The complete guide to european social media marketing

THE COMPLETE GUIDE TO

SOCIAL MEDIA
MARKETING IN
EUROPE

G

How to Run
Social Media
Campaigns for
a European
Audience

A publication of

2

THE COMPLETE GUIDE TO EUROPEAN SOCIAL MEDIA MARKETING

IS THIS BOOK RIGHT FOR ME?
Not quite sure if this ebook is right for you? See the below description to determine if
your level matches the content you are about to read.

INTRODUCTORY
Introductory content is for marketers who are new to the subject.
This content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals. View our introductory webinar Social Revolution:
Connecting with Today’s Customer.

INTERMEDIATE

This ebook!

Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic. This content typically covers the fundamentals
and moves on to reveal more complex functions and examples.
After reading it, you will feel comfortable leading projects with this
aspect of inbound marketing.

ADVANCED
Advanced content is for marketers who are, or want to be, experts
on the subject. In it, we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
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mastery of the subject. After reading it, you will feel ready not only
to execute strategies and tactics, but also to teach others how to
be successful.

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HUBSPOT’S ALL-IN-ONE
MARKETING SOFTWARE
HubSpot brings your whole marketing
world together in one, powerful, integrated
system.
Get Found: Help prospects find you online
Convert: Nurture your leads and drive conversions
Analyze: Measure and improve your marketing.
More: See marketplace for apps and integrations

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Video Overview

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LEAD
GENERATION

M s

EMAIL &
AUTOMATION

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SEARCH
OPTIMIZATION

g Y

LEAD
MANAGEMENT

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BLOGGING &
SOCIAL MEDIA

MARKETING
ANALYTICS

4


THE COMPLETE GUIDE TO SOCIAL
MEDIA MARKETING IN EUROPE
By Diana Urban
Diana Urban is the Head of International
Marketing at HubSpot. She is responsible for
generating traffic and leads outside the U.S.,
creating content for a global audience, and
developing marketing strategy for international
expansion.
Previously, Diana was on HubSpot’s User
Experience team, where she managed
and created all of HubSpot’s tutorials and
documentation, making it easy for customers
to learn how to create marketing campaigns in
HubSpot’s inbound marketing software.
Diana is a regular contributor to the HubSpot
blog, and maintains her own social media blog
U Stand Out.

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@DIANAURBAN

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CONTENTS
HOW TO CREATE A EUROPEAN SOCIAL MEDIA STRATEGY
HOW TO ORGANISE YOUR ASSETS AND CHANNELS

/8

/15

HOW TO SET UP EUROPEAN TARGETING ON FACEBOOK

/22

HOW TO SET UP EUROPEAN TARGETING ON LINKEDIN

/37

HOW TO SET UP EUROPEAN TARGETING ON TWITTER

/50

HOW TO DEVELOP A CONTENT STRATEGY FOR SOCIAL MEDIA
CONCLUSION & ADDITIONAL RESOURCES

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/69

/61

6


Why should you create a
European social media
strategy?
When creating marketing campaigns of any sort, it’s important to understand
who your audience is. Social media is a great way to connect with your audience
and have a two-way conversation. However, it can be easy to forget that not
everyone who finds your social media pages will speak your language, or be able
to relate to your region’s latest trends. If you’re only targeting a local audience,
that’s ok.
But what if you’re targeting an International audience? What if you’re in a
country in Europe and need to branch out to other markets to scale? What if
you’re in the U.S. seeking the attention of a French and Spanish audience?
When targeting multiple nations, there are several challenges to plan for:
Being understood by an audience that speaks multiple languages
Reaching an audience that lives across multiple time zones
Supporting different interests, cultures, and regulations
Segmenting social media efforts to the right audiences
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Prioritising your efforts in accordance with your resources
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Creating a European social
media strategy early on will
help you plan for all of these
challenges, and will keep
you from overextending your
resources.
This guide’s purpose is to help


w
B

European marketers create a social
media strategy that caters to their
audience, whether in a specific

country or across multiple nations.

