When you launch your business website, one of the first thoughts that comes into your mind is to use English language. After all, everyone knows English, isn’t it?
While English seems to be a universal language, localization needs more than a common language. You need to adapt your products and concepts to regional differences imposed by the target market. What is more, localization perfectly combines with internationalization – which means that your content should be adapted to various languages so that everyone understands it without doing major changes.
In other words, localization means that you will adapt your content to linguistic, cultural, and technical requirements imposed by the new market you are approaching. When you decide to localize your services, this means that you will reach the masses. There are many companies investing in localization services, which brings them a lot of fruitful results, one of them being an increased number of sales.
“The world is actually becoming a smaller place. Even though social media connects people and helps them overcome distance barriers, businesses still need to consider a local approach to social content unless they want to miss some valuable opportunities,” says Cory Neal, COO The Word Point. “A global presence is important for each company. However, you need localization to help you interact with customers all around the world and be able to reply to their special requirements.”
Four Reasons To Include Localization in Your Digitalization Process
Even though there are many people speaking English worldwide, there will be a lot of clients who will react better if they could react your website in their local language rather than English. When you decide to use localization in your digitalization, you need to take into consideration the cultural references and vocabulary to form the foundation of your marketing campaigns. Localization is the key to help you reach a global audience and thus increase your sales.
In addition, people are more open to buy a product where they can read the instructions and description in their local language. If you want to sell your products on the global market, then you need to clearly localize your products and consider your customer’s preference. This is an excellent strategy to expand your market and introduce your products to a new market. Furthermore, by having a higher brand exposure, you will be able to reach a wider audience and thus boost your sales.
Greater customer satisfaction
As we mentioned before, there are a lot of customers who would prefer to read the product’s descriptions and instructions in their local language. When it comes to customer service, they would be also more open to talk if they would receive an answer in their local language. How can this be translated? Localization can help you reach a greater level of customer satisfaction. Thanks to localization, you will be able to embrace the cultural trends and create a personalized message for your clients.
What is more, you need to take into consideration more than the linguistic barrier. You should also think of the local traditions and specific customs. For example, if you plan to send a personalized message before Christmas, you need to carefully think this action. There might be areas where your business is present where Christmas is not celebrated. Thus, if you want to deeply localize your business, you will need to create groups of clients and send personalized messages to them.
Cut down the risk
Localization is extremely helpful when you want to protect yourself from the copyright penalties or violation of the local laws. By using local terms and understanding the country’s specifics, you will be able to stay away from such troubles and cut down the risk.
In addition, localization will keep you away from huge marketing fails. For example, one concept or word can be extremely suggestive and appreciated in one country. However, it can mean something offensive or funny if you take the same phrase to a different country. By doing deep research when you try to localize your business, you will be able to cut down risk and avoid embarrassing situations.
In addition, by cutting down the risks, you will be also able to keep costs under control. Localization costs you a lot less than development. If you already spent a serious amount of money to develop your marketing strategy, you will just need a small percentage to adapt your product to the local market and thus ensure your successful penetration. In addition, you can save even more if you include localization in the development process from an early stage. By not leaving localization for the end of the project, you will prevent some irreversible effects which you may not be able to correct if you do it too late.
Increase your customer base
Just imagine how many new clients you will be able to reach if you localize your content and marketing strategy. While you can reach a wide range of customers when you create your website in English, you will be able to address your messages to even more customers if you translate it into their local language.
You need to be flexible and adapt your existing products to the new market, which will decrease barriers for new customers. When they see that you talk in their voice, introducing local concepts in your content, your new customers will feel that they can connect with you and will begin to trust you. Increasing your customer base will also be translated into more sales.
Developing your business will always involve a cost. However, you can keep it under control thanks to localization. If you use proper localization, you will significantly reduce your efforts when you plan your marketing strategy. Localization helps you to enter on a new market easily and address your message to a wide target audience.
Pauline Farris speaks Portuguese, English, Spanish and Italian. She traveled the world to immerse herself in the new cultures and learn languages. Today she is proud to be a voting member of the American Translators Association and an active participant of the Leadership Council of its Portuguese Language Division.