Localization is a crucial strategy that you need to consider when planning to expand your business beyond your territory.
An effective localization strategy plays a key role when entering new markets since it bridges the gap between your brand and the local market.
But what is a localization strategy?
This article explores what a localization strategy is, why it is important when expanding your business, and how to implement it effectively.
Let’s dive in!
What Is a Localization Strategy?
A localization strategy refers to a comprehensive approach that involves adapting your business’s products and services to meet the unique requirements and preferences of a specific region, culture, or target market.
The essence of developing a localization strategy is to make your product or content appear as if it was created locally. This will ensure that your audience understands and accepts whatever you offer.
A localization strategy, when executed effectively, can enhance market share, boost customer satisfaction, and enhance brand loyalty. It allows you to connect with customers on a deeper level and demonstrate that you value and understand their cultural and linguistic backgrounds.
Key Considerations When Creating a Localization Strategy
It feels good when you’re expanding your business into new markets, but it’s important to understand that when it comes to international expansion, one size does not fit all.
A well-planned localization strategy is essential for a company’s international growth. Consider the following factors when creating a localization strategy:
Where and why are you expanding?
Knowing the “why” is essential since it affects every decision you make after that. For instance, are you expanding to take advantage of a rapidly growing market, enlarge your customer base, or strengthen your global presence? These objectives require a unique localization approach.
Localization may be required if you are entering a market where there is a great demand for your products or services, so that your offerings can satisfy regional preferences.
On the other hand, if your main goals are to increase your global footprint or save operational expenses, you can choose to take a more traditional strategy with less localization.
Who is your target market?
You must also consider the demographics, behaviors, and preferences of your target market when creating a localization strategy. Conduct thorough market research to fully grasp the requirements and expectations of your potential clients.
In this case, you need to consider the language, culture, economic levels, purchasing patterns, and technical infrastructure (a move that will help you create an ideal customer profile). You can offer personalized products, services, and marketing materials for your target market by developing a comprehensive customer profile.
For instance, you may need to translate and localize your content if you’re entering a market where English isn’t the dominant language. It’s important to communicate your brand’s message in a way that is consistent with the local culture and beliefs.
Localization goes beyond simply translating your content word-for-word. To do it right, you need to translate and adjust it culturally for the intended audience. The best way to do it is with the help of a professional localization management platform like Centus.
What are you translating and localizing, and what is the scope of work?
Apart from being an essential component of localization, language also affects your company’s functionality, user interfaces, marketing materials, and customer support. Find out which parts of your company need to be localized.
A more selective method can be both economical and effective, despite the temptation to translate everything. Pay close attention to factors like your website, customer service, and product labels that directly affect the experience of your customers.
More so, consider the volume and complexity of the effort that goes into localization. Some businesses may need to implement more thorough localization processes (due to how complex their products and services are), whereas others can succeed with a lighter approach.
How will you localize your content?
Human translation and machine translation are the two main methods for localizing your content.
Human translation involves hiring qualified translators who are knowledgeable in the target market’s language and culture. This method can be more time-consuming and costly, but it ensures a high level of accuracy and cultural sensitivity.
On the other hand, machine translation uses technology and AI (artificial intelligence) to quickly translate text at an affordable rate. However, it cannot accurately convey the nuances of the language or culture.
The best approach usually involves combining the two methods. Use machine translation when translating a huge volume of content, then use human translators to edit and adapt the text so that it can be contextually and culturally relevant.
Benefits of a Localization Strategy for Business Expansion
Here are reasons why you should consider localization during your expansion plans:
Better customer engagement and connection
Language serves as a tool for relationship building in addition to serving as a means of communication.
Speaking to your consumers in their native tongue not only eliminates language barriers but also demonstrates to them that you are aware of and appreciate their culture. This promotes a deeper relationship with your brand, increasing client loyalty and trust.
Enhanced user experience
Localization encompasses the complete user experience and goes beyond language alone.
By adapting to the local culture, from website design to content, user interfaces, and even payment methods, you can ensure that your customers have a seamless experience. This results in higher conversion rates and consumer satisfaction.
Compliance and legal requirements
Many countries have unique laws about product labeling, advertising, and content. A localization strategy can help you navigate the complex legal environment of your target market, ensuring that your business complies with all rules and avoids potential legal problems that might thwart your expansion plans.
Competitive advantage
Your competitors might not be as committed as you are to learning the nuances of the local market, thereby giving you a unique advantage and the opportunity to take over a larger chunk of the market.
Global brand consistency
Although it might be difficult, keeping a consistent brand identity across borders is crucial for brand integrity. A properly implemented localization strategy ensures that your brand’s message is consistent and culturally appropriate, thereby protecting your brand’s global reputation.
Conclusion
Apart from being an essential component of an international expansion strategy, a well-planned localization strategy makes your business appealing to local audiences, wins customer loyalty, and ultimately fosters sustainable growth.
To succeed globally, develop your localization strategy before your first foray into the new market. Base the strategy on thorough research and make sure it’s underpinned by deep cultural understanding of the locale.
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Lucas Brown 