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8


CHAPTER 1

HOW TO CREATE
A EUROPEAN
SOCIAL MEDIA
STRATEGY

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What steps should you take when
creating your European strategy?

Establish your overall social media
strategy before you start tweeting,
updating your Facebook status in
multiple languages, or creating tons
of new pages for each target country.
.

?

Setting a strategy ahead of time will ensure that you can launch, optimise, and
measure your global campaigns’ success without getting overwhelmed.
Social media shouldn’t be overwhelming. It should be fun.

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1

DEFINE YOUR AUDIENCE

It is essential to first determine how
to segment your audience based on
their region or language. The following
are example questions that must be
answered internally before you begin
working on your social media strategy:
Which countries do you want to focus on?

g

Where does the majority of your current customer base live?

Where does the majority of your non-domestic customer base live?

Is there opportunity for your product or service to extend to other nations?
Are you already getting leads or prospect interest from other nations?

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2

SET YOUR SOCIAL MEDIA GOALS

Define the goals of your social media
strategy. Setting goals in advance will
help keep your social media team
accountable and increase your likelihood
of success. Having a strong unified
approach will help you shape the strategy
for each country you’re targeting.

Y

Decide if the primary goal of your social media campaign is to:

Generate more traffic for your website from social media platforms
Increase your brand exposure by getting more followers and engagement
Tap into new markets via social endorsements and paid advertising
Provide a customer service platform on your social profiles
You might decide that one of these goals is a higher priority than the other three, and
this could help you decide how to cater to your audience across multiple countries.
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3

CHOOSE YOUR LANGUAGES

If you decide to target multiple
nations that speak different
languages, you’ll have a few
decisions to make:
Should your blogs be in multiple languages?

hei

hello
bonjour
hola

Should you create a new social profile for every language?
Should you monitor social media platforms in multiple languages?
Keep in mind that nine out of ten European internet users prefer browsing in their
own language, so if you want to engage an audience in non-English speaking
countries, you need to speak their language.
Your decision will depend largely on your resources and the bandwidth of your team,
but remember to focus on delivering ROI. For example, if you have very few prospects
in Spain, it might not be worth setting up a separate Spanish-language blog. However,
if your company has a large growth potential in Spain, it might be worth testing out.

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4

LEARN CULTURAL DIFFERENCES

If your business targets customers in countries foreign to yours, learn about the
different countries’ cultures to understand what appeals to them versus your country.
Certain markets are much more difficult to break into than others and may require an
agency to get you a head start. If the business culture requires an agency to get you
started, don’t be afraid to work with one.

5

CHOOSE SOCIAL NETWORKS

Identify the most relevant social networks in each country you’re targeting. Don’t
feel pressured to set up a new profile on each social network for every country you’re
targeting. This is the wrong way to implement your international social media strategy.
Instead, choose your social networks wisely. You can always grow your reach across
more platforms as you prove the ROI of the networks you get started with.
Also, don’t be afraid to test the waters in different social networks. If you have the
bandwidth to test out a new social network, go for it. After three months, you can look
at the data and see if it’s worth continuing your efforts on that network.

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6

KNOW LOCALISATION CAPABILITIES ON
EACH SOCIAL PLATFORM

Which of these social networks will
you be able to segment by location or

G

language? For example, Facebook allows
you to segment each post by country
and/or language, making it possible to
use only one Facebook page for your

entire global audience. Chapter three of

this ebook will show you the localisation
features of the most popular social
networks around the world.

Now aren’t you glad you didn’t rush off and

create ten different Facebook pages for each
country you’re targeting?

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@

15


CHAPTER 2

HOW TO
ORGANISE
YOUR ASSETS
AND CHANNELS

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Ready to launch your global social
media campaigns? Here’s how to
get started and keep organised.

