The top businesses in the English-speaking world, irrespective of which niches they are in, have significantly impacted every country they’ve set foot in. But have you ever wondered how they achieved their successes? Sure, their products and services are undoubtedly great, but how does a business from an English-speaking country manage to make its mark on a non-English speaking nation? The answer lies in developing the best localization strategy.
What Is a Localization Strategy?
A localization strategy refers to a business plan that involves translating business content to connect with new audiences. In the age of the high-speed internet, developing an efficient and effective localization strategy is imperative for a business to go beyond its national borders and establish itself on a global scale. Read on for some top tips for developing a great localization strategy for your business.
1. Go Beyond Translation
Yes, language translation is a core component of any localization strategy. But, for the plan to ultimately be a fruitful one, the best localization strategy has to consider the cultures and traditions of the people living in the targeted country.Example: Directly translating English phrases into Spanish phrases to appeal to an audience in any Spanish-speaking country won’t deliver results. Spanish is spoken and written differently from English. Moreover, there are also differences in the way the language is spoken across numerous Spanish-speaking countries.
2. Hire Local Writers and Translators
Artificial Intelligence (AI) has come a long way, and now there are translation tools that can translate words, phrases, and entire sentences in a matter of seconds. However, you should not place total reliance on these translation tools for your localization strategy. They can never be as effective as a top-quality translation management system (TMS) such as Localize. If you want to truly connect with your audience in a non-English speaking country, you need to employ the talents of local writers and translators. These professionals know commonly used local catchphrases that can be incorporated into your business content to make it resonate with your audience.
3. Consider the Impact of Your Brand Identity
A business creates its brand identity by incorporating fonts, designs, and colors consistently across all its physical and virtual
promotional activities. It helps the business stand out from its competitors in the eyes of its audience and become memorable. While it’s recommended to be consistent with your brand identity, the best localization strategy needs to
have some flexibility built into it.
Certain elements of your brand identity that work well in your local environment may not work once you go global. Even your business’s name may mean something derogatory in another language, which can tarnish your brand identity. In certain situations, you may even be required to create a fresh brand identity to better suit the tastes and preferences of an audience in a particular country.
4. Be Involved in Community Activities
What makes a business successful in the long run is trust. If you want your business to connect to an audience living in another country, you have to participate in community-level activities to make your presence felt.Example: If a natural disaster hits a country your business has recently expanded to, motivate your team to get out there and be involved. Support for such social causes can significantly elevate the status of your business.
5. Preview Your Website Before Launching
Different languages have different alphabets, and things like font size and page layout can affect readability. For example, English is easily readable even when the font size is small. However, that’s not the case for Chinese characters. If you use the same page layout for your Chinese website that you use for your English website, don’t expect the Chinese version to make
a good impression. Fortunately, several previewing tools enable you to see how elements like page layout and font size are affecting your web pages. Launch your foreign-language website only after you’re happy with the preview.
Best Localization Strategy Takeaway
These five tips can significantly improve the success of your localization strategy. So can a tried, tested, and trusted website translation management tool like Localize. Learn more about the features that can ensure the success of your localization strategy by clicking here.