A localization strategy should be considered when entering new foreign markets. The CSA research perfectly highlights consumer behavior, concluding that 40% of customers don’t buy products or services that are not in their native language.
However, you cannot attain global fame by simply translating your content into another language. Instead, you must completely transform your product or service according to the local customs. You can only do that through an effective localization strategy!
But what exactly is localization, and why is it so crucial to the global brands? Also, can you apply the same strategy everywhere, considering the languages and cultures of each country are quite different? Read on to find answers to all these questions!
What is a Localization Strategy?
A localization strategy is simply a plan to adapt every element of your content, product, or service according to the local market. The biggest misconception about localization is that it only involves translation. When in reality, translation is only a part of it, as localization also focuses on other aspects.
An effective localization strategy delivers your message more effectively by considering your target demographic’s language, social norms, culture, and preferences. It broadens your horizons, helping you tap into newer markets by making your content more appealing to the locals. Localized content not only resonates better with your potential customers, but it also gives you a competitive edge.
However, since every country or region has a unique culture and official language (sometimes more than one language), you cannot apply the same localization strategy everywhere. The best practice is to customize it for each target market. An effective localization strategy usually includes the following:
- Market research, including your target demographic and local competitors.
- Linguistic adaptation, including translating content, using local dialects, and maintaining the brand’s voice.
- Adaptation of visual elements, including videos, symbols, and colors, to fit the locals’ preferences.
- Modification of product features to increase its accessibility.
- Steps for complying with the local laws and regulations.
- Privacy and security measures as required by local standards.
- Best SEO practices to improve visibility.
- Local marketing strategy, and more.
Effective Localization Strategies for Businesses
The secret to every global brand’s success is an effective localization strategy! While the internet has created more international opportunities for brands, only a few capitalize on them by giving a localized touch to their products or services.
One such example is our favorite subscription-based streaming service, Netflix. This over-the-top (OTT) platform has achieved global success through an effective localization strategy. You can follow Netflix’s example to achieve worldwide success.
Creating a localization strategy might become overwhelming if you don’t understand the basics. Instead of overwhelming yourself by doing everything at once, take baby steps and craft a comprehensive plan. Once you completely understand what an effective localization strategy entails, you can easily create your own plan. Simply follow these steps:
Market Research
This phase involves understanding your business goals and identifying your target market and audience. The first step of an effective localization strategy is to collect relevant data so you can make smart decisions.
Before planning and implementing your localization strategy, determine whether your service or product is appropriate for your chosen market. In simple terms, conduct comprehensive market research to understand if you are targeting the right region. This stage involves analyzing the size of your chosen market, local competition, and requirements. For instance, Samsung Electronics dominates the Korean market, so you might face tough competition in that region if you have similar products.
Explore the products and services of your competitors and their marketing campaigns to identify the gap. It will help you understand the current market dynamics and requirements. Pay close attention to technical, cultural, and political factors and learn how they may impact your business during market research. For example, you might have to modify your products like software apps if the internet landscape of your target region is underdeveloped.
Audience Analysis
The second stage involves analyzing your target audience. The main objective of this stage is to determine whether your product will appeal to the locals. Since localization adapts your products or services according to the local requirements, you’ll have to understand your target customer’s language, social and cultural practices, and preferences completely.
You can only localize your services more successfully by identifying their needs. The most effective way to do that is to get the locals involved. Conduct various surveys or interviews to identify their preferred platforms and shopping patterns.
Identify Content for Localization
After collecting all the essential data, create a roadmap to localize your products and services. Instead of selecting everything for localization, focus on the most important elements. Analyze all the available materials associated with your products, including website content, product description, visual elements, and more, and only select components that are relevant to your target audience.
For example, if you have an online shop, you may only need to localize your website content to sell your products. In this way, you can also effectively allocate resources to localize your content. This step lays the foundation of your localization strategy, guiding all the other stages of your process.
Create a Guideline
To avoid unnecessary confusion and hurdles, create a comprehensive guideline outlining these elements:
- Language preferences
- Your brand’s voice, including your business goals.
- Your target audience’s information, including their cultural and social practices.
- Every detail of your products or services.
- Technical specifications
- Formatting instructions, and more.
This guideline will serve as a blueprint for your team or a localization service provider, allowing them to adhere to the local standards.
Allocate Budget
Localization also requires a significant budget. Whether you are hiring a localization team or outsourcing this process, consider the following factors before allocating an appropriate budget:
- Scope of your localization project
- Number of languages
- Translation rates
- Quality assurance services
- Your required timeline
These factors can help you decide on a suitable budget for your localization project. However, unexpected expenses can occur at any time. Therefore, you should also allocate a contingency budget for a smooth localization process.
Choose a Reliable Localization Service Provider
Localization is an intricate process, often requiring local expertise for a successful outcome. Therefore, it is better to choose a reliable localization service provider. These experts have the experience and specialized knowledge to adapt your content to different cultures and languages. They also have set quality assurance processes, offering error-free and culturally relevant results.
Moreover, many localization service providers use a human-tech hybrid to offer accurate results with excellent turnaround times. In short, you can successfully expand your international reach by outsourcing your localization project to a reliable service provider.
Why Localization is an Important Growth Strategy?
Localization is a crucial growth strategy, helping you expand your global presence and engage with diverse markets. Over 84% of businesses have experienced a positive impact on their revenue through localization. Similarly, you can get a competitive edge over regional and international companies by matching people’s preferences and cultural nuances in a specific location.
An effective localization strategy helps you build a positive global image by letting you communicate with your target audience, consequently increasing customer loyalty and conversion rates. Here is how localization is essential for business growth:
Better Market Reach
Localization is an essential element of many businesses’ globalization process. An effective localization plan significantly improves your market reach, helping you cross borders and connect with your target customers. It accelerates your growth in international markets by adapting your marketing strategy to create a more relatable experience for locals.
Improved Customer Experience & Loyalty
Since 65% of customers react more positively to localized content, an effective localization strategy is essential for building a positive brand image. You can make your customers feel more valued by modifying your product or service according to their cultural practices and preferences.
Localization strategy focuses on providing in-language and culturally appropriate content at every phase of your customer’s buying journey. In short, it improves your consumers’ experience, helping you gain their loyalty.
Higher Conversion Rates
Improved customer loyalty means higher conversion rates and sales. Localization strategy increases the appeal of your products/services among your target audience by bridging the cultural and linguistic differences. Localized content helps you build personalized connections with your customers, improving conversion rates and sales.
Low Risk of Legal Consequences
Localization also helps you avoid legal mishaps. An effective localization strategy also focuses on adherence to local laws and regulations, including data security and privacy, lowering the risk of legal consequences. Localization is a compelling growth strategy, allowing your business to operate smoothly in various regions, lawfully.
Conclusion
Your globalization strategy needs a touch of localization for a successful international expansion. An effective localization strategy can help you resonate better with your intended audience by allowing you to understand their buying habits and preferences. Don’t let the language and cultural barriers stand in your way! Achieve global fame by partnering with a reliable localization service provider to localize your content.
