On March 19, 2020, Governor Newsom issued Executive Order N-33-20 directing all residents immediately to heed current State public health directives to stay home, except as needed to maintain continuity of operations of essential critical infrastructure sectors and additional sectors as the State Public Health Officer may designate as critical to protect health and well-being of all Californians.
In accordance with this order, the State Public Health Officer has designated a list of, “Essential Critical Infrastructure Workers” to help state, local, tribal, and industry partners as they work to protect communities, while ensuring continuity of functions critical to public health and safety, as well as economic and national security.
This letter is to notify you that at midnight March 20, 2020, normal operations here at WebMedia are suspended until further notice.
Social media is the most talked-about addiction today. Digital disruption has hooked people to social media platforms spawning new avenues for marketing.
Social media has offered a level playing field where everyone from global corporations to budding startups can showcase their offerings, without spending too much time and money. Whether you are a social media expert or have stepped into digital marketing only recently, you need to stay abreast of the latest in social media marketing.
In this blog, we have compiled a list of 10 such latest developments in social media marketing that will help your business stay ahead of the social curve in 2020. So, let’s begin.
1. The Rise of Influencers
While the concept of influencers isn’t new, it has been gaining more traction of late, all thanks to the digital medium. With well-known public figures endorsing them, it has become easy for brands to gain more credibility while getting exposure to a community of loyal followers.
As a business, you can capitalize on an influencer’s reach in many ways: you can ask them to review your product or services. You can also opt for content syndication wherein you can share your content on their social media pages.
Renowned brands including the likes of H&M, Motorola and Samsung have successfully incorporated influencer marketing in their social media strategy. Because smaller businesses cannot afford to rope in highly popular figures, they are increasingly seeking micro-influencers.
Micro-influencers are social media accounts with only a couple of thousand followers. They can help you reach the right set of audience provided you chose the right influencer.
For instance, if you own a restaurant serving French food, you can reach out to a popular micro-influencer in your niche (e.g. a French food blogger) instead of a celebrity chef to promote your venture effectively.
2. Engage your Audience via Stories
The concept of stories was introduced by Snapchat 5-6 years back. Videos shot in a vertical form that lasted for just 24 hours gained immense popularity among Snapchat users, particularly the millennial's. Instagram, Facebook and LinkedIn followed suit, as a result of which stories are now all-over social media.
According to a recent study, over 500 million accounts use stories on Instagram every single day.
Ephemeral videos and photos shot in a candid manner are a great way of engaging your audience because they:
You can either demonstrate your products and services in action or craft ‘behind-the-scenes’ videos of your workplace. Done the right way, stories can help you forge strong ties with your customers.
3. User-Generated Content Gaining Traction
One of the key challenges for any brand is constantly creating content that is engaging, interesting and out-of-the-box. To optimize content generation, brands are now shifting their focus to content created by their audience. Many of these brands do so by asking their customers to:
Along similar lines, Adobe uses the hashtag #Adobe Perspective wherein Adobe users get an opportunity to showcase their capabilities while Adobe gets promotional content free-of-cost.
Several consumer brands including the likes of Reckitt Benckiser, Godrej and HUL have roped in influential YouTubers to disseminate positive word-of-mouth about their products. Given the popular audio-visual platform YouTube is, consumers can now see how a product works in real life before making a purchase.
4. Emphasis on Personal Messaging and Chatbots
As brands bolster their presence on social media, they receive hundreds of customer queries every single day. It may not be possible for them to answer these through social media posts. And that’s where personal messaging comes into picture.
Personal messaging platforms allow businesses to respond to customer queries in a much shorter time-frame. They also make for hyper-personalized user experience.
As per a recent study by GlobalWebIndex, around 63% of consumers prefer private messaging apps over other channels of communication. The results of the study have been summarized in the chart below.
Several brands have taken note of this trend and have started leveraging platforms like Facebook Messenger and WhatsApp to reach users. Many of them are integrating their chatbots with these messaging platforms and other live chat tools. Chatbot integration offers a range of benefits:
5. Rise of Close-Knit Groups and Communities
As the number of social media users is burgeoning, businesses are seeking new avenues to connect with their target audience. Even consumers prefer connecting with like-minded individuals sharing common needs and interests. This proclivity has given rise to close-knit groups and communities on all social media platforms.