Don’t start tweeting yet! First it’s
important to define a clear social
media execution plan.

o

If you’re targeting different channels for different audiences, things can get
complicated very quickly. You should know which social media profiles go
together, which pages on your site you should be linking to, and how all of your
campaigns tie together.
Here’s how to keep your international social media strategy organised.

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1

DEFINE A HUB FOR
EACH AUDIENCE

Defining a hub on your website for each
audience segment will help keep things
organised. The hub is most commonly
a blog, but can also be a forum or a
community page that you maintain.

`
HUB

Your hub for each audience segment should be written in the most commonly spoken
language of that segment. All of your new content will be posted there first, and it will
be a key part of your SEO strategy. Check out HubSpot’s ebook on International SEO
if you would like to learn more about how to optimise your blog. Each blog post should
have a call-to-action linking to a landing page.
If you don’t have the resources to create a dedicated blog for each region or language
you target, default to the secondary language of that region or English. English
is the most widely-used language in the world, and is the dominant language of
international business and global communication.

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In an ideal world with unlimited resources, you’d have a different blog for each region
you’re targeting. But in the real world with budgets and limited bandwidth, you need
to be strategic about how you group regions by interest or language.
English blog: United States, United Kingdom, Ireland, Canada
Spanish blog: Spain, Mexico, Argentina
German blog: Germany, Belgium, Austria, Switzerland
Note that for each blog, you should choose one dialect and stick to it. For example,
people in Spain and Latin America speak different dialects of Spanish. Ideally, you’d
cater to each audience separately. If you don’t have the resources to do so, choose
one dialect for your Spanish blog. Make this decision by comparing the size of your
customer bases in Spain and Latin America, and prioritise based on where the
biggest opportunity for growth exists.
Don’t spread yourself too thin,
especially in the beginning. If you’re
just launching your website, start
with one blog in English and add
blogs later as you build momentum.

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ENG

19


f

BLOGGING TOOLS CAN HELP YOU
BUILD AN AUDIENCE FASTER

HubSpot’s blogging software
makes it easy to create
remarkable content that will help
you get found. You can also create
as many blogs as you’d like, so you
can create and manage one for
each language you’re targeting.

3 Blogging Tool: Create one or several blogs
and easily create new posts.

3 Blog SEO Tips: Get SEO tips and best
practice pointers as you type your blog posts.

3 Blog Analytics: Measure your blog’s
performance and see how much traffic each
post generated.

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See Blog Tool in Action
Read More

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2

CHOOSE SOCIAL SITES TO
TARGET FOR EACH REGION

Next, decide which social networks to target for each region. Determine the number
of social media profiles you will create based on the resources you have at your
disposal. Putting your efforts into one Facebook page, for example, will allow that
page to build momentum and grow a fan base much faster than if you had five
different Facebook pages to maintain.
Let’s say your company targets audiences that speak English, Spanish, and German.
You might choose to:
Have one Facebook page in English
with language-targeted updates
Have one LinkedIn Company Page in English with localised
product pages and language-targeted updates
Create separate Twitter profiles in English, Spanish, and German
Have one Tuenti profile in Spanish
By localising your Facebook and LinkedIn profiles, instead of creating separate
profiles in each language, you’d now have to manage six social profiles instead of ten.
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3

LINK YOUR BLOG AND
SOCIAL PROFILES

Now that you’ve defined your blogs and social profiles, it’s time to tie them together.
Create a map so you know which social profile should link to which blog on your site.

ENGLISH
BLOG

SPANISH
BLOG

YOURSITE.COM/BLOG-ES

YOURSITE.COM/BLOG-US

U

U
*
ENGLISH
SPANISH
WWW.HUBSPOT.COM
GERMAN
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*

U
*

*
*

Localised updates wil be made in
native language on English page

22


CHAPTER 3

HOW TO SET UP
INTERNATIONAL
TARGETING ON
FACEBOOK

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Optimise your Facebook
page for an International audience

Some of the most popular social
networks, including Facebook, have
localisation features that enable you
to target your updates and/or pages
to specific groups of people. These
groups can often be specified by

x

geography or language.
These localisation features are fairly new to Facebook. This chapter will provide a
step-by-step walkthrough of how to use each one, but keep in mind that Facebook
may make slight UI tweaks that make the actual interface a bit different from the
screenshots in the instructions.

