Far too many businesses simply don’t want to put in the effort to make a campaign successful. Or, when they get bored, they blow the whole thing up, regardless of how well it’s working, and move on to the next “big thing”.
Without marketing, no one will know your business exists – and if customers don’t know you’re there, you won’t make any sales. The digital age has introduced obstacles for sales and marketing, but it has also opened doors to countless ways to connect with customers. Buyers used to learn about your company and products through billboards and sales calls while today, they are tuning out interruptive messaging and using Google to take the decision-making process into their own hands.
Giedre Kronberga first joined the company 2 years ago, she led Printful’s long-form content strategy for the US and international markets. During this time she learned the importance of content localization, and she now uses this knowledge to help her team build brand recognition and drive demand in Spanish, German, French, and Japanese markets. We briefly spoke with Giedre about content marketing challenges, specifics for different markets and Gen Z.
Tight competition and unrealistic performance expectations.
Around 56% of all internet content is in English, so getting in front of your target reader can be a real hurdle for businesses that are entering English-speaking markets like the US just now. This is especially the case for brands that don’t have a clear idea how to navigate the content marketing jungle.
On the other hand, smaller markets like the Baltics are starting to adopt content marketing more aggressively in local languages only now. And brands that are jumping on this bandwagon stand in a favorable position as getting discovered in local markets is easier and faster than it will ever be in English-speaking ones.
However, marketers must set realistic performance expectations as creating content, say in Latvian, will reach fewer people as fewer readers are using this language when compared to English.
As a global company, we strive to provide a pleasant and localized experience for our customers worldwide. And that means looking beyond standard general user demographics. So here at Printful, we analyze marketing channel usage specifics for each market we’re trying to reach. A perfect example is our learning that in Japan Facebook is considered more as a B2B platform, therefore content we share and promote on our Japanese Facebook account in comparison to Spanish is different.
Gen Z is far more than a group of people who grew up with access to limitless information at their fingertips. It’s a generation driven by the idea of contributing to building a better tomorrow. For businesses, it means two things: having clearly defined and communicated brand values and letting customers be part of the action that contributes to the greater good.
While Gen Z isn’t Printful’s target audience, we have noticed an increased customer interest in CSR (Corporate Social Responsibility) and we expect this to be a make-or-break deal for our future customers too. That’s why we’re going the extra mile to be approachable and transparent about what we stand for.
As customers, Gen Z also expects to be heard and appreciated by the company they choose to trust. Companies like Printful create this opportunity by adjusting marketing communication strategies, hence the rising popularity of user-generated content, niche communities, and open conversations initiated by brands.
Printful is one of the industry’s largest print-on-demand drop shipping businesses with more than 700 employees and five fulfillment centers in North Carolina, California, Mexico, and Latvia. The company has fulfilled more than 14 million items since its launch in 2013.
When you talk about branding, it’s always important to find one idea that conveys all the associations you have around a brand and focus on the strongest one, then try to communicate it visually. At its core, branding is about who you are – your values and beliefs. It is also about how you present yourself to the world, how your clients and potential clients perceive you. While branding is definitely a long game, it can eventually become the primary driver of a company’s success. In fact, when it’s done right, branding essentially does the selling for you.
Want to know how to create a design language for dynamic and fast organisations rooted deeply in the startup world? Hear Miķelis talk about Brand Identity Design for TechChill during his keynote on the Go Gig Stage, February 20!