Social groups bring an array of opportunities for businesses:
In 2018 and 2019, Facebook introduced a couple of new features in its groups. With these changes, business pages can now participate as individuals and convey their message through more engaging content and get direct feedback on their products.
6. Augmented Reality to Enhance Marketing
Among the latest social media marketing trends is Augmented Reality (AR). Snapchat can be accredited for introducing AR into the social media space. Social platforms are using AR in a big way:
Considering how social platforms are vying for a slice of the AR pie, it won’t be long before we witness more and more brands building their virtual stores on social platforms. These virtual stores will minimize, if not eliminate, the need for visiting physical stores and compel people to buy more.
With brands crafting stunning AR experiences for consumers through lenses, games and other interactive tools, we will have more and more users wanting to share their experiences. This will go a long way in generating positive word-of-mouth for these brands.
7. Live Streaming Gaining Ground
Live streaming on platforms like Facebook has been there for a while. But, it was only recently that brands have woken up to its indispensability. Brands that want to sound more ‘human’ are embracing it in a big manner. Facebook Live broadcasts reached 3.5 billion in 2018-and the number will only rise in the years to come.
Live streaming of any major event (such as a product launch) allows businesses to offer exclusive content and create excitement around their offering. This creates a win-win for both the parties – consumers can ask questions and offer feedback in real-time while brands can make adjustments to their offerings well in time to avoid any goof-ups in future.
8. Emphasis on Reviews
Facebook reviews are one of the most important metrics that online users consider before making a purchase.
Those considering buying from a brand will most likely visit its Facebook business page to read its ratings and reviews. If they come across unsavory comments, they may be deterred from buying from the brand.
As per a recent study, 88% of consumers trust online reviews as much as personal recommendations.
Because Facebook reviews serve as a crucial social media marketing tool, businesses need to proactively manage their reviews on the platform. They should encourage their happy customers to share their experiences through reviews. And if some unappetizing comments appear, they should be prepared to handle it in a patient and professional manner.
Businesses should acknowledge the negative and welcome suggestions on how they can improve customer experience. Facebook reviews are among the emerging social media marketing trends that are going to play a major role in shaping the online reputation of businesses.
Suggested Reading: Do People Really Look At Facebook Reviews? Here’s Why It Matters
9. Retargeting through Dynamic Ads
Imagine a user visits your website, browses your product list, adds one or two products to his shopping cart but does not make a purchase. Because such users are valuable prospects, it’s vital that you leave no stone upturned in encouraging them to buy from you.
Dynamic ads come to your rescue here – using dynamic ads, you can create a tailor-made ad for each user featuring the products they have viewed on your website. The user will see these ads on their Facebook and Instagram feeds when they log in next time.
The advantage of dynamic ads is that you can remind your prospects of the products they are apparently interested in and improve the odds of them visiting your site to make a purchase.
With dynamic ads, you can show customers the latest offers, product reviews, shipping information or highlight other key features. Used the right way, dynamic ads can augment your lead generation efforts and tempt consumers into making a purchase.
Suggested Reading: A Beginner’s Guide to Facebook Dynamic Product Ads for e-Commerce
10. Diversification through Smaller Networks
Businesses are no longer relying on Facebook or Instagram alone to market themselves. They are increasingly expanding their digital presence through other smaller platforms which includes the likes of TikTok, Reddit, Quora and Snapchat- all of which can be potent tools for lead generation.
By diversifying their presence businesses can:
Video-based social networking app TikTok is brimming with opportunities. Though the platform is relatively very young when compared to Facebook or LinkedIn, it has more than 500 million monthly active users, most of whom are youngsters. This makes TikTok the perfect podium to attract a younger audience.
Businesses are increasingly using the app for creating brand awareness. They are engaging a younger audience through humorous videos and challenges which they are specifically using for this platform.
News aggregation site Reddit ranks 26th globally on Alexa. It is considered ‘the front page of the internet’. Reddit is the place where all kinds of memes originate, so getting on the first page of Reddit can open a plethora of opportunities for any business.
