How Content Localisation Drives Success: Insights from LinkedIn’s Geri Sancho

In today’s interconnected world, businesses often reach beyond their immediate locales, connecting with customers across various regions and cultures. The challenge lies in crafting campaigns that resonate both globally and locally. In a recent BBN Mixtape podcast episode, BBN’s Ed Davis sat down with Geri Sancho, a principal content marketing consultant at LinkedIn, to delve into the nuances of content localisation. Explore their insights and strategies to effectively blend global and local marketing efforts.

Understanding Content Localisation

Why Localisation Matters

Ed Davis started the discussion by highlighting the growing importance of localisation in the business world. Most B2B companies, even those that start with a specific local focus, eventually engage with an international audience. Creating campaigns that work globally while being locally relevant is crucial for success. Geri Sancho emphasised that localised content is essential for entering new markets and fostering deeper connections with local audiences.

The Concept of ‘Glocal’ Marketing

Sancho introduced the concept of ‘glocal’ marketing, a blend of global and local marketing strategies. This approach involves developing and adapting global marketing strategies to meet local market needs. These adaptations consider cultural, social, and regulatory differences, ensuring that global campaigns maintain consistency while relevant to local consumers.

Challenges in Localisation

One of the major challenges businesses face is bridging the gap between high-level brand campaigns and practical, localised content. Often, there’s a disconnect between the global corporate vision and the practical needs of local sales and marketing teams. Sancho noted that successful localisation requires thorough market research, local partnerships, and social listening tools to understand local preferences and behaviours.

Strategies for Effective Localisation

Market Research and Local Partnerships

Businesses need deep insights into local consumer behaviours and preferences to effectively localise content. This involves comprehensive market research, both qualitative and quantitative, to avoid missteps and ensure that campaigns resonate with local audiences. Sancho also highlighted the importance of local partnerships, which can provide authentic insights and feedback.

Using Digital Channels for Localisation

Digital channels offer numerous opportunities for localisation. Social media platforms like LinkedIn allow for targeted, localised content that engages local influencers and communities. Sancho shared an example from LinkedIn, where a campaign for the Indian market saw an 8-10% increase in click-through rates after localising the content with Indian case studies, imagery, and quotes.

Content and User Journey

Sancho stressed the importance of ensuring a smooth user journey by translating landing pages and key touchpoints. Localising content goes beyond just language; it includes using relevant imagery, idioms, and cultural references. The goal is to make the content feel personal and directly addressed to the local audience.

Legal and Regulatory Considerations

Navigating legal and regulatory challenges is another crucial aspect of localisation. Sancho recommended having local legal counsel or compliance teams to stay informed about advertising regulations, data privacy laws, and other relevant standards. Regular audits and ongoing training for marketing teams can help businesses stay compliant and avoid potential pitfalls.

Measuring Localisation Success

Key Metrics to Track

Businesses should track various metrics to gauge the effectiveness of localisation efforts. These include reach and engagement (impressions, likes, shares, comments), conversion rates (measuring desired actions), and customer satisfaction and retention (using surveys and feedback). Sancho also recommended conducting brand lift studies to measure brand awareness and perception changes, especially when entering new markets.

Practical Examples and Case Studies

Real-life examples and case studies can provide valuable insights into successful localisation strategies. Sancho mentioned leveraging customer testimonials and local case studies to build trust and credibility. These localised endorsements often carry more weight than generic, global testimonials.

Conclusion

The discussion between Ed Davis and Geri Sancho underscored the critical importance of content localisation in today’s global marketplace. By blending global and local marketing strategies, businesses can create campaigns that resonate with diverse audiences, fostering deeper connections and driving market expansion. The key lies in thorough market research, strategic use of digital channels, careful attention to legal and regulatory requirements, and ongoing measurement of localisation efforts.

Grow beyond borders through long-term international expansion: Download LinkedIn’s E-Book

The Advantage of Partnering with Organisations like BBN

Utilising an organisation like BBN can significantly enhance your localisation efforts. With 71 offices worldwide, BBN offers unparalleled local expertise and insights. Their comprehensive cultural checks ensure your campaigns resonate authentically with local audiences, preventing costly faux pas. BBN’s insights team conducts thorough research, from sector analysis to specific personas, providing invaluable data to tailor your strategies effectively. By leveraging BBN’s global partnership and local knowledge, businesses can ensure their marketing efforts are globally consistent and locally relevant, ultimately driving better engagement and performance.