How to Support Relationships with Customers Worldwide

Two people shaking hands at an office

Streamlining a marketing strategy towards a more global audience is a significant undertaking that demands much more than simple language interpretation skills.

Companies seeking to grow their brand overseas need a completely localized end-to-end consumer experience, from first-time search to sales completion, and should make this an important part of their digital marketing planning strategy. New advancements in technology - including AI and analytics - thankfully help businesses find new ways to achieve this.

With the growing demand for multilingual digital content and the rapid spread of "online shopping", brands are finding new ways to test markets and reach new audiences, generating vast demand for digital marketing services content.

Yet at the same time, there are many aspects of creating marketing content that brands need to understand; There are various different channels, platform requirements, varying styles, and one must understand one's audience and the resonance with that audience.

A Data-Driven Approach

The localization experience is critical for brands to successfully compete in an increasingly globalized market. It is not enough anymore to create, compile, translate, and publish content in a one-size-fits-all environment. Data and analysis are the foundation of digital intelligence, along with the underlying technology for human perception of language and audiences.

The approach to content creation is based on what is called "performance linguistics". It leverages individual business goals and performance KPIs to measure the success of that digital content and continuously improve the return on investment.

Managing multilingual content is not just part of the chain of creation and a necessary cost factor. When thinking of how to connect with international consumers, it is important to consider accessibility, authenticity, and relevance.

Performance Linguistics as the Key to a Higher Conversion Rate

Anyone who believes that factual texts do not have to address effectively and emotionally will not be able to gain or even retain the attention of the target group in the long term. Big players like Google, Amazon, Apple, or Facebook already rely on comprehensive communication with people, which is not just about the transfer of information but also about building emotional bonds.

Information portals, which once served the purpose of factual knowledge transfer, are now in an ever-increasing competition and race for the user's attention. At the same time, the device is moving into the background and the quality of information exchange is coming to the fore. A central quality feature is the linking of content with the emotional needs of the user - an adjustment that is crucial for information technologies.

Conclusion: The possibilities of linguistic optimization have an impact on the design and communication of content. Added value is no longer defined by the information alone, but is increasingly emotionalized with the demands of user signal processing. Anyone who wants to communicate added value in the sense of content marketing must show empathy, address problems, make solutions comprehensible, and convey credibility. The user experience is increasingly measured by the pragmatic competence of texts; the content must, therefore, satisfy the emotional, as well as, the information level. In order to effectively optimize online marketing and the individual measures, a holistic view of search engine optimization and the constantly developing media competence of users must be taken into consideration.

written by

Patrick Luecker

Patrick Luecker is the Europe Account Manager and a contributing columnist to the PowerChord blog.

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