The Final Word
While it’s true that social media is a highly volatile space where new trends emerge every couple of months, keeping yourself abreast of the latest in social helps. By incorporating these trends in your social media management strategy, you can not only reinforce your lead generation efforts but also position your brand effectively and earn valuable customers.
Do web design practices affect SEO?
Do you often see digital marketers and web developers clashing over decisions on SEO and website design?
The answer to both these questions is an emphatic yes.
If anything, Google started giving preference to responsive websites in its SERPs since April 2015!
That means digital marketers need to focus on building responsive websites while implementing their SEO strategies on the website.
Keeping that in mind, digital marketers have to make sure that they are bringing together a complete experience for website visitors that prompts them to return to a business. Some digital marketers insist business owners focus on engaging with visitors. That’s why many businesses add live chat to their WordPress website to increase website engagement.
However, some insist businesses should aim to strike the perfect balance of website design with SEO.
Factoring SEO into Web Design
Try and answer this first – What does SEO stand for in web design?
To have a comprehensive understanding of how changes in web design practices can impact strategies in search engine marketing can take years.
There is a lot to learn, and it certainly isn’t easy. And, it cannot be done overnight.
For a beginner in the field, the initial training will be focused on the basics of how search engines rank websites, check landing page performance, and keep track of search query results being delivered.
In the last 20 years, the underlying foundation of search engine optimization has not changed much, but the technical bits have undergone a lot of transformation.
Websites can range from a couple of pages to mammoth-sized sites containing thousands of pages. The complex data architecture creates navigation roadblocks, shoots instructions to search engine bots, and tells them what needs to be done.
And that is just the backend.
What you see and use in the front end requires a lot of planning too.
Unless you have an adequate understanding of its importance, you will have clients who remain unhappy with the end product. After all, website owners seek the best of design with SEO.
How Web Design Affects the Website’s SEO and What Can You Do about It?
Web design is probably the most crucial element of SEO strategies that dictates the future performance of the business.
Web developers have been keen to adopt a more unified strategy combining SEO and web design best practices. For example, if you are designing a landing page for WordPress, keywords in the overall content of the webpage have a vital role to play in promoting search rankings.
The design element will determine the smart insertion of these keywords in meta descriptions, title tags, etc. However, SEO trends are constantly evolving; therefore, you must perform thorough research on keyword relevancy before using them on your page.
Bad Design Can Result in Bad SEO
A specific keyword helped visitors land on your website, but a poor page design will not encourage any further engagement with the content of the site.
This, in turn, can hurt search engine rank because the behavior of the visitor suggests that your business has not been able to deliver the desired result for the relevant keyword.
You can do the following:
Keep the background white and clean
Use text with large fonts that are easier to read
Divide content into headings, sub-headings, bullet points, wherever applicable
Use short sentences and paragraphs enabling more natural consumption of the content
Make use of images, infographics, videos to keep the layout interesting for the user
Web Page Load Speed
The typical wait time for a user to bounce back to the search results page is 2 to 3 seconds. The primary search engine criteria to rank your website depends on how quickly your web page loads. Moreover, reduced page load speed impacts subsidiary performance parameters like bounce rate, click-through-rate, and can lead to a dip in search rank.
Follow these tips to minimize load time:
Remove flash content or large image files
Use more compressed images and CDN if possible
Minimize HTTP requests
Minimize the use of redirects
Use a caching solution
Upgrade your web hosting solution
Layout and SEO
Web pages cluttered with content or having a haphazard design makes it difficult for visitors to engage with your site actively.
Here is what you can do:
Add relevant keywords to the title of the images, a descriptive and keyword-rich alt text to each image you use
The menu should be simple with limited items and available on all pages for easy access
Keep the main menu simple. Limit the number of items on the menu to avoid confusion.
Use simple and familiar terms
Add a search bar so your website users can easily find a web page that they are searching
Make sure that the URL for each web page is clear, concise, and descriptive
Conversion rates are bumped up when your web page layout is clean and crisp. It makes searching for information on your site so much more straightforward, thereby encouraging consumer engagement at various levels. Ultimately, your SERP rank gets better too. Having free space and sufficient image spacing improves user experience as well.
