Man, oh man… I have to admit it’s been a long day of marketing and I’m pooped. In all of my journeys throughout the day, there’s one topic that I’ve decided to share with everyone, which I feel will be helpful.
While on a call discussing Social Media Marketing (SMM), a client asked about multilingual marketing on social channels. They have a particular service being marketed in the United States and want to expand to Europe and Asia, but did not know how.
The questions I was presented with include: Do local social networks need to be used? Must marketers that speak native languages be hired? What is the cost of a multilingual Social Media campaign?
According to my research and statistics, investing in a full-fledged multilingual social marketing campaign is simply not worth it unless you’re a Fortune 1,000 company or you have a distinct need for such an effort. In this day and age, there are plenty of multilingual social network users that will gladly, and almost instinctively, translate top notch content into local languages. It all boils down to the content itself and how “translate worthy” it is.
My suggestion: Spend extra time perfecting content in English and it will, virally, reach the world. The better the content, the higher probability of it being shared, and a higher chance of it being translated. Wham! Bam! Thank you, ma’am!
Aaron Schoenberger is Founder of The Brainchild Group — a Search Engine Optimization (SEO) and Social Media Marketing company in Los Angeles, California. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.