Most businesses that thrive in the local market fail to make it in the global marketplace. Well, it is not really about the demand for the product and the size of your business. The reason why businesses struggle with growth and their marketing campaigns don?t do well is, their content is not localized. Businesses that are reluctant to change and don?t invest in localization have a hard time building their brand credibility internationally. When it comes to launching your product in a foreign market, the way you do marketing localization can make or break the reputation of your brand.
Localization plays a major role in determining how your targeted customers would perceive your brand. Localizing your marketing campaigns is important to get more eyeballs to your brand and make it visible to foreign audiences. For this purpose, some businesses hire experienced translators, and others go for professional localization management platforms. How you want to streamline your localization processes totally depends on the resources available and marketing strategy.
Read this article till the end to understand the importance of localizing your marketing campaigns and how it would impact your brand?s credibility internationally.
What Is Marketing Localization?
Marketing localization is the process of transforming your physical and digital marketing content in a way that would enhance your customers’ brand experience. It allows you to make your brand look relevant to customers internationally. Localization is not just about translating your marketing content to another language, but there are also many other things involved. All aspects of your marketing content, be it text, images, videos, CTAs, layouts, or payment methods, should be localized to cultural, legal, social, and linguistic characteristics of the targeted region.
The purpose of localization is not just to make your content understandable for the foreign customers, but you have to make sure that your marketing content is triggering the same emotions in foreign customers as in local customers. For this, you have to alter your content copies, layouts, and overall structure of the marketing campaign.
How you localized your content would determine the impact of your marketing campaign on foreign customers, so you have to plan it carefully. Companies hire localization experts to create their localization strategy that would work in global markets. So, make sure that you have all the resources and tools available before getting into localization.
Guidelines To Localize Your Marketing Content
Following are some important tips and practices that you must follow to localize your marketing content effectively for foreign markets.
Research Potential Markets
Not every market is meant for your product, so you have to research the potential markets for your brand. You must know key points that would help you figure out the right markets for your brand. First of all, you should know your target audience. For this, you can conduct a customer survey and ask them a question related to their interests.
This will help you determine whether or not your brand is suitable for a market or not. Similarly, you should also conduct a competitor?s analysis to know the marketing tactics they are using, how well their product is doing in the market, and how they have branded their products.
Marketing Placement is Important
Before launching your brand, it is important to make a complete market positioning plan that would determine how you want to sell your product to the customers. You have to make sure that all of your targeted customers have access to your product. For this, you have to sell it in the right localization.
Big companies that are doing well in the local market should try their luck in foreign markets with a versatile marketing positioning strategy. You can contact TV channels and movie producers to endorse your brand through their content. This can be an expensive strategy as compared with social media and digital marketing. So if you?re a young company this might not be the best option for you.
Go Beyond Translations
Localizing the marketing content is not just about translating the words from one language to another, there are many other aspects that you should also consider. From the visuals and designs to the pricing, everything should be modified to the foreign market. Your content should be culture-specific and meet all legal criteria of that region. Moreover, you should also be careful about different language dialects because every region has its language dialects.
Contact Local Influencers
It is an effective marketing tool to localize your brand in foreign markets. Getting the local influencers on board and asking them to review your product or services can actually do the job for you. Influencer marketing gives your brand social approval by your trusted people.
You should never go for fake reviews because they can badly affect your brand reputation. Always ask your influencers to give honest reviews and highlight the perks of your products to get you more leads. If you are a startup, you can collaborate with micro-influencers because they would charge you less.
Final Words!
In a nutshell, we can say that the growth of your global business highly depends on how you localize your marketing campaigns. There are many things you have to keep in mind from choosing the right markets to localizing your campaigns effectively and accurately. Professional localization management platforms can also help you plan an effective marketing localization strategy.
