We live in a global age where over 50% of the world’s population now have daily access to the internet. This means that there are almost 4 billion potential customers worldwide to whom you can market your product or service.
However, just because the potential customer base is massive it doesn’t guarantee you access to new markets without putting in some serious work.
Digital localisation is required before you can tap this well of new customers.
Language, culture, sentiments, beliefs and attitudes vary widely around the world, and to ensure your marketing campaign is strategically designed to target the right customers, you need to first localise your product or service to your new markets.
If you are planning a global strategy here are some localisation tips to help you:
Localise content
A good marketing campaign targets both the customer’s heart and mind. To do this successfully you need to appeal to customers in their native language and culture, while still retaining your own unique branding.
Your content localisation will need to take account of language difference, currency, date formats and so on, and to do this successfully, and accurately, it is essential you use a trusted translation service provider who can offer native speakers to proofread, translate and localise with speed, in a precise manner.
Advance planning for content in development stages can factor in potential language changes thus saving you time and money later.
Localise through transcreation
Transcreation is an element of localisation you need to consider when localising your business. It encompasses the adaption of your campaign so that the original meaning does not get lost in translation. This ensures your company voice, style and branding remains consistent but also that it makes sense in the new market.
Mobile App localisation uses transcreation so that apps can be found globally. Due to limits in UI translation is not always possible and so transcreation is used to alter content but not the overall message.
The human touch
Never forget that your campaign is targeting real people. These people, your potential customers, enjoy genuine interactions (even online) and appreciate human connections.
Through localising your product or service you will be able to cross cultural boundaries, serve your customer’s needs and requirements, and appeal to their emotional and intellectual biases.
Your web development teams, translation service provider, and local specialists can assist you in reaching out to customers in differing locations and ensure that you understand local needs and desires.
Market research is valuable in helping you to appreciate your target markets and should give an understanding of potential customer’s emotions so you can create a digital campaign that targets local sensitivity.
Some questions to consider before running ads are:
What are the human needs of my target audience?
How does my campaign provide for these requirements?
Is the campaign bridging cultural difference?
Could there be any disrespectful, rude or harmful content in the ad?
Is there regional relevance in the campaign?
Do all images and visual components meet with cultural preferences?
Trust and localisation
There has been recent research which suggests that businesses are more successful if they appeal to customers in their native language. This shouldn’t come as a surprise as we simply find it easier to communicate and trust in our native tongue.
However, as you have already seen localisation isn’t just about language. The message you convey, through images, language, concepts and ethics will decide if your customers trust you. By understanding your target market (your potential customers and their culture) you will give your company a better chance of winning customer’s trust, and therefore, their business.
Thorough research should give you a grasp of the variations in your marketing that need to be applied depending upon the location, and will ensure you connect with your customers. Information you gather in your market research should provide ideas of what to localise in your campaign, and by analysing traffic, interactions, and purchasing habits you can localise marketing campaign strategies to suit location.
Successful localisation means connecting with people on their level – you have understood their culture, language, requirements and needs.
The benefits for your business when localisation is successful include improved customer satisfaction, positive brand identity, increased sales and revenue. It is well worth the effort, time and money to invest in quality localisation services that will give you the best opportunity in global market.
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