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TRANSCENDING BORDERS Marketing to the World with Multilingual Digital Content
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TRANSCENDING BORDERS · Colt Foutz, Director, Digital Marketing Group 13-year digital agency veteran 19 years in digital content 8 years at Publicis Groupe leading creative services,

Aug 02, 2020

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  • TRANSCENDING BORDERSMarketing to the World with Multilingual Digital Content

  • INTRODUCTIONS

    Colt Foutz, Director, Digital Marketing Group

    13-year digital agency veteran

    19 years in digital content

    8 years at Publicis Groupe leading creative services, Paid Media operations

    Builds global offerings, teams, best practices for SEO, Paid Media, Social Media, digital content

  • By the numbers

  • services

  • GLOBAL DIGITAL MARKETING

    CONTENT MARKETING

    Brand Voice Consulting

    Copy Writing

    Graphic Design

    Website Design

    Video Optimization

    Link Building & PR

    SOCIAL MEDIA

    Audits & Strategy

    Multilingual Content

    Community Management

    Listening & Monitoring

    Paid Campaigns

    Performance Reporting

    PAID MEDIA

    Competitive Analysis

    Campaign Strategy

    Localized Creative

    Campaign Management

    A/B & Multivariate Testing

    Performance Reporting

    SEARCH ENGINE OPTIMIZATION

    Audits & Strategy

    Keyword Research

    Content Optimization

    Technical SEO

    Link Building

    Creative Services

    Performance Reporting

  • 4. REPORTING

    1. ANALYSIS 2. STRATEGIC DEVELOPMENT

    3. IMPLEMENTATION& TESTING

    ITERATIVE PROCESS

  • CLIENTS

  • WHY LOCALIZE?

  • Out of 3 billion global internet users, just 28% speak English.

    90% of Europeans never browse in a language other than their own

  • • 85% worldwide won’t buy in another language

    • 72% more likely to buy if it’s their language

    • 56% say language is more important than price

  • Potential ROI:

    $25 for every $1 spent on localization

  • Localization is the first step. But we want to go deeper….

  • Client Globalization Journey

    • Get Visible with local SEO

    • Drive Traffic with local Paid Media

    • Drive Engagement with custom local content

  • Missing the Mark

    HSBC, 2009:• Spent millions on its 5-year-old

    “Assume Nothing” campaign• Translated Globally

    o In many markets, badly, as “Do Nothing”

    • Bank spent $10 million to rebrand, going with “The World’s Private Bank,” which has a friendlier (and easier) translation

  • Know Your Local Audience

    • German households save 10% of their income, twice as much as the EU or USA

  • Know Your Local Audience

    • British households are 3x more likely to be careful spenders vs. households in

    the USA

  • Defining Local Strategy

    • Which keywords are searched the most?

    • What do competitors target?

    • What is your target audience buzzing about? (Social listening)

    • Where can you fill a gap?

  • CASE STUDIES

  • PNC Bank

    • Spanish, Polish, Chinese & Korean customers in US

    • Utilizes selective translation flow through our OneLink platform

    • SEO keyword research, content optimization for priority pages

    • Testing original content creation, iteration with local content specialists for heavily-trafficked customer service pages

  • BlackRock

    • Daily financial reports/POV content to Spanish-Latam, Portuguese-Brazil

    • Two custom-content workflows:

    1. Translation with “brand captain” editing/QA

    2. Creative adaptation, with or without SEO optimization

    • Specially-recruited linguistic and creative team, SLA, Pricing

  • Scotiabank

    • Network of hundreds of financial advisers – Scotia Wealth Management, Canada

    • English and French customers

    • Helped define local social media experience

    1. Optimized Facebook, LinkedIn & Twitter profiles

    2. Opportunity: Central, brand-approved bank of content; advisers choose and post

  • TAKEAWAYS

    Translation is just the first step

    Understand local audience for SEO, SEM

    Social listening to inform channel strategy

    Differentiate local content

  • Colt FoutzDirector, Digital Marketing Group+1 605.271.3392cfoutz@transperfect.com