Localization is a must-have tool for any business that wants to go global because different people in different regions have different cultures. And something that’s acceptable in one region may be taboo in another. Using a one-size-fits-all when going global is often a costly mistake.
To avoid such situations, your business needs to have a localization strategy.
What it is
A localization strategy is an approach that a business uses to connect with a new audience. This approach is often unique to each new audience. The idea of a localization strategy is to communicate with people in a familiar voice. A localization strategy enables a business to plan for its localization needs.
This way, the business is able to highlight all areas of importance in the process. For instance, a localization strategy should focus on cultural differences and purchasing habits. Your business’ localization strategies should also take into account consumer behaviors.
Knowing things like whether people prefer to buy certain items in bulk or not is important. This is because from there you can decide whether to resize your products for that market. For successful localization, your business will need to address all these factors. Only then will you be able to come up with a solid localization strategy.
Steps for developing a localization strategy
There are several steps in developing a localization strategy. For starters, you’ll need to highlight the features that need localization. These could be the website, social media, product information, or even marketing campaigns. Once you’re clear on what you want to localize, you can then decide who your target audience is.
Knowing your target audience will help you to decide on how many languages you’ll need to adapt the content into. You’ll need to look at what your content translates into in these languages. This is where you’ll look at how your brand, name, tagline, and logo translate into the target audience’s language and culture. If it’s anything but pleasant and welcoming, you’ll need to re-strategize.
There are many ways that you can design your localization strategies. But whatever you do, be sure to conduct in-depth research of the target audience. This will give you valuable insights into what people think about your business. This way, you can package your business better so those people will buy into your brand when you enter the market.
There are many benefits that your business can gain from good localization strategies. Below are some of these benefits.
Increased market share
As a business, the goal is often to have the largest market share possible. A good localization strategy makes it easy for your business to go into new markets. This is because people buy into products that they understand. Localization enables your business to create that understanding among your customers.
With localization, you get to avoid cross-cultural marketing. This type of marketing has loopholes that can cause your business to fail in certain markets. By tailoring your message to a specific audience, you’ll be able to capture and retain more market share.
Increased profit
Other than having a huge market share, profit is yet another benefit of localizing. Think of localizing as an investment where you pay a localization firm. This firm will help you create tested content for the specific markets that you want to go into. As a result, you’ll have a warm reception into this new market.
A warm reception is only possible when people connect with your business. And from the reception, the people in your target audience can then buy into your product. A bigger audience means more people buying into your products or services. The effect of this is that you may be able to increase your margins or simply increase your volume.
The aim of expansion in a business is often to increase profits. A localization strategy will help you position your business for that.
Competitive edge
A good localization strategy can help you gain a competitive edge in a new market. Remember that there are likely local businesses that provide similar services or products to you. This means you’ll have stiff competition unless yours is a novel idea. With the market already filled with similar products, how do you gain access?
The simple answer to this is localization. By understanding your audience and catering to their needs, you’ll be able to gain their trust. This will enable you to compete with other service providers on level ground.
Improved customer satisfaction
People prefer to consume information in their first language. So it’s good for your customers if your product information and ads are in a familiar language. This applies to other aspects such as currency as well. Your customers don’t want to keep doing the math to convert between currencies when valuing your products or services.
Localization helps you to reach your customers in a language comfortable to them. This helps to solidify their commitment to your business.
Day Translations’ localization services
There has never been a better time to take your business global. If you’re looking for a partner that can help you become an international brand, Day Translations can help you. We have a proven track record in providing quality localization services. Call us today and our team will help you execute your localization strategies.