Social marketing is essentially online networking – connecting with people in order to share information and ideas, is what makes us the social beings we are.
Imagine going to a networking event where everyone spoke Japanese, except you. How would you promote your product or service when they couldn’t understand you? What a complete waste of your time! Unless of course you had a Japanese interpreter with you. Social media marketing for multicultural audiences is a very similar concept.
If you want to connect with people online who don’t speak English, read on for our top tips in CALD Social Marketing:
SEO (Search engine optimization)
If you want to be found when people use Google to search for your services, then you should become familiar with Adwords – the advertising space on Google. Google offers targeted advertising campaigns, meaning you can place a translated ad on Google, which will only be seen by people who read that language and you only pay for that ad when the right person clicks on it. Genius!
Social Media Platforms
Platforms like Facebook and Twitter also offer targeted advertising, so you can choose the specific audience you would like your ad to reach. Target audiences can be refined by; location, languages spoken, age, gender and interests. Similarly to Adwords, translated ads will only pop up on the appropriate person’s newsfeed.
Blogs, just like this one are a great, qualitative way of connecting with multicultural audiences. Creating engaging and varied content is crucial but above all, being culturally sensitive is key. Featuring guest bloggers and posting interviews with community leaders are great ways to authentically attract CALD communities, just be sure to have the blog translated for optimal reach.
Digital newsletter services like Mail Chimp also enable you to target specific recipients. For example, if you are seeking to connect with your Greek subscribers, have a professional translator translate your newsletter and then set Mail Chimp to send only to your Greek audience. Its really easy to execute, however gives the impression of careful consideration of your target audience.