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How do today’s major global brands develop a digital presence and compete organically in local markets throughout the world?
It’s called glocal.
No, that’s not a typo – glocal is a sophisticated combination of global and local influence fueled by modern localization technology and strategic international marketing implementation.
With the help of localization technology, global brands can be relevant and attractive on a local level, too. It’s the modern secret to building a global brand’s local staying power.
When done right, the glocalization process taps into the power of content localization and SEO. This strategy ensures brands are easy to find and well ranked in local SERPS. Check!FYI Trend: International Brands Earn Local Trust
The [local loyalty] trend isn’t new.
Since the inception, large international brands have attempted to compete on a broad global market to increase their sales potential.
According to The Harvard Business Review, the early ’80s experienced a boom of companies creating products through economies of scale and then marketing them internationally. Although the idea made business sense, customers were not won over by these generic, global products. While many consumers viewed international brands as synonymous with quality, local brands remained in higher demand.Going Glocal Scales Global
This problem led to what many marketers refer to as a “glocal” strategy. The strategy means products are created globally but customized to suit each unique market.
Glocal marketing strategies create a bridge between a global company and local culture.
For example, while McDonald’s can be identified by its fast food structure, the ubiquitous “Golden Arches” and other international brand symbols, recipes are tailored to meet the tastes of each specific market. McDonald’s’ menus across the world reflect those regional preferences.
But going glocal today means digging even deeper.Glocal PR Taps Into Media, Messaging, and Branding
According to creative agency Fabrik Brands, a glocal strategy is not as simple as specifying certain product features. It means paying attention to elements as diverse as
Tone of voice.
Social media strategies.
Brand name and colors.
Word choice – and so much more.Authentically Reaching Local Audiences
The ecommerce channel is made for glocal strategies. When you are online, it doesn’t matter where you are located – just that you communicate with your audience well and you deliver a meaningful product to each local consumer.
To achieve this, smart ecommerce companies localize every aspect of their interaction with their customers – from content and SEO) to item descriptions, billing, and customer service.
This mountain of content creates challenges for businesses; specifically, it requires time and expert resources to translate. Working with language professionals can quickly push many companies outside of their budgetary bounds.
Localization technology plus machine learning, data analysis that automates analytical model building, can enable companies to efficiently scale internationally.Machine Translation to the Rescue
Localization technologies are platforms where the source text is entered and almost instantly translated into the desired languages.
These location platforms are highly sophisticated, with many language vendors supporting as many as 50 different languages while also checking, tracking, and editing work in real-time.
These service offerings greatly exceed simply inputting text into Google.
An enormous amount of text is translated using machine learning techniques to improve accuracy and tone and produce high-quality content quickly and efficiently.
Human language specialists then review materials for additional quality control.Glocal Fine-Tuning SEO for Local Visibility
So, an ecommerce company can build a localized website and compete anywhere.
But how can ecommerce companies get discovered in new markets?
Using the correct product search terms and listing information can be critical to increasing a brand’s popularity in a given region and language.
Localization technologies, however, can pose two significant obstacles to implementing a successful SEO strategy. When materials are translated, they may not always yield the exact keyword necessary to achieve strong SEO.
Another roadblock: not all keywords are created equal – and not all keywords translate.
So while “faded ripped faded boyfriend jean” may be a perfect long-tail keyword for jeans if you are in the U.S., a website seeking to receive SEO love from France for the same product may need to select a varied title for the same product listing.
Addressing this requires SEO research that is implemented on a per-region basis. An ecommerce company’s localization vendor will use machine learning and localization technologies to translate product listings at scale.
They will then rely on human know-how to tweak the materials and insert relevant keywords in titles and listings popularly searched for in each given “glocal” region to ensure local search visibility.
“Humanizing your message, voice, and visuals to meet the local culture where they are will proactively help set an international brand up for public relations success,” said digital public relations expert Sarah Evans. “Strategic glocal content marketing focused on earned media and local SEO bridges the gap between global and local for a smother runway into new markets.”Inspiration: Glocal Strategies in Action BLEND
An end-to-end localization service provider with a global presence supports over 120 languages and top international brands worldwide.
