THE BRIDGE TO SUCCESS IN CHILE

Of all the Latin American countries we surveyed, Chile was the least engaged with radio as a source of news, with just over 27% of Chilean respondents tuning in more than once a week, and 27% never tuning in at all. However, radio is considered the third most trustworthy source of news among the local population (20%).

27% of Chileans also stated that they never read the newspaper.

While Chileans fact check the veracity of their information less than any other Latin American population, 33% of respondents say they verify information using official sources or fact-checkers, and 30% say they do a quick Google search. Chileans were more likely to mention their doubts to friends (7%) than any other country we surveyed.

In addition to Public Relations in Chile, local agencies should offer digital marketing strategies, since 14 million Chileans are online – an internet penetration rate of 77%. The best Chilean PR and marketing agencies acknowledge that 41% of all Chile’s web traffic is conducted using mobile phones.

With that in mind, we have listed below three digital marketing strategies which your brand should seek to implement when communicating in Chile.

Social media

Although Chileans in general do not consider social networks as important, your audience may consider them relevant.

Therefore, posting stereotypical or rehashed content is more trouble than it’s worth. This approach cancels out all the engagement which digital content can provide for its users. That’s why it’s important to hire a PR agency in Chile that will help you understand who your target audience is and how to reach them.

Questions like “who is my audience?” and “What kind of content do they consume, and in which outlets and platforms?” are key to planning an effective social media strategy.

In addition, social networks provide several tools and metrics which should be used to assess whether ongoing campaigns are reaching the right people.

It is also possible to take advantage of the engagement generated by your campaigns to create new content ideas that leverage collaboration with your target audience. Social networks are a bridge to connect with your audience intimately and directly, building a lasting and loyal relationship.

Content marketing

In a digital society, which values ​​the quality and veracity of the information it consumes, it is essential to develop a content marketing strategy that takes these points into account, and deploy spokespersons that Chileans trust and respect, in order to deliver your brand message with greater assertiveness and impact.

Contributing relevant content to this audience means making your brand essential to the lives of many. It is also a way of presenting yourself and remaining present in the mind of others on a daily basis.

Technical SEO

Technical SEO is definitely one of the cornerstones of an effective content strategy, making your content more visible and accessible to your audience.

Search Engine Optimization (SEO) works to make your brand’s content and pages attractive to Google’s robots, which are constantly evaluating websites across the internet in search of the ones that provide the best digital experience for its users.

Several techniques – such as the use of keywords, information architecture, accessibility, page loading, information quality, use of relevant links and more – that can help make your site attractive to Google and, as a result, rank higher on results pages.

To develop a good Public Relations strategy in Chile, it is essential to take into account the digital marketing strategies mentioned above. Many other strategies can also be put into practice, and we can help!

Whether you are a consumer brand, business services provider or a disruptive tech start-up, Sherlock Communications offers an award-winning team that combines local nuances with media contacts along with decades of international experience. Our local team will be sure to deliver great results for your business.