Free Assessment: How does your sales & marketing measure up?

Get Started

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started
Social Media Marketing

Social Media Optimization Strategies for Establishing a Global Reach

Desiree Baughman

By Desiree Baughman

Feb 19, 2013

Social Media Optimization Strategies for Establishing a Global Reach


il_fullxfull.258830492The great thing about the internet is that no matter where anybody is, you have that golden opportunity to reach out to them.

Even if your business is based in the United states, you can easily expand your reach across the pond and effectively break into the international market, simply because you have a well thought out online global strategy.

We talk a lot about content and how it can benefit you in terms of being found worldwide in our ebook “How To Be The King Of Content Marketing”, but there are other things that you can do to make sure that your each as much of your market as possible across the globe.  If you're looking to broaden your horizons, then here are some tips on how you can really fine tune your social media techniques so you can engage more of the global marketplace:

I Want YOU: Segment Your Online Audience

As with all things involved in inbound marketing, segmenting your audience is what can make or break you business. We talk a lot about segmentation in our eBook “The Immediate Solution For Lead Generation”, and one of the things we talk about is generating leads through social media.

Fortunately, sites like LinkedIn and Facebook have fantastic localization features that you can start taking advantage of today.  With these features, you're able to limit you status updates and posts so that they only appear on the newsfeeds of individuals within specific segment groups.  You can segment your posts by aspects such as geography, language, or both.

Multiple Personalities: Create Multiple Social Media Accounts

The biggest mistake that businesses make is that they stick to using only Facebook and Twitter for their social media marketing campaign.

Depending on the market that you're trying to get at, a particular social media site may be more popular than the next.

For instance, Google+ may be huge in one country, but in others Facebook or the “new” MySpace that's coming out may be the most popular social media site.

Translation Please: Translate Your Content

It doesn't matter if it's text, image, or video.  If you really want to reach out on a global scale, then you need to start providing native translations of your content.  Even if you don't know Spanish, French, Mandarin or Russian, you can use one of several translations services to get a native translation of you content.

Note how we specify “native translation”.  This doesn't mean hopping onto “Google Translated” or any other type of free translation service online and trying to “translate” your English copy to Spanish.  If you do that, then any native speaker will read it exactly as that: a translation.

It may be worth your while to invest in a translation service like Lingo24 or to get the best and most regionally accurate translations possible.

Post Regionally Relevant Content

What’s happening in Australia likely isn't of any interest to your American customers (unless you're like me and are a huge Simon Baker -- aka 'The Mentalist' -- fan).  So when you post content to your “global” blog, you want to make sure that you're choosing content that's of interest to everyone, worldwide.  Not sure if an idea or news story is “globally” acceptable?  Then consider the following topics:

    • Educational guides are global-friendly

    • Any sort of thought-leadership pieces will appeal to all cultures

    • Hot product and/or service updates

    • News from within your industry or niche

Worth a 1K Words: Be Image-Driven

That old saying that a picture is worth “a thousand words” is true. And those words can be in any language, from English to Japanese to Tagalog.  Not only are visuals easier for audiences from any culture or background to understand, but they also increase engagement.

Simply Measured took a recent survey in which they found that visual content in Facebook Timeline saw a 65% increase in engagement for brands.  Now that's a big leap in customer engagement.

Live in a Colorful World: Understand Culture

A color in one culture may mean one thing, while in another it may mean something else.  In the United States, for example, the color white is usually associated with purity and cleanliness.  Across the water in Japan and China, however, white is the color of mourning (whereas in America it's black – so if you’re ever in China, remember this so that you don’t get funerals and weddings mixed up).

In all seriousness though, color is a great example of why it's important to familiarize yourself and really submerse yourself in the culture of the individuals you're trying to appeal to so that you can make the biggest impact with your global marketing strategy.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Why Short-Form Video Is a Vital Tool for Reaching Your Audience

September 25, 2023
Lindsey Schmidt Lindsey Schmidt

Your B2B Content Strategy Is Going to Need More Social

June 21, 2023
Nick Bennett Nick Bennett

12 Ways You're Totally Blowing Your Business Social Media Strategy

June 18, 2023
Mary Brown Mary Brown

Should Your Demand Gen Strategy Change in a Slumping Economy?

April 12, 2023
Nick Bennett Nick Bennett

How To Build an Effective Instagram Video Marketing Strategy

April 30, 2022
Ramona Sukhraj Ramona Sukhraj

How Facebook's news feed algorithm works and prioritizes content

July 14, 2021
Liz Murphy Liz Murphy

Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust

July 7, 2021
Liz Murphy Liz Murphy

Best times to post on social media in 2021 (new data)

May 19, 2021
Liz Murphy Liz Murphy

Twitter fails to buy Clubhouse, whose creators can now make money... so what?

April 8, 2021
Liz Murphy Liz Murphy

Marketers, Facebook Analytics will be no more on June 30, 2021

April 2, 2021
Liz Murphy Liz Murphy

7 Best Social Media Management Tools (+ Video)

March 26, 2021
Connor DeLaney Connor DeLaney

Twitter teases Super Follows, Communities; undo send tweet still a rumor

March 11, 2021
Liz Murphy Liz Murphy

LinkedIn adds new 'Products' highlight tab on company pages

February 25, 2021
Melissa Smith Melissa Smith

54 jaw-dropping social media statistics for businesses [New for 2021]

February 23, 2021
Connor DeLaney Connor DeLaney

Facebook video best practices: what you need to know to grow your video presence

February 16, 2021
Lindsey Schmidt Lindsey Schmidt

27 best digital marketing news sites

January 26, 2021
Liz Murphy Liz Murphy

Should you care about Clubhouse, the new audio-based social media app?

January 19, 2021
Nick Bennett Nick Bennett

How to maximize lead generation via Facebook posts and ads

January 18, 2021
Myriah Anderson Myriah Anderson

Working with IMPACT on paid media: What to expect

January 13, 2021
John Becker John Becker

Instagram advertisers can create branded content ads on creators’ accounts

January 6, 2021
Justine Timoteo Thomas Justine Timoteo Thomas

The top 10 social media trends for brand survival in 2021 [Infographic]

January 2, 2021
Joe Rinaldi Joe Rinaldi

6 holiday campaign examples that are total showstoppers

December 25, 2020
Dia Vavruska Dia Vavruska

Pinterest continues diversity and inclusion efforts with new features and leadership

December 16, 2020
Shandia Drummond-Butt Shandia Drummond-Butt

TikTok still available in the US despite not reaching a sell-off deal

December 11, 2020
Karisa Hamdi Karisa Hamdi

New Pinterest weighted ads have better CX customization

December 8, 2020
Allison Melnik Allison Melnik