your target audience.
What is their age range, where do they live, what is their profession, etc.? What activities do they conduct online? What are their interests? By getting to know your customers, you’ll be able to tailor your digital marketing efforts to better suit their needs.
Identify and build relationships with key industry influencers.
While some brands may feel shy about approaching bloggers to guest post on their site, this is actually a great way to establish yourself and build rapport with key digital influencers. By writing a blog post or sharing a link on your social media accounts, you can build relationships with digital tastemakers that may help you with future SEO.
Think outside the box when it comes to digital marketing efforts. While traditional marketing tactics such as social media ads, email campaigns, etc. are important, don’t forget that the web is just as much about creativity as it is about content.
Make all efforts to comply with local laws, regulations, and accessibility guidelines. Lastly, while it’s important to provide multilingual content, it’s also crucial to follow relevant guidelines and laws. People may want to use your app or visit your website in a different language, but they should be able to do so without facing any hindrances.
Conclusion about Multilingual Digital Marketing
Multilingual digital marketing is a great way to reach more potential customers and boost brand awareness. However, it’s important to keep key best practices in mind when diving into this exciting new digital marketing trend.