BLEND works with an international Chinese ecommerce seller assisting them in transcreating millions of product titles, descriptions, and product reviews into eight languages, reaching millions of glocal users worldwide.
Using a precise machine translation and international SEO oversight strategy, the Chinese ecommerce company taps into local market search engine results.
Language professionals take quick and accurate machine translations and fine-tune them to include popular keywords for each local market while also ensuring specific and targeted messages to the local consumer.
This strategy won them top billing as one of the most successful ecommerce marketplaces in the world.Airbnb
An iconic example of a glocalization strategy catapulting a company to success.
The international booking platform’s strategy is to leave user-generated content – both home descriptions and reviews – in the writer’s original language, which is then machine translated at the reader’s request.
Their in-house created content is localized per region in which they operate, using localization technology and their team of localization experts to ensure top search engine rankings for popularly searched terms in those regions.Vincero Watches
This is a British luxury watch brand that saw a 31% YOY increase in cross-border sales within four months of working with localization technology.
They achieved this success after custom targeting their messaging to increase international search visibility and individualized glocal market appeal. Not only did their products become more visible in international search rankings, but global sales skyrocketed, and global customer satisfaction levels improved.Canva
An online platform that lets users easily create beautiful graphics, has localized into 104 languages in an impressive feat that combines design and language.
Canva professionals and LSPs localize over 40,000 words per month and their template content, which adds hundreds of thousands of words to that number.
“Neuroadaptive machine translation has been critical to our success in being able to achieve a high quality, high volume localized template library in a short amount of time,” said Rachel Carruthers, Canva’s Head of Localization and Internationalization.
She explains that language professionals also review Canva’s marketing content for the best results.
According to Carruthers, getting the company product translated and visible in as many languages as possible is part of the Canva company ethos.Brands from Any Global Can Compete Everywhere
Tapping into international sales is no slam dunk in today’s global economy.
Leveraging localization technology is imperative for any international ecommerce brand looking to scale and is a critical factor in a company’s localization success factor.
Think globally; act locally has a whole new SEO and content meaning.
Go glocal – and don’t get lost in translation.
You're reading How Glocal Content Marketing Helps International Brands Stay Local
A new report from Twitter lists 6 trends brands need to be ahead of in order to remain relevant to users in the years ahead.
The report aims to educate brands about evolving cultural trends and conversations because, as Twitter puts it, “culturally relevant brands perform the best.”
Twitter’s research shows a +73% correlation between cultural relevance and brand revenue.
Data in Twitter’s 33-page report comes from an analysis of billions of tweets over a 2-year period.
Twitter identified these as the 6 major trends brands need to stay ahead of:
Wellbeing: Prioritizing self-care for ourselves and each other.
Creator Culture: A new generation of everyday entrepreneurs – the creator class.
Everyday Wonder: Staying curious and connected with the world around us.
One Planet: Driving toward a sustainable future by holding each other to higher environmental standards.
Tech Life: Widespread integration of tech is inspiring new dialogue about the nature of our relationships with it.
My Identity: As concepts of identity continue to broaden, people are coming together around shared values to express their sense of self.
Twitter’s report then goes into a detailed analysis of each of these trends.
I went through the report and pulled out all stats so you can quickly familiarize yourself with the trends shaping conversations on Twitter.
