Two of the focuses of my blog are Financial Literacy/Money and Business/Entrepreneurship. A key to being successful in business and winning the loyalty of your customer base is relating to them on a local level when necessary. In such instances, localization is key. The following contributed post is entitled, Localization Strategies That Work – Period.
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Localization matters. According to recent surveys, a massive 90% of customers prefer marketing content that is in the mother tongue. Just less than half of shoppers only interact with a brand if localized content is available. Localization is essential, and it’s not hard to see why.
Boosting sales through lead generation is one thing, but it also focuses on rapidly growing your business. Entering new, international markets and improving conversion rates suggests the company will expand and boost its share of the industry. And, all of this is available without mentioning how the practice reduces risks. You need to adopt a comprehensive strategy if you plan on taking your organization to the next level.
However, crafting a plan that works isn’t as straightforward as it appears. For localization to succeed, you must be smart, humble, and always online. Here are the strategies to consider.
Choose Relevant Languages
There are hundreds of languages and dialects around the world, so picking a handful isn’t easy. Plus, you have to deal with the temptation of choosing popular ones, such as French, Spanish, and German. Yes, they are the most commonly spoken in the world, along with English, but are they going to help the company?
The odds are high, for instance, that you’ll want to break into the Chinese and Indian markets. Retailers should be particularly conscious of China and India considering the scope of their manufacturing processes, as well as the demand of their citizens. Therefore, French isn’t going to come to your rescue because the billions of people in said countries speak Mandarin and Hindi, respectively.
What you must do is link the language with the area, as well as the sector. Then, you’ll likely strike the perfect balance.
Don’t Translate With Google
Here’s a scenario. You’ve created a powerful advertising campaign that you want to roll out around the globe, and all that’s left is to translate it into the relevant languages. However, money is tight and translation apps are free, so you decide to use Google Translate instead. What’s the worst that can happen?
Regarding your standing in the industry, the answer is ‘a lot.’ Translation software uses algorithms to change sentences into a language of your choice, yet it lacks the human element. It won’t automatically input the slang if you’re trying to be hip, for example, or may translate the ad into something that’s outdated and makes no sense. With that in mind, you can never underestimate the role of a professional translator. Paying them to cast an expert eye over the wording and grammar will pay off in a big way.
After all, they’ll ensure your ads are on-topic and on-brand and help you to maintain a high standing in the market. There is nothing worse than trying to localize only to get it horribly wrong and waste valuable resources.
Switch To A Non-Fixed VoIP
VoIPs have changed the way businesses operate. Nowadays, calls are directed to a center where dedicated and knowledgeable assistants deal with questions and queries. As far as putting out fires is concerned, as well as enhancing the customer experience, a VoIP is vital to the cause. Still, that doesn’t mean that the one you have is the right software for the job.
For localization, a non-fixed version is a savvier choice. As Call Cowboy points out, non-fixed numbers get a choice of area code and work from anywhere in the world with any device. So, rather than providing a number that is not from the region, you can create a generic one that applies to every customer in every country. Sure, you can have a number for each market, yet that’s costly and time-consuming. With a non-fixed VoIP, calls are directed straight to your call center to save valuable resources.
A fixed VoIP is an excellent start, but you may want to consider switching when you expand into foreign sectors.
Invest In Responsive Web Design
Responsive web design is the tool that you will rely on more than any other software or hardware. The way it works is simple – the website has features that kick-in when certain elements are triggered. A prime example is a mobile-friendly design. You can create two sites, one for portable devices and one for desktops, or you can use one that optimizes content automatically.
The good news is that web designers can implement web features that localize your website within seconds. Phrase lists several reasons why responsive web design is crucial, yet the one you should focus on is the use of an API. This is the software that will translate marketing into the correct language without skipping a beat. Yes, most people speak English in some form; however, there’s no need to take a risk. You may isolate them by being monolingual when it’s easily negated.
Shivar Web will guide you through the muddy waters that are picking a web designer.
Value Equality
Consumers have a peeve when brands release products or services elsewhere without doing the same in their country. Let’s face it – this tactic doesn’t keep with the spirit of localization. After you do all the hard work, you can blow it by giving a group preferential treatment, disillusioning a big chunk of your new base.
Therefore, you should attempt to release all of your items and services at the same time. It’s tricky because international markets need double the amount of work concerning translations and proofing, yet it’s worth the effort. The shoppers in the region, while they may not recognize your hard work, will enjoy the fact that they aren’t excluded.
Of course, you’re going to have to manage your workflows more efficiently if you plan on hitting multiple tight deadlines. Time management is going to be the key to this localization strategy as a tiny error may set you back a couple of weeks.
Localization is challenging, but the rewards are high. If you follow these guidelines, the odds of succeeding will be much greater.