Selling online has become easier than ever in the modern age. Even better, modern platforms and adaptations have allowed virtually anyone to sell across the globe to people in different states, nations, and countries. Not only does this offer the potential to increase revenue, but also the ability to create brand awareness among people of various demographics.
However, a vital factor to consider when selling in different areas around the world is your business’ localization strategy.
Let’s take a closer look at what a localization strategy is and how your business can effectively create and implement one.
Localization Strategy Definition
Before we go any further, let’s take a look at the localization strategy definition so you can understand what it means.
Every country is different in its habits, lifestyles, behavior, and culture. Naturally, this needs to be considered when marketing to them.
In essence, a localization strategy means adapting a product or market approach to the cultural differences, purchase habits, and legal, linguistic, and behavioral requirements of another country.
A Localization Strategy Should Be Considered When Launching in an International Market
Without a localization strategy, it can be easy for new global launches to potentially fall by the wayside. In fact, according to a survey by CSA Research, 60% of
After all, the modern digital age has raised everyone’s expectations regarding commerce. Each individual expects a seamless and fluid user experience adapted to their preferences and standards.
The Advantages and Disadvantages of Localization
Now, let’s cover some of the advantages and disadvantages of localization strategy, starting with the advantages.
Advantages
- Increased profitability: A localization strategy focuses on increasing profitability by expanding a business’ potential market and audience.
- Better customer experience: Making the right first impression with new consumers is important for creating a lasting impression. Localization allows a potential new customer to have a better experience with a brand immediately. Additionally, they can reach out or consult the brand for any additional support needed.
- Audience trust: Localization reaches the new audience at their culture and language level, which helps foster a connection with them. In other words, it shows international consumers that the business cares enough to connect with them.
- Brand consistency: An incredibly vital aspect of branding is maintaining consistency, which is difficult to do when it cannot be properly portrayed. So, localization allows businesses to communicate their branding and message to new areas more clearly.
Disadvantages
- Cost of implementation: Of course, one downside of localization is that it requires time, resources, and money to implement properly. However, this is often returned through new customers and revenue.
- Translation difficulties: Certain things can’t be easily translated, making it difficult to convey the right message.
- Incorrect guidelines can cause difficulty: When localizing, it is critical to implement the right guidelines. The content can quickly go
off-brand or communicate the wrong message with a content localization strategy. - Mistakes can be costly: Unfortunately, if localization is done incorrectly, it can lead to the wrong impression about a brand or lost customers.
While the above disadvantages should certainly be considered, they can often be outweighed by the benefits of correctly implementing localization at launch.
The Difference Between Translation and Localization
At first, localization may seem like it is just the process of translating current content into another language. However, this is not the
Localization is more about adapting the content and offerings to the overall culture of the new market. The goal is for the content to read and feel as natural as possible within that market. This includes factors like…
- Slogans: Slogans may not translate word for word into another language, which means brands must find the right way to communicate it.
- Imagery: Some imagery that works in one country may be offensive or repulsive in another depending on the culture.
- Promotions: Yearly promotions must be shifted to the culture and celebrations of the localized target audience. For instance, a business offering a 4th of July holiday promotion may be disappointed when they find that people from another nation aren’t rushing to their site, assuming there would be a sale. The same goes for Christmas.
- Date, time, and currency: Brands need to account for local date, time, and currency formats. In the United States, we use an MM/DD/YY (07/04/24) format, whereas many other countries use a DD/MM/YY (04/07/24) format. If this isn’t adapted, it can confuse those in other countries when offering promotions or sales. Additionally, make sure pricing is clearly communicated in the local currency. Otherwise, potential customers may turn away or not understand how much the product or service actually costs.
- Legal considerations: A major factor to consider is the legal requirements. Many countries have varying laws when it comes to advertising, data privacy, data collecting, and more. Brands need to ensure their content and practices stick to these regulations, or else they could land themselves in deep water.
Localization Done Right
While localization is a strategy that requires careful attention, it can be a massive success when implemented correctly.
For instance, Netflix is an excellent localization strategy example. In fact, they have become quite well known for their localization efforts across the developer side and translation.
Their technology makes it easy for their platform to be translated, as well as subtitles and dubbing across offered content. Moreover, Netflix has even implemented localization across its content creation. They create localized shows like the
Another good example is McDonald’s menu offerings throughout different countries. For instance, they replaced beef with chicken in India to adapt to local culture.
The Vital Elements of a Localization Strategy
The right localization strategy can vary between companies. However, several key elements should be included in any effective strategy, including the following.
- Market research and analysis: When first entering any market, brands need to conduct market research in the international market to know how to enter it effectively. This includes analyzing market size, buttons, demographics, competitors, and regulations.
- Cultural differences: Of course, all major cultural differences must be evaluated and factored in. This includes:
- Colors and themes
- Language and formality
- Design
- Interests
- Preferences and what to avoid
- Plan of execution: After considering the above, it is time to create a detailed plan of execution. The plan should include all steps from initial brainstorming to final launch. Moreover, it should incorporate a timeline, resources, budget, process layouts, and any tools or software that will be used.
- Testing and QA: After localization processes have been completed, all sites, storefronts, etc should be tested for proper translation and functionality.
- Launch: Now that everything has been tested and finalized, it’s time to launch into the market.
Though the above is a very cursory explanation of the localization process, it can serve as a helpful, general layout to expand upon.
Looking to Launch Your Store in Global Markets?
If you are considering taking your ecommerce store to international markets, Ecwid is here to make it easier. Our multilingual store makes it simple to take your store to markets around the world. With our software, you can directly translate your store through admin or detect it through geolocation. You can even add translations to your vital tax documents and legal pages.
Don’t let localization be any harder than it needs to be. Let the Ecwid multilingual store help you sell your products worldwide.
If you have any questions, be sure to check out our Multilingual Store page or contact us for additional information. We look forward to helping you reach new audiences around the globe. You can also see how our translating software works here.
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