Here are the key stats about each of the trends listed in Twitter’s report.Wellbeing
30% growth in conversion around mental health
74% increase in mentions of mental health
250% increase in conversations about grief
25% growth in conversation around physical health
43% increase in conversation about sleep as self-care
68% increase in conversation around caring for one’s communityCreator Culture
32% increase in conversation around becoming a professional creator
121% increase in mentions of “side hustle”
66% increase in conversation around distribution platforms
64% increase in conversation about finding new creative hobbies
66% increase in conversation about nostalgic crafts
135% increase in conversation around virtual experiences
112% increase in mentions of participatory content platformsEveryday Wonder
43% increase in conversation around spirituality
109% increase in conversation around tarot & psychics
52% increase in conversation around escapism
60% increase in conversation around fantasy in TV
41% increase in conversation around sci-if
41% increase in conversation around astronomy and the starsOne Planet
87% growth in conversation around reusables
51% growth in conversation around plant-based food and packaging
53% increase in conversation around clean corporations
120% increase in conversation around buying local
29% increase in conversation around irresponsible packaging
127% growth in conversation around exploringTech Life
96% increase in conversation around social/emotional dependence on tech
173% increase in conversation around online shopping
94% increase in conversation around tech & positive social impact
275% increase in conversation around tech in healthcare
219% increase in conversation around tech biasMy Identity
30% increase in conversation around fandom & identity
121% increase in mentions of “fan art”
75% increase in conversation around LARPing
115% growth in conversation around equality
273% increase in conversation around black rights
222% increase in mentions of human or civil rights
32% increase in conversation around economic inequality
For complete details, you can download Twitter’s full report here.
Launching a business online can be quite intimidating to any small business owner. Fortunately, any business can benefit from search engine optimization (SEO), which can make a small investment go a long way, as well as making sure that local buyers find their websites. Therefore, local SEO is an obvious choice to promote and market your business on the Web. The following blog post provides 15(!) low-cost marketing techniques to help drive traffic and sales to your website.What is local SEO?
Local SEO is a specialist technique that aims at getting your business name and website in front of people who are physically located near it. Search engines are the modern-day yellow pages, and your potential customers are looking to find you where you and your products and services are located.Why is local SEO important?
According to 2009 chúng tôi report titled “Great Divide’ Separates Small Biz, Online Consumers,” 82 percent of local consumers use search engines to find local businesses. Furthermore, more than half (57 percent) use Yellow Pages directories with 49 percent using local directories. Local consumers are going online to find local businesses. It is important to be visible in order to acquire new or existing business.15 Marketing Techniques to Grow Your Business
1. Submit Your Website to Search Engines
The first thing you will need to do when launching a website is to submit the site to search engines; Google and Bing are the major search engines to focus on. Out of the 15 techniques, this will be the easiest but one of the most important.
Tip: There are local search engines that can be of more benefit such as Yandex (for Russians), Baidu (for Chinese), and Kvasir (for Norwegians).2. Make Your Website Easy to Use
Before marketing your website through various online channels, make sure that your meta data is accurate and follows the Google Webmaster guidelines. On-site optimization includes page titles and meta descriptions. Page titles should include your business name and one or two keywords that you want Web visitors to find you with. Avoid using too many keywords and make the titles and descriptions appear natural.
Tip: Search for competitors in your area to see keywords they are using to attract Web traffic.3. Implement Google Analytics
Web host providers will often try and bundle analytics and data packages, but the best, free analytics tool on the Web is Google Analytics. It takes less than two minutes to sign up and implement the code, and you can start collecting Web traffic data immediately. Data includes the number of Web visitors, how long they browse your site, where the visitors are located, and how they arrived at your site. This is significant data for promoting your business and the most active channel (and geographic location).
Tip: Once your account starts collecting Web traffic data, map out goals on your website and begin tracking. Goals could be submitting a form or signing up to a newsletter.4. Add Your Business to Google+ Local
Adding your business to Google+ Local is the next most important technique to implement. More people search for businesses online than anywhere else, and adding your website and business information to the Google local business directory can help. It’s free and simple. Also, you can manage your listing information including business description, product/service details, photos, videos, and offers.
Tip: Make sure your Google listing has a 100 percent score; most local businesses don’t reach 100 percent.5. Create Social Network Business Profiles
Not only is this at no cost, but you will also get trustworthy links from these profiles. The more trustworthy links you get to your website, the higher you will appear on Google.
