Social channels, if needed for effective marketing, should carry a language (or languages) that can communicate with people speaking different languages. We all are aware that this era belongs to multilingual generations, so the content needs not to be translation agnostic. The social PPC campaign needs to be master class, and to do that here are some triggers you need to look into.
Language
Language seems easy to choose. You just need to choose the right language, but what you also need to do is to use it as a reporting tool. For instance, Twitter offers advertisers to look at the engagement rates with ads published in different languages. If you find high engagement rates and the low cost ad, you can easily invest in translation to reach larger audience out there.
Tip: Today, in the era of silenced phones, noise is an annoyance. You need to add translated annotations to video promotions, so that the end user can get the full message.
Interests
Advanced social psychographics concentrates more on foreign language interest targeting. You can see there are plenty of global interests with regional subsects that are dedicated to content for specific location.
For instance, for Japanese who only speak their native language, there is an option of WSJ Asia (Wall Street Journal Asia). Since, Japanese have interest in financial news, they also have an interest in The Wall Street Journal, other than WSJ Asia. In fact, more people in Japan are interest in WSJ compared to WSJ Asia. So, there is a need of translated version of WSJ for the local population, just because they have interest in it
Tip: Identify regional interest with inverse demographics. It will help local audience get affinity for international culture.
Behaviors
When it comes to behavior targeting with Twitter and Facebook, you may not be able to get third-party distribution, since many countries have strict laws and restrictions on this type of data. Like most travel behavior data is only specific for the United States, because information is collected from US Census.
If you’re into this business, you may avoid this obstacle in the following ways:
- Create a base look-a-likes,
- Run a US-based promotion
- Target business travelers
- Send them to specific landing pages
You can create a look-a-like audience within Twitter and Facebook using landing page’s traffic in a foreign country. It will serve as a base for international audience with different demographics.
Tip: You can find more information on this blog.
Keywords
According to search engine marketing Canada services, keyword targeting on Twitter enables content marketers to involve in real-time conversations created by consumers.
- You can capture hashtags and keywords
- You can use phrases that your target audience is actually using
This is an easy way to speak in the language your local audience prefer.
But the targeting needs to be adapted when your consumer speaks a different language. So, you can make use of that grey area where tweets reflect dialects, English translations and regional languages.
For instance Twitter based campaign for targeting Japanese audience who speak their native language shows:
- 13 keywords in Japanese, and
- 7 English keywords
English translation gathered 18.1 percent engagement and 17.6 percent impressions.
Tip: You can use the following free versions for effective targeting:
Keyhole
Tweetchup
Hashtracking
