Why Use Multilingual Content to Growth Hack Your Way Into European Markets
If we could draw a comparison of marketing and advertising techniques from the 1940s to the present, we would spot endless differences. For example, back then the use of multilingual content was not on anyone’s agenda, even in a non-digital format.
The history of marketing evolved, as did its methods and target audiences. Mass marketing, once an absolute rule, adapted to the times, admitting newer possibilities. From there to segmentation, then to niches until reaching what it is today: Personalisation, whenever possible.
But let us go back to multilingual content. Today we know that a plan that includes the planning and writing of these materials is crucial to increasing your website’s organic traffic and generating leads. It is also a fundamental pillar for inbound techniques and, especially, for growth hacking. Want to know why? Then read on.
What Is Growth Hacking?
The audiences’ demands have changed and, consequently, the business needs for expansion are quite different too. To succeed, every marketing strategist should go beyond traditional advertising media and start adding new ingredients to their plates. We got it.
So, what is growth hacking? It is a discipline that strives to increase quickly and noticeably the user number, revenue, or the impact that a company has, with the minimum possible effort and budget. The key indicators guiding this discipline are KPIs that measure success, such as web traffic, potential customers, and sales.
To carry out growth hacking techniques correctly, it is necessary to possess a creative and exploratory nature so as to identify where the potential for development lies, and to propose new solutions. And as important as the SEO strategy, it is necessary to be agile and analytical to determine the efficiency of a plan through concrete data.
Now surely you are thinking, “Okay and how does this relate to multilingual content and the European market?” Do not worry, we will get there.
#OptimationalTip: Start with an MVP and make it evolve from there. There is no wasted time and effort; the aim is to monitor the results and user behaviour (when interacting with the product) to improve it satisfactorily—both for the users and for your company.
Key Growth Hacking Techniques
Below you will find some of the main strategies and a few examples. Keep in mind that they are not the only ones available and that the choice of which one to employ depends greatly on your KPIs definition.
Use the Scarcity Principle
Or to put it another way, FOMO. The mental trigger that makes us think that if we do not do it now, at this moment, we are out.
This happens when a user perceives that there is a product shortage—although perhaps there is not—or that it has better features only for a select group of people. Well, we are only humans! With a strong desire to be part of the cool stuff and not miss out on what is interesting. It is basically how the big shows (like concerts and movie premiers) work: Get in line first and you will get the best seats.
Exclusivity also plays a role here. For example, Clubhouse (a social network) is not free to join; you need an invitation from a current member to get in. Who would not want to be a VIP?
You can implement limited-time discounts or additional features for the first people to buy. But do not overlook your foreign audience, so make sure you team up with a translation company that understands the marketing goals behind the messages.
Get Referrals
The evolution of word of mouth is perfect for things to go viral. Nothing drives more credibility than a powerful recommendation. This technique is essential to reduce the acquisition cost per customer and expand your user base, practically without lifting a finger.
Want to try this approach? You can start by offering a benefit to the referrer (and perhaps also to the referral). Paypal, for example, started giving USD 20 for each referral that became a customer.
That said, you will want to have a multilingual content strategy. Imagine you target multiple markets. Then, those who become your brand ambassadors will come from different places, bringing referrals of their own from diverse locations as well. Now think about Europe; how many languages can you find in only one continent with countries so close to each other?
#OptimationalTip: A growth hacker will use a combination of approaches, such as email campaigns, social media, viral marketing, and SEO to boost brand awareness and get higher conversion rates as quickly as possible.
Go for Multilingual Content Marketing
This is currently one of the main strategies for online traffic growth. It delivers excellent results that you can sustain in the long run, it is easy to obtain organically, and there is no need to invest in advertising.
This technique consists, basically, of what you are doing right now on our website. We present written content which hopefully you, who are reading it, will find useful. It is an exchange without currency; in return for your visit, we offer you updated and carefully prepared information.
This strategy will reach its maximum potential if you optimise it for search engines. In other words, you should rely on international SEO services to ensure your content’s visibility in Google’s search results.
