Why Localization Is a Key to Global Business Operations
Localization is the process of adapting your business’s content, products, and services for a specific country/destination market. It’s an essential element of any good global marketing strategy since it enables international companies to appeal to new consumer groups better. Compared to translation, localization is more comprehensive. It goes beyond merely changing business documents to new languages.
Localizing your content with https://www.translate.com/localization allows you to take care of all the details. Besides language, localization allows you to align your business’s colors, images, dates, times, and any other information with the new group of consumers. Ultimately, you adapt your company’s services so that they feel they were produced exclusively for the target market.
The importance of including localization in your business’s global marketing strategy cannot be understated. Here’s an in-depth look at what this approach entails and how you can use it to appeal to new consumers better.
What Does Localization Entail?
At any moment, a company’s site and promotional messages relate to happenings and experiences within the home country. Being cognizant of that, it is not sensible to simply convert these sales messages and feed them to consumers in a different country.
After all, a holiday observed in your home country might not be recognized in another. Or, the holiday (e.g., Mother’s Day) might be celebrated on a different day altogether. Consumers, no matter their location on the globe, will not appreciate untimely offerings or deals.
Important dates are not the only things companies can miss as they implement their global marketing strategies. Many businesses fail to learn about buyer’s preferences adequately and don’t show prices in local currency. Moreover, some do not offer appropriate payment options.
Localization Pays Attention to Small Details
Localization takes care of all nuances in your sales messages. These include icons, words, and other intricate attributes. As such, it ensures that a marketing approach aligns with the culture, legislation, and purchasing habits in the new territory better. People in the target market will identify localized sales messages, which makes them feel valued and prioritized.
It is especially essential in the world of business since no customer wants to be treated as second-rate. And considering that competition is ever-present, you do not want to take chances by making your clients feel underappreciated.
Localization of the Online Platforms Is also Vital
Online resources such as search engines and social media are essential for all businesses today. They play an integral part in global marketing, which means they have to be implemented carefully during the localization process.
Why so? Depending on your location on the globe, you will favor a specific search engine or social media platform. Usually, given its business, you would want to leverage the resources with the most users in your home country.
While that might be an excellent approach, it helps to adapt your sales messages when targeting consumers in different territories. For example, while Google and Facebook might do it in your home country, for operations in China, you might want to switch to Baidu and WeChat.
Localize the Images
The proper use of images is yet another essential element of localization. This consideration stems from the fact that photographs are not universally accepted items. What might be entirely appropriate in a specific country might be offensive in another. Given that, it makes sense to research the target market before plastering photos in your promotional campaigns in the region.
How to Appeal to a Different Consumer Group Best
Entities that conduct business in the EU or any other region comprehend the problems within the market. There’re varying cultures, buying habits, and legislations. As such, any business will require locals to navigate effectively, such that fines and other negative issues are avoided. Local associates will also aid in creating excellent promotions, which appeal to the target market best.
To date, language remains a hindrance to international commerce. While English continues to be widely used, not all customers can use it effectively. According to a recent study, 60% of overseas online consumers rarely or never purchase from English-only sites. Considering this statistic, businesses that leverage English only in their marketing efforts miss out on tons of sales.
A company can turn things around by adopting a language that the target market understands. Particular effort should be directed towards doing more than just exchanging words. With localization, a company can capture subtle nuances in language to appeal to the new consumer group best.
Marketing emails remain to be an excellent medium of reaching out to customers. If you’ve been using them to reach out to your consumers within the native country, you’d probably want to use them in another. Nonetheless, to guarantee success in a new destination, it helps to do more than just translate your emails.
By localizing your emails, you can adapt your messages to the new consumer group better. In turn, it helps the business build a name that stays at the heart of clients for a long time.
6 Reasons Why Localization Is Vital to Your Global Marketing Efforts
Without scrutiny, it is pretty easy to miss out on the tangible benefits of localization. If you are considering implementing this strategy, below are 6 good reasons for you to do it. Localization will aid in:
- Increasing your business’s market share;
- Increasing revenue;
- Mitigating cultural conflicts;
- Developing excellent customer rapport;
- Attaining a competitive advantage;
- Strengthening global presence.
On the one hand, localization is all about adapting your messages to consumers in new territories. On the other, global marketing is about steering action and getting global audiences to engage with your messages. By combining these two approaches, you get to create content that sets your venture on the radar of a worldwide audience firmly.
In turn, it helps improve the return on investment without having to go overboard. Importantly, to reap the most benefits, your strategy must be specific for your target destination, buyer groups, and the market you operate in.