Tip: Get your family, and friends to become the first to “like” or “follow” your business, and stay away from buying friends from third-parties. Build your social media presence naturally.6. Launch an Online Marketing Campaign
Tip: When you create your campaign, make sure you use Ad Extensions that include local information, phone number, and Google + page.7. Get Listed in Local Directories and Local Listings
Get listed in local directories and increase the number of trusted inbound links to your website. Most directories are free, and by adding your business, you will see an increase in Web visits from potential customers. (According to Mashable, positive Yelp ratings can boost a restaurant’s nightly reservations by 19 percent.)
Within two days of adding a small business to local directories, Web traffic from mobile grew from 0 percent to 18 percent of total traffic, and 30 percent of total traffic was referral.
Although claiming business citations is listed at number seven on this list, BrightLocal ran a survey in 2011 that found the top five most important local search ranking factors.
(Full report can be found here.)8. Get Involved in Your Community
This continues to bring home to Google the relevance of your business to a specific area, especially if you’re able to include links to your website (be very careful not to spam social communities, though).
If there are local forums in your field, then it’s a great idea to get your business actively participating in them. By creating a profile and adding value to the forums, this continues to add relevance of your business to Google.
Tip: Try not to spam the forums or websites with links to your online business as this will only get you banned.9. Optimize Mobile SEO and Its Accessibility
Tip: Visit your website on your smartphone and find three ways to improve the experience.10. Add Social-sharing Buttons
In the footer of your website, make sure you add a link your Google+ Local page along with other social sharing buttons.
Tip: Make sure your email address and phone number is listed on each and every page of your footer.11. Implement Webmaster Tools
Using webmaster tools in both Google and Bing helps you identify issues with your website. By fixing these issues, you will ensure that both search engines have no issues crawling (finding) your website when a local search is made.
Implementing both tools is relatively straight forward, and your web developer should be able to support you with this.
Tip: When adding your website to Bing Webmaster tools, you will receive $50 in market funds (US only).12. Upload Pictures
The local directory sites like to provide users with pictures of your business. To help ensure that your business gets the best exposure, upload your own pictures. They don’t need to be of a professional quality but they will represent your business, so make sure they are decent.
Tip: Save your photo with a filename that includes your business name and a keyword.13. Ask for Reviews
Most local sites and directories allow customers reviews. Other than Yelp, most are supportive in requesting reviews. Customer reviews, whether good or bad, make your business more credible to future customers.
Research shows that having at least five reviews in Google+ Local is the magic number where the reviews may start to help with rankings. However, since the recent Google Places move to Google+ Local, reviewers are required to have a Google+ account.
Tip: Use your website, invoices, thank you pages, and email communication to ask your customers to review your business.14. Launch a Blog
Write about your industry, your talent, your services, and promote it in all channels. Blogging not only helps increase awareness of your business, but it also improves your writing. You will learn more within your field (become an expert!), and it is a great way to acquire new links to your website.
Tip: Link your Facebook page and blog by adding the RSS reader application in Facebook, making sure that your blog posts will show up on your Facebook page each time a new post is published.15. Be Consistent
Each time you add your website and business information to a local directory, social network, or forum, make sure you be consistent with your business name, address, telephone number, email address, website link, and business description.
Tip: Create a file that you can use to copy and paste the information from to make sure all listings are the same.Local SEO is Essential to Your Business
Small businesses cannot afford to spend a great deal of money for online marketing, but using the marketing techniques above will help lower the cost and support the launch of your local business online. Local listings and SEO have always been important for small business online marketing efforts, but now they’re even more essential.
Photo credit: Deposit Photos
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The key to local business success: Be the first to use Google’s newest marketing features in your area.
Get more traffic in the door, get your business noticed faster, and outrank your competition.
Amanda Jordan, Director of Digital Strategy for RicketyRoo Inc., joined me to discuss the easiest ways to incorporate the new Google Local and Google Maps features into your local SEO strategy.
The pandemic, changing search habits, and more people shopping locally have driven the need for local businesses to have a strong presence in the search results.
