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Marek Makosiej
March 28, 2023
17 min read

The Role of Localization in Your Growth Strategy

The Role of Localization in Your Growth Strategy

What is localization, and what role does it play in the growth of your international business and marketing strategies?


In this blog, we will answer these questions. We will also look at the benefits of the localization process and the challenges that come with it. Finally, we will provide tips to help you prepare and implement a successful strategy.


So, whether you are a small business owner or a seasoned entrepreneur, read on to get complete information!



What is the Concept of Localization


Localization refers to adapting a product, service, or content to a particular place or market. It integrates various aspects, such as:


  • Language translation
  • Image suitability
  • Product availability
  • Message alignment
  • Regulatory compliance
  • Process definition.


The primary goal of localization is to respect different communities' culture, grammar, style, format numbers, currencies, and dates appropriately, and fine-tune the linguistic register.


Localization strategies aim to connect a company's branding, product, or service with a particular market, which involves adjusting color schemes, images, taglines, pricing, and marketing messages.


Localization means adapting an entire website, software, or application for use in multiple languages and regions. It's changing individual content pages, blocks, or fields for use in a specific language and region. Proper localization is essential for any growth strategy to succeed.




Do You Need Localization?


Localization strategies are critical for companies that want to expand their business to a global audience. If you want to your website to be accessible worldwide, you need localization.


By employing localization strategies, companies can communicate with international audiences while maintaining their brand identity.








The benefits of localization strategies include market expansion, revenue growth, better customer relationships, and improved customer experience.


Localization adds value to your products and services, making them more attractive to global consumers.


With the help of localization services, businesses can avoid cultural misconceptions and connect with potential customers. A tailored marketing approach based on cultural nuance can go a long way in growing your business and expanding your customer base.



Wondering How Localization Can Help Your Business Grow?


How Localization Can Help Your Business Grow?


Localization can give a product or content the appearance of being created specifically for a specific need, helping foster local connections and engagement. It can also increase a company's global reach and customer satisfaction by tailoring products and messaging to local markets.


Localization can give companies an advantage over regional and international competitors and enable rapid global growth.


By targeting customers in different cultural contexts, companies can optimize their message and marketing efforts, leading to higher customer retention and sales.




Tips for Implementing Localization in Strategy


Tips for Preparing and Implementing a Localization Strategy



Here are a few tips to help prepare and implement a localization strategy:


  1. Take time to do market research properly: culture, language, and regional regulations. This will help ensure that your content is adapted correctly and avoids cultural nuances or taboos.
  2. Utilize translation software and localization services to adapt content accurately for the foreign market. This ensures your content is translated accurately and appropriately for the target audience.
  3. Incorporate customer feedback into the process to ensure a positive customer experience. This feedback can help identify areas of improvement and enhance the customer journey.
  4. Monitor localization KPI (key performance indicators) and adjust the strategy accordingly. This allows you to adapt to changes in the market and improve the quality of your localized content.




The Benefits of Localization


Localization plays a vital role in global expansion for companies. It helps to break down cultural and language barriers, making it easier for businesses to reach broader audiences.



Localization plays a vital role in global expansion for companies. Localization is an intelligent strategy that can lead to faster growth in domestic and international markets. Below you'll see a breakdown of the most important benefits of including localization in strategy of your business.




Increased Chances for Successful Business Launch


Increased Chances for Successful Business Launch


One of the primary benefits of localization in strategy is increased chances for a more successful business launch. Companies that invest in localization process can up their initial market reach and customer satisfaction by delivering in-language and culturally appropriate content.


It can also give companies an advantage over regional and international competitors, helping them snowball and increase their new market share the best way.




More Trust from Local Customers and Vendors


More Trust from Local Customers and Vendors - benefits of localization process



Increased trust from local customers and vendors is significant when marketing and company content is localized. It shows customers they are essential to a company, leading to increased customer satisfaction. Adapting marketing materials to local cultures can help companies target customers and build global brands.


Buyers are more comfortable with a company's offering. Providing in-language, culturally appropriate information and services at every stage of the customer journey can give customers a better experience, leading to increased customer trust.


Localizing content for different markets and audiences can give companies an advantage over competitors, leading to higher confidence from local vendors.




Consistency of Messaging in Marketing


Consistency of Messaging in Marketing



Localization allows for consistency in messaging across different markets. When companies use a standardization strategy, they aim to make their products and marketing essentially the same everywhere worldwide. While this can make monitoring and control more accessible, it also runs the risk of misalignment with the interests and preferences of local customers.


