As the pandemic’s economic catastrophe begins to fade in 2022, it is better for anyone to not only reevaluate their business growth but also build new strategies. Speaking of growth in business, this digital world might demand you to grow internationally which means you also have to be prepared for the localization strategy. Localization is one of the best ways to engage the global audience of your brand.
Why?
In general, localization is an approach used by companies to adapt to specific local markets. It is not as simple as translating texts. To localize means also to put what applies to locals in your brand marketing to certain countries.
During the pandemic, the biggest food and beverages retailer, McDonalds, started to actively make creations based on local tastes around the world such as in Japan, Thailand, Indonesia, and other Asian countries where they are being loved the most. This is one example of a localization strategy. They put the locals’ comfort food on the menu which succeeded in attracting customers.
Since localization is important to improve audience satisfaction and decrease barriers of the new market which will lead you to enter new markets rapidly, let’s take a look at some things you need to know in localizing content for your brand!
Get to Know Every Particular Object of Your Local Market
To start your content localization projects, first, you have to know what kind of market you are facing. Most importantly know your local market or you can set up a local research team.
It is very important to know how your brand will address the audiences of certain nations. The audience behavior, the market preferences, and how your product will fit the citizen’s behaviors. Some products may be suitable for some countries, but they might not work in some other countries.
We also have to know that there is a demand in the target country and the local competitor of your product. Another essential thing that should not have slipped from our eyes is the cultural differences. By means, how the audiences react to certain content you post on the platform to prevent being offensive with the content. Understanding the essentials to the unseen corner of the room of your market will help you to know how to increase the audience’s base.
After knowing the details and persona of your consumers of the country. What’s the plan?
Get More Personal Approaches
You can start by making a specific account for each country you address. This refers to the market treatment because different markets will need different approaches and it also applies to the content you made. Building different accounts will help your market segmentation and know ongoing local trends.
For example, Netflix made different Instagram and Twitter account for its audience around the world. They adapted the copywriting according to the local trends so they can get more personal with the audience. This personalization helps to make audiences feel involved as a part of the brand which also leads to brand loyalty.
Make the Translators and Designers Collaborate Beautifully
As content making is inseparable from social media, we need to make sure that the closest agent to the local users fully understands what they made. Make an eye to the translations and how they collaborate with the designers and writers. For instance, to make content referring to the Javanese people of Indonesia, you want to make sure that the culture is appropriately illustrated and not misinterpreted by other tribes of the country such as traditional clothes or the Javanese language’s politeness level used.
In conclusion, this article highlighted the importance of personalization in content localization strategy. Choosing the right services for localization also plays a big role in your market expansion.
