There’s no doubt that a correctly localised website usually brings a number of business benefits. But what about social media content? Is one standard channel enough to appeal to your audience across the world?
Being social requires being local first. Focusing on one standard language version only, be it on a website or social media, may limit your possibilities if you aim to attract international customers or partners. Managing multiple social media accounts or using geo-targeting may sound overwhelming, but it will pay off in the long run. The content adapted to the local reality, so to every country or region where your brand is present, will help you gain trust of your potential customers and prove that your business really is within their reach. You will also be able to display local promotions and events without the risk of alienating audiences from other regions. Opting for one general media social channel might be perceived as a generic and mellow strategy and fail to engage your users.
Regular updates in the language of your Facebook fans or Twitter followers can increase engagement rates and boost exposure of your brand. With targeted and customised posts you will quickly notice how the number of likes, retweets or comments increases, which eventually helps to improve your online presence and build strong connections with your existing and potential customers. Thus, localised social media profiles help to be really social and boost your online conversations.
With higher engagement rates your website traffic is more likely to increase. However, to assure consistent experience of your target users your localised social media profiles should be linked to the local website versions. Only then your followers and visitors will be able to find out more about your business and take their online interaction to the next level and become your customers or partners.
Social media localisation will help you truly engage with your international audience, build stronger connections and offer relevant and local content that is adapted to your target market.
What do you think are other ways in which business can benefit from localising their social media profiles?
Photo by D. Pawlak