What distinguishes a brand when it enters new markets? Localization. When it comes to long-term success, you must ‘think global yet act local’ for a successful market entry. Most businesses struggle to find the right balance between standardizing and localizing their global marketing approach. It’s tempting to employ a specific strategy across the board to reach as large an audience as possible – but doing so will almost always lead to failure. Really? Since it lacks customization.
Interacting with your new audience in a way that they understand will surely result in a stronger relationship. However, keep in mind that localization is not the same as translation. Language is only a component of your localization strategy.
The Concept of a Localization Strategy:
A localization strategy is a one-of-a-kind market approach used by a firm to handle purchasing patterns, customer behaviors, and overall cultural variations in each area in which it operates. When a company enters a new overseas market, it can be difficult to provide purchasers in that country with a user experience that feels comfortable and familiar.
Developing a country-by-country localization strategy is your plan for making any appropriate amendments in tone, visuals, and subject matter to connect with the local client. It guarantees that consumers from other countries receive the same increased quality of service that they would expect from a local firm.
What should be included in a localization strategy?
• Primary target market and languages spoken
• Know the country’s culture and sociological ideologies
• Purchasing patterns and behaviors
• Incorporate international SEO practices
Why Is A Localization Strategy Important For Your Company?
Your company will be better equipped to reach clients where they are by implementing localization strategy solutions. Businesses that use localization solutions can successfully increase their potential consumer base while avoiding the complexities of cross-cultural marketing.
Customers all across the world can benefit from high-quality translation, local SEO reviews, and personalized interaction with modern solutions. Shipment issues caused by poor formatting or spelling errors are resolved by addressing validation solutions. Rather than cobbling together multiple solutions for each of these issues, complete localization software handles everything for you, allowing you to focus on producing excellent products.
The key advantages of a localization plan:
• Easier to access new markets
• Offers a competitive advantage
• Enhance customer satisfaction
• Build brand loyalty
• Boosts revenue.
Localization vs. translation:
The difference between translation and localization is based on the subject being reproduced in another language.
The act of converting written material into another language is termed translation. It refers to the text in the target language that has been transformed from its source language as a noun. Machines and humans are both used in the translation process.
The Purpose of Translation
The translation is applied to almost any form of written content that can be conceived.
The term “localization” refers to the process of adapting services, goods, and information to a variety of languages and cultures. It includes not just text translation but also images, formatting, design, user experience, behaviors, and language variations when dealing with customers from other cultures. It also addresses how to present information in a different way depending on the location or region, such as currencies, calendar format, and local regulations.
The Purpose of Localization
Localization necessitates dedication. You must be committed to the translation process, which includes reworking your design and development to adhere to the steps recommended. When your process is up and running, you must measure your return on investment.
Localization may be used for a variety of areas, including:
User interfaces for software; mobile apps; multilingual websites; displaying local content; marketing materials; training materials; guides and instructions; legal requirements; online help centers; service papers, etc.
When is it appropriate to develop a localization strategy?
Localization must be integrated at the tactical level inside projects and business objectives to create an “excellent” localized user experience. Localization must be included in higher-level strategy talks to provide a remarkable client experience.
How Does a Localization Process Work?
The “how” should be part of your localization approach. You’ll have to be flexible, adaptive, and active in communicating with your team, setting a notion that localization is always a work in progress.
The first decision you should make is how to integrate localization into your present development process. We advocate agile localization at Infognana, which is a set of software development methodologies focused on adaptive and cross-functional team collaboration.
Translations are not just completed once and then given at the end of a development cycle. They are instead translated as the product is being produced. This implies that as new updates are released, localization teams can work on it simultaneously.
This technique allows you to observe the impact of what you’re doing immediately rather than postponing the release of a specific component of your product or website for translation, which is very useful when working on emerging markets.
There are various factors to consider while developing a localization strategy:
• Sales in your current country
• Chances of achieving the same success in other countries,
• Enquiry rate for your product or service from other countries,
• Your competitors are expanding into new countries.
Apart from this you can also consider joining your competitors or wait to see how things evolve before crossing international boundaries.
The Bottom Line
Implementing Localization is easier said than done since appropriate workflows and procedures need to be implemented to yield the desired results. You may significantly reduce your time to market by tremendously and enhance the efficiency with which your software, website, or application by localizing your content. Also, by using the right tools and expediting the localization process can eliminate repeated manual effort and administrative tasks that cannot be overlooked.