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1

TARGETED TIMELINE
UPDATES

Facebook provides several localisation features
that make it possible to use only one page
for your entire European audience instead
of a page for each language or region you’re
targeting.
On your Facebook page, you can target each of your updates by language and/or
geography -- as specific as country, state, and city. Once you target your update, only
the audience you specify will see it in their newsfeed. People not specified will not see
that update in their newsfeed.
Yet, targeted updates will be visible to everyone when they look at your Facebook
page Timeline, regardless of their location or language. However, this isn’t something
to be concerned about. Fewer than two percent of people go back to your fan page.
The vast majority of your fans will be consuming your content, clicking your links,
liking your photos, etc. within their own newsfeed. Creating targeted updates will
increase engagement and grow your fan base faster. Focusing on growing your fan
base on one page will build momentum faster than trying to manage multiple pages.
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To target one of your Facebook updates, select the targeting icon under your update.
Then, click Add Targeting and select Location or Language from the drop-down menu
to localise your post for a segment of your global audience.

1

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2

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If you chose Location, click the All Locations link that appears. Select Country,
Region or State, or City. Type the name of the location, and select the correct
location from the drop-down menu. You can add several locations by repeating this
process. Then click Choose Locations.

3

4
If you chose to target by language, type in the name of the language, and select
the correct language from the drop down menu. You can add several languages by
repeating this process.
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Remember: you can target by both location and language. In this example, we’re
targeting Spanish-speaking people located in Spain. When finished, click Post.

5
Now, only your targeted audience will see this update in their newsfeeds.

6

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2

LINKING MULTIPLE
PAGES TOGETHER

If you decide to create a separate
Facebook page for each language you
target, have each page “like” your other
pages. This will make it easy for fans to
find each of your pages, as they have a
permanent placement near the top of
your page’s Timeline called Featured
Likes.

To create this section, click Edit Page at the top of your Facebook page and select
Update Info from the drop down menu.

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Click Featured in the sidebar. Then hit the Add Featured Likes button. In the pop-up
that appears, select the pages you want to link together.

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3

TRACKING YOUR INTERNATIONAL
FACEBOOK MARKETING CAMPAIGNS

As you execute your
International Facebook
marketing campaigns, it’s
important to consistently
track your progress so you can
determine the ROI of these
campaigns. There are a few
metrics you should track each

Z

month:
Fan base growth of target countries and languages
Engagement of targeted updates (e.g. number of “likes”)
Reach in your target countries and languages
Conversational growth (e.g. “talking about this” or clicking “share”)
To access your page’s analytics, go to your Admin Panel and click See All on top of
the Insights section.
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Each report has a Countries and Languages section.

On the first of every month, track your progress in a spreadsheet so you can see if
your campaigns are effective at driving fans, engagement, and reach in your target
markets. Don’t forget to look at your full-funnel analytics as well. Find out if you are
generating leads and customers from your Facebook campaigns.

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4


LOCALISING PAID ADS ON FACEBOOK

Not every business will elect to
run paid advertising on Facebook,
especially if you have a limited
budget and are looking to build
your fan base and engagement
organically. But if you do, you should
know how to target your paid ads by

$

region or language.
Facebook ads can target a specific group of people, increasing the return on your
investment as you are targeting the people that are most likely to click and download
your content.

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TARGET BASED ON COUNTRY
Facebook enables you to not only target by country, but also by a specific city
within that country. Local companies can benefit greatly from this feature,
targeting only the people who live in a desired area.
To use this feature, start in the Facebook Ad Manager and select the offer you
want to promote. Then, select the country and/or cities you want to target.

