How to set up international Facebook ads

Although Facebook was started in the U.S. and piloted at American and British universities, it has quickly become a global network, connecting people from all over the world. Facebook has the most users among any social network, approaching 1.5 billion in early 2015, according to Statista. 

As Facebook is expected to grow, the areas where people will be creating new accounts the fastest are in emerging markets. According to eMarketer, India, Brazil, Russia, the Middle East and parts of Africa as expected to lead the expansion of this popular social network. 

For 2015, eMarketer projected monthly users of Facebook to grow by about 28 percent in India, 9.8 percent in Brazil, 21.8 percent in Russia, and nearly 20 percent in the Middle East and Africa. 

"Emerging markets are making up a significant amount of Facebook's growth."

If your business is looking to add new customers in these developing markets or established markets that already spend much of their time on social media, such as Latin America or Southeast Asia, it's a smart move to develop international ads for Facebook. This process isn't only effective at reaching new segments of the global population, but it's an inexpensive and simple process. Here's what you need to know. 

1. Establish a Facebook presence 
The first step to creating a successful international ad campaign is to provide your audience with a digital space where they can engage with you. Set up a Facebook page that lets your existing and future customers like, share and follow your posts and brand. While you may want your first page to be in English, be sure to establish language-specific Fan Pages for each of your target audiences.  

Use professional translation services to give each of your language pages an authentic and natural voice that will engage your audience better than a mechanically translated passage. 

In addition to language-specific pages, consider using localization services to establish pages unique to different geographical regions, such as Brasilia or New Delhi, where your new customers may be. 

2. Create your ad 
The key to the success of an ad campaign, regardless of language or location, is that the advertisement is good. Use Facebook's tools to create a custom ad that achieves the exact goal you want. 

Otherwise, try to make something simple, engaging and attractive to potential clients. Create an ad that they'd actually click on. Use graphics and video, as well as copy and images. 

Use translated Facebook ads to reach new audiences. Use translated Facebook ads to reach new audiences.

3. Translate your advertisement and Web presence
Once you develop a good global tagline and click-inducing image, use a content translator who can help get your message across for each and every audience. Additionally, have your website translated so that after your new users click on that ad, they don't end up on a website that they can't read. 

If you don't want to translate your entire Web presence, ensure that you have some landing pages and ecommerce functions fully translated. 

4. Use Facebook to reach your new audience 
When using Facebook to advertise, you can reach the exact demographics you want. Take advantage of Facebook's 1.5 billion users and the site's advertising functions to customize who you want to see the ad and who you don't. This can help you reduce overspending and maximize the prospect of a sale on each click. 

5. Test and monitor 
Once your advertising is live on the site, it's time to monitor your results and make adjustments. Consider split testing your ads to figure out exactly which copy and colors are most effective for each language audience. As you start to see different results, be flexible and adjust your spend to maximize return on investment. 

6. Look for new tools 
AdWeek recently reported on a new tool launched by Facebook to help major companies, such as Nestle or Coca Cola, sell in emerging markets. Although these areas of the globe are quickly making up a large percentage of Facebook traffic, that hasn't yet translated into revenue for many companies. Facebook has created a tool that lets ads adjust to the mobile device type, the Internet speed and the user. Even people on inexpensive phones with slow connections will be able to see ads. 

Although this tool isn't available for small businesses yet, it may be soon. 

6 tips to launch superior social media ads

Chances are you and most people you know have a social media account. As of January 2014, 74 percent of online adults use at least one social networking website, according to the Pew Research Center's Internet Project. 

Facebook killed the television ad
Since social networks first emerged in the mid-2000s, they have exploded in popularity across all age ranges and have only become more commonplace with the proliferation of smartphones and other mobile Internet-connected devices, Pew noted. As of September 2014, Facebook is still the most popular social network with 71 percent of online adults using it. However, other networks such as Twitter, Instagram, LinkedIn and Pinterest are also each used by about one-quarter of online adults. 

"74% of online adults have a social media account."

While watching television still takes up about half of the average American's leisure time, according to the Bureau of Labor Statistics, advertising on this medium has become more complex. Aside from sporting events and certain primetime shows, few programs bring in the large audiences of the past that would guarantee return on investment. Instead, the population is growing increasingly segmented – watching television on an array of devices and services outside of traditional advertising. 

This has made advertising on social media a superior, smarter option. Not only does social media allow for more direct advertising, but it helps your message reach the people who you want as customers. 

