Blog Is regional voice over key to success in emerging markets?

Posted by Kerry Vallins on July 17, 2017

Thanks to the evolution of the internet, businesses can attract and nurture audiences in foreign markets without having a physical presence in those countries. A large part of that success is due to the ability to create content and repurpose it for foreign audiences, with a strong focus on localization and the implementation of strong voice over campaigns to encourage those new markets to explore the brand.

Reaching global markets is becoming more and more vital for companies of all sizes. If you want to communicate across any border using translation and voice over talent, read our blog: ‘How can a voice over agency help to improve your global marketing?

The positive effects of a regional voice over campaign for brands looking to go global can’t be overstated, especially if they have ambitions of expanding into emerging international markets that the competition hasn’t become aware of yet.

Though an attractive prospect, businesses planning on entering new territories shouldn’t be under the impression that if they conquer the language barrier, then the job is done. Repurposing, creating and localizing content for new audiences is more than that, and choosing the right voice over talent will help brands become cornerstones in emerging markets.

Why is the voice over talent I choose so important?

Using a creative, international voice over campaign isn’t just about language. It’s about culture, too, and exploring the nuances of the local markets you’re looking to capture.

Consider the Chinese market. Approximately 21% of the internet speaks Chinese. Only 2.1% of all online content, though, is in Chinese. That disparity can be seen across other markets in Asia and emerging Arab states. Those regions are being hugely underserved when it comes to engaging, interesting content.

And that’s just the larger nations. While the English language dominates 51% of all internet websites, Swahili only has a 0.1% presence across the entire web. That doesn’t make it any less important than other languages; 5 million have Swahili as their primary language while 135 million speak it as a second language. The right approach with the right voice over campaign and localized content could potentially reach out to hundreds of millions of customers in an untapped market.

A voice over could be more cost-effective than creating new content

Won’t it be expensive to create a campaign in Swahili and similar languages, though? Not necessarily; if you have international ambitions then it stands to reason that you’re at a stage where you are currently or have created content to reach out to and attract new audiences.

Instead of creating new content, partnering with a voice agency experienced in a wide range of international languages will help you repurpose existing videos and other parts of your campaigns to optimize them for new global markets and audiences you want to reach out to.

So, how important is a regional voice over campaign for brands with serious international growth ambitions? Though the internet makes it easier than ever before to reach out to new markets, it takes more than speaking their language to grow. Understanding new languages, their quirks and the culture behind them is the first step to turning international customers into long-term brand advocates.

Voice Talent Online speaks your language. With over 1,500 voice over artists available fluent in over 75 languages, we will partner with your brand and break down language and cultural barriers to help your business enter new international markets.

Reaching global markets is becoming more and more vital for companies of all sizes. If you want to communicate across any border using translation and voice over talent, read our blog: ‘How can a voice over agency help to improve your global marketing?

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