The Ad copies that work for one audience don’t mean they will work for other groups, especially for customers who live on the other side of the world. With that in mind, American businesses need to explore the cultural differences and how every nuance matters when tailoring a marketing campaign that can truly land Down Under.
So you finally decided to make your business go global – give customers around the globe a chance to experience the products, services, or offerings you have to offer. But it’s not enough to copy a successful ad campaign you used to win over your American audiences. You need to employ an approach that involves a delicate balance of cultural sensitivity and a keen understanding of what makes Australian culture tick.
If you have already succeeded in gaining a foothold in the local market, you might find that it’s time to take it further. However, it’s also important to remember that the Australian market is not your backyard. It takes much more knowledge and effort to connect effectively with the locals. To start off, you may want to consider these three things:
Tip #1: Reach an Australian Audience by Learning How to Write in their Type of English
The English language found in Australia is slightly different from the English used elsewhere in the world. In fact, Australian English is very distinct from what you’d hear in the US, which means that the way you format your ad copy will be different, too.
If you plan to market your products, services, or offerings to Australians, you must understand that how you write, send, or present your ad copy may not be effective. Fortunately, leveraging Australian spell checking software can help your team ̶ especially those who work on your social media campaign ̶ determine the right words to use.
From there, you can write an Australian copy that is easily readable and resonates with your target audience.
Tip #2: Learn the Local’s Lingo
In a way, Australian businesses can relate to the appeal of American brands – they look for products that offer convenience and better value for their money. However, those qualities are secondary to the local’s desire for a genuine experience and a sense of community that the brand can provide through its ad copy.
This means that to make your ads work, you need to appeal not only to their practical side but also to their emotional side. Moreover, you need to ensure that your ads are written in the local lingo and that the local audience can relate to them.
But why do you need to go the extra mile and learn the local lingo? Well, consider this: did you know that the word “thong” in Australia describes footwear known as flip-flops, a far cry from the usual definition of barely-there underwear Americans know.
Tip #3: Utilize the Right Marketing Channels (SEO, SEM, Content Marketing, Paid Advertising, and More)
If you plan to advertise your products, services, or offerings through a combination of digital platforms and traditional means, your Australian marketing strategy also needs to include a mix of channels.
For instance, if your target audience is more likely to discover your brand through Google, you need to do everything in your power to gain the first-page placement. This means optimizing your content for search engine optimization.
The bottom line is that you must create a campaign representing your brand, your products and services, and your target audience. The right mix of marketing channels will make your campaign work.
The Bottom Line: Expanding Your Global Reach
The truth is that going global is not as easy as it seems, especially if you’re trying to win over a foreign audience. However, with a solid plan, you can absolutely achieve your goal.
If you want to win the hearts and minds of the locals, you need to take the time to learn their culture, their language, and their way of life to make your ad campaign resonate with them. And that means putting your word template on hold and learning to write an Australian copy instead.
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