If you want to grow your sales, you cannot ignore multicultural marketing. Why? African Americans are 14% of the U.S. population and spend $1.2 trillion annually. What’s more, Asian Americans have the biggest gain in buying power.
Multicultural audiences are growing in the United States. Consequently, the need for multicultural marketing is stepped up.
However, you need to be extra cautious when targeting multicultural audiences because multicultural marketing gone wrong can do more harm than any good.
In this article, we are going to explore four tips to execute cultural marketing successfully.
You can also participate in the 2021 Summit on Multicultural Marketing and Sales, being held on January 7, 2021, from 11 AM to 12:30 PM EST to amp up your cultural marketing. The summit will cover various key aspects of multicultural marketing to grow sales. Register here to participate.
Tips to Adopt Adopt Multicultural Marketing Successfully
These four tips will improve the effectiveness of your multicultural marketing strategies.
1- Research Your Audience
The first step to creating smart multicultural marketing is to know your target audience. The more you know your target audience as individuals, the better you will be prepared to make an effective multicultural marketing strategy.
Therefore, conduct thorough audience research before deploying any marketing campaign.
How can you better understand your audience? Audience surveys are an excellent tool to get your audience’s insights.
Here are some pointers that will help you design a good audience survey:
- The fear of your audience
- What holds your audience back
- The motivation of your audience
- What triggers them to buy a product/service
Knowing your audience will help you adopt a helping, supporting tone in your marketing messages.[Tweet “No matter which cultural audience you’re targeting through your marketing campaign, an empathetic tone always grabs attention.”]
2- Go Beyond Translation
When you are targeting an audience from a particular culture, you should think beyond translation. That being said, you should make sure that you’re aware of the nuances of the intended audience’s culture.[Tweet “Give close attention to culturally sensitive imagery, try to rope in popular adages, and be utmost respectful to the culture of the audience you intend to target.”]
Also, you should note that each culture is diverse. For example, the U.S. Hispanic population includes Mexican Americans, Cubans, Puerto Ricans, and more. Just translating your message into Spanish won’t make the cut.
3- Reach Your Audiences Where They’re
Members of your target audience from a different culture may have a different place to hang out personally or virtually. So one marketing strategy that works for one culture may not work for another culture.
You should try to figure out where your audience chills out most of the time and reach out to your audience there. Do the members of your target culture frequently visit some local communities? Do they regularly check online groups/forums?
Also, different cultures have different viewpoints and decision-makers that impact the buying decision. If you don’t consider these small things while creating your marketing plan, you may not get the desired business success.
4- Overcome Cultural Differences and Beliefs
Cultural differences and beliefs play a significant role in the success of your multilingual marketing strategy. If you make any miss here, it can cause severe damage to your brand. Nivea made a blunder. As a result, the company had to apologize.
So how can you overcome cultural differences and beliefs?
The following tips often work:
- Study the culture and beliefs of your intended audience
- Follow the social media influencers from your intended audience so that you can understand the mood of your audience around the key cultural events and festivals
- Hire a copywriter from your intended audience
Hiring a local culture expert can be a great strategy to plan an effective marketing strategy. If your business cannot afford a full-time culture expert, look for someone who can work with you per-project basis.
The point is,[Tweet “You should get marketing campaigns reviewed by a culture expert to avoid making any cultural miss.”]
You cannot adopt a universal marketing strategy for all because your audiences are different. And when there is a cultural difference, you need to be extra careful as a small miss can cost you dearly.
Follow these tips to create an effective marketing strategy for the audience of your intended culture.
Click here to register for the next Summit on Multicultural Marketing and Sales to maximize your multicultural marketing success.