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TARGET BASED ON SPECIFIC INTERESTS
You can further specify your ads by targeting only people with specific interests.
Once the country and offer is selected, chose Precise Interests. You can type
in specific interests in this field and select as many as you want. Facebook will
come up with suggestions for you below the search bar.

The number of people targeted in a specific campaign will appear on the right.
Make sure your campaign isn’t so targeted that your audience is too small to
return any customers to your brand.

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You then can target
people based on their
connections -- whether
they are connected to your
brand, have a friend who is
connected to your brand, or
Anyone (connected or not).
Each type of connection targeting has its own benefits:

3 Targeting Anyone: you will get the most reach.
3 Targeting People Connected to Your Brand: get a message out to people
who are friends with existing fans -- these ads will include the social
endorsement element, which is very powerful

3 Targeting People Not Connected to Your Brand: increase brand awareness
where it currently doesn’t exist

3 Targeting Friends of Connections: get a message out to people who are
friends with existing fans -- these ads will include the social endorsement
element, which is very powerful
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BUDGET & PAYMENT
Finally, set up your budget and schedule
.
your ad. Set a budget that isn’t too high so
you don’t use all your spend on just a few
clicks. Don’t aim too low either -- then you
may not reach the amount of people you’re
looking for. Adjust your campaign during its
first few days of it being live to determine its

t

optimal times and costs.
You can pay on a cost-per-click basis or a cost-per-thousand impressions basis.
Cost-per-click means you pay when a user clicks on your ad. Cost-per-thousand
impressions means that you pay each time your ad is seen a thousand times.

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CHAPTER 4

HOW TO SET UP
INTERNATIONAL
TARGETING ON
LINKEDIN

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Optimise your LinkedIn page
for an International audience
If you’re using Linkedin Company
Pages to promote your business,
you have two primary localisation
features available to you.
Since on LinkedIn it’s best not to create
multiple company pages anyway, these
features allow you to target your global
audiences in a way that was never
possible before.

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IN

39


1

TARGETING
SHARED CONTENT

On your LinkedIn Company Page, you can
target each of your shared content updates
by geography -- as specific as densely
populated areas within each country.
Note that at this time, it isn’t possible
to send targeted updates by language,
but you can get close enough if you
target the right regions.
With LinkedIn’s targeted content updates, only the
audience you specify will see your update in their
LinkedIn newsfeed. People not specified will not see that
update in their newsfeed.
To really master targeted updates, target your primary-language updates, too. Keep
a printout of all of your lists nearby so you can easily remember which countries/
languages to include in each update.
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To target one of your LinkedIn updates, toggle the Share With drop-down menu and
select Targeted Audience.

Then click Geography and select up to ten regions. You can select entire continents,
individual countries, and/or specific regions.

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Now only your targeted audience will see this update in their LinkedIn newsfeeds.

2

TARGETING YOUR COMPANY’S
PRODUCT PAGE

One of the most under-utilised features of LinkedIn Company Pages is the ability to
target your company’s product page based on demographics, such as geographic
location, job function, and industry. In doing so, visitors to your Company Page will
only get shown the products that are most relevant to them, increasing their chances
of clicking on a link. Leveraging this feature will help you create a more targeted and
optimised experience for your page visitors. When used correctly, it’s an amazing way
to convert your social media prospects into more qualified leads.
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Note: You’ll need to add the products/services you want to feature to your Products
page prior to setting up your targeting options. To do so, click Add a product or
service in the Admin tools drop-down menu in your Products tab.

On the Products page, click Create New Audience.

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Now it’s time to build your audience. Name your target audience on the first tab (e.g.
“Spain”), and then click on the Geography tab. The Geography category can zone in
as specific as greater metropolitan areas. When you’re finished, click Save and exit.

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After you’ve finished selecting your targeting preferences, tailor your message to that
specific audience segment. Make sure your new audience is selected.

