One great thing about affiliate marketing is that it gives affiliate marketers a chance to expand their reach and target audiences around the world. But simply translating your ads and landing pages isn't enough to connect with international audiences and get the best results. To run successful affiliate campaigns that really work in different markets, you need to do more than just translate – you need to adapt your content to fit each country.
Think of it like opening a restaurant in a foreign country. You wouldn't just translate the menu and be done with it. Instead, you'd learn about the local cuisine, adjust your recipes to suit local tastes, and use ingredients that are familiar and appealing to the locals. You might even change the restaurant's look and feel to create an atmosphere that matches the local culture.
Similarly, as an affiliate marketer going global, you have to do more than just translate. You need to adapt your entire marketing strategy to fit the unique preferences and nuances of each target country. Just as a chef changes their menu to please foreign diners, you have to tailor your ads and landing pages to capture the interest of people based on their country and locale.
In this article, we will share proven tactics for adapting your campaigns to new countries and explain how to localize your ads and landing pages to best suit your target audience.
Here are some key strategies to effectively adapt your affiliate ads and pages for global consumers:
1. Research the local language and slang
When localizing your ads and landing pages, it's important to research the local language and slang. While English is widely spoken, different countries and regions have their own unique vocabulary, slang, and expressions. What might work in the United States could fall flat or even offend people in the United Kingdom, Australia, or South Africa.
For example, a word like "fanny" may be harmless in America but considered vulgar in the UK. Similarly, phrases like "hooking up with hot sluts" would need to be changed to "pulling fit slags" to appeal to a British audience.
When translating your content, it's not enough to rely only on Google Translate or ChatGPT. It's important to have a native speaker review your copy to ensure that the word choices sound natural and appropriate for the local market. Pay attention to colloquialisms, current pop culture references, and region-specific terms. The language should feel authentic, not awkward.
2. Use the right currency symbols and formats
Another important aspect of localization is using the correct currency symbols and formats. While it may seem like a small detail, using the appropriate currency signals to consumers that your offer is specifically meant for them. Avoid leaving prices in US dollars and instead convert them to Euros, Pounds, Yen, Pesos, or the local currency of the target market.
Additionally, be mindful of formatting prices according to local customs. In the US, the dollar sign comes before the number ($100), but in some European countries, it comes after (100€). Decimal separators may also vary, such as using 7,99 instead of 7.99. These small details can make a difference in how your content is perceived and understood by the local audience.
3. Be mindful of countries that use multiple languages
Many countries are multilingual, with various languages holding official status or being spoken by large portions of the population. To determine which languages to target, research the demographics of your target audience.
In Canada, for example, both English and French have official federal status. However, French is predominant in Quebec while English is more common in other provinces. Hong Kong, a major commercial hub, uses both Chinese and English. In India there are over 20 official languages, with English and Hindi being the main ones nationally.
A great tip for localizing the language of your campaigns is to detect users' language settings in the browsers and direct them to a version of your page in their preferred language. Some traffic sources (advertising networks) already have this targeting option based on browser language.
You can also provide language toggle options on your landing pages, to allow users to switch between languages as needed.
4. Localize images and testimonials
The images and testimonials on your page are opportunities to visually and emotionally connect with local consumers.
When selecting images, avoid using generic stock photos of models that have an American appearance. Instead, choose images that feature people who are relatable and match the ethnic appearance of your target country. For example, a smiling blonde woman may work well in Sweden but could seem out of place in Japan.
Similarly, when including testimonials, use names that sound authentic to the location rather than obvious American names. Instead of "Tiffany Jones from New York" saying your diet product worked wonders, consider using a name like "Sakura Nakamura from Tokyo" to make it more relatable to the local audience. This helps create a sense of authenticity and connection with your target market.
5. Demonstrate local relevance and credibility
To show that your offer is relevant and trustworthy to people, it's important to demonstrate local touchpoints and credibility. This helps potential customers feel confident that your product or service is meant for them.