When you look at prime advertising demographics, the usage rates of social media are even higher. About 89 percent of adults age 18 through 29 use social media, and 82 percent use these sites between ages 30 and 49. Additionally, 78 percent of adults, regardless of age, who earn above $75,000 per year use social media, according to Pew. 

Once you decide to launch social media advertising, the key is to create a superior campaign that will allow for maximum exposure and ROI. Try one of these six tips to improve your social media advertising strategy and get your message directly to your users' computer screens. 

Social media advertising helps you reach people of different demographics throughout the day. Social media advertising helps you reach people multiple times a day.

1. Make sure your content is engaging  
Advertising on social media is often a good option for small businesses because it can cost less per click than ads on Google and can target exact demographics and populations. As Entrepreneur magazine explained, advertising on Facebook and other sites can even be easier than other forms of advertising.

"These campaigns are easier to monitor than complex pay-per-click search engine marketing because they require much less day-to-day tinkering," the magazine explained. "They also are less expensive than traditional media ad buys. Done properly, Facebook ads can drive fans to your page and viewers to your website – and most important, create new customers." 

While social media is a great space to advertise in, you still need to provide the user with something to click on. Choosing an engaging image and click-worthy copy can be the difference between getting traffic to your site or not, regardless of how smart the media buy is. Ensure that the landing page your ad sends the user to is also entertaining and engaging. Use videos, user experiences and graphics to entice customers. 

"Translate your ads into other languages to broaden your reach."

2. Have a presence on the networks your customers are using
Don't focus your advertising efforts on Pinterest if more customers use Instagram or Snapchat. Whether or not you spend heavily advertising on these networks, make sure you at least establish a presence for your customers to mention, link to and engage with.

3. Invest in professional translation services 
The popularity of social media isn't just growing in the U.S. – it has spread across the globe. And, as Web connectivity is only expected to grow in some of the world's most populous countries, such as India and Nigeria, social media usage is expected to continue expanding. 

Enlarge your company's reach, regardless of the size of your business, by translating your social media advertising and reaching demographics that you won't with English-only ads. You'll be able to get the jump on your competition and corner the market in whatever language you choose.  

Don't limit your audience to English. Don't limit your audience to English.

4. Take advantage of split testing 
Before you sink the majority of your marketing budget into a certain advertising strategy, use split or A/B testing to determine which parts of your ads are working. From the color of your image to the message you're trying to get across, this type of testing can help you figure out where you should really be spending your money.

Additionally, with social networks, you can test different options across demographics, tailoring your message to each segment of the population, increasing the likelihood you'll bring in exactly who you want to.

"Target social media users who already visited your site."

5. Sponsor posts and remarketing
Social media ads allow you to have a presence in front of your potential customers' eyes while they're doing other things. This can raise your brand awareness and increase traffic, whether subconsciously or consciously. 

Social media blogger Jeff Bulla noted on his site that Polaris Apartments in Columbus, Ohio, increased the rate of clicks on their site by 33 percent by remarketing ads on social media. People who had visited Polaris' website were followed on Facebook by ads for the apartment complex, increasing exposure to someone who's already shown some interest. 

6. Don't forget about organic marketing 
On sites like Twitter, you don't necessarily need to be paying to sell your product. Simply establish a presence and post about relevant and timely events. However, be smart and patient about how you post to avoid any public relations disasters. 

Measure the performance of your translated site with these 3 tools

Using professional translation services to convert your website or app into a new language is a great way to expand the reach of your business and find a new audience of potential customers. However, after translating your Web presence, it can be difficult to see exactly how this investment has benefited your business.

Use these three tools to follow the most important indicators for your website’s and app’s successes to understand exactly how translation helps your online brand.

“Observe the benefits of translation with these tools.”

1. Google Analytics  
Google Analytics is an online tool from the search engine giant that can help you measure the most important metrics about your website. It allows you to see how long people are spending on the site, what they’re clicking on, how quickly they leave and what people are looking for. Google Analytics also lets you see where people are visiting your site from, allowing you to better use targeted localization translations.

You can use Google Analytics to measure the effectiveness of your site in English and in another language by comparing the data. With translation, you’ll likely see a boost in several important metrics among the population group you’re looking to attract. This online tool also lets you set up multiple dashboards so you can monitor your sites quickly and easily at a glance.

