What Is Marketing Localization? An Ultimate Guide
By: Ricky vela
This article will provide you with the ultimate guide on Marketing Localization.
First, we will explain the concept of Marketing Localization and then discuss its process. After that, we will share the benefits and discuss the challenges one may face during localization.
Table of Content
What Is Marketing Localization?
Marketing Localization is about using existing print and digital marketing materials to make it a believable experience for local customers.
The translation is a component of the process; however, that's not the only thing that goes into it. Localization of marketing ensures that every aspect you publish (such as pricing, images and tone, CTA, Social media, UX, and even videos) improves the user experience and increases your brand's exposure to a broader audience.
This is crucial due to the variety of ways in which life can differ on a local scale. For instance, in countries such as the United States, there is an abundance of terms specific to certain regions.
These factors could make or break an advertising campaign as they directly impact how your marketing campaign effectively attracts prospective customers.
What Is The Process of Marketing Localization?
Where do you begin?
Processes must drive marketing localization. Let's look at what steps are required before the actual localization procedure for marketing.
• In The Process of Deciding To Enter An Entirely New Market
The decision to join an industry usually depends on an established international marketing policy. External and internal data will help you make an informed choice.
For instance, you could examine your data on the internet to determine what is of interest that is unique or a large number of leads that are coming from a particular area or country and estimate the cost of acquiring customers. It is also possible to determine how your competition is growing.
Examining markets where your competitors are operating (but that you aren't) will assist you in determining if there's a need for your product.
Reviewing the reviews of your competition from a market that isn't yet explored will reveal gaps in the market concerning current offerings, which will aid you in defining your brand when you venture into the new market.
Reviews can also help you determine whether people like the company and provide additional insights into how well-prepared you are to market your venture.
• Assessing and Adapting to The Market's Changes
While digging deeper into local markets, determine what type of marketing is most effective, what the local demand for your product is, and what your need is similar to (plus what they're doing with the purpose of their marketing). You're setting the scene for the localization of your marketing.
It is the next stage to determine your marketing assets, which can help create a positive connection with the local population. This could include your website, your landing pages, all infographics or other content you may have, videos, blog content, or anything else relevant to your current audience.
• Forming The Members of A Group
Of course, you'll have to employ an entire team of native translators who can translate your content to your native tongue. It is essential to ensure they comprehend your product or service and understand the meaning behind the content they're solving.
The translation is one of the components of localization, but it's not the only aspect. Translation agencies must completely customize to the target market's tastes.
To get your localization efforts to the top of the line, You must collaborate with a localization expert or employ a Localization Project Manager.
They'll be accountable for an efficient pace of work, coordinating different stakeholders, and ensuring that everyone working on the localization effort is on the same level.
• Making Sure That Translations Are Properly Handled
While in the past, you would think of translating your document once it is complete, this isn't enough in the frantic pace of digital product innovation. You may want to tweak your source material after translations are already in progress.
The translators must be able to share their feedback. There is also the possibility that the design is not changed as part of the translation process.
At present, more businesses are adopting localization at the design stage because it provides tangible benefits to all the key users and speeds up the deployment of features too.
To ensure all these moving parts are in one place, consider managing localization using a central localization management system that is easily connected to other tools and allows collaboration across teams.
It is vital to align design, copywriting, marketing, translation, and review tasks among various team members.
Imagine how inefficient this process could be if you used email communications by itself, for instance.
• Monitoring Results
Then, evaluate the efficacy of your marketing strategy following you've implemented it locally. The success of your campaign is contingent on the goals you've set, and you're likely to be looking at indicators such as signups, sales, or the number of demos you've requested.
If your results aren't as great, take advantage of A/B tests and try different variables, such as headlines or CTAs, to determine what resonates most effectively with diverse groups of your global audience. With your chosen localization management system, variations could provide great help.
If you're planning to go into several markets, you'll need to create the process over and over again for each of the markets. Each call would have a team of translators who perform at different speeds. You could also consider selecting a translation firm that can enter foreign markets.
In Google Analytics, you can examine the metrics like Sessions, Unique Pageviews, along with Time on Page to evaluate the ROI of localized content. For instance, if the content is engaging, correctly translated, and well-adapted to the intended audience, users are more likely to spend time on the site.
To be highly effective in your localization efforts for marketing, it is essential to locate an automated method to do the process as much as possible. This is achievable with a localization tool designed explicitly for this purpose.
The Advantages of Marketing Localization
Making content compatible across platforms and devices yet still reflects the language and culture of your target audience provides an array of possibilities for your marketing strategy and multichannel storytelling. Here's an overview of the most important reasons you should adapt your strategy for marketing.
• Enhances Visibility
Localization of websites helps you deliver the correct message to the appropriate audience at the best moment. Furthermore, it aids in optimizing your content for search engines worldwide and enables you to become an international brand.