One way to do this is by highlighting local touchpoints on your landing page. If you mention media coverage, make sure to include recognizable news outlets from the specific country you're targeting, rather than just mentioning American ones that may not be familiar to them. For example, saying "As seen on BBC One" carries more weight in the U.K. than saying "As seen on NBC."
Building trust can also be achieved by displaying familiar local payment methods, security badges, shipping providers, and customer service channels. By showcasing these elements, you make it clear that your offer has a real presence in their market and is tailored to their needs.
6. Tap into local trends, culture, and events
The most successful international campaigns go beyond just translating and adapting content. They tap into ideas and themes that really connect with the culture of the target audience. To do this, marketers need to fully understand and immerse themselves in the local culture.
It's important to pay attention to what's happening in the local pop culture, music, politics, sports, holidays, and current events. By staying informed about these topics, you can make your marketing efforts more relevant and engaging.
For example, if there's a popular Bollywood movie in India, you can reference it in your ads or content. During Lunar New Year celebrations in East Asian markets, you can add a festive touch to your web pages. And when a country's sports team is competing in major events like the Olympics or World Cup, you can leverage that sense of national pride.
The key is to truly understand the cultural references and events that have an emotional impact on people in a specific country at a particular time. Once you have that understanding, you can come up with creative ways to incorporate those references into your affiliate offers in a way that feels genuine and interesting
Test variations and optimize for results
Localization is not something you do once and forget about. It's an ongoing process that requires constant optimization as the campaign keeps running. People's preferences and cultural trends change over time, so what worked before may not work now.
To make sure your localized campaigns are successful, you need to keep testing different elements. This includes things like the wording of your calls-to-action, the products you feature, and the angles you use for promotions. By testing different variations and analyzing the results, you can see what works best for different groups of people and improve your click-through and conversion rates.
Focus more on the localizations that are doing well and consider getting rid of the ones that aren't performing as well. It's also important to stay updated on the latest slang, cultural references, and current events so that your messaging stays fresh and relevant.
The competitive edge
At the end of the day, the affiliate marketers who invest time and resources into localization will have a powerful advantage in international markets.
Basic translation is a starting point, but true localization requires a deeper cultural fluency. Affiliates need to understand the nuances of the language, the consumer buying behaviors, the trusted information sources, and the most engaging angles in countries across the globe.
The most successful international campaigns leverage local insights to resonate with consumers and earn their trust. By making your ads and pages feel native to each market, you can connect with global audiences on a meaningful level and ultimately drive more conversions.
For example, when running gambling campaigns in Brazil, it's important to note that family is a sacred institution for Brazilians, and it is highly valued even by those who struggle with gambling addiction. A good angle to run when promoting ad campaigns in Brazil is one that shows family.
Below is an example:
The literal translation of the text can be understood as "Your children will ONLY see favelas (slums) in pictures!"
This ad shows that the gambler can make life-changing money through the online casino and can change the life of not only himself, but his entire family. So this is just one of the key things to note.
The extra effort is worth it
Successful localization requires more work than simply running your English pages through Google Translate and calling it a day. But that extra effort can pay off exponentially.
Even seemingly small localization details, like using the right slang and currency formats, can add up to substantial conversion lifts when multiplied across high-volume international campaigns. A 20% boost in conversions, compounded over months or years, can translate to a game-changing difference in profits.
Frequently Asked Questions on Localization
Q: How can affiliate marketers stay up-to-date with local trends and cultural references to make their campaigns more engaging?
A: To create campaigns that truly resonate with international audiences, affiliate marketers need to stay informed about the latest trends, events, and cultural touchpoints in their target countries. This includes following local pop culture, music, politics, sports, holidays, and current events.
By incorporating relevant references and themes into their marketing efforts, affiliates can make their content feel more authentic and engaging. For example, during major sporting events like the World Cup, an affiliate could tap into the sense of national pride by featuring imagery or slogans related to the local team.