2. Optimizely 
Optimizely is a software company that lets businesses test websites and apps to see how effective they are. Through A/B testing, Optimizely allows business owners to see what type of difference a site change, such as translating, has on the bottom line. Additionally, companies can use this service to see exactly how users are navigating through the site. This can help discover any areas of concern to reengineer to give users the best possible experience.

Use Web tools to learn how to optimize your Web presence.Use Web tools to learn how to optimize your Web presence.

Use this on your service to compare your old site with the new translated one and view any areas where your new users could use help navigating.

3. Feedback management tools 
Companies like 
Qualaroo, Usabilla or OpinionLab provide the tools for users to quickly and easily give you feedback through your website or app. You can invest in a dozen different analytics tools, but there’s no one who can tell you what’s working better than your own users.

There’s a science to getting optimal and useful feedback. Provide users suggestions of helpful feedback, consider a multiple choice or rating system and allow room for comments. Additionally, you’re likely to see higher participation with some sort of incentive.

Dos and Don’ts: Cutting the cost of translation

With quickly growing numbers of non-English Internet users everywhere from India to Nigeria, translating can help you reach a new audience of thousands, millions or even billions. Having some or all of your Web services translated into other languages can boost your search engine rankings, build trust with foreign communities and bolster sales. An overwhelming majority of people are more likely to shop and purchase in their native language, according to the Harvard Business Review.

“Translation can improve SEO, market exposure and sales.”

However, translating your Web presence and apps into other languages can be a major undertaking. Before you invest in a business localization service or translation app, here are a few dos and don’ts you should know, so that you can budget wisely and end up with a product you’re proud to call your own.

Do: Ask for volume discounts and establish long-term partnerships
Translating an app, localizing a website or adding a new language portal to your domain are all significant business decisions and should be treated as such. Problems can arise when companies think of translation as a one-off project where they’ll have text translated then end the relationship with the company.

The smartest and most cost-efficient move is to create a long-term business relationship with your translation company like you would with any other supplier. This trust will allow for easy translation going forward as you expand your website or develop a new app. You won’t have to negotiate a new fee structure each time or find the best quote, and you’ll already have a company that’s familiar with your business and ready to translate.

Additionally, ask about volume discounts. If you have a large amount of text to be translated and localized, the translation services business will likely be willing to give you a significant discount. While you’re saving money, volume discounts also benefit the translators by locking in a customer, beating their competitors and getting a guaranteed large order, according to the HBR.

Develop a strong relationship with your translation services company for mutual benefits. Develop a strong relationship with your translation services company for mutual benefits.

Don’t: Try to find the cheapest translation service
Cheap translation services are comparable to cheap wine. While the idea of a $3 bottle of merlot may be appealing in the store aisle, you may be less enticed when you think what must have gone into that bottle to make it so inexpensive. Translation is the same way.

If you go for the cheapest service, you may end up overpaying for an underqualified freelance translator whose work isn’t proofread or checked. To get your website presentable again, you may even have to hire another translator to clean up sloppy mistakes.

Instead, opt for a reliable, professional translation service that guarantees its work.

Do: Leverage translation memory
Translation memory allows programmers and translators to quickly and easily access words, phrases and anything else that has already been translated for you. Host this data in the cloud to guarantee it’s there and accessible when you need it, and allow translators to easily translate information in a simple format.

Leveraging translation memory can help cut costs either immediately or down the road for your business by eliminating the need to pay twice for the same translation, cutting down on errors and even improving the speed at which a project can be completed. Essentially, hosting translation memory in the cloud and giving your translators access will give you a more accurate result in less time for a smaller price.

Don’t: Use machine translation
According to The Economist, Google Translate has about 200 million users worldwide each month. While this service may be enticing, it’s not the best idea. Google and other machine translators may be cheap, but so are their results.

“Machine translation can be worse than no translation at all.”

Machine translators frequently make mistakes when translating nuance, idioms or many phrases that aren’t simply constructed sentences. When these translation errors end up on your website, it can actually be worse than not translating at all. It can hurt your SEO and – if customers ever see your poorly translated page – it could damage the relationship you want to build with your new audience before it starts.

Google Translate doesn’t completely guarantee accuracy in its results. Instead, turn to a company that uses human experts to translate your language completely.

Do: Eliminate the manual parts of translation 
You shouldn’t be spending your time or money copying and pasting translated text from emails and documents to your Web platform or vice versa. This ends up wasting your and your employees’ time and slows down the whole project.

