A few weeks ago we presented you with part one of our Twitter for Multilingual Businesses article. In this article we introduced you to a few simple techniques to capitalize on your international Twitter campaign. Today we’re going to take that a little bit further and see how the different business features provided by Twitter can be used in multilingual social media campaigns in order for you to reach more users and increase visits to your site. Twitter itself provides us with the tools to reach our markets. Let’s take a look at some of them…
Twitter allows you to target posts towards your followers based on a variety of different criteria. Obviously, as a multilingual business, the one that’s going to concern you is geo-targeting. Perhaps you’re tweeting from your Spanish account but you’ve noticed that all of your followers are from Latin America when you were trying to access the European market. How do you solve this? It’s actually quite simple, you just need to prepare a promoted tweet (tweets that reach users that are not already following you) and geo-target it to Spain. Just make sure that you are communicating in European Spanish and not American Spanish!
But the little blue birds let you break it down even further than that. What about those countries such as Canada where different languages are spoken depending on the region? Well, geo-targeting gives you the opportunity to target different parts of the same country, which is also useful if you’re rolling out local campaigns.
So your English account is doing great and your French, Spanish and Italian accounts are really starting to take off, but your German account just doesn’t seem to attract any followers, no matter how frequently you post. Luckily, Twitter has another handy tool to help you address this problem: promoted accounts. These are the accounts that Twitter recommends to its followers in its right-hand side bar.
Once again, geo-targeting is available to help you reach that elusive market and Twitter also has a handy little algorithm that means that your account will be targeted only at users who would find it potentially interesting. The best part is that you only start paying once you begin to attract followers. This is one of the most powerful tools in the Twitter arsenal for helping you access new language markets and is indespensible when using Twitter for international businesses.
We spoke a little bit about hashtags and their power to get your company in front of thousands of users in our previous article, but promoted hashtags really capitalize on this. These are the hashtags at the top of each trending list and work in a similar way to promoted accounts. These are ideal for things such as local product launches, events and fairs.
What makes promoted hashtags such a great marketing tool is the fact that they work on the age-old principle of word-of-mouth. This demonstrates just how you can use the natural conversation of your followers to promote an event, product, or even your own company. Remember that the discussions that your fans or followers have is your biggest PR and advertising tool. Take advantage of this, and you will soon find that ‘followers’ list growing along with visits to your website.
So there you have it; a few tools provided by Twitter to help you expand your reach. Remember that the advice set out within these articles is completely irrelevant if you’re not using native social media experts. It’s imperative that you conduct localized market research and communicate with your followers on a level that they understand – this is virtually impossible if you’re just translating your posts from English into your target languages.
MO Group International has a team of multilingual social media and community management experts, all seasoned professionals and native speakers. Contact us today to find out how we can help you increase your online presence.