This is a guest post by Amanda Lee.
The modern age of business enterprises is trying to overcome the language boundaries with help of effective translation. Undoubtedly, translation is a smart way to understand the cultures and business etiquettes from all over the world. No matter what’s the size of the business, as long as they are enjoying long-term success the businesses will continue to grow but only with the right localization strategy.
To reach across the globe is not that hard, but you need to overcome the language barrier. Since the advent of technology, companies from all over the world have tried to penetrate the local markets. Localization strategy has led these businesses towards a higher-end goal and attracts potential customers too. To create a strong impression on your potential customers, transforming the product image (or brand image) is vital.
Things to consider for a successful localization
Localization is a familiar term for every international business. Think global but act local is how localization strategy works. You need to find the right balance to maintain your product standard by effectively implementing the global marketing strategy. Creating a localization strategy that will tempt potential customers is the primary goal. So what things need to be kept in mind?
Be clear about the concept of localization
A good localization strategy begins with the common concept, “what do you understand by the term ‘localization’?”
In simple words, localization means to adapt a product/ service according to a specific market. So what should be at the top of the list for your localization strategy?
A website is like a mirror image for a brand. For a global brand, the main keyword to attract international customers is the language. When localization is taken into account, it covers the cultural preferences besides a regular translation. So make sure you are pitching the right information for the desired target audience.
Keep the local audience in mind
Localization is always language-oriented. You cannot translate the website content into Chinese to target all Asian consumers. The localization strategy will fail. To understand a particular market, you need to deliver a strong message.
Get to know your target audience.
This will help to reduce any potential damage to your brand or product sales. When you do thorough research about the market, keep the cultural nuances and imagery in mind too. The consumer-focused research will unveil the hidden demand chain from the top tier customers to potential candidates and so on. Once you have jotted the point for a healthy market domain, you choose the local partner.
Trust your business instincts and local partner
To penetrate a local market, another easiest way to do so is by covering the local ground with suppliers, partners, or language service providers. But why is that?
If you talk about website translation, you can do pretty much everything on your own, but you still won’t be able to have a breakthrough margin either. Hiring a localization partner means they get to translate and localize the content accordingly. The rest of your marketing team can start working on product placement strategy and so on.
To approach the local audience, you need to be able to understand the local audience too, which is why a local partner can provide a lot of help too. They become your trusted partner.
Implement memorable experiences
What do people imagine when they hear your brand name? KFC brings crunchy chicken in your mind, coffee/ latte is associated with Starbuck, DIY hand furniture pops the name IKEA, etc., each of these brands has created strong goodwill on the basis of their products/services.
It was only possible because of the right localization strategy.
International brands need to localize their brand image too. Focus on your brand’s attributes. It will help people to have a clear image of the brand. The style, personality, colors, and especially the language and tone you use will matter a lot. That’s why it is important to remember, each market is different. So you need to localize content and produce a unique version best fitted for each local group.
Understand your market positioning
Localization is not only about translating the content as per culture and language. Another silent benefit of implanting a localization strategy is information on how strong or weak your market positioning strategy is.
Keep track of your success (or failures) after implementing the localization strategy. A record-keeping will help to organize the lacking areas and help you to continue the growth of your business. Almost every company proving a global product follows this practice. It’s the best way to learn your shortcomings as a brand (remember the KFC localization failure?) and you can keep modifying your strategy concerning sales.
Also, keep modifying (update) the marketing language as well, but still keep the local roots in mind.
What is the biggest mistake a company can make when entering a new market?
Placing all products in the same marketplace under the same price value. Your product is bound to doom if you practice this. To initiate a proper demand for the product, always place the products according to the marketing approach.
The best practice is to re-package your product prices in concentrated markets. This will help develop trust and authenticity towards the product as well. Keep the differences of each market in mind to generate the desired response from the target audience. For instance, in India, Mc Donald’s provides a veggie burger (as some but majority populations do not eat meat).
Localization strategy also includes which type of products to add in the local market, negotiating the price of the product as well. Keep the differences in mind.
Best way to become part of the local community
Localization paves the roadmap for a brand to grow in the international market. Optimizing your target audience, keeping abreast of current events, and becoming local are the key components of a successful localization strategy. So do you think you have the right localization strategy in place?
Amanda Lee is an enthusiastic and self-reliant creative writer at CCJK. Her passion for writing and effective communication skills add to her credibility as a writer. In addition to writing for multiple foreign corporations, she enjoys writing poems on current social issues.