A guest contribution by Erica Sunarjo

Taking your brand globally or expanding your audience reach is a big step for your business. If you want to win over your target audience and take over a new market, you'll need to speak their language. That's when content localization steps onto the scene. According to research, localized content has 6 times more engagement. Localization goes beyond translation as it considers the culture's habits, customs, and overall context of the content. With localization, you can bring your brand's purpose closer to the target audience.

The process of localization demands thorough research and carefully planned content. Moreover, it demands a good strategy. Including the right content localization strategy and seeing it through can do wonders for your brand’s success. If you are still doubtful about content localization, here is why content localization strategy matters.

Tailor the Shopping Experience

Each community is unique, which is why you need to tailor the shopping experience. Every part of your website from the home page to product descriptions needs to be adapted to your target audience. That is the only way to ensure a good customer experience.

Within the content localization strategy, you’ll state all the important aspects of your content that need to be changed. You’ll know how much time and dedication you need to create the best shopping experience for your future customers.

Having a developed strategy will determine the steps you need to take. Therefore, it will be easier for you to stay true to your plan and deliver an amazing customer experience.

Share a Clear Message

People from different countries have different perceptions. Not everyone shares the same symbol of colors or the same expressions. You need to ensure that the message which is shared with your target audience is the message you want to spread.

You might remember KFC’s “Finger-lickin’ good” slogan. Their content localization experts didn't work out the content strategy for the Chinese market as the translation into Chinese ended up as "Biting your fingers off." This is the classic case of a misinterpreted message. They didn't consider the context and how local people would interpret the message.

Learn from other brand’s mistakes and set a specific strategy for your next content localization plan. Find experts that can help you to carry out the strategy. Consult with the local marketer, use trusted localization services, and do all that is necessary to present your brand in the best light.

Show Dedication to New Customers

Country-by-country localization strategy will provide your new customers the same feel as if they were to use a local service. That sense of familiarity and acknowledgment of their culture will make them feel more comfortable.

When your customers receive the same attention as they would from local brands, they will see your brand as trustworthy. Building trust in the new market is essential for establishing a fruitful relationship with consumers.

The audience will recognize your effort to bring your brand closer to them. If you are determined to win over a new audience, you'll need a good content localization strategy to start.

Stand out from the competition

Statistics show that 49% of US marketers feel that they should be creating “more relevant, targeted” localized content for different markets, audiences, and geographies. The discontent of marketers with your localized content is your opportunity.

Well-formed content localization strategy will give you a competitive advantage. Standing out among competitors can play a huge role in attracting the attention of potential customers and increasing your sales rate.

Not to mention that you’ll plan out the content localization and deliver high-quality content. By finding the best writing service on BestWritersOnline website you can create content that will be specifically targeted at your target audience. Brands who improvise or rush their content will never be able to reach that level.

Use Relevant Data and Analytics

A strong strategy is based on relevant data and analytics. Form such a strategy for your content localization process and you'll be one step closer to success on foreign markets.

Decisions that are based on specific data will always be more likely to produce good results. Don't try to improvise your content localization. Such a careless approach can cost you a lot of time and money.

Make use of different sources of information like:

Analytics about your website traffic
Information about the competitors in your target country
The target audience for the type of product you sell in the targeted country
Lifestyle data
The average income of the targeted nation
Prices of similar products or services in the targeted market

For analyzing your current website’s patterns use Google Analytics. To collect the information about your competitors head to their websites, social media accounts, and google them. While you’re doing research on competitors, check out the demographics of their target audience because they’re also your target audience.

If you wish, you can find a local marketer on freelance job platforms that can share more information about the target market.

With all this data and analytics in your hand, you can create a bulletproof content localization strategy.

Increase Conversion Rate

CSA Research reported that 75% prefer to buy products in their native language. This research took part in 10 non-Anglophone countries in Europe, Asia, and South America. Out of 3,000 participants, 60% of them said that they rarely or never buy from English-only websites.

The research made it quite clear how impactful localization is. Localized websites that take a strategic approach to bring the best experience to the customers have the best chance for increased conversion rates.

With content localization strategy you’ll find the best way to appeal to local culture, traditions, and history. Additionally, you can find and solve location-based problems. Convert visitors into buyers by offering them solutions that they were looking for.

Final Thoughts

Hopefully, this post has convinced you how important content localization strategy is. As long as you take content localization seriously and develop a strategy that considers the target market, target audience, and their culture, you'll be on the right path. With the help of some data and analytics, you can have a stable base on which you can build your content localization steps.

BIO: Erica Sunarjo is an ambitious freelancer who works as a professional writer, editor, and translator. She has a Master’s degree in Marketing and Social Media. She is a contributor at Live Inspired Magazine. Her hobbies are traveling and reading.

The Importance of Content Localization Strategy for Your Brand