Localized content marketing

what are translation problems

With the increasing trend of global expansion, the term localization has become familiar with many people. You might have good knowledge about website, mobile app or software localization, however, when it comes to marketing content localization, are you sure that you understand it thoroughly? It is sometimes argued that content localization is just a minor aspect of localization and therefore it does not require much attention. Here are some facts that prove the opposite:

Misleading information is the major cause of high bounce rate

In the process of gaining market share in a new country, many companies use PPC ads and social media campaigns. It is worth noting that those campaigns will only benefit your brand if the bounce rate is low. When new visitors click on your site but quickly bounce away and never come back, it means that there might be something wrong with your content marketing localization.

It has been proven that misleading information is among the major causes that lead to high bounce rate. A misleading title tag or meta description will make visitors feel like they have been lured into a vague trap where nothing is worth their time. Therefore, it is crucial to localize the marketing content with local language, currency, weights, dates, and times. A website must speak and appear like a native in order to provide the best customer experience. Good customer experience means low bounce rate and positive conversion.

Mobile Internet usage is increasing significantly

In 2016, mobile Internet usage outdistanced the desktop Internet usage at 51.3% and 48.7% respectively. This shows the major change in the way people access the Internet. Hence, to keep up with the trend, businesses must create a mobile-friendly version of their websites. It is not only for traffic growth but also for search engine preference.

Since more and more people prefer to surf the web on their mobiles, it is a wise strategy to create a localized content marketing that is highly adapted to any kinds of devices. When designing your website, it is crucial that you leave enough space for the translated text in foreign languages. You must ensure that all your design parameters are not broken. And remember that any flaws such as text running over images or text clustering will turn your marketing campaign into a failure.

Non-English speaking customers are not likely to buy from an English website

A recent research by Common Sense Advisory found out that if customers cannot understand a website, they won’t make a purchase from it. It is surprising that 87% of non-English speaking customers would not buy from a website which is only in English.  The thought that the whole world can comprehend a common language is totally misguided. So if you want your website to act as a bridge connecting your brand with local customers and also, an effective selling channel, you should have a wise content localization strategy.

Localized ads perform better than English ones

A test run by the Appia platform reveals that 86% of the localized campaigns outperformed the English campaigns in both click-throughs and conversions. When your content is locally adapted and relevant, your SERP ranking will also increase. As a marketer, your ultimate purpose is getting not just customers’ attention but also their engagements, isn’t it?

With each country, you should keep in mind that different keywords are required for your localized content marketing. Your focus keyword will vary depending on the chosen language. Therefore, it is best to work with a professional localization agency to have your content translated and localized in a perfect way.

Doing business overseas requires you to be adaptive and responsive at the same time. As telecom and media are converging, it is crucial to have your content localized to reach more customers and generate more sales. It is not an overstatement when saying that global success starts with a wise localization strategy.


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