So you're going Global with your Brand

Entering new markets with your business is a challenging move which requires a road map of nuanced strategies that engage your target audience, but which also preserve your brand identity. Your content marketing strategy is a key factor to unlocking new markets.

Here are a few localization tips to get you going:

Tip# 1: Know Your Content

If you haven’t yet done a stock take of your business’ content, then now would be the time to determine your content marketing assets. Analyze the channels and topics that most inspired your customers to interact. This will show you the strongest brand buy-in and your most obvious starting point.

Tip # 2: Know Your Audience

You’ll need exposure and familiarity with your target culture in order to truly convert your customers. Know who they are, why they’d use your product and how their needs are being met today. Know where they their spend time online, on what device, and how they’re communicating with each other.

Tip #3: Establish a local brand identity

Individual markets have individual norms for connecting with their audience; there’s local imagery and local advertising techniques. Learn them. Your business must establish its own brand identity that sits well within the local ecosystem. Beyond this, make sure that your content is culturally sensitive.

Tip # 4: Speak Their Language

Repurposed content will have the majority of your potential customers tune out as soon as they see a foreign language. Have your content translated professionally – this is easily done online – but literal translations, even if grammatically correct and contextualized, won’t cut it. You need a local copywriter to fix your texts and ensure both fluency and nuance, as well as getting your brand messages across.

Tip # 5: Adopt local business conduct

Survey the market to identify your local competitors. Find out what marketing channels they’re using to get their customers; what kinds of content they’re creating to engage consumers and adopt those methods. You’re best recruiting a local company representative to do it for you.

Going global really means going local – just somewhere else. Use your resources wisely to localize your channels and execution, and most effectively generate awareness and engagement.

By Ronit Zimmer, first published September 22, 2016 on www. and