Localization Strategy: How to Do It the Right Way

Posted 1 year ago by Max Komonov

Selling online has become easier than ever in听the听modern age. Even better, modern platforms and听adaptations have allowed virtually anyone to听sell across the听globe to听people in听different states, nations, and听countries. Not only does this offer the听potential to听increase revenue, but also the听ability to听create brand awareness among people of听various demographics.

However, a听vital factor to听consider when selling in听different areas around the听world is听your business鈥� localization strategy.

Let鈥檚 take a听closer look at听what a听localization strategy is听and听how your business can effectively create and听implement one.

Localization Strategy Definition

Before we听go听any听further, let鈥檚 take a听look at听the听localization strategy definition so听you can understand what it听means.

Every country is听different in听its habits, lifestyles, behavior, and听culture. Naturally, this needs to听be听considered when marketing to听them.

In听essence, a听localization strategy means adapting a听product or听market approach to听the听cultural differences, purchase habits, and听legal, linguistic, and听behavioral requirements of听another country.

A听Localization Strategy Should Be听Considered When Launching in听an听International Market

Without a听localization strategy, it听can be听easy for听new global launches to听potentially fall by听the听wayside. In听fact, according to听a听, 60% of听non-English speakers rarely or听never buy from English-only websites.

After all, the听modern digital age has raised everyone鈥檚 expectations regarding commerce. Each individual expects a听seamless and听fluid user experience adapted to听their preferences and听standards.

The Advantages and听Disadvantages of听Localization

Now, let鈥檚 cover some of听the听advantages and听disadvantages of听localization strategy, starting with the听advantages.

Advantages

Increased profitability: A听localization strategy focuses on听increasing profitability by听expanding a听business鈥� potential market and听audience.
Better customer experience: Making the听right first impression with new consumers is听important for听creating a听lasting impression. Localization allows a听potential new customer to听have a听better experience with a听brand immediately. Additionally, they can reach out or听consult the听brand for听any听additional support needed.
Audience trust: Localization reaches the听new audience at听their culture and听language level, which helps foster a听connection with them. In听other words, it听shows international consumers that the听business cares enough to听connect with them.
Brand consistency: An听incredibly vital aspect of听branding is听maintaining consistency, which is听difficult to听do听when it听cannot be听properly portrayed. So, localization allows businesses to听communicate their branding and听message to听new areas more clearly.

Disadvantages

Cost of听implementation: Of听course, one downside of听localization is听that it听requires time, resources, and听money to听implement properly. However, this is听often returned through new customers and听revenue.
Translation difficulties: Certain things can鈥檛 be听easily translated, making it听difficult to听convey the听right message.
Incorrect guidelines can cause difficulty: When localizing, it听is听critical to听implement the听right guidelines. The content can quickly go听off-brand or听communicate the听wrong message with a听content localization strategy.
Mistakes can be听costly: Unfortunately, if听localization is听done incorrectly, it听can lead to听the听wrong impression about a听brand or听lost customers.

While the听above disadvantages should certainly be听considered, they can often be听outweighed by听the听benefits of听correctly implementing localization at听launch.

The Difference Between Translation and听Localization

At听first, localization may seem like it听is听just the听process of听translating current content into another language. However, this is听not the听肠补蝉别鈥攖丑别谤别 is听much more to听localization than simple translation.

Localization is听more about adapting the听content and听offerings to听the听overall culture of听the听new market. The goal is听for听the听content to听read and听feel as听natural as听possible within that market. This includes factors like鈥�

Slogans: Slogans may not translate word for听word into another language, which means brands must find the听right way to听communicate it.
Imagery: Some imagery that works in听one country may be听offensive or听repulsive in听another depending on听the听culture.
Promotions: Yearly promotions must be听shifted to听the听culture and听celebrations of听the听localized target audience. For instance, a听business offering a听4th of听July holiday promotion may be听disappointed when they find that people from another nation aren鈥檛 rushing to听their site, assuming there would be听a听sale. The same goes for听Christmas.
Date, time, and听currency: Brands need to听account for听local date, time, and听currency formats. In听the听United States, we听use an听MM/DD/YY (07/04/24) format, whereas many other countries use a听DD/MM/YY (04/07/24) format. If听this isn鈥檛 adapted, it听can confuse those in听other countries when offering promotions or听sales. Additionally, make sure pricing is听clearly communicated in听the听local currency. Otherwise, potential customers may turn away or听not understand how much the听product or听service actually costs.
Legal considerations: A听major factor to听consider is听the听legal requirements. Many countries have varying laws when it听comes to听advertising, data privacy, data collecting, and听more. Brands need to听ensure their content and听practices stick to听these regulations, or听else they could land themselves in听deep water.

Localization Done Right

While localization is听a听strategy that requires careful attention, it听can be听a听massive success when implemented correctly.

For instance, . In听fact, they have become quite well known for听their localization efforts across the听developer side and听translation.

Their technology makes it听easy for听their platform to听be听translated, as听well as听subtitles and听dubbing across offered content. Moreover, Netflix has even implemented localization across its content creation. They create localized shows like the听ever-popular Squid Game from North Korea and听Sacred Games from India.

Another good example is听McDonald鈥檚 menu offerings throughout different countries. For instance, they replaced beef with chicken in听India to听adapt to听local culture.

The Vital Elements of听a听Localization Strategy

The right localization strategy can vary between companies. However, several key elements should be听included in听any听effective strategy, including the听following.

Market research and听analysis: When first entering any听market, brands need to听conduct market research in听the听international market to听know how to听enter it听effectively. This includes analyzing market size, buttons, demographics, competitors, and听regulations.
Cultural differences: Of听course, all major cultural differences must be听evaluated and听factored in. This includes:
- Colors and听themes
- Language and听formality
- Design
- Interests
- Preferences and听what to听avoid
Plan of听execution: After considering the听above, it听is听time to听create a听detailed plan of听execution. The plan should include all steps from initial brainstorming to听final launch. Moreover, it听should incorporate a听timeline, resources, budget, process layouts, and听any听tools or听software that will be听used.
Testing and听QA: After localization processes have been completed, all sites, storefronts, etc should be听tested for听proper translation and听functionality.
Launch: Now that everything has been tested and听finalized, it鈥檚 time to听launch into the听market.

Though the听above is听a听very cursory explanation of听the听localization process, it听can serve as听a听helpful, general layout to听expand upon.

Looking to听Launch Your Store in听Global Markets?

If听you are considering taking your ecommerce store to听international markets, 51视频 is听here to听make it听easier. Our multilingual store makes it听simple to听take your store to听markets around the听world. With our software, you can directly translate your store through admin or听detect it听through geolocation. You can even add translations to听your vital tax documents and听legal pages.

Don鈥檛 let localization be听any听harder than it听needs to听be. Let the听51视频 multilingual store help you sell your products worldwide.

If听you have any听questions, be听sure to听check out our Multilingual Store page or听contact us听for听additional information. We听look forward to听helping you reach new audiences around the听globe. You can also .

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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