Markets can vary significantly in terms of maturity, media availability, and reach, which can impact the implementation of the strategy.


On the other hand, localization takes into account language, customs, belief systems, and worldviews, tailoring communication to the local audience. This can result in a more effective and tailored approach to marketing, leading to tremendous success in foreign markets.




Gaining New Loyal Customers


Several successful companies have used localization strategies to capture global audiences. For example, Coca-Cola, Ikea, Netflix, Starbucks, Nintendo, Apple, Nike, and Microsoft have invested in localization to expand their reach and market share.



You can increase customer satisfaction and loyalty by tailoring your product to specific markets. Companies can localize online presence by translating content and changing user interface, images, logo, slogan, support options, and payment gateways.


Several successful companies have used localization strategies to capture global audiences. For example, Coca-Cola, Ikea, Netflix, Starbucks, Nintendo, Facebook, Apple, Nike, and Microsoft have invested in localization to expand their reach and market share.




Increase in Revenue and Sales


Increase in Revenue and Sales thanks to Localization in Strategy



By localizing business content to cater to local audiences, companies can create a warm reception in target markets, boosting sales and revenue. Studies have shown that companies that localize faster may experience more rapid growth.



Positive Feedback and Customer Experience


Customers are happy when:

  • Your website has the right product or offers something they need
  • They understand the offer and are convinced by it
  • They have no trouble buying your products during the checkout process
  • They see familiar social proof, delivery methods, and payment methods.


Localizing takes all of the above into consideration.






By providing a localized experience, customers are likelier to buy products and recommend them to their friends and family.



Challenges of Localization


Localizing content and products across different regions can be challenging in various aspects. The entire process requires taking care of language translation, image appropriateness, regulatory compliance, message match, process definition, and much more.

It is a time-consuming and challenging task. All these factors add complexity to the localization process and require much effort and investment from companies.








Navigating Cultural Differences and Language Nuance

One of the main hurdles companies face is navigating cultural differences and language nuances when adapting their content to a target market. This can mean considerations such as understanding cultural and socio-political attitudes, purchasing habits and preferences, language nuance, and idiomatic expressions.

To effectively navigate these challenges, companies need to adjust the contents of their website, marketing campaigns, and social media to better connect with their local customers.



Machine Translations vs Human Translation

There are two approaches to translation - machine translation and human translation. MT utilizes programmed rules and dictionary databases to convert text from one language to another. However, the process can produce errors due to literal translations and a lack of cultural understanding.

On the other hand, human translators can accurately capture the original meaning of sentences. They can bring cultural and industrial context to the translation process.

In addition to language transfer, localization involves adapting content, visuals, and user experience to a specific market. This goes beyond translation and involves a deeper level of cultural adaptation.




Hiring the Best People: Native Linguists and Local Experts

Ensuring you have the right people on your team is a challenging task. Hiring native linguists and local experts is essential for success, as they have an intimate understanding of the language and culture of the target market. It can be time-consuming to do this on your own as a company. Partnering up with localization agency is a good, outsourced option to make sure all stakeholders are experts in their niche.



Legal Translation and Institutional Requirements

Localizing content and products is important to align them with different local requirements and regulations. Still, businesses must also comply with local laws when implementing a localization strategy.


This can include various legal requirements, such as data protection regulations, advertising guidelines, and product safety requirements. To ensure that content and products meet local legal requirements, businesses should consider working with a professional translation agency that has experience in legal translation and can provide advice on institutional needs. With the right strategies and guidance, businesses can overcome these challenges and successfully localize their products and content for new markets.



User Interface Technical Issues: Reading Patterns

One of the biggest challenges is User Interface (UI) technical issues, which can significantly impact your localization efforts. Technical problems can include issues with reading patterns and localization errors, which can prevent users from accessing your website or app and result in lost revenue.


To avoid these problems, it's essential to understand your user interface and test it thoroughly before launch. Ensure that your UI is designed with localization in mind and that all your content can be easily translated into different languages.




Dealing With Date and Time Formats

Adapting to different regions' various date and time formats is troublesome. Foreign markets may use different formats, including the order of month, day, year, and time zone differences. Adapting to these variations is key as it ensures your product or service is easily understood and navigated by customers.


Failure to do so can lead to frustration and confusion, potentially hindering the success of your localization efforts. Ensuring that your localization team is equipped to handle these challenges is essential for successfully implementing a growth strategy.