Instead, use cloud-based services that will completely automate your workflow. This lets your translators simply translate the text you want in a easy-to-use format and then apply it wherever you need without adding unnecessary steps.

4 tips to help you master regional SEO

If you find search engine optimization confusing, you aren't the only one. The process of creating content for your website or mobile app that organically drives traffic and downloads is influenced by many factors, and Google's search algorithms change regularly.

This can be compounded even further when you're trying to manage SEO across several geographic regions and languages. However, if you work with professional language translation from the ground up, you can achieve effective regional SEO that can give your small business a huge advantage in foreign markets.

1. Distinguish markets from languages
While geographic regions and foreign languages often correspond, this isn't always the case. Determine first if you want to target speakers of a specific language – for example, employing Japanese language translation to optimize your content for speakers of that language – or if you want to target a given geographic region. This subtle but important distinction will affect not only linguistic considerations like primary dialect, but also regional differences that a machine translation service may not catch. For example, English is spoken in both the U.S. and the U.K., but spelling, units of measure, currency and even popular colloquialisms are different between the two countries, meaning that a company that priced its services in dollars rather than pounds will likely be penalized on the SEO front if U.K. users attempt to search for it.

You should have a plan to optimize your content for SEO in any region.You should have a plan to optimize your content for SEO in any region.

2. Master your domain
If you want to expand your business into another country, one of the simplest steps to improve your international SEO ranking will be to register the correct domain. While you technically can take your company's existing dot-com address and simply provide content translation, that's not the most efficient way to handle SEO. It may be a good idea to register domains specific to each country you want to access. The Internet Corporation for Assigned Names and Numbers allows webmasters to register regional domains – like a domain for sites operating in the U.K., or .fr domains for French markets. Not only is this a smart move from an SEO perspective, but it's also a way to maintain tighter control over your brand by snatching up any domain names bearing your company's trademark before somebody else does.

"Register domains specific to each country you want to access."

3. Link locally
A good portion of a site's SEO ranking is determined by its link structure. Google looks at what sites a URL links to and takes their credibility and relevance into account when determining how useful that URL is from a search perspective. In other words, if you're trying to publish Web content in a foreign country, but you don't connect that content to sources local to the region you're targeting, there's a good chance your site will lose some SEO relevance. By including links to regional content, you can boost your site's SEO score in a foreign market. As an added bonus, you may even spark a relationship with local industry leaders that can then use their regional clout to help spread the word about your company.

4. Separate your content
Dynamic Web design has led to aesthetically driven websites using features such as infinite scrolling to display all its content on one page. While you may think this is a great way to boost user experience, it's not doing you any favors when it comes to international SEO. Google will translate all the content on a given page at once, which means that if you have different language translations all on one page, you'll end up with a lot of duplicate content. This is one of the red flags Google's search algorithms look for when weeding out optimized sites from spammy linking practices. If you know that your content is going to be translated into another language, create a separate page where each language can live to avoid getting penalized by search algorithms. 

4 budgeting tools to help manage your small business

Founding and running a startup is exciting, as it gives creative people a chance to see their ideas given form. One aspect of small-business management that can be far less sexy and far more confusing, however, is creating and maintaining a budget.

Not every entrepreneur has a business background, but that doesn't mean that your business' budget has to be a black box of confusion. Here are some tools to help you master your company's budget.

1. You Need A Budget
The secret to budgeting success is to have as much information on where your money is going as possible. You Need A Budget is a tool designed to do just that. The service is designed to help users not just track expenditures, but gain greater control over them by establishing a category for each purchase and, as the app states, "giving each dollar a job." The ability to plan around future deposits and expenditures means users can focus on the near future as well as the immediate present.

YNAB offers a desktop app and is available on a variety of mobile platforms, meaning you can make real-time changes to your budget as you spend. The service is optimized for either independent freelancers, or small businesses with few employees.

2. inDinero
You may have heard of the popular budgeting service Mint. inDinero follows the trends established by that app and applies them in a way that makes sense for small businesses rather than individuals. 

The app lets users connect their bank accounts with their inDinero accounts, allowing for quick referencing between cash flow, expenses and projections. It also itemizes expenses into categories and can automatically sort them, making it easier to see how much money is being spent on a given type of product or service.

Many budgeting tools offer mobile apps to let you update information on the go.Many budgeting tools offer mobile apps to let you update information on the go.

3. FreshBooks
Freelancing is a popular career path for many, but one of the more difficult aspects often revolves around invoice management. Fortunately, FreshBooks provides a low-hassle, seamless way to create and track invoices.

