Rewards for localisation can be massive in today’s global economy, yet it may seem a daunting experience to those who are reaching into new markets for the first time.
Effective localisation isn’t just a case of using a foreign language application to translate your content, or placing products in repackaged, translated containers, or even ensuring your social media is reliably translated.
Successfully localising your business, branding, products or service involves more than just translation from one language to another; it is the appreciation of other cultures, the knowledge of varying philosophies, and local expertise.
To ensure your transition into new markets is fruitful, the localisation of your online presence is the starting point for success.
The following tips will guide your process and ensure you make the most of global trading.
Localising your website
Website localisation is essential when entering new markets. Having one website that functions for different countries, languages and regions just isn’t acceptable anymore. Approaching new consumers and customers in their own language, and in a context with which they are familiar will ensure you touch their minds and their hearts.
When you localise your website it may seem overwhelming initially but there are many things you can do to ensure the process runs smoothly:
• Planning & research – do your research before attempting localisation. Know what languages are spoken in the region you wish to enter, assess your competitors, and know your target markets
• Website appearance – translating your content may alter the appearance and function of your site. Some languages read left-to-right while others are right-to-left, check that your site can handle these variances. Images also need to be considered so as not to cause offence if they are inappropriate for the new audience. Colour, style and layout preferences will vary depending upon location
• Watch & learn – companies like Coca-Cola, Apple, and McDonalds have all localised their branding. Take a look at their different sites and see what they have done to encourage their target audience. You might also find some example of what ‘not’ to do!
• Localisation & Translation service providers – are essential in helping you localise. Check for native speakers, look at samples of previous work, and communicate your ideas to them clearly.
Localising Social Media
Localising your website might be the first step in approaching a new audience, but a close second is your social media campaign. Along with SEO, a well-planned operation will encourage new traffic to your website, create your company voice and establish branding, and engage with your target audience.
Even if you have a successful social media campaign with many followers, it doesn’t mean you shouldn’t localise when targeting new markets.
The majority of social media users around the globe do not speak English, so your campaign must target users in their own language. If you wish to connect with a French speaking market you will need to ensure your social media, branding and marketing can communicate with them in a language and manner they can understand.
This doesn’t necessarily mean you have to run entirely separate social media operations for each target market, but it does mean that you should translate and localise your blogs, tweets, Facebook posts, and so on for each audience.
This can be done by local in-house teams, your translation provider, or a localisation expert, and will save you time and money on writing social media for each country. Tools such as Google Translate should be avoided as they are notorious for their grammatical errors and faux-pas’ which cause embarrassment and could lose you essential business.
Going global with your business can be a time consuming and expensive procedure but the benefits of a well-planned, thoughtful localisation campaign can far outweigh the costs.
Dynamic businesses that venture into new markets are more likely to succeed through use of effective localisation for their website, social media, and their entire online presence. To flourish and prosper your business needs to be understood and comprehended in any language.
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