Add a Live Chat Plugin to your WordPress Site
Although not directly relevant to web page design, adding a WordPress live chat plugin can undoubtedly help in minimizing bounce rates, thus, increasing visitor time spent on the site. This results in generating a higher SEO score for your website according to Google algorithms and methods of ranking.
ProProfs Live Chat WordPress plugin is a multi-faceted technology that offers a solution for an agent to engage with customers, providing them with support on various aspects of business operations. To achieve SEO success, having a live chat for WordPress integration is probably the final piece of the puzzle.
SO and web design have in the past been two separate aspects of digital business. However, the dynamics have now changed. Even though a well-designed website ensures footfall, it is SEO that can retain your prospects and convert them into hardcore sales.
Today, the lines between SEO and web design are somewhat blurred. Both are significant contributors to your site being on top of the SERPs.
Entrepreneurs, consultants, marketers, and advertisers have all been faced with the duplicate content issue and what it means for your website’s search engine optimization. This question has bothered many people for ages and it’s not news that the discussion seems to be nowhere near being over.
However, there is also a flip side to this issue. What about translation? Is it still duplicate content, if it is simply a translation of the original piece? And what do Google’s bots think of it? What will be the consequences of having duplicate content on your website? These and other questions will be answered in our article.
What Is Duplicate Content?
The first step to avoiding the duplicate content issue for Google is to understand what duplicate content is. As defined by Google, duplicate content is made up of “substantive blocks of content within or across domains that either completely match other content or are appreciably similar.”
So, if you directly copy content from a different website and publish it on your own site, it will be considered duplicate content. That being said, two pages of your website that have the same or similar pieces of content will also be considered duplicate. However, using a quote or citation a paragraph or two long will not do you any harm.
There are websites that republish news reports, press releases, and so on from other websites which usually have more authority and rank higher. Such republishing websites are detected by Google and not given any good treatment as they simply don’t have original content or the majority of the content they have is duplicate.
Of course, there are some exceptions to the duplicate content rule. For instance, product pages. Your product pages will most likely be very similar especially if you have similar products. Google sets these apart and doesn’t consider them to be duplicate content so your SEO doesn’t suffer.
Penalties for Duplicate Content
The problem with duplicate content is that there are many opinions on whether or not you get penalized for having a lot of it on your website. Some experts say that you should avoid duplicate content like the plague while others argue that it’s a myth and you can use it all you want. The truth, however, is probably somewhere in the middle.
Google doesn’t like using the word penalty and they don’t really apply penalties to anything. As explained by John Mueller in this video, Google doesn’t have a penalty for duplicate content. Even if your site is full of duplicate content, it won’t be demoted.
What this means is that if you have a lot of duplicate content, you will not get any direct punishment. But Google will not want to rank you and will instead avoid your site which will indirectly affect your rankings. So yes, this could be considered a form of penalty if you really want to call it that. The point is that no matter what you call it, duplicate content will still do your site more harm than good (if any good at all).
This is definitely also a problem for online store owners who are selling the same products on different domains. The problem is that you would most likely not change your product pages at all resulting in a lot of duplicate content (and in this case product descriptions would indeed be considered duplicate content). Instead of dominating a niche, you now have extremely low rankings.
One thing to remember is that the pages that used to rank well but were copied elsewhere may also lose their rankings. It’s not only the one who duplicates that suffers, but also the one whose content was duplicated. And that totally isn’t okay.
Of course, there are some professionals like Andy Crestodina from Orbit Media that argue that we are all overreacting and the reality is different. He says that Google bots find pages with duplicate content every day, but they know what the original source was. Why would Google want to penalize the original? The bots probably simply move on without ranking the duplicate content but also without de-ranking the original.
Nothing is entirely clear, but one thing you now know for sure: duplicate content is best avoided. But what about translations?
How Can Translations Help
To put it simply, translations are not considered as duplicate content because they are written with a different audience in mind. Matt Cutts, who is the head of the webspam department at Google, explains as much in this video. An English version and a French version of the same text will be considered two different pieces of content by Google.
But, of course, like with anything else, translations do have some nuances that must be remembered if you don’t want to end up with actual duplicate content on your website.
First of all, translations need to be written by humans rather than being generated by machines. Auto-generated translations are terrible and are no better than duplicate content. If you have ever used Google Translate, you know what I mean. Most of the time it just sounds like gibberish with no regard to grammar or logic.
