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Developing a brand internationally requires careful adaptation of your communication. The goal is not to translate your message from your language into another, but to make it resonate with the expectations of foreign customers. Here are the steps to remember.
Understanding cultural and local differences
When preparing to introduce your brand to a foreign market, one of the first steps is to analyze the local culture and all its specificities. It’s not just a question of translation. Values, purchasing behaviors and perceptions of the products or services you offer are not the same in all four corners of the planet. Where the European sees a man in the desert dousing himself with perfume to express his taste for adventure and his thirst for freedom, a consumer in the land of the Rising Sun will see an idle man with little concern for his hygiene. Images, colors, and even the tone of your communication are perceived very differently from one country to another. Within a cultural communications agency multidisciplinary, mixing profiles from all walks of life, we are approaching a perfect understanding of these nuances. This is how it becomes possible to create and reinforce a message adapted to the cultural heritage of the target country.
How important is local SEO in your strategy?
In addition to the visual and the message, adapting your communication abroad also concerns the SEO local. To find the relevant keywords on which to position yourself, knowledge of the local economic fabric and the expressions and terms used in each region is necessary. It is at this price that you can guarantee your content a good place on search engines. Local SEO also involves taking into account local search habits. It is subtle and time-consuming work. Only experts in the field are capable of achieving optimal visibility in a reasonable time.
Create a creative and local strategy
Succeeding in your international brand communication strategy is therefore no easy task! It is based on a creative vision that captures the attention and emotions of local consumers. This is why the ideal is to choose a creative agency that brings together local service providers or profiles who know the customs and customs of several countries. These international experts are there to refine your messages and use insights specific to the local market. We are talking about cultural references, to local personalities or popular events, which will undoubtedly give an authentic character to your approach. In this international context, creativity goes hand in hand with wise targeting of the needs of each market. Materials and content must be refined and personalized according to the preferred touchpoints of each targeted market.
Test and adjust your communication
Once your campaign is launched, it’s time to measure its impact. Several insights make it possible to measure consumer reception and feedback. Performance analysis is used to adjust your strategy which must remain responsive. This may include changes in tone, imagery, or even the medium of communication. Be innovative. The arrival of artificial intelligence is a valuable aid in several areas of action. Experts from your creative agency are available to guide you by monitoring local trends in your market to better meet the expectations of your international clients.
By collaborating with specialized agencies that integrate local SEO best practices and a creative strategy, you can make your international expansion a real success.
Source: www.ecommercemag.fr