Content localization doesn't only mean translating your content to your target audience's native language but also altering images to attract the market they are targeting and incorporating local-specific keywords in the mix. It helps increase your local SEO rankings.
It is important to utilize only one language per page, as Google crawlers/bots can discern the language of every page of your website. In general, since localization does not consider the language information at the code level, you should ensure that the content you choose to translate is SEO-friendly.
• Diminishes Barriers To Entry
While you could choose to expand your brand by launching into the international market, incorporating multiple languages on your site could leave your customers' tongues confused and confused.
The good news is that localization offers an easy solution. According to Statista, only 25.9% of all online interactions are English, leaving 74.1 percent of people who use different languages to connect with.
Localization lets you access new markets quickly by reducing any obstacles that could have previously prevented your entry into new markets.
It accomplishes this by ensuring that your website works with any language, region, or currency you choose to use, as well as the content you are presenting, and stays consistent with your brand's narrative and branding.
Be aware that while specific images and words, colors, or even references might be acceptable in certain countries, other people may find the content offensive, and they may harm your reputation.
So the international strategy for marketing will require you to research the culture of your audience's attitudes, preferences, and beliefs, as well as other aspects.
Creates Brand Recognition
Localization is more than just telling your customers about your product or service. It also involves connecting directly with your customers so that they feel your company is local. It can help you develop new markets and to adapt your brand to these new markets.
• Ability To Communicate Clearly With The Target Audience
You communicate an unambiguous message. Localization can help ensure that the product you are selling can be marketed in a linguistically acceptable manner. Localizing your marketing campaign ensures that your product is effectively represented and appreciated by the population who reside in the area you want to target.
• Increased Sales
It is a chance to boost revenue. Your marketing campaign localization is essential if you want to increase retention rates and increase your business's income.
• Competitive Advantage
Your business will gain an edge in the market. There's a minimal chance that your business will be the sole one in the marketplace in your area.
Even if it's there, competitors will pop up faster than you imagine. Overtake them by localizing your advertising campaigns and expanding your reach.
Challenges of Marketing Localization
Below are five commonly encountered localization issues.
• Communication Is More Than The Use of Language.
If we are primarily dealing with those with our cultural background, it's easy to overlook the many components of effective communication. It is possible to alter the language used in an article simply by translating it.
However, translation alone cannot grasp all the visual and contextual subtleties that give meaning to the content.
These non-verbal components make the content feel more familiar and pertinent, the type of content consumers are looking for today.
Research has shown that people would like to engage with media that aligns with their expectations and is personally tailored to them.
• The Brand Voice Could Conflict With The Norms of The Culture.
Two of the factors that may cause problems in regionalization include; informality as well as collective thinking.
In the US, as an example, there is a cultural preference for informal relationships, which has spilled into advertising. American commercials are typically relaxed and casual.
They could rub people off in Japan, such as the word choice is contingent on the level of authority of the speaker and the person listening. This can be a problem if a company with a sloppy brand name decides to expand into Japan.
US companies may face similar challenges when their brand's voice is centered on personal identity and individualism.
In an environment of collectivism where people view themselves as a part of an entire, the desire to stand out might not be as prevalent. It can lead to brands born out of an individualistic culture being unable to stand out in collectivist cultures.
• The Process of Localization Requires Time and Money.
There is only one chance to create an impression. But many companies attempt to rush through the process of getting ready to enter an entirely new market.
According to research studies, hurrying to complete tasks will result in poorer quality results. This is a risk that you cannot afford to risk in a new marketplace. Organizations that offer unproductive information have a 40% lower likelihood of selling.
Many companies reduce localization costs and tend to rush into new business areas. The group accountable for localization is forced to pick between a task that is thorough or quick and inexpensive.
• The Design Is Affected By Translation and Vice versa.
Content creation and design often take place separately and then are put together before the release. It's okay if your business operates in one market, but it won't apply to a global company.
Some languages run top-to-bottom or right-to-left. If your template for your website only supports writing left-to-right, it won't be easy to enter markets where readers shift from left to right, like in Israel, for instance.
• Infrastructure Needs To Be In Place Before Localization Can Be Initiated.
The most centralized method in the world will not bring about successful localization if your company's infrastructure cannot accommodate global operations.
Think about your Content Management System (CMS), such as.
• Does it include all accent marks and characters of the language you want to use?
• Is formatted dates, currency measurement, etc., appropriate for the specific culture?
• Do you have the ability to modify it, so users in the country can edit the content?
All that interacts with your localized content must be developed with multilingual and multicultural functions in the back of your mind.
In this article, we discussed marketing localization, its definition, its process, and the advantages and challenges that one may encounter if the process is initiated. Nonetheless, in today's globalized world localizing marketing materials has become a necessity for thriving.