The app gives users a variety of invoice templates to which they can add their logo and client information. After that, all that's left to do is enter specific line-item information, and the invoices are automatically populated and sent to the clients. It can also be useful in following up with late payments – the app lets users see when invoices have been viewed, and tracks how long it's been since clients have received them. It's then possible to prioritize follow-up communications based on this information.

4. Google sheets
For some, specialized budgeting software may not be necessary. It's important to remember that there's always the easy accessibility of Google's own spreadsheets. Anyone familiar with existing spreadsheet software such as Microsoft's Excel will be right at home, since the functionality between Google's and Microsoft's offerings is the same.

As an added bonus, Google provides a mobile app for its spreadsheets, giving small-business owners the same flexibility in updating their budgets on the go they'd have with other programs. Of course, it's a relatively lo-fi solution, but for entrepreneurs who are wary of spending additional money on budgeting software, it's a good free choice.

How to Set Up a Facebook Page in a Different Language

Social media is one of the most powerful tools available to business owners looking to expand globally. Investing in professional translation services to aide your transition from generating content in English to developing copy in other languages ensures your sites are both accurate and localized, but there are a few steps your company should take when setting up international social media pages to attract the highest number of online followers.

According to the corporate Facebook site, more than 82 percent of the daily users live in countries outside of the U.S. and Canada. While many users in other countries can navigate pages in English, online visitors are much more likely to interact with your company's pages if they are presented in their native languages. As you're assessing whether your brand needs to make an international page for its consumers, consider the following steps before moving forward.

"More than 82 percent of Facebook users live outside the U.S. and Canada."

Step 1: Know Your Target Audience
Which services will your brand be promoting on social media? Conducting market research about your intended audience, including their desires and location, is imperative before moving forward with generating a global Facebook page. According to the State of the Media: The Social Media Report released by Nielsen in 2012, social media, websites and online product reviews have a significant impact on how people purchase goods. For example, 63 percent of buyers from Asia-Pacific indicated they would base their financial products and banking services based on these online interactions. 

Prior to choosing which regions you'd like to target with your social media pages, you need to research which consumers interact most frequently with the products or services you plan to provide. 

Step 2: Make an Action Plan
You'll want to set up as many regional pages for your brand as you see fit. Sit down and write out which regions you want to target and how many languages you'll need to be translated before moving forward. As you're setting up the bare bones for each page, you'll want to keep the names similar to avoid confusion among your loyal followers. For example, you may wish to stick with names like, "Brand Name – China," or "Brand Name – India." Once you've got the structure in place, it's time to fill in the content.

Step 3: Invest in the Professionals
Localizing the copy on your social media pages is critical to their success. You want copy to be accurate and engaging, which means you need to trust the professionals in this regard. Use localization services to translate static sections, like welcoming posts, about sections and pertinent consumer information. Facebook has 34 offices outside of the U.S., meaning their international customer service representatives can assist professional translation services with concerns that may arise during the process. 

"Facebook has 34 different offices outside the U.S."

Using localization services to generate content for your Facebook page is also crucial for ensuring any features – like time, location or design associated with user experience – are catered toward the region at hand. Each of these additions may further inspire people to interact with your online presence.

Step 4: Keep Posts Persistent
Developing Facebook pages for individual regions is one thing, but keeping them updated on a regular basis is another entirely. You'll need to keep track of which pages you're updating regularly, noting issues that resonate most with followers and may further engage them to purchase. Recognizing that international brands were required to manage multiple internationally facing sites, Facebook created a Global Pages feature for companies to streamline the way they manage and post to different sites. 

5 benefits of hiring a bilingual employee

Bilingual employees offer innumerable benefits to your business. Many scientific studies have found that people who can speak more than one language enhance the workplace for others, as these individuals are often skilled multitaskers with impressive communication skills. 

Companies looking to hone their business globalization efforts should hire employees with diverse language skills, as these workers can not only assist with picking the best localization services to adapt website content, but they can also make the workplace much more productive for others in the company.

"70 percent of employers believe Spanish-speaking skills will be highly sought after in the next decade."

A recent study conducted by researchers from the University of Phoenix Research Institute found that demand for bilingual employees is expected to rise over the next ten years, with 70 percent of employers predicting Spanish-speaking skills will be highly sought after and 42 percent believing Chinese-speaking skills will be popular among job candidates.

