how to localise your global brand

Practical guide to localising your brand

@Olgandrienko #BrightonSEO

Hello Brighton! Who I am?

Head of Social Media at SEMrushContributor SEJ, Foundr, SproutSocial, Distilled and other industry blogs.

Strengths: community building, influence marketing, copywriting

And that’s now all I do at SEMrush…

Olga

Marketing activities in 21 countries

Mass Marketin

g Internalisation

Laser Targeting

Localisation

VS.

English-speaking world

If you’re marketing to an English-speaking country, you’re already

global

20% of your markets bring you 80% of revenue

TipCheck reports in Google Analytics:✓ Real-time -> Locations✓ Acquisition report (advanced ->

secondary dimension -> users -> country)

✓ Audience report: geo-location✓ Compare countries you get

traffic from the countries that convert and stay on your site (check Conversion and Goals)

“Norwegians don't sign up for 30-day free access, because we have money to buy it if we want to. From my personal experience 3 months will let them actually have time to test things out, and GURU access is the right level, considering they have tens of thousands of products and millions of pages. This way they can test it properly.”

Pay attention to popular social channels in your markets

Local social media accounts (SEMrush)

Statista.com

Weekly social media site access in selected countries (October 2015)

Share of internet users who access social media via mobile

(Oct 2014)

Check the popular social networks in BuzzSumo

Source: Common Sense Advisory

Think global, act local:

Tip✓Take geo-location into

account. Australia, Brazil and others have Christmas in summer

✓Working schedule is different, check national events and religious holidays

✓Hebrew and Arabic are written from right to left

✓Color emotions differ

Culture, tradition Taboos, superstitionsHolidaysReligionLanguage, tone of voiceCurrencies, payment systems

Colors in culture

Lost in translation:

Coca-Cola #Shareacoke

3 REASONS TO GO LOCAL

Cultures, traditions, tastes and preferences differ everywhere

People are more likely to respond in their native language

Better budget optimisation due to better focus and right communication channels

#1 #2 #3

PR

Conferences

Experts

Social media

Website

Localisation layers

PR

Conferences

Experts

Social media

Website

Localisation layers

social

social

social

social

PR

Conferences

Experts

Social media

Website

Localisation layers

Local FAQ

Answer in a video

TranscribePublish on a website

Publish short videos on

social

Localise with video content

PR

Conferences

Experts

Social media

Website

Localisation layers

Local profile vs. targeted posts

Local page gives you stronger local presence

International page with targeted posts saves time

Comment from the brand on other pages

Audiense.com

Comment from the brand on other pages

Followerwonk by Moz

PR

Conferences

Experts

Social media

Website

Localisation layers

Klear.com

If you are localising your brand, you already have a

global audience. While you are trying

to go local, many local experts would like to go global. That is a perfect

win-win situation.

1. Your thoughts + slides, their tips

2. Top quotes from the expert, your slides, their comments

3. Masterclass: 10-15 min presentation by expert, huge Q&A session afterwards

Email Template: Connect with the conference

PR

Conferences

Experts

Social media

Website

Localisation layers

Do your homework Bring enough business cards No stereotypical swag Bring the offline to online Add all people who are tweeting to a list

with IFTTT Attend the afterparty Repeat the name of whoever you've been

introduced to in the next sentence Add your thoughts to the speeches Write a blog post afterwards

PR

Conferences

Experts

Social media

Website

Localisation layers

3 REASONS TO GO LOCAL

Cultures, traditions, tastes and preferences differ everywhere

People are more likely to respond in their native language

Better budget optimisation due to better focus and right communication channels

#1 #2 #3

PR

Conferences

Experts

Social media

Website

Localisation layers