If you are planning to expand and grow your business internationally and want to ensure that you boost sales, increase revenue, and improve traffic to your website, it might be time to consider localization.
Localization refers to the process of adapting the product or service offered by your company so that it caters to the local context in different countries. This means focusing not only on the language but also on the cultural aspects of the local market. Localization is important for business as it allows your product or service to cater to people from different backgrounds, thereby lowering barriers to entry and increasing customer satisfaction as well as brand loyalty.
This process involves developing a comprehensive localization strategy that defines the vision and the process of how your company will achieve localization. While a localization strategy may differ for every business, it usually has three basic components including analyzing the objectives of the company, selecting the optimal course of action, and finally executing the strategy based on a defined workflow.
Read on to learn about some of the best tips to incorporate into your localization strategy in order to set up your business for long-term success.
Conduct Local Market Research
Prior to entering a new market, it is vital to conduct market research for localization. This will allow you to answer some pertinent questions about your product or service such as its cultural fit, the messaging and marketing needed to promote it, and the ways to adjust it in order to fulfill local needs.
This process will also give you insights regarding the competition and enable you to potentially identify gaps and opportunities in the market, all of which are integral to successfully penetrating the local market.
Hire Local Translators
As you plan your course of action, it is best to hire local translators with expert knowledge who can effectively and efficiently translate your content into the local language for better local relevance. Local translators can also ensure that the translation is conducted in a manner that maintains cultural relevance and safeguards against any locally sensitive contexts. Additionally, you will also benefit from minimizing errors and maintaining your brand’s authenticity.
Go Beyond Translation
While translation is a significant part of localization, a solid localization strategy will go above and beyond that and include adjustments in pricing, currencies, and shipping methods. Moreover, your business can also consider designing a completely unique experience for your target audience by adapting the brand’s marketing in a way that appeals to locals. Additionally, you will need to factor in the design and layout of your content.
For instance, different languages will require different kinds of localization approaches which means that your website layout will differ from country to country. The objective should be to connect with local customers by creating ways to promote shared meaning.
Optimize for Mobile Users
As you define your localization strategy, remember to also localize for mobile devices. This means that your localization team will have to closely work with your app development team to develop a localized app for your business in different regions and countries. As you alter the app’s interface and functionality to fit local contexts, make sure you cater to both iOS and Android.
Consider Consumer Social Media Habits
While many companies focus on their websites as they consider localization, it may be wise to also pay attention to your local customers’ social media habits and alter your advertising on these platforms.
Social networking websites such as Facebook and Instagram should be a part of your localization strategy, with the region- or country-specific pages dedicated to different local contexts. You should also research what platforms are most used in different regions and countries and focus on developing your brand’s presence on those platforms.
As you define your course of action and move into the execution phase, don’t forget to measure your progress and success. This can be done by setting KPIs, some of which can include the following:
- Time spent during every step of localization, such as editing translated content.
- Various costs of localization, such as price per hour for translators.
- Business KPIs such as international market growth rate, market share, customer acquisition rate, and average sales growth.
- Digital performance KPIs such as organic traffic, site ranking, social media engagement rates, and click-through rates.
The Bottom Line
An effective localization strategy can ensure that your company successfully tailors its product or service offerings in a manner that caters perfectly to the target audience. With the above-mentioned tips, you can ensure that your business includes the key considerations for developing a winning localization strategy and customizing its brand offerings for different local markets.