Digital marketing has become the bread and butter of global sales campaigns. This is especially true for the Swedish market, where customers are quite internet-savvy and 95% of them regularly browse online.
For this reason, it’s important to ensure translated Swedish materials aren’t just high-quality, but also digital-ready. Swedish customers today expect brand interactions that are user-oriented, keyword-optimized, and transparent.
To get top results when launching in the Swedish market, here are some key characteristics that all e-commerce companies should be aware of when translating digital materials.
Examples of Digital Marketing Materials
Digital marketing materials may encompass a range of different types of content. Some common ones that must be translated for online campaigns include:
- Websites and blogs
- Landing pages
- Digital ads (PPC)
- Social media posts
- E-newsletters
- SEO keywords
- Images and videos
- Online product catalogs
- Online case studies and testimonials
- Online instructions or tutorials
- Ebooks
Understanding Swedish Users for Your Next Digital Marketing Campaign
1. Swedes dislike flowery language.
To start, Swedes aren’t a fan of the flowery writing that’s typical of marketing. They prefer practical phrasing that tells them what matters without beating around the bush.
This preference for upfront language may be a part of Sweden’s greater “lagom” mindset (meaning “balanced” or “moderate”). Swedes enjoy writing that includes facts and clearly sets out features. Hidden “fine print” would also be a no-go and even considered unethical.
You can make Swedish users feel at home by opting for to-the-point language that’s transparent about your product’s features and terms.
2. Swedes are mobile-first with most browsing happening on cell phones.
It’s also key to note that most Swedes are browsing and shopping online from their cell phones. That’s why translating interfaces and websites also means ensuring the mobile user experience (UX) is excellent.
For example, a website translation may include elements such as copy, buttons, instructions, number formatting, and naming conventions. A professional Swedish linguist may want to shorten the copy so that it fits well on a mobile screen, or reformat instructions as bullet points to avoid a long scroll.
3. Swedes primarily use Google.se and e-commerce platforms such as Blocket, Tradera, and Prisjakt.
Don’t assume that Swedes interact online like other people around the world. When it comes to search engines, the vast majority of Swedes use Google.se, with a minimal Bing and Yahoo presence.
Even more importantly, Amazon and eBay don’t operate in Sweden. If you’re looking to market your products in Sweden, you’ll want to tailor your campaign to platforms such as Blocket, Tradera, and Prisjakt.
Knowing these Swedish online behaviors is vital so that your localization efforts are focused on the correct channels. For example, by understanding that Google.se is the #1 search engine for Sweden, a professional linguist can prepare the translation according to best practices for the Google algorithm.
4. Swedes have specific keywords and ways of searching online.
As you work to optimize your digital copy for the Swedish market, keep in mind that literally translating keywords won’t work.
The way Swedes search is unique to their language and online behavior, which is why professional linguists must perform keyword research in order to achieve a fully optimized text for SEO. This includes research such as the number of searches, search intent, clicks, and competition/cost.
5. Swedes value transparency above all else.
Finally, Swedes are more likely to engage with your brand and convert a sale if you stay transparent. This goes for not just the content itself, but also how it’s laid out and accessible to users.
For example, content or products that are placed behind a paywall would be irritating to Swedes who value transparency. In addition, hidden terms, confusing instructions, or unclear credentials would result in Swedes dropping off your webpage.
Choose a Professional Swedish Linguist
For the best results on your next digital marketing campaign, I recommend choosing a professional Swedish linguist. I have 18+ years of experience with digital marketing projects and the digital know-how to make your Swedish content shine.
- Specifically, I create results-driven digital marketing materials because:
I put the Swedish user first in all content. I make Swedish users feel comfortable by ensuring user pathways are seamless and all texts read like they were written in Swedish. - I’m well-versed in digital formats. I’m constantly adapting to new digital technologies, such as cloud-based tools, brand glossaries, translation memories, and more.
- I understand Swedish preferences and behaviors firsthand. I have a deep understanding of Swedish users and tailor experiences to their unique characteristics.
- I’m experienced in performing detailed keyword research. To write optimized texts and meta descriptions, I do detailed keyword research.
As your company plans to launch in the Swedish market, I recommend using an expert in digital marketing translations that are user-oriented, keyword-optimized, transparent, naturally phrased, and more.
Check out my client portfolio and case studies to get a sense of my digital expertise and get in touch with me today!
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