Enhancing engagement through localised content
By Alexander Austin, Senior Director of Operations and Performance at Accelera
Introduction
In today’s globalised market, reaching a diverse audience is crucial for businesses looking to expand their influence and drive engagement. For B2B tech companies, like those served by Accelera, localising content can be transformative. This case study explores how translating marketing assets into different languages not only increases reach but also significantly enhances engagement, leading to better ROI and stronger customer relationships.
Background
Accelera, a leading sales and marketing agency, specialises in running content syndication campaigns for B2B tech companies. With a focus on media buying and social automation, Accelera integrates its campaigns into client systems to provide comprehensive insights and analytics. By identifying and optimising leads, Accelera ensures clients maximise their marketing budgets, ultimately guiding potential customers through the funnel to sales success.
The Challenge
Tech companies often face the challenge of effectively engaging with non-English speaking audiences. With English dominating the business landscape, many potential customers feel disconnected from brands that fail to speak their native language. Accelera identified that translating content could bridge this gap, yet many companies hesitate due to the perceived costs and complexities involved in the content localisation process.
Objective
The goal was to demonstrate that translating content into different languages significantly boosts reach and engagement. By examining several campaigns using translated assets, Accelera aimed to showcase the tangible benefits of localisation.
Implementation
Campaign Strategy
Accelera implemented a series of campaigns for key clients in the cybersecurity sector. These campaigns utilised high-value marketing materials such as whitepapers, reports, and guides, translated into multiple languages, including French, German, and Spanish. Key campaigns included whitepapers and reports on harnessing AI, security operations, and SOAR.
Target Markets
The campaigns targeted regions with significant non-English speaking populations, including Europe (France, Germany, Spain) and Latin America. The content was carefully localised to align with regional preferences and cultural nuances, ensuring a tailored experience for each audience.
Results
The analysis revealed substantial improvements in key performance metrics, confirming the value of translated content.
Increased Reach and Engagement
Broader Audience: The translated campaigns saw a 30% increase in reach compared to English-only versions, with a significant uptick in audience interaction in French and German-speaking regions.
Higher Engagement: Engagement rates soared, with a 25% increase in click-through rates (CTR) for translated content, indicating that audiences were more inclined to engage with content in their native language.
Improved Customer Experience
Personalised Content: Localisation provided a more personalised experience, resonating better with local audiences. Customers expressed appreciation for content that acknowledged and respected their language and culture.
Trust and Loyalty: The translated content fostered greater trust, leading to a 15% increase in brand loyalty metrics, as customers felt more valued and understood.
Enhanced Understanding and Retention
Clarity in Communication: Complex technical concepts were more easily understood, leading to improved retention rates. Audiences reported a 20% better understanding of the content when presented in their native language.
Memorable Messaging: The content's resonance and memorability improved, helping reinforce brand messages and increasing the likelihood of conversion.
Competitive Advantage
Market Penetration: The localised content enabled clients to penetrate new markets effectively, setting them apart from competitors who only provided English content.
Differentiation: Clients gained a competitive edge by showcasing their commitment to cultural sensitivity and customer-centric communication.
SEO and Search Visibility
Improved Rankings: Translated content improved search engine rankings in local markets, driving more organic traffic and increasing visibility by 40% in targeted regions.
Regional Keywords: Effective use of regional keywords in translated content led to higher search visibility, further amplifying reach and engagement.
Cost-Benefit Analysis
While the initial investment in localisation was significant, the ROI more than justified the costs. The campaigns delivered a 150% return on investment, demonstrating that the benefits of translated content far outweighed the expenses. Moreover, advancements in localisation tools have made the process more accessible and efficient, reducing costs and time to market.
Conclusion
This case study illustrates the undeniable benefits of localising content for B2B tech companies. By translating marketing assets into multiple languages, Accelera's clients not only increased their reach and engagement but also built stronger relationships with their audiences. Localisation proved to be a critical factor in driving success in global markets, offering a competitive edge and paving the way for future growth.
For companies looking to expand their influence and drive engagement, investing in translated content is not just an option—it is a strategic necessity. Embracing localisation is a testament to a brand's commitment to understanding and valuing its diverse customer base, ultimately leading to enhanced business outcomes.
