The aim of any brand, whether secretly or openly, is to grow to a global scale. However, the shift from a local to a worldwide presence takes a lot of time and effort and, done wrong, can result in costly setbacks.
While global reach may be your ultimate goal, the secret to success is maintaining a local content marketing strategy in every territory you cover.
This is a practice that is increasingly referred to as Glocal Content Marketing among eCommerce businesses.
What does a glocal approach mean?
The concept behind glocal content marketing is to act as a global brand yet continue to focus on local marketing. We appreciate that this can be quite a long-winded and costly practice, particularly as it involves translating your online and offline content into several different languages and researching and using local colloquialisms correctly to best connect with your target audience.
If you want to achieve not just globalisation but the continued loyalty of your current customers, then translating your product offering locally is not something you should cut corners with. Luckily, there are a few tactics you can utilise to lower the costs:
Four ways to lower the cost of globalisation through glocal content marketing
1. Localised search term research on a regional level
Consider merging your translation services with your digital marketing services. This way, regional search terms used the most often will be considered when building your content.
This will make your brand more visible to your target audience and help you better connect with potential customers. Remember that like-for-like translations are less successful than translations based on experience. Part of our translation services involves investing in native speakers who best understand colloquial terminology because they speak it every day.
2. Make use of PR for localised reach
Content campaigns covered by media outlets with extensive reach, i.e. internationally, are the most successful PR practice. Or, at least, that’s the perception. When investing in a glocal content marketing strategy, the aim is to gain links from local media.
That way, other companies cover your stories on your behalf and are naturally using localised vernacular and are focused on the local communities wants and needs.
Do this in numerous locations, and you will start to build a global presence over time.
3. Separate images from text
One common problem with translation involves on-site visual aids. Embedding a phrase onto an image in one language may look fantastic, but as soon as it is translated into another language, targeting a local audience, problems can occur.
Remember that the same word can be considerably longer or shorter depending on the language used. Rather than spending an enormous amount of time and, therefore, money, tweaking the positioning or phrasing during translation, remove it entirely.
Also, consider the visual aids themselves. Are the people and locations depicted representative of the audience you are hoping to connect with? This is an essential but often overlooked practice.
4. Consider user-generated content
This could be a hidden gem when it comes to glocal content marketing. Perhaps the best way to entice new customers to invest in your product is to have someone nearby act as your champion.
Allow users to review your products and publish these on your site. Consider Amazon, they offer products around the globe, and when you see a positive review for an overseas brand from someone near your location, trust automatically increases. You know that your product is likely to arrive and be of good quality.
Replicating this on your site is a quick and easy way to have positive localised content generated on your behalf.
Similarly, encourage users on your social media platforms to interact, and be part of that conversation. In addition to your connections producing localised content on your behalf (building your trust signals), you’ll gain a front-row seat to the type of terminology they favour. This will help you create content that truly resonates.
While glocal content marketing takes time, effort, and budget, it can reap considerable benefits on the journey towards globalisation when done well. With the said, some practices can reduce the costs. If you would like more information on creating a glocal content marketing strategy, please contact our team.