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KEYNOTE
Christina Spaulding
CHIEF MARKETING OFFICER
MANZANITA MARKETING
Finding New Customers
Through Localization
LAS VEGAS, NV ~ NOVEMBER 6 - 8, 2023
DIGIMARCONWORLD.COM | #DigiMarConWorld
Finding New
Customers Through
Localization
Increase Your
Audience By 10%!
3
4 million US Spanish speakers
That your competitors might not be going after!
12% of US population
4
Christina
Spaulding
◦ 20 years international
marketing experience
◦ 5 years multilingual content
management
5
Today’s Agenda
◦ Why add languages?
◦ Obstacles to multilingual content
◦ Should my business add languages?
◦ Commissioning Content
◦ Publishing Notes
6
1.
Why Translate?
Tell Your Story To New
Customers
8
2.
Obstacles to Translation
“
The only thing we have to fear
is fear itself
10
Create Trusted Contact
In-house
◦ Product
knowledge
◦ Language
knowledge
Contractor
◦ Language
knowledge
◦ Process and
industry
experience
Translation
Firm
◦ All-in-one
resource
11
3.
Criteria
◦ Is customer service
required?
◦ Can service be
provided in target
language?
Service Required?
◦ Blogs and ad
revenue sites
◦ Ebooks and online
courses
◦ Affiliate marketing
◦ Lead generation
sites
13
Location
14
Languages in Las Vegas
15
16
Print Marketing
17
Chinese Ads in Las Vegas
18
Chinese Lawyer Site A
19
Chinese Lawyer Site B
4.
Commissioning Content
Landing Page Test
◦ Landing page
◦ Booking page
◦ Confirmation email
21
Content Process
◦ Draft specifications
◦ Find a translator and send the content
◦ Receive content and proofread. Request changes if necessary
◦ Accept content and publish
22
Content Providers
◦ AI - Bard, Weglot
◦ Native writers - Textbroker
◦ Freelance translators
◦ Translation firm
23
5.
Publishing Content
Site Structure & Tags
◦ Subdomain or subfolder
◦ Lang tag
◦ Hreflang tag
25
Resources
◦ Language testing: https://www.languagetesting.com/
◦ Language codes: https://en.wikipedia.org/wiki/List_of_ISO_639-1_codes
◦ Weglot: https://www.weglot.com/
◦ WPML: https://wpml.org/
26
Questions?
Thank you!
Christina Spaulding
Manzanita Marketing
Scan QR code for contact info
Finding New Customers Through Localization - Christina Spaulding, Manzanita Marketing

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Finding New Customers Through Localization - Christina Spaulding, Manzanita Marketing