Christina Spaulding, Chief Marketing Officer of Manzanita Marketing, gave a keynote on finding new customers through localization. She discussed why companies should add other languages to reach more customers, common obstacles to multilingual content, and how to determine if a business should translate. Spaulding also covered how to commission translated content, working with translation providers, and best practices for publishing multilingual websites. The presentation aimed to help businesses increase their audience by localizing their content for other language speakers, such as the over 4 million Spanish speakers in the United States.

1. KEYNOTE
Christina Spaulding
CHIEF MARKETING OFFICER
MANZANITA MARKETING
Finding New Customers
Through Localization
LAS VEGAS, NV ~ NOVEMBER 6 - 8, 2023
DIGIMARCONWORLD.COM | #DigiMarConWorld

2. Finding New
Customers Through
Localization

3. Increase Your
Audience By 10%!
3

4. 4 million US Spanish speakers
That your competitors might not be going after!
12% of US population
4

5. Christina
Spaulding
◦ 20 years international
marketing experience
◦ 5 years multilingual content
management
5

6. Today’s Agenda
◦ Why add languages?
◦ Obstacles to multilingual content
◦ Should my business add languages?
◦ Commissioning Content
◦ Publishing Notes
6

7. 1.
Why Translate?

8. Tell Your Story To New
Customers
8

9. 2.
Obstacles to Translation

10. “
The only thing we have to fear
is fear itself
10

11. Create Trusted Contact
In-house
◦ Product
knowledge
◦ Language
knowledge
Contractor
◦ Language
knowledge
◦ Process and
industry
experience
Translation
Firm
◦ All-in-one
resource
11

12. 3.
Criteria

13. ◦ 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

14. Location
14

15. Languages in Las Vegas
15

16. 16
Print Marketing

17. 17
Chinese Ads in Las Vegas

18. 18
Chinese Lawyer Site A

19. 19
Chinese Lawyer Site B

20. 4.
Commissioning Content

21. Landing Page Test
◦ Landing page
◦ Booking page
◦ Confirmation email
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22. Content Process
◦ Draft specifications
◦ Find a translator and send the content
◦ Receive content and proofread. Request changes if necessary
◦ Accept content and publish
22

23. Content Providers
◦ AI - Bard, Weglot
◦ Native writers - Textbroker
◦ Freelance translators
◦ Translation firm
23

24. 5.
Publishing Content

25. Site Structure & Tags
◦ Subdomain or subfolder
◦ Lang tag
◦ Hreflang tag
25

26. 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

27. Questions?

28. Thank you!
Christina Spaulding
Manzanita Marketing
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