Marketing, advertising, and creating engaging copy for an international audience are complicated matters which involve not just language considerations, but cultural ones too.
Successfully enticing an international audience to purchase your products, or services, depends upon your ability to connect with them at a meaningful level and motivate them into action.
To do this, you’ll need to understand what inspires your new audience; what’s important to them, how language influences buying preferences, and the impact of culture within interantional copywriting.
Our informative blog gives you all this, just read on…
1. Create Copy in your Audience’s Native Language
Connecting with an audience whose native language is different to your own is challenging and there are times when it is simpler to create new content rather than translate or localise your original-language content.
For instance, if the cultures are vastly different, some things just won’t translate well, so it makes more sense to work with a native speaking copywriter than attempting to translate your original content.
Audiences appreciate content which has been created especially for them – it fits with their expectations, is culturally acceptable, and gets to the heart of the matter.
They can also tell when content has been poorly translated and are often inclined to avoid purchasing from websites which aren’t in their native language.
If you want your brand to really be successful in an international market, using a native speaking copywriter will help you make the best first impression.
2. Consider Culture and Language
Just because people live in the same county or region, it doesn’t mean they will speak the same language or share cultural practises, so it is essential to research any new markets and audiences.
For example, if you are looking at breaking into a Middle Eastern market, there will also be vastly different cultural considerations depending upon which Arabic country you are pursuing.
For instance, in the UAE you’ll find fewer than 12% of inhabitants are Emirates, the other 88% are expats from India, the UK, the Philippines, Pakistan, and more, so cultural considerations must be given to the Islamic society yet must also factor in the wider audiences’ expectations.
A professional, native-language copywriter, who lives (or has recently lived) within the Emirati, understands the cultural nuances and religious factors which make the kingdom so unique, and is able to create content which suits these influences.
Remember, each target audience is unique so thorough research and professional guidance is vital in ensuring your content is appropriate, accurate, and eloquent.
3. Native-Language Copywriters Help with Search Engine Optimisation
When writing for international audiences, it pays to remember that there are Search Engine Optimisations (SEO) factors which must be considered alongside language and culture.
Keywords, search phrases, search engines, and so on, all differ depending upon your target audience and market.
For instance, just because your original-language website ranks well on Google in your domestic territory, it doesn’t always mean this will be the case in other locations.
No matter which market or audience you are expanding into, the following points are helpful:
• Search Engine – Google isn’t the first choice of search engines all around the world, so research which is popular in your new market.
• Keywords – translating keywords from your domestic website doesn’t always offer the best results as search queries differ vastly from one location (and language) to another, even when searching for the same product. Research is essential, or support from a professional Language Services Provider (LSP) where this has already been completed, to ensure that your content contains the best keywords. If your new audience can’t find you, they’ll buy from your competition instead.
• Native-language copywriters have an intimate knowledge of the language but might lack SEO expertise so check their experience levels and enlist additional SEO support if required to give you the best results.
• Use Experts – experience counts in international business so if this is your first foray into a particular market, it can pay to have expert advice and support. For instance, using a native-speaking copywriter who has no prior knowledge or experience within your industry can lead to delays, or errors, due to a lack of understanding regarding the industry terminology. Similarly, highly technical content, such as, legal, engineering, and medical copywriting, should be performed by copywriters with industry insights for best results.
Creating engaging, original content is an art which can take years to master, but if you don’t speak the language, it can be virtually impossible.
If you are expanding into new international markets, contact the team here at Creative Word to find out how our native-language copywriters, translators and industry experts can help you achieve your goals.
Recent Comments