But bilingual employees offer a wealth of benefits that extend beyond mere language acquisition. Consider the following next time you are assessing the skills of potential bilingual workers.

1. He or she can help you reach international consumers
Bilingual employees can be a valuable resource, whether they speak the language of the region you're targeting or not. Those who have grown up speaking two or more languages understand how complicated communication between two cultures can be, including knowing which areas require sensitivity and which call for being stern. 

When it comes to generating content that is consumer-facing, bilingual individuals can help pinpoint which regions are more likely to interact with geotargeted posts and graphics. For example, after posting to social networks set up in a different language, your bilingual workers can read comments to assess how people are reacting to certain posts and help your business examine how to best move forward. This presents an exciting opportunity for your business, as researchers at the Nieman Journalism Lab found that geotargeted posts are six times more successful than regular ones.

2. Localization becomes a breeze
The same can be said about how well your website and social networks are localized to individual regions. Using localization services allows you to translate longform content or website pages in a different language, all while keeping regional preferences and buying behaviors in mind. Your bilingual staff member can act as the liaison for your company, assessing how well the localization process went and if there are any additional site features that should be adapted for particular regions.

In addition, employees who speak the language of the region you're hoping to target can help with the more specific facets of localizing your website, such as working with a team to develop a regional search engine optimization plan and providing firsthand feedback regarding features on the site.

Geotargeting your website content is critical for <a  data-cke-saved-href=Geotargeting your website content is critical for business globalization efforts.

3. You have a multilingual proofreader on staff
Unless you have hired a bilingual staff member specifically to write and translate content across several languages, he or she likely will not have the time to create all new website copy while also performing the responsibilities of his or her position. However, after investing in professional translation services to accurately adapt your content, you may be able to set aside time for your bilingual employee to review the company's work. This individual can view the copy through the eyes of a local, spotting grammatical or factual errors that may impede a global consumer from trusting your brand. 

The same sentiment extends far beyond mere website copy. Having a second pair of eyes to review legal documents, contracts or packaging that any international consumer would view is a great way to ensure your copy is error-free, helping your brand establish itself as both trustworthy and reputable in the eyes of international buyers.

4. Bilingual employees are better multitaskers
Comprehending the intricacies of two separate languages requires a significant amount of brainpower and as a result, many bilingual individuals are excellent multitaskers. According to a study funded by the National Institutes of Health, people who speak more than one language have a much easier time switching between two tasks than those who only speak one. Researchers asked bilingual and monolingual children to complete a series of computer tasks that assessed their ability to juggle moving between different questions. They found that multilingual children could change more quickly than those who only spoke one language, a clear indication of their superior multitasking skills, suggested Peggy McCardle, Ph.D., chief of the Child Development and Behavior Branch at the NIH National Institute of Child Health and Human Development.  

"In simplest terms, the switching task is an indicator of the ability to multi-task," McCardle explained. "Bilinguals have two sets of language rules in mind, and their brains apparently are wired to toggle back and forth between them depending on the circumstances."

The ability to multitask is often highly sought after in the workplace, as corporate environments are constantly in flux. Employees who can both perform their duties while assisting with foreign language translation efforts can have a profound impact on how well your business functions each day.

"Bilingual employees may conduct tasks quickly and more efficiently than other workers."

5. These workers have excellent communication and listening skills
Northwestern University conducted a study that yielded similar results, discovering the cognitive benefits of bilingual individuals extended beyond multitasking. Researchers found that people who spoke several languages could process information more quickly and efficiently than those who only knew one. Viorica Marian, lead author of the study and professor in the university's School of Communication, noted that the cognitive benefits stemmed from the fact that bilingual individuals have become accustomed to working the muscles of their brains. 

"Bilinguals are always giving the green light to one language and red to another," Marian said. "When you have to do that all the time, you get really good at inhibiting the words you don't need."

This ability to distinguish between relevant and irrelevant information allows these individuals to hone their internal processing skills, making them ideal workers for any company.

Which social networks are best for international audiences?

Business globalization requires that small-business owners seek various ways to communicate with consumers living in different countries. As you begin to develop your internationalization strategy, it's important that you take a deeper look at your social networks and how each site may help your global endeavors.

Your brand should already be represented on popular sites like Facebook and Twitter, but when targeting audiences outside of the U.S., there are many other factors to consider when developing social media profiles. Regardless of which network your company chooses to join, content should be localized to the specific region, meaning features and language should be adapted for each page to best reach consumers in targeted countries.

