It might be easier for businesses to apply strategies to their home market, but what if you want to be familiar with the new audience in another country with diverse cultures and a complicated language? It all boils down to your localization strategy. By implementing an appropriate localization strategy, you can facilitate your conversion rates in your new target market.
Here are some tips to enhance your appeal globally.
Review your content
Keep in mind that not all of the elements of your brand might suit everyone and every region. If you want to enhance your localization strategy, it is compulsory to carefully analyze your local audience and take the first step in your adaptation process by reviewing what vital culture-related content should be noticed. From that point, translators could understand its original meaning and accelerate the localization process punctually without any pitfalls.
Hire Local Experts
Who understands a given culture better than a local? The local experts here could be your staff, agencies, or local partners from your target markets because they are not only knowledgeable in their field but they also speak the same language and experience a similar culture to help you get rid of localization pitfalls.
As you intend to enter a new market, the best way to ensure precise translations is to hire a translation and localization agency within the community. These teams will be the key role of SMEs (subject matter experts) in your industry to guarantee your message will be delivered properly from the original meanings and meet the specifications and expectations of your audience. Furthermore, their adequate internal resources will ensure that your localization process will follow punctually to your deadline. This solution is perhaps the single most important element of any localization strategy.
Focus on localization, not just translation
Ignoring the local culture and unable to absorb custom in certain locales may lead to catastrophic impacts on your brand image. To truly be expertise at localization, your company must adapt to the culture of the intended market and avoid literal translation. Hiring translators could help your product message literally understandable but that still leaves you with the difficulties of applying cultural context to your brand. Therefore, research to understand the context or similar activities is essentially required to utilize suitable words to describe your products.
You may find how important localization is when having a closer look at KFC slogan in China back in the 1980s. When the company opened its doors in Beijing, there is a mistranslation accidentally made when the original slogan “Finger-lickin’ good” became “Eat your fingers off”. To prevent similar blunders in your business, you should take the localization strategy into serious consideration with your language service providers.
Keep an eye on the technical side of localization
There are a lot of aspects in localization that we should concentrate on than just translating the content. In fact, several technical factors should be considered such as font size, the reading order, layout,… because while users look into your content, they will prefer it to be presented in a natural way. For example, when you launch a new website for the Chinese market, you may still make the mistakes of using the same style and layout of the English version though the content has been carefully modified. Because the Chinese characters are larger than English characters for readability reasons, most of the texts are expanded over the menu bar of the layout which may instill a sense of confusion and annoyance to potential Chinese customers. On the other hand, Japanese characters seem to be shorter than other languages in expressing the same meaning. Therefore, it is necessary if translators could be provided illustration tools that include a visual preview of the website, application or software platform to easily see if any alteration is required to suit different languages.
Optimizing for Mobile audience
As a part of your localization strategy, it’s also wildly vital in today’s economy to ensure your digital assets are mobile-friendly. According to GSMA real-time intelligence data, “there are more than 8.97 billion mobile connections worldwide, which surpass the present world population of 7.71 billion implied by UN digital analyst estimates”. Hence, your online elements should be accessible for mobile viewing, translate precisely and support vivid navigation.
Omitting mobile development in your localization strategy may lead to severely hamper growth potential, principally in markets where mobile growth is surging, such as the Middle East and Africa.
Adding preferred Social Media of target market
The number of Social Media users has been boosted in recent years thanks to the Internet connection. Though social networks such as Facebook and Twitter are already famous on a global scale, some specific locales have their own digital communities which should be discovered for an appropriate penetration plan.
For instance, WeChat is the largest social media platform in China with over 1 billion monthly active users while Facebook and Instagram are prohibited in this biggest country. Thus, any company intending to access the Chinese market should add Wechat in their list to communicate instantly with their potential customers.
Catering your offers to individual locations
When penetrating a new market, companies often assume that their pricing should be the same as the pricing for their domestic market. These firms always struggle in the initial stage due to the competitive price of existing local competitors. This could be solved by some adjustments such as re-packaging your product or by lowering (or raising) your price in specific markets where demand and supply allow it.
What Wise Concetti could provide you
The vital key to your company’s pursuing success is localization – Understanding and adapting to the local culture of individual markets and translating diligently. If you are not sure where to start, or how to implement the localization strategy properly and smoothly, don’t hesitate to contact us. We will help you connect the dots!