Moreover, such translations are not optimized for search engines. If you hire a professional translator from an online agency like The Word Point, you will get a translation of the highest quality with all the linguistic and cultural nuances taken into account. And, of course, SEO will be in place.
Another detail about translations is that it is best to publish them on a separate website that is tailored to the specific region you are targeting. When you create an English website, you will be aiming your content at an English-speaking audience, but a Spanish-speaking audience will be looking for a different ‘message’. It’s better to have a Spanish version of your site on a similar domain.
According to Richard Michie from Global Lingo, such websites can still have a problem. If you want to have several versions of a Spanish website, one for a Spanish-speaking audience in South America and another for an audience in Spain, then you will need to tell Google that the sites are not duplicates. This is simple though since it only requires that add a special line of code in the headers of your websites that will tell Google bots that these sites are the local versions of the original.
If you complete all these steps, your translations will not be considered duplicate content by Google. Nevertheless, let’s talk about some other tips and tricks you can use to improve the SEO of your website.
Translation and SEO Best Practice
Translations still require you to complete some actions in order to make the SEO aspect function properly. Here are the top practices to use:
Would you like to increase sales, become more profitable, and find a larger stream of customers? As a company out to make money, you probably answered yes. But while you know what you want to do, what is the best way to get there? Social media and marketing within these platforms might be what you’ve been seeking.
Digital marketing has become a must in today’s world. There is simply no escaping it. However, for business owners, it can feel like a confusing mash of products and strategies that may or may not be a good use of marketing funds. One of the newest methods (which isn’t exactly that new) of marketing to consumers is social media.
While you might have a personal social media account, do you have a business account? Are you effectively using this to your advantage, or do you even need it? In this article, we explore the top reasons why you should be putting social media at the forefront of your marketing plan and how to achieve better results from using the common platforms.
The Importance of Branding
Who is your company? What do you have to offer? Why should a customer choose your products or services? These are basic questions all marketers will ask you when assisting with branding, but what is branding correctly, and why do you need it, and how does social media play a role?
Branding is anything a customer can relate to you. This typically includes the products you sell, the services you offer, and what your company stands for. Branding is what will set your company apart from others, and is a crucial step no company should omit. One of the first branding activities you might undertake is to create a company name and logo. After that, all other marketing that grows your brand can also be included, such as social media marketing.
Your presence online matters more than you might think. Almost everyone goes online to find products and services. This trend is showing no signs of slowing down, either. An estimated 94% of companies will have a website in 2019, making social media platforms extremely relevant to corporate branding efforts. If this is the case, which ones should you be using, and how can you make them work for you?
Social Media Based on Audience
Did you know billions are actively using social media every month? The latest numbers indicate that Facebook has, on average, 2.2 billion active monthly users. Compare this with the number of users Instagram sees at over 1 billion active users a month and it’s clear that these platforms offer an unprecedented opportunity.
Your audience will play a significant role as to which social media platform will be the most effective for you to utilize. Each platform, Facebook, Instagram, SnapChat, Pinterest, Twitter, and Youtube has its own audience based on age demographic. Facebook commands a broader spread of users, with everyone from millennials to people in their 80s being on the platform.
Instagram sees about 72% of their usage from 13-17-year-olds. Obviously, this doesn’t mean that you are only limited to one or the other. There is an excellent opportunity within each, no matter what age group you are targeting. However, it is essential to know your audience when choosing which platform to focus on.
Facebook marketing has become much easier, and there are numerous options available to businesses. Establishing a business page is the first step, and from there you can start interacting with customers or potential customers. The idea behind social media marketing is consistency. You want to give your viewers engaging content on a regular basis. For some companies, this can be a challenge. Hiring a marketing firm or specialist that understands an effective marketing strategy for social media can be the best solution in these instances.
No matter which platform you decide to go with, growing a social media following is essential. The more people you have in your network, the more shares you can get. The more people who are talking about you and your products, the better.
When creating engaging audience based content, you will want to factor in who you are marketing to. The graphics, colors, and font will make a massive difference in the reactions you receive. To make things easier, there are Facebook post templates available online to get you started which are an excellent way to streamline the process of creating engaging posts that drive traffic.
