Learn the key steps to build a successful content localization strategy, unlock untapped markets, and boost your brand's global reach and revenue.
Did you know that only 25% of people worldwide can speak and read English? This means there are a lot of untapped markets around the world. Localization is the practice of adapting your brand's content (like websites or apps) for a foreign audience. Localization starts with language translation, but it doesn’t end there. When you’re ready to grow your brand in foreign markets, content localization strategy is the key.
Effective content localization tailors your marketing strategy to the unique cultural nuances and preferences of a different country. Localization makes your content feel authentic to a target audience in an international market. For example, you wouldn't want to market "sweaters" in England since they're called "jumpers" in the UK. Even the biggest brands can falter when they fail to properly localize their content. Perhaps you’ve heard of KFC’s famous “Finger-licking-good” slogan, which was translated into Chinese as “Biting your fingers off.” The context of the ad slogan was lost in translation.
With a localization strategy, you can appeal to your international audience and avoid costly marketing mistakes.
Here are some top benefits of content localization:
Localization can be a big investment, so it’s important to focus on content strategy before you begin translating. Let’s explore 4 components of a successful content localization strategy.
The first step of building your localization strategy is deciding which locales to target, and what languages to include.
So, what’s the best way to get started? Here's what we recommend:
View your analytics:
Ask the right questions:
As you view your data, here are some important questions to ask:
Do market research:
Next, perform some research to find out if your product or site is a good fit for a local market. The best market for your content will depend on what you’re offering to consumers. Here are some interesting examples of consumer preferences from top eCommerce markets around the globe:
Start small and scale your efforts:
Generally, you should expand your content into a few new locales at a time and scale from there. As you develop your approach, use style guides and glossaries to take plenty of notes on cultural nuances, jargon, and market-specific differences. Cultural sensitivities, preferences, and consumer trends will vary a lot depending on the target market.
After you decide who to target, it’s time to figure out what content you want to localize for your new audience. You can localize anything, from websites to apps and social media posts.
It’s typically best to start with your most popular content and scale from there. After all, localizing existing content is much more affordable than creating new international content from scratch.
When translating a website, for example, you should think about localizing all relevant content in the customer experience:
Next, you should decide which translation and localization tools you want to invest in. Although it’s tempting to use free machine translation tools for big projects, you might get what you pay for. AI tools like Google Translate are prone to errors, context mistakes, and formatting issues.
Instead, hire a professional translator who has expertise in your target culture and language. Most global brands find skilled translators through LSPs (language service providers). These companies have a roster of certified translators and local experts for hundreds of languages. Professional translators are often native speakers with a deep understanding of cultural differences.
Even if you hire the best translators, managing your translations and keeping them up-to-date is almost impossible without the right tools. You’ll need to invest in software that can help support your content localization process. Many top brands rely on translation management systems (TMSs) to streamline their localization efforts.
A good TMS will simplify your localization process to make translations, content updates, and publication a breeze. Look for a TMS that integrates with the platforms you already use—like WordPress, Wix, Squarespace, Shopify, or Salesforce. The most advanced translation tools on the market today use automated content detection and delivery for a file-free approach to managing translations.
After you localize your content, it's time to see how well it's doing. Measuring the ROI of your efforts can help convince stakeholders to continue investing in localization.
Many brands use data tools like Google Analytics to get a high-level overview of their translation metrics. Data often shows that localization can set your brand up for continued growth and success. Many Fortune 500 companies found that their investments in translation helped increase their revenue.
Here are a few questions that can help you measure the success of your localization project:
Measuring Engagement Impact
Measuring Financial Impact
Measuring Cost Savings
Here are more some tips to assist you during the localization planning process.
Effective localization means developing consumer trust as you enter a new market. You might think that a few grammatical or idiomatic errors are no big deal, but you may risk offending your potential customers or losing their trust.
They can tell whether you care about them or not by how your website is designed, translated, and localized. Cultural norms, nuances, and expectations matter.
For example, how you interact with international customers matters:
Similarly, you should pay attention to how you expect your customers to pay for their purchases. Credit/debit cards and bank transfers can work in different ways in other countries.
For example, certain countries have specific requirements:
Ideally, planning for localization should begin before the initial design phase. Successful localization aims to make your audience feel that your business is coming from their local market. This starts with an empathetic design. Your website should be designed with other languages in mind. For example:
Your content localization strategy should align with your brand. The best way to ensure this is by documenting your brand and marketing strategy. If you don’t already have a style guide, you should create one. It should include the following information:
Planning for localization should include training on aspects of your new markets, along with how to use the localization tools you choose. Your team needs to be part of your localization planning, including:
As you plan your localization content strategy, choosing the right TMS is crucial. Localize is a best-in-class translation management system that takes global brands to new heights. We specialize in building quick and easy localization workflows for your websites, software, mobile apps, emails and more. Hundreds of top companies all over the world like Microsoft and Cisco trust Localize to manage their translations.
,Contact us today to learn more about how we can help you build your content localization strategy!
At Localize, our passionate writers explore a wide range of localization topics, from technology trends to cultural insights. With diverse backgrounds in various fields, they bring unique perspectives to their articles, aiming to inform and inspire our readers.
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