But which sites are best for your business? Billions of people across the world have already joined the most noteworthy networks, but depending on which segment of the population you're trying to reach, some may be more effective than others.

"82.4 percent of Facebook users live outside the U.S."

1. Facebook: Largest online international audience
There's no contesting just how far-reaching Facebook is. With more than 1.39 billion active monthly users, Facebook remains comfortably planted in its throne as King of the Social Networks. While a large portion of Americans have Facebook profiles, the site has a pretty significant global pull as well, noting that 82.4 percent of its daily users live outside the U.S. and Canada. The company currently has offices in more than 35 international cities, including Paris, Tokyo and Auckland, ensuring that any visitors from other countries have access to the same features as users in the U.S.

This site is ideal for business owners looking to target global consumers, as it permits people to create pages in many different languages to best reach audiences outside the U.S. Maintaining an international Facebook page is equally as important as building one, as your consumers will expect customized content and information pertinent to their regions. Localization services can help you initially develop these pages, providing accurate translation and expert recommendations for moving forward with postings.

2. Twitter: Most effective for mobile marketing
Twitter may not have the sheer volume of users that Facebook does, but the site is wildly popular among those with mobile devices. In fact, 80 percent of the site's daily visitors come from mobile usage, highlighting a very large opportunity for small-business owners looking to target people via mobile marketing. 

Similar to Facebook, businesses can create separate pages geared toward international consumers in different regions. Twitter noted that 77 percent of its users live outside of the U.S., highlighting an important need for sites that are geared toward this expanding virtual audience. This site is an invaluable tool when it comes to customer support, in particular. Establishing your business as a knowledgeable resource for international followers can expand your buyer base in these regions as more people become aware that your company can address concerns in a timely and accurate manner.

The majority of Twitter's monthly users access the site on mobile devices.The majority of Twitter's monthly users access the site on mobile devices.

3. Instagram: A picture is worth a thousand words
Unlike other social networks, Instagram allows users to connect primarily through visuals. Users can post both images and videos to the site, but there's a small space for text underneath each post. The site noted that as of December 2014, it had more than 300 million monthly active users, many of which resided in different countries across the globe.

Developing individual Instagram pages for each international audience can provide them with content tailored to buying behaviors geared toward specific regions. For example, after using professional translation services to get accurate copy, your business can adapt pictures with colors or images that perform best within different regions. Study up on which colors inspire global buyers to purchase and which kinds of photographs – whether stock images or pictures of products – get the most attention on your site.

4. Pinterest: A dark horse gaining global steam
Pinterest is another visual-based medium that offers benefits to small-business owners and consumers alike. The site allows users to collect pictures, links and videos from across the Internet on virtual boards tailored to specific interests. According to Bloomberg Business, the company made an impressive push in May 2014 to attract more global users to the site. More than 70 percent of Pinterest's users live outside of the U.S., but the site has sought ways to localize features and content to people living in Asia and Europe.

"Pinterest recently made a push to localize features for users in Europe and Asia."

Small-business owners should not pass up this opportunity to tailor their own international strategies on the site for people living in these regions. They should not only ensure any pins they've created adhere to business language localization, but have a specific audience in mind each time a new pin is posted. Remaining as specific as possible when developing and promoting new content on Pinterest can drastically help companies reach the widest and most relevant audience possible.

5. YouTube: Ideal for international viewers
When it comes to developing content for international audiences, YouTube remains a pioneer in the realm of social media. More than 80 percent of the viewers watching videos posted on the site are outside of the U.S., an impressive figure when you recognize that the site gets 1 billion unique visits each month. Creating and sharing videos for people living in different countries requires a great deal of planning, with small business owners investing in professional translation services to oversee content.

YouTube itself is one of the most globally friendly sites on the Internet. Presently, it's localized in 61 different languages and available in 61 different countries. This means when posting videos to the site, small-business owners must adapt content to suit the audience of their choosing.

How to manage a global workforce as a small business

Communication is critical for any business relationship, but it becomes even more imperative for businesses seeking to establish connections with international consumers and employees. As business globalization remains a top focus for many small companies, there are several tools that can assist small business owners as they develop global workforces and streamline the flow of information across the borders. 

After you have begun working with employees or partners in different countries, start looking for business solutions that can improve communication and ensure operations run smoothly throughout the duration of your professional relationship.

Investing in quality communication services is crucial for <a  data-cke-saved-href=Investing in quality communication services is crucial for business globalization.