As mentioned above, consistency is critical. But for most business owners, time is always a factor, and creating content that is highly sharable, relatable, and increases user engagement isn’t always easy. But if a marketing plan is put into action, you can expect to see more exceptional results from social media marketing than other types of marketing.
Social Media Based On Industry
When designing a social media campaign based on the industry, there are many useful strategies you can implement — the most effective strategy being to post things that are niche related. For example, if you are a plumbing company, posting memes on Facebook about plumbing problems, whether it be humorous or information is in line with your company.
A customer will start to associate you with being a plumbing contractor, which is what builds your brand. Avoid posting unnecessary things that aren’t related to your business.
You should create content that your customers can interact with as well. Another great tip is don’t post to post. Many companies will create posts to get their name out there, but this doesn’t carry much value, and viewers typically skip over non-relatable posts.
Top Reasons You Should Use Social Media for Marketing
We’ve covered that marketing on social media should be done based on who your target audience is. We’ve also established that it is essential to keep posts on your page in line with your company because relatable content is king. But here are some fundamental reasons that make social media marketing one of the most crucial pieces of the puzzle every business should be taking advantage of.
1. Gaining Traffic Social media marketing is a powerful tool for gaining more traffic to your company’s website as well as your business page. When customers visit your site, they can leave feedback or reviews of their experience. Social media enhances their experience and makes it easy for you to share information. Gaining traffic to your company’s website is a huge perk, and allows your customers to know more about your business.
2. Interacting With Customers People love being able to reach out to companies. They are also quite fond of getting fast replies. Social media has made this more feasible than ever and perhaps one of the best ways to interact with a broader audience. Your viewers can comment on posts, ask a question via messenger, and much more.
When creating posts, you should always consider the user’s experience. You want content that is engaging and that elicits a response. Polls and asking questions are great for getting people involved and interacting with your business. The more you interact, the more massive your social media following will be.
3. Insight and Marketing Research What many companies enjoy is gaining customer insight about their products and services. Social media platforms provide excellent opportunities for valuable research through the use of polls and questions. The best part is, you get a vast amount of information without having to pay.
4. It’s Inexpensive to Use You don’t have to hire anyone to set up a social media account, nor do you have to have someone else run it. While it makes the process easier to have help with daily operations, it isn’t a must. Your time is valuable so you may want to consider the benefits of using a social media marketing firm or online tools to make it easier to track ads, comments, and posts.
5. Extend Your Reach- Thinking Globally If your company is determined to go global, there is no better, less expensive way than social media to get advertising all over the world. Your post has unlimited potential reach and can gain followers from anywhere. Creating one piece of content that goes viral has the ability to reach millions of people quickly from around the world.
6. Reputation Management – What Are People Saying About Your Company and How Are You Handling It?When a customer leaves a bad review, it can hurt your business significantly. Addressing customer concerns and showing that you care as a company is crucial. Social media provides a great avenue to reply to, and interact with, your customers. Another company reputation management benefit is posting positive reviews on your Google Business page or review sites. Showing positive reviews to viewers is an excellent way to gain trust.
Roland Cardoza / Roland G. Cardoza
English no longer dominates the internet like it once did. The share of web pages in English are giving way to a number of other languages, including Chinese, Arabic, Spanish and Portuguese. Indeed, although some 55% of web pages are in English, Statista reports that just 25.3% of users prefer to browse in English these days. Chinese is the second most used language, accounting for 19.8% of all internet users. As such, companies looking to engage with customers to build their brand internationally need to use translation to communicate in multiple languages – and not just through their website, but through their social media channels too.
Why translation and social media go hand in hand
Broadly speaking, younger people use social media more than older people. Looking at the US as an example, 66% of adults use one or more social media sites every day. Among 18 to 29-year-olds, that figure rises to 88%. This means that brands that want to engage as fully as possible with future generations of customers need to have an active social media presence. And for companies that operate across international borders, that means developing a multilingual social media strategy that builds in translation as a core part of the business’s approach.
