4 Tips to Build a Global Brand With a Multilingual Marketing Strategy

There is much more to branding today than corporate identity: It is a direct reflection of a company’s role in the marketplace. And we cannot talk about effective global branding without devising a multilingual marketing strategy that capitalises on the virtues of the internet. The latter presents itself as a boundless and borderless space, where possibilities seem infinite. However, its multicultural and polyglot nature implies that all cross-border business must pass through the bridge of translation. Or more precisely, localisation. 

As building a global brand often requires a well-thought-out approach, time, budget, and patience, brands aiming to go global should make sure they can speak their prospects’ language to maximise such an investment. Hence, localisation becomes the indispensable tool to leave a positive impression in the consumers’ minds, which will later elevate the company’s position against the competition as well.

In this blog, we are going to review some indispensable tips for doing international business—and not die trying.

Benefits First: What Can You Gain From a Multilingual Marketing Strategy?

Benefits always come first. Why is that? Because if you are here reading, probably you are interested, but that does not mean you do not have doubts or insecurities. And our goal is not to convince you of our belief: It is to show you why localisation and translation for marketing is a powerful ally in building healthy global branding, fostering meaningful use and shopping experiences, and promoting long-term business relationships. 

The benefits are manifold; some are rather specific and depend on the target market and company’s goals. However, the basic package includes—at least—the following ones:

• Enhancing customer satisfaction: Languages help you establish long-lasting connections with your customers, as nothing beats the comfort of dealing with a brand that speaks their language.
• Enriching brand credibility: By feeling that they have all the necessary information and can easily digest it, customers will be more likely to recommend your services and products or purchase them again.
• Getting a balance between local and global: Your multilingual marketing strategy will contribute to prospects perceiving your brand as trustworthy because of its global reach. Besides, by localising content to their demands and addressing cultural sensitivities, they will feel that you care about their needs.
• Improving international SEO: The equation is simple. Better SEO, more visibility. More visibility, more reach and a higher likelihood of closing deals.
• Reducing your after-sales service budget: If the terms and conditions are clear upfront, fewer people will need to communicate with your company afterwards. Prevention is the cure.

#OptimationalTip: When designing the overall strategy, define stages for each piece of content according to their specific objectives. For example, a menu bar should provide clear access to the website sections, while a drip campaign may have a completely different goal.

Go Multilingual to Become Global: The Essential Tips

As we concluded the benefits section, ladies and gentlemen, here are the tips.

#1 Start With Certain Key Languages

Translating for marketing requires time and resources—no need to scare you off, we just want to be transparent—. So, translating everything into all available languages may not be a practical idea. It would be time-consuming, costly, and… unnecessary! It is possible to make a smart investment and assertive planning; all you need to do is to appeal to the markets you want to do business in. Also, another competitive advantage is to consider which are the most popular languages on the internet or in your industry. You may not need to translate into all of them, but it is worth considering some to drive more organic traffic to your website.

#2 Launch a Multilingual App

Do you already have an app? Great. Do you still not have one? Maybe it is time to think about incorporating one. Nowadays apps are at the service of convenience as many users prefer them. The user (and shopping) experience they offer is very different from that of a website, being sometimes more limited but also easier to use. However, always consider it as an extension of your website, so the usability experience should be consistent across both. In other words, if your website is multilingual, your app should be too. 

What types of texts should you include in this stage of your multilingual marketing strategy? From those related to navigability (such as menu bar, CTA, and more) to in-app notifications and pop-up messages. Also, FAQs, contact information, etc.

#3 Think About Social Media Messages

This tip for international business is as important as the previous ones. Creating a global branding plan is not limited to developing a multilingual website and app; you also need a relevant presence and constant activity through social media. That is, if you establish a communication channel through, for example, Instagram, it must show a consistent tone and voice with your app’s messages. Moreover, you should always keep it fresh and up-to-date; seeing that the last post is six months old never helped any business.

Learn more about how to set up a successful social media strategy.

#4 Localise Your Collaterals

In addition to social media, apps, and international SEO, you should also consider developing multilingual offline promotional materials. This includes the localisation of your brochures, TV, and radio advertisements, as well as any type of printed content. Finally, do not forget technical texts, such as user manuals and instructions, product information, and so on. Sometimes the misinterpretation of a single word can ruin a product and spoil the user’s concept of the brand.

#OptimationalTip: People spend much of their time on social media (really… we do, our cousins do, and probably even your neighbour.) Therefore, navigating these waters increases the number of business deals. This approach goes beyond how cool having a corporate account looks. It serves as the elevator pitch that drives traffic to your website.

Final Thoughts: Promote Your Brand Globally While Providing a Great Experience

These tips are just a few recommendations for effective global branding. And although there are many other complementary ideas to keep in mind, do not lose sight of these four, which are the basis of a successful strategy.

To sum it up: Prepare a multilingual marketing strategy that leverages localisation to engage with a wider audience. To do so, consider the most popular languages—that are relevant to your industry and according to your goals—for translation. Also, localise your app, social media and collaterals to provide a holistic, consistent, and user-friendly experience.

Oh, before we forget… if you are concerned about consistency, a translation style guide can be a lifesaver.

See you next time! And if you have any doubts about how to get started, do not hesitate to contact us today.