Currently, any business can globalize its services and products with little effort. While previously companies had to set up offices, place adverts, rent warehouses, and so much more. Today, advanced technology allows you to operate with minimum expenditure. However, the process of marketing, though less expensive, is more complicated. It involves content localization services, where your online presence is localized to meet the standards of your target audience. This includes translations and transcreation of other content forms like pictures, videos, and more.
The fact is that more than 60% of people prefer content in their native tongues. This is exactly why big brands like Nestle, PNG, Airbnb, and more have localized their websites with multilingual support through reputable website localization services providers.
What Involves Localization?
1) Language Translations
The first aspect of localization is translation of language from source to target. Something that only native speakers should do. Native speakers ensure cultural relevance and that the meaning of what is being translated is not lost. Different languages have different dialects, characters, tones, and more. Hence certain languages are more difficult to translate than others, for example Mandarin, Korean, Arabic, etc are difficult to translate. Difficulty can arise due to the complexity of each language.
2) Cultural Relevance
Cultural subtleties often accompany language. Things like references and examples are often tied to a particular region. Hence, these must be accurately swapped for references and examples relevant to a culture. Moreover, certain things that may be normal for you, might offend other audiences. For example, Polygamy is common in Arab countries due to religious reasons but looked down upon in the USA. Another example can be products with Pork, which will offend Muslims because of religious sentiments but is enjoyed by the world over.
3) Legal Requirement Fulfillment
Translation and localization of your content can also be a legal requirement in most cases. However, it depends on the region you are targeting and the niche of your business. For example, businesses related to the technical, legal, and medical industries need to have accurate translations. Content localization services providers already know this.
4) UI/UX
All regions have some sort of buying habits and such habits also exist online. The interphase is important to help consumers feel comfortable. Your UI/UX has to be edited for your target audience. This ensures better retention rates and engagement.
5) Symbols and Payment Methods
If you are selling something and have a payment option. Localization ensures that currency is also localized. Moreover, all symbols and related things are also transcreated. You can also add local payment methods to your website. While website localization services providers can work on the code.
Localization Method and Technique
1) Strategic Planning
Billions of people use the internet on a daily basis. However, this does not mean that all of them are your target audience. The goal is to be able to recognize which of these people are your target audience and where most of them reside. After which you can target those people with content and marketing most effective for them.
Here is what to consider for your website localization services strategy:
- Your Service and Products
- Company Vision
- Pricing
- Timeline
- Budget
- Technology
- Locations
2) Market Research
Though you may have customers in various regions of the world. You need to pick those that bring you the most profit. Take Mcdonalds for instance though they rake in billions in profits. They do close down shops in markets where they are unable to churn out profits. But when starting out you cannot be risky. A careful calculated launch can help you establish yourself.
3) SEO and Keyword Research
When you localize your business, it is all about reaching for your website. Hence, it is important to have a good keyword strategy. Something that content localization services providers can do for you. The right SEO strategy will increase your website’s reach, which directly affects business sales.
4) Website Coding and technology
Make sure that you test your website thoroughly after implementing multiple languages. Remember the UI/UX might also change due to changes in content. It is important that your website backend is properly developed to ensure seamless loading and execution.
5) Testing
The last step to localizing your website and content is testing. This includes reviews from users. You can set-up forms for users to explain their experience. Moreover, you can also hire professionals that do quality assurance. Make sure you do this before the launch of your website.
Conclusion
Well, there you have it folks! Localization can help your business grow exponentially. Hence one needs to consider this option when expanding into new territories. All the major global players have some sort of localization technique in hand. It can be something obvious like a website and social media. Moreover, it can also be something like a PR campaign. Another tip before we sign off. Be careful with AI technology. I know it sounds great, it’s cheap, and useful no doubt. However, if you are not a professional then do not go for it. AI technology today is full of errors and mistakes. Which can cost dearly.
