Localization should be included as part of the strategy of any project or initiative aimed at cross-border operation. According to Forbes, the localization strategy is effective to increase market share and revenue in the global scope. Your process of localization should involve several steps starting from creating an offer that addresses the needs of each country or market.
Why is a localization strategy important for your business?
Companies need to think about localizing their products and services before launching them into the global market. We all know localization helps fuel global business expansion. But, to make sure that our offers are relevant to each market, we need relevant strategies, right?
Starting with a localized marketing strategy
Localization marketing is a strategy that involves investing in localizing your website and other digital assets. This includes translating your content into different languages and making sure your site is accessible to users who speak those languages.
Localized marketing means a process whereby a marketing message is created and able to resonate in other markets. When a copywriter creates a marketing message that is translated into another language and an experience designer creates copy’s experience that resonates in other countries. Then, the marketer sets up systems and processes that leverage localization in order to achieve business goals.
Localization is a great strategy when you’re starting out and an important part of any startup. If you want your product copy here and abroad, start by doing a pilot project to see if people respond well to your message. Then, work on the microcopy – slogans, key messages, CTAs, etc
If you’re a small company, you need to focus on what you know well. You should be careful about spending too much time on things you aren’t familiar with.
Inclusivity: humanize your localization and translation
Inclusion is all about ensuring customers are not being excluded due to language barriers. That means considering the need for the human element when working together. To develop trust as an organization enters a new market, shift your thinking away from the business, and towards the customer! The key is to understand how to create and optimize inclusive experiences by speaking with your customers.
Anticipate localization needs during design and development
Localization is important when designing for users worldwide. Designers can use Figma, Sketch, and Adobe XD to test their designs in different languages, and make sure everything looks right across cultures. Sucj kind software allows designers to get feedback during the process to ensure their designs work well in every country.
Document your brand and build a localization kit
Translators use this to ensure that their work reflects your brand. Since multiple translators often get involved in a single project, you must make sure that everyone is on the same wavelength. Think about what your brand will sound in a different language.
Remember, you want translators who can easily see not just the word choices but also how cultural preferences can be met without losing what makes your product unique.
Document every process and structure to acheove the best practices regarding mobile versus desktop browsing. Different markets engage with the internet in different ways. So, be aware of this when designing your site and make sure that your site can handle different languages.
Learn from Coca-Cola & Starbucks’ localization strategy
Coca-cola is a globally recognized brand. Each region has slight variations on the same basic product but uses local flavorings and advertising messages. While Starbucks’ success lies in its ability to adapt to different cultures by using local products. Their stores are designed to be unique to each location. Local partnerships allow them to create a more authentic experience. For instance, Starbucks’ Japanese stores include traditional crafts and fit right in with the local culture. Their coffee tastes great because they adapted their operations to the local environment.
Conclusion
In conclusion, this article tries to highlight the fact that localization is tied to strategic initiatives that create stronger global customer relationships by using these approaches: humanizing the product, anticipating local needs, documenting the branding process, and building a localization kit.
Companies that localize their products grow rapidly! Thus, localization strategy is all about getting everyone on the same page. A comprehensive plan ensures your company is growing globally. All of all, locally targeted content increases customer satisfaction and loyalty. So, make sure you make the most out of it!
