Plan Ahead Your Localization Strategy To Get The Best Results
- Teddy BUGNON
- January 5, 2023
Is your business ready to tap into the French market? Creating effective copies is challenging, especially if you’re not a native French speaker. To make sure your online presence stays strong, you need to outsource the work and know what to adapt.
Consistency is the key
One mistake that may appear is that you want to only test a segment of your marketing funnel.
When we think about it, this may be a good idea. After all, it’s all about testing in marketing.
For example, you decided to only adapt your paid campaigns but the website behind is still in English.
Long story short, this is the best way to make the visitors who clicked run away. They won’t even try to understand why they keep seeing the content in English – they move on.
The opposite is also true.
Imagine you have your website localized for the French audience but your paid campaigns are still in English. Even if the target audience is based in France, you’ll miss out on a segment that doesn’t understand English.
Results may be good in this last example, but I guarantee you that they can be better.
When getting your funnel localized, always make sure that the whole picture is all set. I agree, it takes more time and effort but the results are worth the pain.
Optimize Your Marketing Message for Your French Market
If your company is making sales with an English-based audience, there is no reason that it won’t happen with the French market. All you need to do is to make sure that your localization strategy is ready in every aspect of your online funnel.
Website Copywriting
The core essence of your business. This is where the magic happens and where the customer is buying your products and services.
At least this is the place the visitor lands when he first heard about you. It makes sense that you want to make a good first impression. By good impression, I’m talking about giving every information the visitor needs to make a purchase.
Product descriptions, landing pages, and homepages are what we think at first. Do not forget the FAQ pages, the checkout page, or even the About us page. For your content strategy, having the articles localized is also a good way to bring new visitors from search engines.
E-mail Marketing
Now that you have thought about your website, it’s time to think about your e-mail sequences.
- Onboarding
- Nurturing
- Thank you
- Cart abandonment
- Subscriptions
- Etc…
These are the sequences that are automated and need to be adapted for your French audience.
Also, consider the ongoing e-mails you’ll send later on, as part of ongoing projects. You’ll save more time and plan ahead for your marketing strategy with your new lists.
Social Media Marketing
As part of your paid campaign strategies to get leads, social media are key platforms to engage with your audience. Whether it’s Facebook, Instagram, or TikTok, you need to get your creatives localized for the French market.
Remember what I was saying at the beginning of this article? Consistency is the word.
For social media advertising, not only you should adapt the copies but also the creatives you’re using.
If you have been running different tests, you should be in a position to understand what works best for your English audience.
You have to pick the best ones and have them tailored for the French audience.
Other Marketing Materials You Are Thinking
I chose only to talk about three examples of marketing materials. Obviously, you may have more in mind. Have them adapt for your new audience too!
What works well with an English audience works too with a French one. It’s all about humans, only language is the barrier.
This is why a localization copywriter is important. By understanding the native language, the audience targeted and your offer, the copywriter will bring you to the next level.
You put the odds in your favor.
Looking for a French copywriter for your business ?
I’ve been successfully helping companies with their localization strategy in the French market for over 4 years. I also worked with French native brands and agencies where I created converting copies across multiple industries.
Reach out to me and we’ll see together how to make the best out of this collaboration with your marketing strategy for your French market.
Like this article?
TEDDY BUGNON
As a native French copywriter for 4 years now, I help companies with their localization marketing strategy.