1. Communicate with ease by using UberConference 
Managing a phone call between several different parties can be a hassle, especially if you need to include remote employees or those who cannot gather in the same room. In these instances, services like UberConference become necessary. This calling service allows multiple people to join on one line, providing the group with one phone number that allows them to instantly connect. Like most other companies that provide calling services, it permits people to share screens, allowing the organizer to show any participants charts, data or documents that pertain to the meeting.

While UberConference does not offer video calling, it does feature innovative visual services for those connected to a computer. People on the phone can see which speaker is currently talking, mute callers who may have distracting background noises, view social profiles of attendees and text chat with individuals on the line. Additionally, UberConference has international calling abilities that make connecting with global partners much easier.

2. Manage projects and workers with Basecamp 
When it comes to developing and managing projects that require the involvement of international workers, trusting a service that can facilitate communication and store online documents is a must for small businesses. Basecamp is a digital service that collects important project data and allows people to work on tasks from across the globe. According to the site, it has been assisting businesses for more than 15 years, with an impressive track record filled with success stories and a wealth of positive recommendations. More than 350,000 companies used Basecamp last year to work on over 4 million projects, something the service claimed propelled it to become the world's No.1 project management tool. 

"More than 350,000 companies used Basecamp last year to work on over 4 million projects."

This service is particularly helpful for businesses partnering with people living in different countries, especially if they do not speak the same language. The platform itself offers the perfect place on which managers can post their own project information, whether that be data, discussions or documents. Additionally, companies that are seeking to connect with global partners can post content that has been generated by professional translation services, ensuring international contacts can access and understand important information pertaining to the project.

3. Develop personnel profiles with Nimble
Understanding your business contacts is imperative for executives looking to effectively communicate with partners and clients. Nimble is a digital service that collects information about your contacts – such as email addresses, recent posts, social media profiles and activity – that gives the viewer a comprehensive look at the person and his or her online presence. This particular tool offers a bevy of benefits to small-business owners, from providing them a complete look at candidates who may be vying for employment to developing a more in-depth view of the interests of a potential business partner. Companies looking to expand their business operations to an international audience can use the service to glean information about the interests and capabilities of a potential new partner, including whether or not professional translation services will be necessary to facilitate discussion between two parties.

Nimble offers far more than just basic profiling. According to a case study published on the site, Nimble can increase the efficiency of managing relationships with contacts. The study followed the story of two entrepreneurs who started their own U.K.-based clothing company, A.M. Custom Clothing. Alex Franklin, co-founder of the business, explained that one of its features allowed the boys to discover a deal that would have been otherwise lost.

"We immediately were reminded of a huge deal in our pipeline – several thousand pounds – as soon as we set up Nimble," Franklin said in the study. "We had lost track of this prospect. As we were entering information in Nimble's Deals feature we rediscovered them, reached out, got the deal moving again, and it resulted in a very big sale."

Keeping track of your personnel, documents and data can help improve international business relationships.Keeping track of your personnel, documents and data can help improve international business relationships.

4. Ensure meetings are optimized for mobile with TeamViewer
Similar to other services that streamline data sharing for people in business meetings, TeamViewer allows people to quickly connect online to discuss with screen sharing and multiple participant support. Unlike other companies, however, TeamViewer optimizes information for mobile devices, meaning any people attending the meeting can share information regardless of how they're viewing it, whether they be on a computer, mobile device or tablet. 

Enlisting services like TeamViewer is essential for businesses looking to reach remote or international business contacts, as the optimization allows people from any location to view the same content from any platform. It is especially beneficial for the rising majority of small business owners who have integrated mobile technology into their daily operations – according to a study conducted by Constant Contact, more than 77 percent of these professionals use mobile technology while working.

"More than 77 percent of small business owners use mobile technology, highlighting the importance of optimization."

5. Share data with business partners via Box
There are various data-hosting websites available for business partners looking to quickly and safely share information. When it comes to managing relationships with a global workforce, Box is best. Not only does this site ensure any shared content remains confidential, but it offers a range of professional services for business executives, including educational courses to take advantage of features, 24/7 access to IT professionals and customized consulting to help businesses determine how to best use the service. Storage space is particularly useful for executives who need to share with global audiences those documents that have been reviewed by a business localization service.

CIO magazine reported that Box was the best document-sharing service for businesses, noting that its analytical reporting measures, as well as its easy management and integration capabilities, set the company above others that provided similar services.