Localization of Imagery and Videos

Adapting imagery and videos to make them relevant to the target market, that's a big one! This can include swapping out names for well-known brands and adjusting colors and taglines to cultural needs. It's essential to ensure that any visuals align with the target audience's cultural norms and values.






Related content: 6 Tips on Preparing Your Content for Translation




Currency and Number Issues

One of the critical challenges is dealing with currency and number issues. Currency fluctuations can make it harder to calculate the price of products and services and pay your employees or vendors on time. At the same time, some problems can prevent you from receiving critical customer feedback. These issues can impact the success of your localization efforts.



Website Localization Turnaround Time

Website localization requires translating and adapting content to fit different cultural and linguistic contexts, which can be time-consuming. To reduce the turnaround time, companies can use technology that improves the efficiency of the translation process or outsource localization to a third-party provider. Using the services of a certified agency can significantly decrease the time needed for the task.




Finding the Best Localization Services Provider

A good localization provider should have native language speakers with cultural knowledge of the target market, translation expertise, and a clear understanding of the local customs and practices. They should also use proper tools, like translation management systems, automation, translation memory, and glossaries.







In addition, customer support is vital when considering localization strategy. Do you see a legit internet website of your selected provider? Do they provide contact information, such as phone number and email?


You will be satisfied more when calling a local phone number, and being able to communicate in your own native language or, in Business English. Getting prompt answers via email is also an indicator of a good customer support offered by the agency.




Content Localization Quality Assurance LQA

Internationally recognized localization testing standards such as ISO 9001 and 14001 can help certify your localization process. This helps build trust with customers and ensures that your localization process is high quality.


One of the challenges is ensuring that the localized content is high quality. Quality assurance (QA) plays a vital role in this process and includes a number of different steps. One key aspect of QA for localization is evaluating the translation's general pass/fail rate, testing the localized content for accuracy and quality assurance, and assessing the output of Machine Translation (MT).


In addition to these steps, QA for localization also involves ensuring that translated content is published in the appropriate format and conducting manual linguistic and functional tests by native speakers.





Localization in Strategy of Your Business



Localization in Strategy of Your Business



A successful localization strategy must cater to the entire customer path, right from the initial discovery of the company to subsequent interactions. The process helps ensure that the business reaches its intended audience in the correct language, ensuring the accuracy and relevancy of communication and marketing materials. Therefore, localizing your business's strategy is crucial to its overall success in reaching global markets.





Related content: 15 Simple Ways to Kill Your Multilingual Website



Tips for Localizing Your Business Successfully


To successfully expand your business into new markets, it's essential to focus on localization as a critical component of your growth strategy. Localization involves providing in-language, culturally appropriate information and services at every customer journey stage to improve the customer experience.


To effectively localize your business, developing a proper localization strategy that considers your target market's needs and preferences is crucial. Adopting a localization partner can also help avoid sub-par marketing content that could hurt your brand.


Localization can involve various tasks, such as translating text, altering packaging, or modifying website content to fit international customers' needs. B2B purchasing decisions may be influenced by direct or indirect customer experience, so proper localization can significantly impact your business's success.


Regularly monitoring your localization progress and making necessary adjustments is essential to ensure continued success. Following these tips can successfully localize your business and bolster your growth strategy in new markets.



How to Select the Best Localization Agency?








Choosing the right localization agency is an integral part of your growth strategy. To select the best agency for your business, research potential agencies thoroughly and ensure they have a successful track record in completing similar projects. The project cost, additional fees, and services offered should also be considered while seeking free quotes from various agencies.


Check for agencies with experience working with different languages and cultures. An effective localization agency should have a deep understanding of the best practices and nuances of each language. Reviewing customer feedback and testimonials can also be helpful, as it would give you an idea of how they have worked with their previous clients.


Lastly, schedule meetings with several localization agencies to select the best suits your needs. With the right agency, you can ensure that your content is translated perfectly, keeping your audience's preferences and cultural nuances in mind, which can go a long way in reaching new markets and growing your business.


No Free Launches!


In today's globalized world, businesses must think beyond their home market to drive growth. Localization is a powerful tool that enables enterprises to reach new audiences and drive revenue. It involves adapting services, products, or content to cater to a new market's linguistic, cultural, and legal differences.


Working with the right partner is essential. Investing in localization can bring significant benefits to your business, from increased customer engagement and loyalty to improved brand reputation and revenue. To implement a successful localization strategy, working with the right partner is essential. Learn more about selecting the best localization agency and why it's crucial for your business growth today. 


Go and grow!



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