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The Easy Way to Go Global With Inbound Marketing

by Françoise Henderson  |  
April 16, 2015
  |  2,544 views

Most companies have heard about the practice of inbound marketing, but fewer know how to effectively implement it.

On the surface, the idea is simple: Great content generates Web traffic, and a proportion of that traffic will end up converting to leads. This is a relatively new concept for many businesses that are used to building a brand by simply pushing out products or services via more traditional methods rather than creating compelling content that pulls in customers.

Many B2B companies have started deploying inbound marketing strategies. At the core of those strategies is content marketing. Some 93% of B2B organizations are using some form of content marketing, but less than half (42%) say they're effective at it.

One can imagine that the numbers drop even lower if you take a global snapshot of inbound marketing strategies. It becomes more difficult to draw traffic to your site if you haven't created any compelling content in the target market's language. That makes sense: 75% of consumers prefer to purchase products in their native tongue, and 72% spend most or all of their time on websites that are in their native language.

Plus, a lot of inbound marketing is about getting referrals from Google and social media. So, for example, if you don't have a Twitter handle that speaks fluent Spanish and you haven't optimized for keywords in Mandarin, you're not going to attract those respective target markets with compelling content.


The good news is that it isn't all that hard to globalize your inbound marketing strategy. It's more a matter of localizing existing content than creating new content from the ground up.

Here's what you need.

1. A Website


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Françoise Henderson is the co-founder and CEO of global language service provider Rubric. She has more than 20 years of experience in localization, and she serves as an adviser to nonprofit organization Translators Without Borders.

LinkedIn: Francoise Henderson

Twitter: @rubricfrancoise

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  • by Joseph Tiger Thu Apr 16, 2015 via web

    Nice article. 4 Steps to understand Inbound Marketing.

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