Translating your website goes a long way towards establishing your local presence in a global market. A local-language blog can take you another step further, with marketing benefits that equal that of your English-language blog. But is this the right step for your organization? Get the scoop on what we mean, take a minute to answer these questions, then read on.
- Do you already have a corporate blog in English?
- Is your website translated into other languages?
- Do many of your website visitors speak a language other than English?
- Do you want to connect with a target audience outside of the U.S.?
- Does your company already have an international presence?
If you answered yes to any of these questions, multilingual blogging could be a great addition to your global communications strategy. And if any of the following are your long-term goals in the language and locales you’ve chosen, multilingual blogging just might be a great option to help you reach them:
- Building community around your products
- Improving your search engine rankings
- Circulating your content in the social media space
- Establishing thought leadership in your area of expertise
- Developing credibility
- Extending your branding
- Giving your corporation a human face
If your customers are multilingual, your corporate communications should be as well. Whether in English or other languages, you’ve probably seen that blogging is most effective when it’s part of a comprehensive social media plan. It’s great to create synchronicity with Facebook pages and Twitter streams, or other popular social media platforms that your international customers flock to. Each country has its favorites.
Monitoring all those blog posts and tweets in your target languages is a critical step, too. Stay on top of blog comments and be responsive. After all, blogging and micro-blogging (i.e. Twitter) are two-way dialogues. Follow what your constituents are saying to you and about you to gain perspective on how your company and products are perceived across cultures, and how you’re connecting with your new audiences.
Of course, there are several ways to add multilingual blogging into your marketing efforts. Our advice would be to begin with the approach that offers the path of least resistance in your company – and to find the right language partner to work with as you start this exciting new venture.
To get the full scoop on how to start blogging in more than one language, read about how ice-cream innovator Ben & Jerry’s found great success with multilingual blogging and social media.