What is international marketing?
When you consider that marketing success relies on certain universal principles, doing business in global territory does not have to be daunting.
An international copywriting agency can tell you that marketing to a worldwide audience means not only following copywriting best practices, but taking into consideration factors not necessarily considered when marketing locally. This can entail types of languages spoken, brand consistency, differences in perception, cultural norms, taboos, and expectations.
The basic principles still apply to international markets, but you will need to make adjustments. Even so, these standards apply no matter where you are marketing:
Basic copywriting principles
– Identify the target audience
– Apply a voice and tone that will resonate
– Understand what connects with the audience
– Engage on an emotional level
– Offer value in messaging
– Establish trust and build loyalty
– Maintain brand consistency
These principles can be adapted to any culture, with a deeper dive into what the audience engagement will entail. Read on to discover some tips for how to perfect your copywriting and tailor it for global marketing.
4 Tips to Perfect Your Copywriting for an International Audience
Marketing at its core is about connecting with people on a personal level. Resonating value directly to the consumer is what separates you from the competition. How will that work if your audience cannot understand your marketing materials? When marketing is designed for someone in their own language, they are more eager to respond.
#1 Embrace Multiple Languages
While it is true that in the business world English is a must-have, other languages and cultures are out there just waiting to see what you have to offer, so—don’t leave them out!
According to Statista, English is spoken by 1.5 billion people across the world, either in native tongue or as a second language.
However, even if you know that your potential customers speak English, that doesn’t mean they can relate to your tone of voice, or that they feel you are speaking to them. Spellings, syntax, and phrasing can vastly differ among countries who all speak “English.”
Approach each area with a cultural immersion strategy as though they are speaking their own language—because they are.
#2 Analyze Target Markets
Target markets should be researched well to discover what languages are commonly spoken, and where the demographics lie. You can usually find local native writers to develop content for each sector in the target language. Slang, humor, and cultural references should feel authentic.
- Employ a native writer – It is a good idea to reach out to copywriters in the target market for converting any advertising and social media marketing copy. They will be able to write smoothly in the indigenous voice without having to translate meaning.
- Comply with laws and regulations –Make sure your ad copy and other content meets local regulations for claims, words, and phrasing. You may want to consult with a legal professional versed in the destination culture for compliance advice.
#3 Know Your Social Media Audience
4.6 billion people worldwide regularly access social media. For online marketing, it is important to know the specific generational and gender groups that prefer each platform. For instance:
- Facebook – The most popular social media platform. A good place for advertising if you want to capture the majority of social media users.
- YouTube – Large Millennial population, but also highly used by multiple age groups.
- LinkedIn – Used by business professionals looking to network.
- Snapchat, TikTok, and Instagram – Strong following in the 18–29 age range.
- WhatsApp – Enhanced privacy features make this a preferred network for 18–34.
- Twitter – Men, 25–34 make up over 56% of this audience.
Most of these platforms can be used for international marketing purposes, and it is helpful to know which demographics are looking at what content.
#4 Research SEO in Multiple Languages
It is essential to know what search engines are favored in each country, and how people look for information. Multilingual SEO principles may be applied differently in each area.
This requires thorough keyword research for the destination language and any idiomatic terms to pepper throughout the copy.
Hire a Professional for Worry-Free International Marketing
International marketing equals numerous audiences due to ranging cultures and language nuances throughout multiple regions.
Website pages, advertising copy, lead-generation inbound marketing (eBooks, whitepapers, email sequences), and brand-recognition blog content will all need to be translated with sensitivity to the destination language.
A Trusted ISO 17100 Certified Translation Company
Rely on Future Group for all your international copywriting needs, and much more. Providing professional translation and localization services since 1994, Future Group can take the weight off your shoulders and provide a smooth experience for your transition to the global market.
Reach out to our team and let us provide the best experience for you today.