Introduction to International Marketing
Getting your content translated is great – but it’s only as good as your marketing strategy. Without having an international marketing plan in place, you’re risking investing lots of money in translation and not seeing it pay off. So, to avoid this happening here’s a short introduction to the world of international marketing and how we can help as LSPs.
International marketing – an introduction
Before we go into how we can help with international marketing, let’s quickly go over what international marketing actually is. Just like global marketing, international marketing means taking your local marketing strategy and implementing it abroad. To do this successfully, most global countries adopt in-country plans rather than having one large plan they use for around the world. They implement different strategies in different countries, which could prove tough for smaller companies without such a global presence, which is where we as LSPs can come in handy. And here’s how.
Get an in-country specialist
It’s not that we’re biased, but translation is a vital part of your international marketing strategy. But before you think about translating, you really need to find yourself an in-country specialist. You don’t need to worry about this too much, though, as your translation provider will be able to help as they’re as expert as you can get!
Get your questions ready
Once you’ve had a chat with your translation agency and they’re ready to help, you need to put a list of questions together for them. Just like in your home market, you need to find out what will work in your new market. Have a think about what channels you’d like to use to market your products, and speak to your partner to find out what will be suitable. They’ll be able to tell you thinks like use Xing instead of LinkedIn in Germany, or how Russians use Yandex instead of Google.
Set SMART goals
Once you’ve decided what you’re going to be doing, the next task is to set goals. Make sure your goals are SMART (specific, measurable, achievable, relevant and timely), as measuring will the be key to your success. Once you’ve thought about your goals, it’s time to go back to your LSP and explain exactly what you have in mind. Your goals make all the difference when it comes to how they’ll translate certain calls to action and other parts of your content.
Put together a style guide
The final thing you need to do before you translate is to put together a style guide. As your translation team is going to have to write as if they’re you, you’ll need to give them as much help as you can. Think about what tone you’re looking for, what type of language, who your target audience is and what your USP is.
Once you’ve got everything else in place, it’s time to translate. Remember, it probably took you a long time to get your original content to the point where you were happy with it, and it’s this kind of TLC you need to put into your translations.
Once you’ve got your content ready and you’ve launched in your new market, make sure you measure everything. Measuring will show you that all important ROI, which will help make investing in new countries that bit easier.
Most importantly, remember that your LSP is your partner, and they’re there to help. If you’re looking to grow abroad, get in touch. We’ll be happy to help you turn your plans into a reality.