Google Business Profile and other local features are vital to adapting to these changes.
In this podcast, you’ll learn how to grow your local business with a few tweaks on Google Local, Google Maps, and Google Business Profile.
Every time I’ve seen someone go from no Google Business Profile to a cool business profile, or even just adding anything like that, there’s a huge amount of growth because essentially you’ve just made yourself visible to lots of people that didn’t even know you existed before. –Amanda Jordan, 58:54
The more thorough and valuable your reviews are, the more of an impact it does have on your ability to rank. –Amanda Jordan, 19:55
It’s good just to have something up there that’s recent and current just because It’ll help you stand out. –Amanda Jordan, 11:35
A lot of times, we see social media and SEO as two completely separate things, but they can inform each other. They both give you data about who your customers are, how they found you, why they like you, and what they’re interested in. –Amanda Jordan, 22:01
A lot of times, especially with local SEO and the focus on reviews and things like that, we can forget about the technical elements or not be as confident in our ability to handle them. I think it’s perfectly normal but I think that’s a place where a lot of technical and local SEOs can grow. –Amanda Jordan, 40:40
Connect with Amanda Jordan:
Amanda has extensive experience designing campaigns, including web development and SEO, and is very talented and creative.
She began her SEO career in 2011 and has enjoyed tackling complex problems for clients. Her specialty is local SEO for legal and enterprise companies. In her free time, Amanda enjoys playing with her dogs and beating her son at Mario Kart.
Connect with Loren Baker, Founder of Search Engine Journal:
How Culturally Aware is Your Content Marketing Strategy? Sarah Zuccaro
International Product Manager
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If you’ve ever traveled abroad, you know how diverse cultures can be. Languages, social norms, currency, religion, fashion – everything varies from culture to culture. And your content marketing strategy should be no different.
Many marketers understand the need for in-language content when marketing internationally – but are all marketers really doing enough to cater to the needs of buyers in each foreign market? It seems there is still a lot of work to be done in that regard. A survey of our audience this year revealed that 53% of non-English speaking respondents are unsatisfied with the amount of in-language content available to them (TechTarget Media Consumption Report 2023). Can you imagine how maddening it must be to research a product or solution, only to be met with content that isn’t in your native language? At that point, your options are to either attempt to translate it yourself (not likely) or simply move on to content from another source in your native language (much more likely).IT Buyers want in-language content
Don’t just take it from me – take it from the IT Pros who are actually facing this challenge. One researcher from Brazil said, “Vendor Information in my native tongue is always much appreciated, especially when we have to expose information to third parties.” And 82% of Chinese and Japanese buyers said they are more likely to download a piece of content in their native language than in English. The good news is, by simply providing in-language content, you’ll likely win your brand favorability with buyers, and increase the likelihood that your content gets downloaded. You’d be crazy not to grab that low hanging fruit and capitalize on these opportunities to make a vendor’s short list internationally. The bad news, though, is that if you’re not providing in-language content, your competitors probably are – and that means you’re allowing that low hanging fruit to hang even lower for them.The more you know about your audience, the more culturally aware your marketing can be
As you can imagine, there are many other preferences expressed by international buyers outside of just content. To name a few: when it comes to which email address a researcher prefers to use when conducting research, APAC and LATAM folks are more likely to register with a personal email address. And while APAC buyers often engage with sales through a live chat on vendor’s website, 59% of EMEA buyers say they will never engage with sales through that vehicle. The more you know about your target audience and their preferences, the more successful – and culturally aware – your international marketing strategy will be.
The current content marketing landscape in many international markets leaves a lot to be desired by researchers and buyers. This presents a huge opportunity for brands to be seen as thought leaders and gain favorability within these markets – by creating a more culturally aware marketing strategy.
All references and quotes from TechTarget’s 2023 Media Consumption Study.
content development, content marketing, international content, international marketing, localization, translation
Beginner’s Guide to Content Marketing
You heard it right.
