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Targeting the Right Audience through a Website

If you’re working on an international marketing campaign to promote your brand, then you’ve got to be strategic about your target audience. How do you find the right people? And in a global world where communication can get lost in translation, how do you make sure those people are getting your messaging and understanding it? If you’re ready to launch an international marketing campaign, then you don’t want to miss these three steps. They’ll establish a solid foundation for you to launch and build momentum for your campaign over time. Here’s how to get started:

Study Your Analytics

You’ll need to begin by taking a look at your analytics. Where are your top global readers located? You can do this by studying Google Analytics of your website and using a social media platform that analyzes statistics. Once you know the percentage of your readers in specific countries, you can begin customizing messaging for them specifically. These stats will give you a better understanding of where there is an opportunity to saturate a market with new communications or grab the attention of a certain demographic in a country. Start with your analytics so you know who you are going to be targeting based on the people who are already interacting with your brand.

Localize and Optimize Your Website

If you’re going to reach an international audience, you need to make sure they are seeing your content. That means making sure there is a page on your website catering specifically to each global target audience. That may mean the page is optimized in the language of the target audience and the messaging is tailored specifically to their needs and interests in their specific cultural context. It also means the web page is optimized for international SEO. To do this, you’re going to need to work with a company that understands the languages you need SEO techniques for — as much of communication can be lost in translation. Domestic search engine rankings are not the same as international ones, as there are websites that are more or less popular in global markets. You’ll need good information about top keywords to use, and you’ll need to ensure all of your website site copy, related blogs and social media posts are optimized with the best keywords for reaching your target audiences throughout the world.

Hire Closed Captioning Services

Depending on your budget, you’ll want to optimize as many of your videos for your niche audiences. Remember that video communications are the new wave of marketing, and are most likely to engage your audience than other content. Videos that are optimized have a great chance of getting the attention of your audiences, but you’ll need to make sure they’re actually communicating. That’s where hiring a closed captioning service to transcribe your videos into the language of your target audience really is going to help. You’ll help ensure that no matter who the audience is, they are hearing your messages and that it actually is translating. It’s even better to create native videos with the language of the audience, but if you’re needing a video solution that works for multiple, diverse audiences, then closed captioning is the way to go.

There are some challenges to launching an international marketing campaign,  but it’s nothing that your brand can’t handle. All you have to do is optimize your content to make sure global readers not only see your communications but understand it. Marketing is about deploying best practices and experimenting, so don’t be afraid to try new strategies to see how they perform. You’ll learn a lot about your target audience, and you’ll be able to tweak your marketing campaign to give them better chances to engage with your brand.

Written By

Dennis Hung is an entrepreneur and product analyst specializing in mobile technology and IoT. He’s spent most of his career consulting for businesses in North America.

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