You’re most likely reading this blog post because you have a product, app or website you think can succeed in China. That’s great! It’s an exciting time to be an international business looking to take pieces of the Chinese cake. There’s only one problem, though (not really a problem but still)…localized content marketing.
Localized content marketing can be the key to your western brand’s success in China, but you must first know what it is and how it can help your business.
With that information in hand, you can take steps to implement localized content marketing strategies to help your business reach its full potential in the Chinese market.
Why do western brands fail with localized content marketing
When western brands try to create localized content marketing, they can be thrown off by cultural differences and lose track of their company’s overall mission.
These brands often try to appeal to all Chinese people with one strategy that ultimately fails.
Catering to a specific market segment is important when creating localized content marketing.
Otherwise, you risk alienating your target audience—and wasting money on a campaign that doesn’t reach its full potential.
Why can localization attract Chinese consumers?
Localization can be a great way to appeal to Chinese consumers. There are several reasons why localized content will help attract Chinese consumers.
- For one, many Chinese people are very traditional and prefer local brands over foreign ones. If a western brand comes into China with little knowledge of local customs and culture, it can do more harm than good by appearing insensitive or ignorant of them.
- Secondly, Western brands who try to come into China without proper research may have difficulty convincing Chinese consumers that their products are better than other competing brands. That results in sales loss for their product or service.
How to make your localized content marketing effective?
Every business has different needs, but in general, your localized content should be one of three things:
1) targeted,
2) informative
3) entertaining (to a certain degree depending on your industry)
Localized content marketing is most effective when it’s done well and with purpose.
Whether you’re trying to inform or entertain a target audience, there are four keys to creating successful local content.
#1 Know your market
Understanding your audience goes beyond knowing their age, gender and location.
When it comes to creating localized content marketing for an international audience, it’s also essential to understand their culture and how best to communicate with them.
This will give you a better idea of the writing style, tone and language that they are more likely to respond to.
#2 Choose the right platforms
There are literally hundreds of social media platforms to choose from, but you need to start with where your target audience spends most of their time.
Are they on Baidu? WeChat? Zhihu?
Understanding how different audiences interact on social media is key in finding a platform that can best help you reach them.
#3 Understand different Chinese ecosystems
If you want to be successful in your localized content marketing strategies you have to understand there are several different digital ecosystems.
Where people spend their time matters, and it is essential to understand how to reach consumers on different platforms.
For example, while many western companies have had success focusing their marketing efforts on WeChat, it’s equally important to know that marketing on Weibo can also be effective.
Knowing where your consumer interacts with content matters – especially for a western brand in China.
#4 Create new marketing strategies for an optimal cultural adaptation
Before you can market your product to a local audience, you must understand their behaviours and attitudes.
With 1.4 billion people in China, cultural differences are unavoidable – making localized content marketing crucial for success.
But it’s your duty as a marketer to make sure you’re presenting information and products in a way that your Chinese customers can understand.
The goal of cultural adaptation is to ensure that your company’s products satisfy local needs and preferences in a new market.
It requires you to adapt your product’s design, marketing strategy, packaging, branding, and advertising while maintaining your brand image.
Closing remarks
Localized content marketing is important, but you should also not forget about consistency.
When you’re a global brand with a Chinese version of your website and social media channels, you should be aware that it’s possible to end up with too much-localized content.
Too much localization can lead to inconsistency and even confusion among consumers.
And just because you have a Chinese version of your site doesn’t mean it needs to look entirely different than its western counterpart—that may create confusion or distance potential customers from your brand.
It’s best to find a happy medium.
Localize enough content so as not to come off as too foreign or confusing, but don’t go overboard and end up creating something so different that potential customers feel alienated from your product line.
Do you need help with your localized content marketing in China? Contact us to learn more about how we can help your business succeed!
