In an increasingly global economy, organisations have to take their marketing strategies in a whole new level. Many businesses are spreading their marketing efforts to global territories to reach potential customers that may not have known their products and services. As this move is huge, frightening, and can be very expensive, growing businesses have to tap into social media in order to reap its rewards.
Reaching a diverse audience isn’t as easy as 123; it requires understanding of regional cultures, laws, online behaviors, and so many more. So, before you go get your international digital marketing campaign running, keep this social media strategies on how to effectively market to the global audience in mind.
#1: Know Your Audience
Do you know who your targeted customers or prospects are? Do you know which type of consumers you should connect with? Once you understand who your audience is and what they are interested in, tailoring your message becomes much easier and building a relationship becomes effortless. This also helps you determine which social media platforms to take advantage of.
#2: Segment Your Audience
Now that you know who your target audiences are, segment them by determining which countries and languages you want to reach. As you proceed, establish your social media goals for each of these audiences. Make the most of the localisation features many popular social networks have to segment your audience. This is rather easier and simpler than building a new profile ground up for each one.
Facebook and Instagram, for instance, have the most comprehensive localisation features that allow you to target posts by geography, language, age, gender, interests, and even educational status. Using the localisation features, only users that meet your specific criteria will be able to see your targeted posts on their news feeds – allowing you to control language and geography-specific content to the right segments all from a single account. Put simply, use the features whenever possible to save yourself from creating and maintaining a social media account for every target market.
#3: Learn Their Language and Culture
It doesn’t automatically mean that because a certain group of consumers speaks English they are going to respond to your brand exactly the same way as other native speakers. In fact, there are many differences between US and Australian English. The same is true for many other languages.
If you want your message effectively delivered across, make sure the consumers you intend to reach understand it. This doesn’t only mean hiring a professional translator, but also taking into consideration the audience’s culture, religious and ethnic group. Otherwise, you’ll be making errors and contextual mistakes, which in turn can put off your target market rather than engage them.
#4: Seek Support from Local Contributors
It makes sense to outsource social media marketers from each region you are targeting. Not only are they able to offer local insights you can’t provide yourself, they can also keep the content of your pages current and valuable to your local audience.
Hiring someone to specialise in each market allows you to stay on top of hot topics and sensitive issues that is relevant for each specific audience. That said, educational guides in England may not be relevant to your target consumers in Japan.
#5: Use the Right Social Network
Not everyone in the world enjoys the same social media platform. YouTube, for instance remains the seconds most popular in Australia, while Orkut for India and Me2day for Korea. The Chinese market bans Twitter and Facebook, but it loves Qzone and Sina Weibo. Furthermore, not every platform is text based: Pinterest and Instagram are mainly image-based, whereas YouTube and Vimeo dominates the video scene.
Understanding your audience helps you understand where they basically hang out online, and that in return enables you to control the right platform for your local consumers.
#6: Communicate and Interact
Social media is a two-way street; you send messages out and take messages in. You should be present as much as possible, not only to answer questions, but also to get in touch with your followers on a personal level. Brands that fail to do often end up getting their customers displeased, and that is absolutely the last thing you should do.
While geographical distance can be a huge hindrance to successfully market your brand, you can bridge the gap by making your audiences feel that they are relevant by talking to them or responding to their concerns via social networks. This way, you’ll appear to be more engaged and available.
Know your audience, learn their language and culture, provide them with relevant content, and respond to their needs. Stick to these tips and you will surely go a long way. Regardless of language or location, these core elements work every time.
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