The idea of localised marketing is to create region specific advertisements directed at forging a connection with the local key demographic. As your business has grown from a small start-up to a national, if not international brand, marketing becomes additionally convoluted. No longer is marketing a direct approach, but instead you need to connect with varying regions while maintaining a localised approach. In the modern day of advertising, social media offers you a valuable tool to connect with customers, but you still need to ensure a localised connection. Without it, customers may drift away and gravitate towards companies offering the localisation marketing approach. When it comes to social media, here is what you need to know about setting your company up for success.
Regional Social Media Accounts
Your company does not need to have only one social media account. Instead, consider having regional branches set up regional social media accounts. This way, corporate runs the main account, yet regional accounts can connect with regional customers. Setting up your social media accounts in such a way provides two major benefits. The first is your local offices have a better understanding of the local demographics and what connects with them. With this in mind, content posted onto the local social media accounts can contain regional specific information. The second benefit behind this practice is the corporate run social media account can highlight events and other activities from the regional accounts. Doing so helps humanise the account while allowing followers from other corners of the world the ability to see what goes on in varying locations.
Social Media Branding Requirements
By handing over regional control of company social media accounts to local offices, you improve your ability to connect with localised markets. However, by giving social media access to more employees, you also increase your chance of an employee posting content that may not fit within the core values of your business. Due to this, you company needs to set up specific parameters for social media posts. Unlike larger advertisements where you can monitor and approve material before it goes to the public, social media posts take place in real time. To avoid undesirable problems with ill-conceived posts, your company should train social media professionals into following your posting guidelines. Additionally, hold frequent meetings with those in charge of regional social media accounts in order to provide updates and keep everyone on the same page.
Google Translate is NOT Your Friend
Google Translate is designed as a elementary tool for quickly reading content in a different language. However, if your business spans multiple countries and different languages, the last thing your business needs to do is post content using Google Translate. Translations are poor and you will come across as unprofessional while completely missing out on localised marketing. Some businesses attempt to save money by running varying social media accounts all in-house at the corporate level. It saves money, but it also reduces customers and potential leads. While it might seem like a good idea at the time, never use Google Translate in any social media posts as a localisation work around. Quality is still king in the world of social media, so avoid these translation services at all costs.
By following through with these handful of tips on what you need to know regarding localised marketing on social media, you'll increase your exposure and form a more direct, personal connection with your budding community. Social media has the potential to connect you with a limitless client base. It is simply up to you to discover how to connect with these individuals.