Here, it’s important to make sure that you craft a message that will intrigue members
of this specific audience and address their particular needs.
What wouldn’t you be able to originally say on the DEFAULT audience tab because
it would alienate other potential customers? Now is your chance to say it. In your
messaging, show how your company’s products and services can fulfill that specific
audience’s particular business needs.

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After setting up the messaging for your target audience, choose the specific products
and services that particular audience segment would be likely to convert on. Don’t
limit these to just your products and services, either. Consider featuring product
demos or trials as well as offering ebooks you’ve written or webinars you’ve hosted.
Are there any offers that you created to generate a specific type of lead, or a lead in a
specific region? This is a great place to promote it. LinkedIn allows you to include up
to five products/services on each targeted page variation.
As mentioned earlier, you’ll need to add these products/services to your products
page prior to setting up your targeting options. To do so, click Add a product or
service in the Admin tools drop-down menu in your Products tab.

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3

TRACKING YOUR INTERNATIONAL
LINKEDIN MARKETING CAMPAIGNS

On the Page Insights and Follower Insights report on LinkedIn -- both of which can
be accessed via the Admin Tools drop-down -- you can view demographics data by
Region. Unfortunately, LinkedIn’s reporting tool isn’t quite as robust as Facebook’s so
you can only see the top five regions that are representative of your audience.
You also cannot export your insights to dig deeper.

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4

LOCALISING PAID ADS ON LINKEDIN

LinkedIn provides a powerful ad platform that can bring you great results when you
are targeting the right audience. To use LinkedIn for advertising, simply create an ad
manager account within your current LinkedIn account, and start creating ads.
Once in the ads platform on LinkedIn, creating an ad campaign optimised for a
specific country is very simple. First, select a name and language for your ad. The
language feature on LinkedIn is new, allowing your ads to be written in another
language, thus optimising ads for non-English speaking countries.

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You can then create up to 15 ad variations.
Follow these best practices:

3 Add an image to help increase the
click through rate on your ads, as people
are drawn to visuals more than text. And
images don’t have to be translated.

3 Make the headline and copy of your ad
interesting. Include your company name so

2

people will know who the ad is from.

3 Target people not connected to your brand: increase
brand awareness where it currently doesn’t exist.

3 Target friends of connections: get a message out to people who are
friends with existing fans -- these ads will include the social endorsement
element, which is very powerful.

3 Create multiple variations of each ad so you can test different aspects of
the ad in order to get the best click through rate.

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After a few days, the ads that have lower clicks can be turned off, leaving only the
most successful ads running. Once your ads are written, work on targeting your ads to
the correct people. First, you can target to specific continents, countries, and cities.

Just like your targeted status updates and company product pages, targeting ads by
language is not currently possible. However, you can get pretty close if you target the
right regions.

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CHAPTER 5

HOW TO SET UP
INTERNATIONAL
TARGETING ON
TWITTER

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Optimise your Twitter strategy
for an International audience

Your international marketing approach on
Twitter will need to be different than that
on Facebook and LinkedIn because of its
limited targeting capabilities.
In fact, international targeting on Twitter
is nonexistent unless you’re running paid
ads, or tweeting at someone in particular
with an @ reply.

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B

52


1

CREATE A NEW TWITTER PROFILE FOR
EACH TARGET LANGUAGE

Due to Twitter’s lack of targeting features, create a separate profile for each language
in the regions you’re targeting. Your entire follower base will see each of your
updates, so if they only understand one-third or one-fourth of your updates, they’re
likely to unfollow you -- or not follow you to begin with.

U

U

U

Recruit local help, or at least employees who speak the language fluently, to manage
each of your Twitter profiles. An effective Twitter strategy requires not only quick
responses to your followers, but also constant monitoring of trending topics in the
region you are targeting.

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2

MONITOR CONVERSATIONS WITH
ADVANCED SEARCHES

Twitter’s search tool now offers the
ability to run advanced searches so you
can monitor the conversation about
your company or brand by language
and/or region.
Just go to http://search.twitter.com and click
Advanced Search below the search bar.