Now when everyone is in the race, where do you stand when it comes to content marketing efforts?
In this article, we will discuss content marketing and content strategies in detail to help you get the answer to this. In this content marketing guide, you will get answers to:
What is Content Marketing?
Benefits of Content Marketing
Creating a Content Marketing Strategy
Content Promotion TechniquesWhat is content marketing?
In its simplest terms when you market your products & services with content, it is content marketing. But ahead of this simple definition, it has more to offer.
Here, it could be separated into two parts:
While content strategy answers your basic questions of what, how, why, and when the content should be created. It also answers the ways it should be managed, updated, and archived.
When it comes to content marketing, it focuses on tactics and execution part. It includes the actual creation of content, its curation, editing and above all its marketing. It could be any type of content that is aimed to educate, update, or entertain.Content Types
The major content types include:
Guides & White papers
PodcastBenefits of Content Marketing
It builds relation: When users spend considerable time reading, listening, or watching content, it builds a relationship with you. Here, you not only manage to provide necessary information to users but also build a rapport with the user. When users consume a lot of content for free, they also try to give back for your efforts. In such a case, you can easily promote your product & services and try to build trust.
Cost-effective manner: Content marketing is not only effective to educate the users but is also a cost-effective marketing method. It costs very less in comparison to traditional marketing methods. Here, you simply need to create a quality piece of content that could rank on the search results page and get traffic for free. With paid marketing, you manage to get the customer on your site for one time, but content marketing helps build relation and trust with customer that helps in the long run.
Word of mouth promotion: When you create quality content it brings more share, this means more people talk about you. This way your quality content gets promoted in the most cost-effective manner and reaches more users. With this, your content may go viral and benefit you over a period of time.
It brings more traffic: Now when your content gets more shares, it brings more traffic for free. Here, you can create content on a regular basis to attract more and more traffic on your site in a cost-effective manner. Furthermore, with more traffic, you get better revenue and profit. Content marketing also gives you the freedom to connect with a highly targeted audience in the most efficient manner that is another benefit of content marketing.Creating a Content Marketing Strategy
Creating an effective content marketing strategy is the next step you should follow. Here, first, you need to set your goals & mission and decide what you want to get from overall content marketing efforts. In fact, before start writing, you should know & research your target audience. It will help you select the right keywords and content tone for easy communication.
Once you know your goals to achieve you can start working on the content marketing process. Here, you can distribute work to your team and decide what type of content it would be. It could be a how-to guide, tutorial, editorial, checklist, news, or anything else as per your needs.
During the process, you also need to do keyword research using the best keyword research tools. Before publishing the content make sure you proof-read it and made necessary edits before it goes live.Content Promotion Techniques
Once you have created the quality content next thing you need to do is to promote it. To do this, you can follow multiple channels. It may include:
Search engine optimization (SEO)
Social media marketing (SMM)
Search engine optimization: SEO brings you an opportunity to gain from the efforts in the long run. It is one of the most cost-effective methods that benefit you in the long run. Here, you can perform on-page and off-page optimization techniques to promote and optimize your content for users and search engines. Link building plays a crucial role in overall SEO efforts that not only brings you traffic but also helps you build authority for your domain.
Social media marketing: If you think of promoting content online, then you can’t miss utilizing the power of social media platforms. Here, you can share your content on various social media platforms to spread word about your content, product & services. To do this, you can share content on Facebook, LinkedIn, Twitter, Instagram, Reddit, Flipboard, and other platforms. It not only gives you quick visibility, but it also helps build brand awareness significantly.TL;DR
Well, knowing the fact that content marketing plays a crucial role in promoting your products & services these days, it becomes important to do it right. It includes knowing the right content types for your business, implementing right content marketing strategies, knowing the right tools, avoiding content marketing mistakes, and more.
Here, we have covered the most important aspects of content marketing to help you understand its usage & benefits. If you have any suggestion or if you are a content marketer, then feel free to share your experience trying different content marketing strategies. It will surely help others too.
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