Localization is not just a process of translating your product description and its specifications into the language of target market. It is about adjusting your website and product in different markets. It includes date time format, different payment modes and cultural and legal aspects which makes a localization process very complex. In broader aspect legal and cultural factor means adoption of business process according to that countries values and norms.
Benefits of Localization
Some of the benefits of localization are
- Reaching a wider audience globally.
- From online clicks. Making visitors into customers.
- Building good long lasting relationship with customers by using their native language.
- Enhancing of Sales and Revenue
Entering a Global Market
Localization helps global customers to feel native experience. You cannot enter a global market without a solid translation and localization strategy. According to Dec 2017 Statistics, English is the language which is mostly used on web and Chinese is a top language according to population with 1.28 billion speakers. Spanish is second most spoken language with 437 million speakers and English is third with 372 million speakers.
Entire Website Translation
Website translation is very time-consuming and complex part of localization. Localization is translation of all data base content including product specification and images according to the new target market. Legal and cultural sensitivity should be taken into account.Some of the points which need to be taken care of in translation are
- Spoken words and subtitles in video.
- Checking out the translation length, character and size of alphabets.
- Identifying Right to left languages like Hebrew and Arabic
- Differentiate the dialect and nuance of language.
- Checking the payment modes and formatting of numbers, date and time.
Localization is adapting your website according to the market in which you are doing your business. Online content in customer’s native language is the framework for localization efforts. For companies having a low budget can use online translation tools as a self-service solution but companies with massive budget should get services of native translators who provide them with robust solutions.
State of Website Localization revealed a report by Lionsbridge, a global translation company showed that 83 percent of more than 200 international business professionals considers localization an integral part of customer services. 67 percent are of the view that localization helps to sustain brand globally.
Targeting the local Market
It is very important to analyze the target country in which you want to start a new venture. Country’s demographics, cultural diversity, culture sensitivity and consumer behavior need to be researched before starting your business. The user interface of your website should be user friendly and according to the needs and demands of target customers. Time zones are different around the world, it must be taken into account because some of the markets deal with single time zone. Cultural differences if not taken care of will result in heavy loss. In localization and marketing of your products aesthetics and color scheme of images should be taken care of. Furthermore ethnicity and socioeconomic status of people if considered will reap very good results.
If you want to expand your business from English-speaking home base to another English Market, you must know a regional and cultural differences. Image and reputation is everything for renowned brands.Brand messages and slogans should transcend language and should trigger a emotional response. Linguistic translation can bring balance between localization and globalization. In china KFC gave the slogan finger licking good which in Chinese culture means eat your finger off. It caused a heavy loss to KFC in China
A culture relates to norms and values of the society. Every country’s, regions and city’s norms are different. One of the most distinguished difference which will help you to market or brand your product is difference between Individualistic and collective cultures. If you want to market for individualistic culture your translation should focus on I. People of individualistic culture are independent. Countries like UK, USA, Canada and Australia are having a individualistic culture and follows a individualistic culture and practices. On the other hand if you want to market for collective culture. You need to focus on We. We culture focuses on social well fare. China, Russia and the Philippines follows the collective culture. These cultural differences will help you localize your products and speak your customer’s language.
Using Search Engine Optimization
Search engine optimization is very important in localization. It helps to connect to your brand using keywords in a specific region. You need to use specific terminology of your target market. Localization depicts the aspects of your content in your website and in your marketing campaigns which are tailored to specific geographic region. You need to do preliminary research in using google keyword tools as different products and services are called different in different countries.
Localization is an ongoing process which runs parallel to your website changes and business development. You need to get services of a reliable and professional translation company who speaks your customer’s language and provides you with state of the art translation according to cultural and regional norms of the society