For a successful sales strategy, you need a compelling central message that is consistently delivered. But how do you ensure that this message is tailored to reflect the specific characteristics of local markets?
Here’s how globally-focused brands can get it right…
59% of people prefer to buy from brands that they feel familiar with. We want to do business with the people and organizations we know and trust – and the brands that become successful do so through the delivery of a consistent, positive message and experience.
So, what does this mean for your brand – and specifically, for the content you create to support your sales strategy?
The key elements of your brand are its personality – i.e. tone of voice and core values as a company; it’s positioning – i.e. those elements of your brand that occupy a distinctive place in the minds of your customers; your promise – i.e. what you set out to achieve for those customers. Each and every time you interact with actual and potential customers you should be seeking to reinforce these elements through consistent messaging and presentation.
But what this most certainly doesn’t mean is distributing exactly the same content to all customers. In fact, locally targeted content has been shown to get six times more engagement than material designed to apply to a global market. To be both consistent and effective, you need to ensure your content stays true to your central message while adapting it to take into account different customer expectations, sensibilities and priorities across all your local markets.
Here are the essential elements for getting it right…
59% of people prefer to buy from brands that they feel familiar with.
Changing your processes
You’ve realized that when it comes to conversions and sales, localized content delivers the best results. But with this realization comes a practical concern: the launch of multiple, location-specific campaigns is going to mean a lot of extra content to be produced.
To keep on top of additional volume requirements, look carefully at your processes. In particular, these processes will need to ensure that your central brand message remains intact, while making it possible to adapt materials so they are tailored for specific localities.
All of this is a lot for a one-stop, centrally-located design and production department to process single-handedly. Besides, without intimate knowledge of the idiosyncrasies of specific markets, the creatives in your ‘HQ’ are unlikely to be the best people for making changes. As such, consider changing your production model from one of centrally created and distributed content to locally adaptable content.
These steps show you how this is achieved…
The right person for the right job
It makes sense to ensure that the specific skills that exist within your organization are put to most effective use. Designers are a prime example: their time and skill is likely to be best spent on creating core materials – e.g. landing pages, digital displays, retail displays and web banners. It is almost certainly going to be a waste to have them spending countless hours doing simple adapting of assets for specific markets.
Appropriate role allocation here should involve transferring the task of customization of marketing materials to the localities themselves. This frees up the highly-skilled resources of your designers and other creatives to be put to more profitable uses.
Your people in the field are going to need the right tools In order to customise campaigns for local markets efficiently (and without specialist skills). This includes the following:
Digital Asset Management (DAM). In other words, a remotely accessible repository: one that allows your people to get hold of precisely the right assets at the right time.
Templating. This enables your local markets to adapt core materials (for the web, social and offline) within tightly controlled parameters, ensuring content abides by brand rules.
Measure your success
You need to understand what content is being used and where – to see what content is being actually put to work in local markets – thereby saving time and effort on the creation of redundant or underperforming assets. Brandgility’s powerful reporting capabilities are especially useful for this.
By adopting the changes above, you should be in a much stronger position to unlock ‘local gold’: enabling your people on the ground to optimise campaigns in a way that speaks most effectively to local markets, while never losing control of your central message.
The launch of multiple, location-specific campaigns is going to mean a lot of extra content to be produced. Here’s how to make it simple.
By moving away from trying to do absolutely everything centrally, by enabling local teams to adapt sales & marketing content with ease, and by continuing to monitor your success, you should be much better equipped to deliver global messages with local relevance.
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