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How to incorporate a multilingual marketing approach on your website?

 

It is proven that people are more likely to interact with brands that use their regional language to communicate with them.

 

Look at the facts!

 

It is estimated that, in the year 2020, almost 90% of internet users will prefer to consume content in their regional languages.

 

Another survey conducted by KPMG reveals the same. It states that 88% of internet users would click on an ad that is in their regional language than in English.

 

In addition, voice search has been increasing among users. Recently, Google introduced regional languages in the voice search.

 

Even, the social media giant ‘Facebook’ lets its users translate the account in their regional language.

 

The multilingual marketing approach is increasing steadily. All of these show the importance of incorporating a multilingual marketing approach in your overall marketing strategy.

 

Being in the people-facing industry like Hospitality, using regional language to communicate with your guests can help you in attracting them and also in increasing conversion rates. It becomes even more crucial for hotels whose guest base is from India.

 

You might think, it’s simple that you can translate your ad, website, video or other types of content in multiple languages and promote it for different audiences. However, it will not cater to the specific needs of your audience. You need to develop a unique strategy for each language to make your process effective.

 

Here we’ve shown the best practices that help you incorporate your website for regional language.

 

Understand your audience

 

First and foremost, result-giving campaigns will always start with comprehensive research. As a hotel owner, you need to understand your guests, their local language, the vernacular and their cultural aspects. Because, what’s good for one language will be absurd, offensive or make no sense in some other language.

 

At the same time, it is essential to contemplate on what message you need to deliver and how to make it appealing to the desired audience.

 

Do your SEO stuff

 

After setting clear goals, now it’s time to do your SEO stuff to make your website achieve higher rankings for local searches. It all starts with keyword research. Research and identify high conversion keywords using various keyword research tools available online. Include your hotel location and other local keywords in the title tag and page headings. Optimize your Google Business Profile.

 

These are all a few things that help you to rank your website, gain visibility, drive traffic and increase conversion rates.

 

Looking for ways to optimize your website for the Search Engines? Check out our SEO tips for Hotels article to get started with the basics. ( Sir, we’ll insert the link here once we publish that blog post).

 

Work out on Content

 

Now, you know what your guests are searching for and how in their regional language. Include those targeted local keywords in your content, but don’t overdo it. Your website content needs to be search engine-friendly, but at the same time, it needs to be appealing enough to attract your local guests.

 

Therefore, create quality content that should contain the flavor of their culture and regional language. In addition, throughout the content, you need to use your brand’s unique style and voice.

 

Let the visuals speak.

 

Images are powerful in conveying the messages. Good content with relevant images can grab your guests. Therefore, while selecting your website images, you need to ensure whether the images resonate with their local environment and their cultural values.  

 

Assess

 

Once you create and execute the content, it is essential to track the results to see whether your website is getting in front of the desired audience and make them engage. If not, analyze and take effective steps.