Building a global brand requires a fully-integrated language and marketing strategy that connects with audiences in every target market. Gaining traction in new markets is always tricky but digital channels can help companies reach consumers with amazing precision. In this article, we explain how multilingual SEO and multilingual PPC can help you build your global brand by developing meaningful relationships with every target audience.
Search engine optimisation (SEO) and pay-per-click (PPC) advertising are the two most popular search marketing strategies. SEO helps you optimise your website and content to generate organic traffic from search engines – the users who click on the main blue links of a results page.
With PPC, businesses and brands pay for users who click on their ads at the top of results pages and other locations. Companies can also advertise on social networks like Facebook and Instagram to build brand awareness and generate paid traffic.
When running a multilingual website, using multilingual SEO and PPC strategies is essential for capturing leads from each language audience and bringing them to the relevant language version of a website.
Now, let’s look at how multilingual search marketing builds global brands.
The key role of SEO and PPC is to generate traffic, but it is always easier to attract visitors from one language market rather than multiple language markets. Multilingual SEO and PPC help ensure that each language version of your message reaches the right audience and captures their interest.
These are two of the most important inbound marketing strategies for companies venturing into new language markets. Multilingual SEO crafts a brand’s message while building organic search visibility and brand awareness. Multilingual PPC helps to quickly generate traffic with a higher purchase intent (as in users/potential online customers, who are more likely to buy from you) so you can start generating revenue faster.
The best global brands feel native to every audience because they speak to them in their own language. Ad campaigns by the likes of Nike and Red Bull rarely sound like they have been translated; they sound like they have been specifically crafted for each target market – and this isn’t far from the truth (see transcreation vs translation).
Multilingual SEO and social PPC help brands and companies develop a native (brand) voice for each market. In addition to this, highly-targeted PPC campaigns (Social and Search) are used to help capture traffic from people who are in the market to buy, while also resonating with your message.
When targeting new markets, it is vital that you understand and address the unique needs of every audience. If, for example, the core demographic are gamers aged 16-32 in the UK, the same products could be more relevant to gamers aged 22-35 in Japan and they may have completely different expectations than the target audience in the UK.
Content marketing and social media are excellent channels for businesses and brands to address the needs of their target audiences. By publishing regular content that matches audience priorities, companies and brands can gradually build awareness and trust with the people most likely to buy from them in the future. Multilingual SEO and multilingual PPC (social) are the most effective ways to ensure that each language audience sees this content.
With PPC (especially Search ads), you’re paying to bring highly-targeted traffic to your website and you can essentially pinpoint users who are ready to imminently hit the ‘Buy Now’ button. PPC can also help target wider audiences, some of whom may be close to making a purchase, but aren’t quite ready to commit yet. These leads can be nurtured along the final stages of the buying process and can eventually convert with retargeting tactics.
The point is that with PPC, companies and eCommerce brands pay to capture leads that are ready to buy now or in the near future; this is great for generating revenue fast in a new market.
Unlike paid search, SEO is a long-term strategy that builds a brand voice, establishes relationships with target audiences and captures leads at much earlier stages of the buying process. These visitors may not convert immediately, however, a strong organic search presence that keeps generating website traffic and introducing a brand to wider audiences, is still an effective strategy and also a more affordable strategy, compared to PPC.
With SEO capturing traffic at the early stages of the buying process and PPC bringing in high-intent leads who are ready to buy, a combined multilingual SEO and PPC strategy can cover the whole customer journey, from start to finish.
Once you have mastered the art of multilingual SEO and PPC, you will have a framework that helps you select high-value markets and that can get you results. This framework will integrate seamlessly with your translation process and allow you to build meaningful relationships with audiences in different language markets and inspire them to make purchase decisions.
Even in competitive markets, an integrated search marketing and translation strategy will help cut through the noise and deliver the intended message to the right target audience so you can start building momentum right away.
If you need help developing an effective multilingual SEO and multilingual PPC strategy, get in touch with our team of marketing translators by filling out the form on our contact page.