Localization versus transcreation
Doing so is about more than merely using translation to deliver posts into different languages. Each country’s audience will respond differently to things like the use of humour, informal language and images. This means that localizing your content is a key part of a successful multilingual social media strategy. Localization is a key part of marketing translation. It is the process of shaping content to suit a particular audience. Rather than translating a tweet directly, a professional translator tasked with localizing the content will adapt it while still maintaining the original meaning.
Translation services can go a step further than localization when required, as some clients will benefit from transcreation as part of their social media marketing strategy. Transcreation involves a more wholesale revision of content than localization. It still delivers the messages that the brand intends, but everything from copy to the company logo can be changed in order to adapt it for maximum impact with the target audience. A good translator will be able to advise when transcreation might be more appropriate than localization.
Social media platforms by country
One way in which content will need to be localized as part of the translation process is by adapting it to suit the different social media platforms that are popular in each country in which the company plans to operate. Think of social media in the UK or US and no doubt Facebook and Twitter aren’t far from your thoughts. Indeed, Facebook remains the world’s favourite social network in broad terms. Social media strategist Vincenzo Cosenza has mapped usage around the world and found that Facebook is the most popular network in 119 out of 149 countries, with 1.8 billion active monthly users.
However, social networking varies from country to country. A business that’s serious about cracking the Russian market, for example, will need to focus on how to use V Kontakte effectively as well as on accurate translation and localization. Those looking to tap into the emerging economies in Africa, on the other hand, will need to pay most of their attention to Instagram and LinkedIn. In China, it’s QZone that dominates and on which businesses must focus their efforts, while Japan is the only country in which Twitter tops the ranking of most used social media sites.
Knowing which networks to use in which countries doesn’t take a vast amount of research time but is a core part of any multilingual social media strategy. After all, the best translation in the world won’t help a company that is focusing its energies on the wrong social media channels. It’s an area where the time investment is minimal, but the payoff can be huge.
Translating cultures as well as copy
Different cultures respond to marketing materials in very different ways. It’s something with which those working in the translation industry – and particularly in the field of marketing translation – are certainly familiar. A campaign that has been well received in one country can fail totally in another. How ‘salesy’ the marketing copy is, how heavy on (or lacking in) images it is, how jokey the messaging is… all of this has a direct impact on how customers respond.
This is why market research needs to take place long before the translation process begins. Market research can reveal how audiences are likely to respond to social media advertising campaigns, as well as to the products themselves. This will then become an important component of a brand’s social media strategy.
Understanding the different ways in which audiences use social media is also important. Thousands of shares and likes are all rendered rather pointless if they don’t convert, so companies need to make understanding localized user behaviour a key part of their approach.
Don’t only use translation professionals for translation
Thankfully, professional translation can help here too. Translators have a wealth of cultural as well as linguistic knowledge, so are an excellent source of advice when a business is targeting a particular country. As such, engaging a translation agency before developing your social media strategy can make the whole process flow more smoothly.
A little input early on in the process can save both time and money later on. It can also help to iron out any cultural misunderstandings and avoid any potential miscommunications, all of which can damage a brand and lead to it becoming known for all the wrong reasons – which is precisely what a well mapped out and considered social media strategy is there to avoid.
Roland Cardoza - Google Analytics for Beginners - 2019
An important factor in most businesses is making profits and remaining competitive in the long run. To achieve this, business owners employ several marketing strategies to meet their target market and keep their product relevant.
Having a lasting business has gone beyond having the best product. Today you need to know how best you can communicate the value of what you are selling, and keep individuals interested enough that they keep coming back.
To this end, marketing itself now focuses more on what is called “Relationship Marketing.” The term means establishing relationships with customers that would last beyond their first trial of your product.
It also means forming a profoundly personal relationship between consumers and brands, and it is built over an extended period, and born out of trust, reliability, and loyalty.
In the 21st century, a large percentage of marketing has shifted to the internet via social media. As a result, more and more companies are losing touch with their old customers, as they tend to focus more on attracting new ones.
However, studies have shown that it is essential to retain old clientele while sourcing for new ones. It’s especially important for long-term success strategies, and for this to happen, companies must engage more with their current clients.
Now, a business owner might wonder about the usefulness of relationship marketing since more than half of the world population are online and are conducting business virtually. The answer is simple and your questions will be answered shortly.
