Looking to engage localization clients? Take a cue from social media!

If you are selling language services and want to engage your customers, you need a corporate content writing goal. This could be based on showing off the benefits of your product or impressing your audience with your knowledge. What’s the best method to establish yourself as a brand leader and drive language sales? Revise your content writing by applying invaluable marketing lessons from social media.

Social media platform algorithms are engineered to reward content that gets the most interaction. Posts that get more engagement through reactions and comments get rewarded and amplified. It’s not some arbitrary hierarchy LinkedIn, Twitter, or Instagram came up with. Social media platforms simply figured out human nature. We don’t like to spend time on things we don’t identify with or relate to.  

Social media ranks the importance of your post based on the way the audience shows appreciation. And the order is anything but random — it’s completely logical. The sharp minds at the networks figured out that when you truly like something, you are more likely to respond and interact. They back-engineered and mirrored human behavior into their algorithms. 

And that’s the good news for all you language industry marketing content writers: If you have a message you want to test drive, social media is a great way to gauge public perception. Feedback about how your message is perceived will be instant.  

When you meet someone new, and you want to start a conversation, what’s the best way of engaging that person? Ask a question. When you ask someone a question, they become part of the conversation. The discussion goes from a monologue to a dialogue. Frankly, once you figure this out, it can change your life. 

Whatever your eventual corporate marketing goals may be, to stay with the times, don’t you think it is a good idea to consider changing the paradigm from “How can we get our message across?” to “What will get us the most engagement?” It’s always a good idea to make your customers part of the conversation. It will bind them to your brand. The more social media platforms are folded into the fabric of our day-to-day life, the more the old monologue will fail to make an impact. Localization marketing outfits better get used to this new way of direct feedback communication. If you are not, you might as well just be talking to yourself.

Stefan Huyghe
Stefan Huyghe is Vice President of Localization at Communicaid Inc. where he focuses on running high-level operations, workflow optimization, database development, social selling and community building. He has over 20 years of experience working in the language industry is fluent in Dutch, French, German, and English.


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