So you’ve got your business, you’ve got your website, and you’ve got regular content that is really hitting your target market, but it’s not enough and you want to expand overseas – the trouble is, with so many different languages, not to mention regional variations on those languages, how are you meant to make any inroads into those international markets?
Getting some help from a translation service is a good place to start – as is taking note of these three top tips…
Do your homework
The first thing you need to do is get to know your target markets by finding out things like:
- What sites might want to publish your content?
- What sort of content do they prefer and in what sort of tone and style?
- What demographic makes up your target audience?
- What type of content do they prefer – blog posts, articles, video, social media or a mixture of all?
A few hours spent online should give you a rough idea, you can then back this up by speaking to someone from the country or countries you are targeting, particularly if they have a background in marketing.
And once you’ve got this bit straight, it’s time to decide whether you adapt your existing content or start from scratch.
Adapt existing content
If you go down the route of adapting your existing content, the good news is you won’t fall foul of Google’s duplicate content rules as they aren’t applied across different languages.
That doesn’t mean to say you can be complacent though and you should employ a trusted translation service – preferably one that uses in-country translators – to ensure the content isn’t only translated into the target language, but that any cultural, regional, and linguistic differences are taken into account.
And don’t forget to get your keywords and key phrases translated as well – you don’t want to be ranking highly for terms no-one is searching for.
Don’t forget social media
Social media is an integral part of any content marketing strategy and so as a minimum you’ll want to set up translated Facebook, Twitter and G+ accounts for the countries you’re targeting.
And because any good social media strategy will require you to engage with users, it might be worth having a social media manager for each account to ensure content is regularly updated and follower interaction is up to speed.