Marketing Strategies
5 min read

What is Localization? How to Build a Successful Localization Strategy

Bora Öztürk
09/12/2022
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Are you a startup ready to take on the world and expand your business globally? If so, you may have heard of the term "localization" and are wondering what it means and how to build a localization strategy.

What is localization?

Localization is the process of adapting a product, service, or content to a specific country or region. This can include things like translating the product's user interface, adjusting cultural references, and even tailoring the product's design to better fit the local market.

Why is localization important for global business?

Localization helps businesses better connect with their target audience in other countries and regions. By adapting their products and services to the local culture and language, businesses can improve their chances of success in foreign markets. In fact, studies have shown that customers are more likely to purchase a product if it is available in their own language.

There are several reasons why localization is important for global business:

1- Improved customer satisfaction: Customers are more likely to purchase a product if it is available in their own language. By localizing your product or service, you can increase customer satisfaction and improve your chances of success in foreign markets.

2- Increased sales: Localization can help businesses tap into new markets and expand their customer base. When you adapt your product or service to the local culture and language, you can attract new customers and increase your sales.

3- Raised brand awareness: Businesses can improve their brand awareness in foreign markets with a solid localization strategy. To create a more positive brand image and build stronger relationships with customers, you should present them with an adapted service or product.

4- Improved search engine optimization: Localization can also improve your search engine optimization (SEO) efforts. By translating your website and other online content into the local language, you can improve your chances of ranking higher in search engine results in foreign markets.

5- Competitive advantage: Businesses that benefit from localization get a competitive advantage in foreign markets. By adapting your product or service to the local culture and language, you can stand out from the competition and gain an edge in the market.

Overall, localization is an important strategy for businesses looking to expand globally. With the right localization strategies and steps, you can improve customer satisfaction, increase sales, and gain a competitive advantage in foreign markets.
 

To build a localization strategy, follow these steps:

1- Identify your target markets: The first step in building a localization strategy is identifying the countries and regions where you want to expand your business. Consider the market size, potential customer base, and cultural differences when making your decision.

2- Research the local market: Before starting to localize your product or service, you need to understand the local market. This includes researching the local language, culture, and customs, as well as the competition and potential partners in the area.

3- Set goals and objectives: Once you have a solid understanding of the local market, you can start setting specific goals and objectives for your localization project efforts. Increasing customer satisfaction, boosting sales, or improving brand awareness in the target market can be among your first goals.

4- Create a localization plan: With your goals and objectives in mind, you can now create a detailed plan. This plan should include translating your user interface, adapting your product or service to fit the local market, and building relationships with local partners.

5- Translate your content: One of the most important steps in the localization process is translating your product, service, or content into the local language. This might involve hiring professional translators or using translation software, depending on your resources and needs.

6- Adapt your design and layout: You may also need to adapt your product, service, or content's design and layout to fit the local market. Start by adjusting the color scheme, font size, and other visual elements to fit the local culture and preferences.

7- Test the localized product or service: Once the localization process is complete, it's important to test the localized product or service to ensure that it functions properly and appeals to the target audience. Conducting user testing or market research to gather feedback and make any necessary adjustments would be the right call.

8 - Remove any cultural references: Another important step in the localization process is to remove any cultural references that might not be understood in the target market. For example, if you are localizing a product or content that references a specific holiday or cultural event, you may need to remove or replace these references to avoid confusion or offense.

9 - Obtain necessary approvals and certifications: Depending on the product or service, it may be necessary to obtain certain approvals or certifications to sell it in the target market. You might need to obtain regulatory approvals or comply with industry standards.

10 - Localize marketing and support materials: In addition to the product or service itself, it's important to localize any marketing or support materials that will be used in the target market. This might include translating website content, marketing collateral, or customer support materials.

11 - Train local staff: If the product or service will be sold or supported by local staff, it's important to provide them with the necessary training to understand and effectively communicate its value to the target audience.

12 - Optimize for local search engines: Localization can also improve your search engine optimization (SEO) efforts in foreign markets. By translating your website and other online content into the local language, you can improve your chances of ranking higher in search engine results in the target market.

13 - Monitor the market response: After launching the localized product or service, it's important to monitor the response in the target market and make any necessary adjustments. This might involve tracking sales and customer feedback, and making changes based on that feedback.

14 - Execute your plan: The final step is to put your localization plan into action. Hire translators, work with local design firms, and establish partnerships with local businesses. By implementing your plan carefully and consistently, you can successfully expand your business into new markets.

Overview of how localization works in different contexts

Now that we have covered what localization is and how businesses can implement it, let's dig into more specific areas.

Here is an overview of how localization works in different contexts:

Software: Localizing software involves translating the user interface and any other text within the software into the local language. It may also involve adapting the software to fit local customs and regulations, such as date and time formats, currency, and measurement units.

Website: When you want to localize a website, you start with translating the website's content and user interface into the local language. Other steps involve adapting the website's design and layout to fit the local culture, as well as optimizing the website for search engines in the local language.

Mobile app: An app's user interface and any other text within the app should be translated into the local language. Localizing a mobile app also requires adapting the app's design and layout to fit the local market, as well as optimizing the app for the local app store.

Product: Localizing a product involves adapting the product to fit the local market. This can include translating the product's packaging and instructions into the local language, adjusting the product's design to fit local customs and regulations, and adapting the product to local consumer preferences.

Hareword Localization Services can help you grow

Localizing a product, service, or content involves adapting it to a specific market's language, culture, and customs. This process involves several steps, such as conducting market research, translating the content, and adapting it to the local culture. Hareword can help businesses in the localization process by providing expert translators and cultural consultants who can help adapt the content to the target market. By using Hareword's localization services, businesses can effectively reach a wider audience.

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Bora Öztürk
Bora, a content marketing specialist at Hareword, excels at generating content that helps businesses expand their global reach. He is highly skilled in translation and content marketing, which allows him to effectively support businesses in achieving their international growth goals.