All markets are multicultural now. To keep up, your business needs to be multilingual as well. The ability to reach across language, culture and technological barriers is critical, whether your customer base is local or global. But it’s much deeper than just translating words. Fashion, history, culture, and technology all play important roles in marketing to diverse communities. Multicultural marketing agencies such as LAT help you meet these evolving challenges; ensuring the meaning of your message does not get lost in translation. Here are some tips to make sure your multicultural marketing is a success.
Build a Multilingual Brand
Multicultural marketing lets you differentiate your brand with customized messaging created for specific language groups. It’s a great way to reach a community in their own language, build brand awareness, and earn the loyalty of customers your competitors may be ignoring. But understanding the culture, context, and trends in the communities you hope to reach is vital. Multicultural marketing agencies offer the tools and techniques to help you open new markets with multilingual campaigns, through their experience, contacts, and proven strategies for success.
Connect with Multicultural Audiences
Where you tell your brand story is another critical element of successful multicultural marketing. Key channels such as the popular Chinese platform Weibo reach approximately 500 million users every month! It’s just one example of many social media channels large and small, catering to specific ethnic or language communities. They cannot be overlooked or treated as an afterthought in your marketing plans. Experienced multicultural agencies such as LAT know which platforms are the most popular with specific demographics, customize the content to suit, and ensure your message reaches its audience.
Learn how LAT has been managing Vancouver International Airport’s Chinese social media presence on WeChat and Weibo and providing translation services in various languages.
YVR social media presence case study
Earn Trust and Deliver Results
Making inroads into new markets takes time. Especially if you are crossing language barriers at the same time. When building your multicultural marketing strategy, it is important to recognize and commit to an ongoing effort. Trust and loyalty can never be rushed, especially when you are entering a new market. Using a multicultural marketing agency to guide your steps will help you avoid costly mistakes and ensure your budget is spent wisely.
There are no shortcuts. Just like any marketing effort you must build trust with the consumer. It is never an overnight process. It is important to deliver on the upfront promise of multilingual content as well. It’s no good to have a landing page that’s localized if it takes users straight to an English-only blog or home page. You must follow through with relevant multicultural content.
Three Must-Haves in a Multicultural Marketing Agency
Ready to launch a multilingual marketing campaign? Want to take advantage of a multilingual marketing agency’s expertise? Here’s three key things to consider in your search for the right supplier:
- Case Studies – Look for an agency that can back up promises with case studies or customer testimonials. Make sure they can show successful results with similar campaigns.
- Native Speakers There is no one-size-fits-all approach. Look for agencies offering translation specialists who are native speakers of your target language.
- End-to-End Solution Agencies that can manage your project from initial translation to final implementation ensure consistency of message and simplify your workflow.
Multicultural considerations are a critical element for brand success in the twenty-first century. Offering multilingual services is a great way to access swiftly emerging markets at home and overseas. Early adopters and businesses with a well-planned, sustained approach to multilingual markets will find themselves positioned for success as this trend continues. If you would like to learn how LAT can develop a multicultural marketing program that meets your needs please contact us to learn more.