Staying up-to-date requires ongoing research and immersion in the local culture. Affiliates can follow local news outlets, social media trends, and influencers to get a pulse on what's happening in each geo. The best platform for doing this research is Twitter.
Q: Why is ongoing optimization important for localized affiliate campaigns?
A: Localization is not a one-time task, but rather an ongoing process that requires continuous optimization. People's preferences, cultural trends, and language evolve over time, so what resonated with an audience last year may not be as effective today.
To ensure that localized campaigns remain successful, affiliate marketers need to regularly test and refine various elements. This includes experimenting with different ad copy, calls-to-action, featured products, and promotional angles to see what yields the best results for each target group.
By analyzing performance data and making data-driven optimizations, affiliates can improve click-through rates, conversion rates, and overall ROI. It's also important to stay attuned to changes in local trends, events, and slang to keep messaging fresh and relevant.
Ongoing optimization allows affiliate marketers to adapt to the dynamic nature of international markets and maintain a competitive edge. The most successful global campaigns are those that continuously learn, test, and improve based on local insights and performance data.
Q: How can affiliate marketers handle localization for countries with multiple official languages?
A: When targeting countries with multiple official languages, such as Canada (English and French) or Switzerland (German, French, Italian, and Romansh), affiliate marketers should adapt their strategy based on the specific regions and demographics they want to reach.
One approach is to create separate landing pages and ad campaigns for each language, tailoring the content and imagery to the corresponding audience. This ensures that users are directed to a fully localized experience that feels native to their preferred language.
Another option is to provide language toggle options on the landing page, allowing users to switch between the available languages. This can be an efficient way to cater to multiple language groups without creating entirely separate pages.
Affiliates can also leverage browser language detection to automatically direct users to the appropriate localized version of the page. Some advertising networks offer targeting options based on browser language settings, making it easier to serve the right content to the right audience.
Q: How can affiliate marketers build trust and credibility with international audiences?
A: Building trust and credibility is crucial for success in international affiliate marketing. To establish trust with global audiences, affiliates should focus on demonstrating local relevance and legitimacy.
One way to achieve this is by showcasing local trust signals on the landing page. This can include featuring customer testimonials from people with names and locations that resonate with the target market, displaying logos of well-known local media outlets or brands, and highlighting local awards or certifications.
Affiliates should also prioritize providing a localized customer experience. This means offering local payment methods, shipping options, and customer support channels that are familiar and convenient for users in each country. Displaying recognizable security badges and privacy policies can further enhance trust.
Partnering with local influencers or thought leaders can also help build credibility. When people see endorsements from respected figures in their community, they are more likely to trust the promoted products or services.
Ultimately, building trust in international markets requires a genuine commitment to understanding and serving the needs of the local audience. By prioritizing localization, transparency, and customer-centricity, affiliate marketers can establish the credibility needed to drive conversions and long-term success.
Q: What are the potential benefits of investing in thorough localization for affiliate campaigns?
A: Investing time and resources into comprehensive localization can yield significant benefits for affiliate marketers targeting international audiences. While it requires more effort than simple translation, the potential rewards make it well worth the investment.
One of the primary benefits is improved engagement and conversion rates. When users encounter ads and landing pages that are fully adapted to their language, culture, and preferences, they are more likely to resonate with the content and take the desired action. Even small localization details, such as using the right slang or featuring relatable images, can make a meaningful difference in how persuasive the message is.
Thorough localization can also help affiliates stand out in competitive global markets. Many companies settle for basic translation, but those that go the extra mile to truly understand and cater to local audiences can differentiate themselves and build stronger brand affinity.
Moreover, investing in localization can lead to long-term success and scalability in international markets. By laying the groundwork to deeply understand and serve each target country, affiliates can establish a strong foundation for future growth. They can apply their local insights to expand into new verticals, test new products, and adapt to changing market conditions more effectively.
Ultimately, the extra effort put into localization can translate into significantly higher revenue and profits over time. A well-localized campaign that consistently outperforms a generic translated one can compound its success as it scales, leading to a substantial return on investment in the long run.
