Localize your marketing with the power of translation
Picture this – you are a local customer who, after preliminary research, has come to the realization that you want to buy a particular product, say a pair of running shoes. Now you go on to the internet to look at your choices in this category and weigh out competing offers against each other to make a purchase. In marketing lingo, you are at the final stage of the buyer’s journey, or the decision stage. The first e-commerce website you visit has listed its products in a foreign currency; that’s
off-putting. You click on the back button.
The second website you visit has an impressive range of running shoes well within your budget. While browsing, you come across a pair that is perfect for your dad. You want to know whether they gift wrap and deliver their products so you look for a phone number to call; but uh-oh! The number has an area extension that does not look familiar.
Disappointed, you press the back button. The third website has a good range of running shoes, a local number you can call for queries and information about the
shoes you find helpful. You put two shoes in your cart and decide to go down to
the showroom listed on the website this weekend.
The lesson to learn here for businesses is that for every little mistake you make, you risk the possibility of losing more and more customers, who will spend no more than a few minutes on your website. What can you do to avoid this? Localize! It is not a simple process or a small investment. But if you’re trying to go global, localization is imperative to your success.
How to Get Started with Localization?
• Do Your Background Research.
The first step in localizing your digital marketing efforts is research.
For every new country or market, you want to tap into, you need to spend time learning their culture, their buying behavior, their perception of your category, and the ongoing practices and trends. One-size-fits-all does not work in most cases. Just imagine the difference in the reaction of your visitor who sees a swastika on your website if (s)he is from India versus if (s)he is from the western world.
• Rope in Local Experts
Now that you know your target market and have a buyer persona in mind, it’s time to get started. You will be working with a lot of different people – translators, localization engineers, local marketing experts, and many more. Localizing is not just about translating your website. Speaking their language is one thing, but speaking to the customer is a much more complex process. You need to be mindful of the terms the customer is searching in-it may be different for American English and British English! Do local keyword research – this is where the local marketing expert comes in. Find out about the trends and perceptions in your target market to incorporate a local SEO strategy in your digital marketing efforts.
• Optimize Your Website
You might want to consider investing in a flexible web design to accommodate for changes in different languages. Some languages are known to take up more space than others. French and German, for example, take up approximately 30 percent more space than English.
Here are a few more things to keep in mind while localizing your content:
– Change your currency and payment methods as per the customers’ preferences.
– Be mindful of systems of measurement (the last thing you want to do is confound an American with kilometers and degree Celsius, or the other way around).
– Pay attention to your name and address formats, and to your local phone numbers and date formats as well. Remember, you are more likely to show up on top in local directories if you have a local address and phone number listed
To recap, your business must localize as per your local audience for every new market you wish to tap into. The first step is to understand the difference in perception, find out about their culture and practices.
optimize your website to accommodate all these changes. This is all you need to know to get started on your localization strategy. It’s time to conquer the world with just translation and localization!Then do your research about local trends and incorporate all of it in your localization strategy. Get help from a local marketing expert and translator to come up with a local SEO strategy, have your website translated with local terms and colloquial usage in mind. And lastly,
Dtroffle focuses on helping companies and products establish a brand. We ensure a personalized experience and use new age tools, for your new age customers. We assist association with dealing with this staggering extent of data and change into compelling advanced business.