Building a Multilingual Marketing Team - Creative Word

Multilingual marketing teams have become the norm for companies that wish to connect with audiences around the world. To do this successfully a multinational business must communicate with their target audience in their native tongue.

A recent study by Common Sense Advisory suggests that global companies need to translate their content into at least 12 different languages to gain access to up to 80% of their potential global market.

A multilingual marketing strategy is vital for today’s global businesses. Making use of available digital marketing roles will ensure that your company can fulfil its potential in the international business arena and using the guidelines below will help ensure you stay ahead of the field.

Localised Digital Marketing Professionals

In a bid to encourage consumers to engage with your website, blog, social media sites, and so on, it is vital that you localise content according to each specific locale and language.

Digital marketing professionals must ensure that content is correctly localised, including in-depth cultural research, tailored packages for specific regions, integrating translation into future strategies, and validating appropriate content (including images, videos and colours) for each territory.

Native Speaking Digital Communication Executives

Developing a local identity in a new area requires translation of all forms of communication into the native tongue of your target audience. This will generate brand trust, customer loyalty, and ensure your brand identity is recognisable and appropriate.

Digital communication executives should ensure that all correspondence, local advertising, email campaigns, networking events, launch occasions, and so on, are all localised with either an internal company source, or alternatively, through use a professional translation and localisation team hired for this purpose.

Email campaigns are generally considered to be one of the highest yielding ROI marketing strategies, and with localised content this ROI is likely to increase significantly.

Local Search Engine Marketing & Pay Per Click Executives

SEM and PPC executives will be required to develop your online presence in local territories. They must cultivate a thorough understanding of what your target audience will be searching for online, including all Keywords. These are vital for improving your search engine ranking online, both nationally and internationally.

One of the most effective ways you can increase your search engine rankings is through translation and localisation of your online content. This should include all keywords – so getting it spot on is essential. Hire translation experts if you don’t have your own in-house translation team – mistakes can be costly.

Native Copywriters

You will already use copywriters at your head office for writing blogs, press releases, and advertising campaigns, but when entering foreign markets, it is advisable to hire native copywriters to ensure that all content is localised with accuracy and precision.

Translating online content such as, help and advice pages, customer service portals, social media posts, and other customer specific content will assist with customer relations and brand loyalty.

The Common Sense Advisory claim that 52% of online consumers purchase solely from websites that have content in their native tongue.

Localised Media Acquisition Executives

Local media is an excellent tool for generating brand identity and customer trust. However, executives must ensure that they have an in-depth knowledge of media specifics in each location before selecting the appropriate method for each advertising campaign.

Localisation services must be available for media acquisition executives to ensure correct translation of all content. This can be completed in-country by native speaking experts (if you already have access to them within the company) or by localisation professionals who are hired for this purpose.

Multilingual Customer Experience Executives

New trade markets come with new customs, cultures, and norms. What is acceptable in one country may not be acceptable in another. Mistakes in understanding your new audience can be detrimental to the success of your business, and have long-lasting repercussions.

Customer experience executives must fully comprehend what is required by the target audience, and to do this may need to enlist the services of a professional localisation team who can advise on local customs, and culture.

Localising your customer experience will generate happy customers.

Your multilingual marketing team will be the backbone of your success in foreign markets. The use of localisation experts, either in-house, or external, will ensure your company targets campaigns appropriately, and provides content with which customers can engage, helping to cultivate brand identity and consumer loyalty.

Companies that fail to adapt to the rapidly evolving digital environment are likely to be outpaced by competitors in local markets. Customers around the globe are searching for companies that offer a personalised service, product and content to enable a smooth facilitation of purchases and ordering.

As competition increases, businesses must incorporate localisation within their marketing domain, thus guaranteeing a multilingual experience for customers and an increase in revenue for the company.