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On the Advanced Search page, enter a search term that you would like to monitor.
Then select the language you’d like to monitor the conversation in.

At the bottom of the page, enter a country, state, or city name you’d like to monitor.
After you click Search, you’ll see your search results.

You can click the tool icon near the top of the screen and click Save Search to refer
to this search later. You can also copy the URL of that page and send it to any local
contributors you’ve recruited to monitor the conversation in that language or region.
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3

HOW TO MANAGE MULTIPLE
TWITTER ACCOUNTS

To easily manage multiple Twitter accounts, use a service that allows you to:
Publish and schedule tweets for multiple accounts
Give other administrators access to your Twitter accounts
Collect click and engagement data for each of your Twitter profiles
It’s hard to find the time to get social media right when you’re hopscotching between
tools. When all your social media activity is in HubSpot, all that tweeting, posting and
replying gets a lot easier. HubSpot’s social media tools were designed specifically for
marketers. We started with the core needs marketers have and built in the one thing
noticeably missing from every other tool available today: Integration with a powerful
contact database. Because HubSpot is a completely integrated platform, social media
becomes a serious marketing tool.

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w


SOCIAL MEDIA TOOLS HELP
MANAGE AND TRACK YOUR TWEETS

It’s hard to find the time to get
social media right when you’re
hopscotching between tools. When
all your social media activity is in
HubSpot, all that tweeting, posting
and replying gets a lot easier.

3
3
3

Scheduling Tools: Bulk schedule tweets for multiple
accounts in different languages.

See Social Tools in Action

Social Nurturing: Segment your social media leads
and follow up with relevant content.
Social Media Analytics: Collect data that shows
which social channels deserve your time.

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4

LOCALISING PAID ADS
ON TWITTER

On Twitter, promoted Tweets can be targeted to search results, timelines, and profiles:

SEARCH RESULTS
A specific hashtag is purchased, and your tweet will be promoted whenever
someone searches for that word
TIMELINES
Promote your tweet on the timelines of people who are in your targeted audience
PROFILES
Make your promoted tweet appear at the top of your profile at all times

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To dive deeper into the targeting options on Twitter, we will look at a promoted tweet
in a timeline. First, set the interests of your target audience. This is a new feature on
Twitter that will target people who are interested in specific things.

In this example, we’re targeting the broad category of people who are interested in
Landscaping. You can also target specific @usernames. This will promote your tweet
to people who are similar to the followers of a particular username, which can be
used to target a niche market.
Once your targeting is set up, you can chose the locations in which you’d like your
tweets to be promoted. This can be as broad as a country or as specific as a town
within a country.

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In this example, we’re targeting both the country Scotland, and the city of London.
Our tweets will appear to people who are located in these two areas.

Next choose what tweets you would like to promote. You can create your own tweets
in this ad platform or use a tweet that was already tweeted organically.

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After selecting your tweets to promote, set your budget and timing. Remember to
change the time zone of your tweets according to your current location to align the
time stamp in reporting features to your actual location.

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CHAPTER 6

HOW TO
DEVELOP A
CONTENT
STRATEGY FOR
SOCIAL MEDIA
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How to increase engagement with
targeted and relevant content

Now it’s time to make sure your content strategy
aligns with your channel strategy.
Whether you are posting content on one of your
international blogs, Facebook pages, or Twitter
profiles, there are certain content creation best
practices for international audiences that you
should keep in mind.

W

It’s all about being highly targeted and relevant. If you can talk to each of your
audiences about what they care about, you’ll garner the best results from your social
media campaigns.

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1

PROVIDE NATIVE TRANSLATIONS

Don’t simply take a blog post from
your English blog and copy/paste
it into Google Translate for your
Spanish blog, or vice-versa. Same
goes for Tweets and Facebook
status updates.