Note that even online marketing has an element of relationship marketing; here are seven main reasons why the latter is essential to business:
1. It Improves Customer Experience
Every business owner knows that a customer having an excellent experience with products or services rendered is vital. You don’t want people who patronize you to leave feeling disappointed.
What you want is for people who use your services or products to have a feeling of deep satisfaction. That satisfaction should start from the moment they make contact with your sales agent until they have taken delivery of their product.
Relationship marketing, where you have one-on-one interaction with customers or prospects, can bring about the above.
Even if the person only wanted to make inquiries, the way you present your business and treat the person would determine whether they’ll make a purchase at that moment, return to do so, or never return.
2. It Ensures Better Feedback from Customers
Feedback is the positive or negative response you get from those who use your products or services. The guarantee that you’ll receive an excellent response from your customers depends on the relationship that exists between you and them.
If you are a multinational, relationship marketing is carried out by your sales agents. And if these agents who serve as representatives do not have a cordial relationship with clients, they’ll leave your product and go for another one.
Feedback under relationship marketing also means that your customers would be eager to inform you on the areas you need to improve on. It means that they would rather stay with you than go to another brand.
Note that if they’ve been giving reviews without seeing the necessary changes, they will leave to another brand. If that happens, it would mean that your relationship marketing is defective, and it can cost you your business.
3. It Builds Your Referrals
We live in a world of referrals. So referrals are a form of marketing by individuals who have used a product, found it to be everything they expected, got excellent treatment from the salesperson(s) and then go on to tell others about it.
It’s free marketing made with testimonies, and it costs companies nothing but good relationship marketing. However, if your relationship marketing is crappy, and your customers don’t get treated right, then it is guaranteed that the only report they’ll give about you is negative, with zero referrals.
Most brands today get new customers from referrals more than the adverts they spend millions on. Adverts will get your product known. However, don’t forget that others are offering what you are, and consumers often have a brand they use and trust. So the only way to win them over is by someone pointing them your way.
4. It Keeps You Informed About the Needs of Your Customers
Let’s point out that relationship marketing goes beyond effectively pitching your product in a polite and friendly way, to developing an excellent rapport. People appreciate it when they are heard, and sometimes they prefer to share deep personal problems with a stranger.
With relationship marketing, when you notice the frowns and overly-excited look, make sure to offer words of comfort or pay a compliment. It will leave the person you are dealing with feeling like you saw him or her as more than the next quick sale.
This will also help you discover what they need to ensure you are providing them with the best service and meeting their needs. For example, Starbucks introduced free Wi-Fi after its customers suggested it.
Without effective relationship marketing, they would have kept the suggestion to themselves and gone elsewhere to get it. Such an approach might have resulted in Starbucks losing a lot of customers.
5. It Leads To New Business Ideas
As mentioned above, knowing what your customers need helps you give them what they want, and it can also help you birth new business ideas.
Most companies branch into other ventures after starting with one because of the ideas that came to them from the information they gathered from their customers.
Having a good relationship means that you get to find out what your customers are using and what they wished you had, which could lead to a new business venture.
Also, if a customer wants to form a partnership, chances are, you might get picked because there’s already an existing relationship.
6. It Helps Enhance Your Uniqueness
Relationship marketing sets you apart from your competitors and helps you create your brand in a unique way that meets your customers’ needs.
A lot of business owners might sell the same thing or render the same services. However, there’s a reason why McDonald’s is still in business, and other fast-food chains have folded up over the years.
In today’s world, you need to have something that sets you apart, and building relationships with your customers will deliver it. Moreover, relationship marketing will ensure you stay relevant for a long time.
7. It Fosters Loyalty
This is one of the most significant reasons why relationship marketing is essential. Treating people well, having a good relationship, and giving them excellent products and services fosters loyalty, and it means they’ll always stay with you.
Some people have shopped in a particular location for a long time or ordered from a company. When you ask questions, you’ll find that their loyalty is based on the great relationship they have with the business owners/staff.
Change might be constant, but people don’t want to change the status quo. And that thin line that divides keeping a customer, losing one, or gaining another, is called relationship marketing.
Human interactions are still a significant part of life despite the digital world we now live in. So learn to value relationships and utilize them sufficiently to make your business grow and stay relevant.
Roland G.Cardoza /