You can create high-value content for your visitors, such as blogs, webinars, video tutorials, downloadable resources, etc. And, you can give your content a push by optimising the tags and CC of your videos, blogs, landing pages, and more.
This is a life-and-death matter… at least for your multilingual content. So if you want to know more about it, stop by here.
We would like to thank you for reading this far and hope you will take away some useful ideas :).
Make Regular Testing a Priority
As Growth Hacking relies on experimentation, to make data-driven decisions you should execute tests on a regular basis. Some testing options are:
- Launching of a beta version of a product among a selected group of people. For this, you should not force anybody to participate, but rather invite a few people to join the stage, after explaining what is for. This type of testing is very common in software development, for example, you can join the WhatsApp multi-device beta.
- A/B testing. It consists of running two versions of the same material, such as a landing page or an email, with only one difference between them, and later on verifying which one drives better outcomes. For instance, you can send two similar emails (one for a certain group of people and the second for another group), whose only difference is the subject line. Later, you can analyse which one has a better open rate.
#OptimationalTip: Testing is also an absolute priority for your multilingual content. Be sure not to post and pray for the visitors to arrive. Instead, evaluate the blogs’ performances or users’ behaviour when they arrive at a landing page. This will enable you and your international SEO service provider to make timely adjustments in every language.
Find out more about Growth Hacking here.
Becoming a Content Hacker
We have been analysing some of the connections between content marketing and growth hacking, but there is more.
In fact, we can even talk of content hacking, although not a discipline itself—yet! It is like a separate planet, moving around the same sun in the same galaxy. And that is possible because both content creation and growth hacking aim for the same: Results.
Let us explore the five fundamentals behind successful content hacking.
#1 Analyse Your Current Content (Multilingual or Not)
Data, data, data. Remember that everything is always about data. Examine your existing material to understand why the content that does well is performing like that—so you can replicate the formula. Also, analyse the poor performing pieces. You do not need to reinvent the wheel, just keep this exercise oiled.
#2 Look at What Your Competitors Are Doing
Unlike the Coca Cola recipe, you can see what is up to your competitors’ sleeves—thanks to tools like Semrush—in a completely free (and legal) way. You can also check their pain points and use them to your advantage when developing your content strategy.
#3 Headings Are Very Important
This is not news, but sometimes we underestimate them. They have to be creative and eye-catching, but also concise and to the point. No fancy wording; if your text is about sheepdog breeding, your heading should reflect that. Note that creative does not mean spammy, so be careful not to trespass this borderline.
#OptimationalTip: Headlines are vital across all languages. They are like your content’s shop window. So enlist a translation company—with experience in SEO localisation—as your ally. Protect your ranking spot.
#4 What About Making Your Multilingual Content Shareable?
Simply writing smashing articles is not enough. Promote them on social media, in drip email campaigns, etc. Plus, there are excellent plugins for adding sharing buttons (for Twitter, LinkedIn, etc), such as WP Socializer. This way, those who arrive organically at your content will be able to contribute to this sharing chain easily. Consider this also as part of your SEO strategy: It is about making the most of it.
#5 Do Not Be Afraid of Long Texts
In the midst of the constant advertising hype that everyone experiments with daily, it may seem strange for us to say opt for long texts. Yes, the attention span may be vulnerable right now, but this idea has been proven to work in the eyes of search engines. So, foster the creation of long multilingual content; this allows you to erase geographical distances while strengthening your link building strategy.
Want to know more? Don’t miss this insightful infographic.
Final Thoughts: Why Do You Need Multilingual Content Hacking to Tap Into European Markets?
Europe is a highly diverse continent in terms of linguistics, as there are almost as many languages spoken as there are nations. Just to mention, the EU currently recognises 24 languages as official ones. Moreover, although the distances between countries are often quite short, the cultural diversity implies that it is not simply a matter of linguistic transfer, or that these are look-alike languages. Equally important, each region’s economies are also divergent, but they all offer significant opportunities for global companies.
This is why you should opt for a multilingual strategy: To make the most of your content and achieve the desired business expansion, leading your brand to become global. There is a lot of potential out there, you just have to knock on the door.
If you have questions about how to get started or you are ready, contact us today.