H

Your content will sound Google Translated to anyone who speaks the language
natively. Get help from someone who is fluent in the language you’re creating content
in. Here are some translation service providers you could choose from:

3 Milengo - http://milengo.com
3 Translations.com - http://translations.com
3 Lingo24 - http://lingo24.com
3 Verbatim Solutions - http://verbatimsolutions.com
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2

USE CORRECT SPELLING VARIATIONS

American and British folks may speak the
same language, but there are nuances that
are important to address (color vs. colour,
optimization vs. optimisation, etc.). To all you
U.S. readers: you thought we were misspelling
“localise,” didn’t you? *Wink.*

3

>

USE ONE LANGUAGE PER BLOG

You shouldn’t mix languages on the same blog. Even though you might think this
might make your blog “global friendly,” it will not help your overall user experience.
Mixing languages on social networking sites is more acceptable because when you
send out an update, it’s mostly consumed via users’ newsfeeds, not via your page or
profile itself.
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4


USE IMAGES WHEREVER POSSIBLE

An image doesn’t need a translation.
Pictures and graphics are much
easier for international audiences to
understand, especially if you’re not
creating separate profiles for each
region or language.

3 FACEBOOK

P

Use the photo share functionality and make
sure your cover image portrays your brand well.

3 TWITTER
Use TwitPic or Instagram to frequently share
photos with your Twitter followers from around the world.

3 LINKEDIN
Share URLs in which the pages have an enticing image;
the image will be automatically pulled into the post.

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5

BE RELEVANT

Make sure that you are informed about hot topics and sensitive issues in each of your
target markets, or hire someone to specialise in each market. Also, make sure you’re
only posting relevant content for each audience -- a news story in Australia may not
be relevant to your audience in Ireland.
Each of your interenational blogs and social media profiles should contain topics
relevant to that audience. On your blog you can include pieces such as:

3 Educational guides, which can be applicable to multiple audiences
3 Thought leadership pieces that are new to certain cultures
3 Industry news from relevant regions
3 Product updates relevant to the region

6

LEARN COLOUR CONNOTATIONS

Figure out what certain colours mean in different countries before designing
your blog and social media profiles. In most of Europe and the Americas, white is
associated with purity and marriage. In Japan, China and parts of Africa, white is
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7

GET LOCAL CONTRIBUTORS

Recruit guest bloggers from each region
to provide local insights that you can’t
provide yourself. This will keep the
content on your international blog fresh
and varied, and relevant to the local
audience. Also, with guest bloggers
come inbound links from global domain
extensions, so it will give your blogs an

+

SEO boost.
Recruit local help to manage and monitor your foreign-language interactions.
Translation services are great for the content schedule you push out each month,
but they’re no substitute for native social engagement, especially if you’re using your
social profiles as a customer support resource.

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8

INTERCONNECT EACH ASSET
WITH LINKS

Your ultimate goal of participating in
social media is likely to drive traffic
back to your website so you can convert
visitors into leads. Make sure you link to
the corresponding blog in the About Us or
URL sections of your social profiles.
Also, link all of your social media
channels for each language together.

A

Your goals here are to:

3 Make it easy for people to find your other channels in their language.
3 Make it easy for people who have landed in the wrong place to
find the channels most relevant to them.

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CONCLUSION
& ADDITIONAL
RESOURCES

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Are you ready to reach a
European social media
audience?

After reading this ebook, you should be able to prepare a European social media
marketing strategy that will empower you to reach an International audience.
Not only have you learned how to create a European social media strategy, but you
have also learned how to use the localisation features of the most popular social
media sites so that you can spend your time creating remarkable content rather than
managing too many profiles.
Finally, you’ve learned the best practices of creating content for an International
audience. Remember, it’s important to be relevant to each audience, and make
sure you have local help to keep it a two-way conversation rather than a one-way
broadcast.

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GET MORE TRAFFIC
FROM SOCIAL MEDIA
See HubSpot’s traffic-generating tools
in action, including blogging, social
media, and SEO.
Get the right audience to your site.

http://bit.ly/HS3-Social
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The complete guide to european social media marketing

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The complete guide to european social media marketing