I remember the first time when we tried launching our product in the Japanese market. We all thought that we would just run our English marketing tactics through Google Translate and that would be it.
But it turned out to be a huge disaster. As not only did this alienated our potential customers, but it also wasted a ton of time and money. And, this was when I realized how crucial localization is for your overall business growth.
In fact, this is so significant that about 55% of global consumers would only purchase from a website that provides product information in their own language. (Source: OneSky)
So, in this read, I’ll be sharing everything you need to know about how to use a localization agency to drive business growth effectively.
Let’s start!
Understanding Localization Agency Services
So, after our first unsuccessful attempt at localizing our content for the global market. We realized that it’s more than just about translating the content into a different language, but rather about corresponding with the audience on a deeper level.
After some thorough research and a few enlightening conversations with the industry experts. We discovered localization companies to be a great solution for businesses looking to communicate with audiences in different cultures.
A localization company reviews every aspect of your content, whether its tonality or actual message. And make sure that your messages are translated accurately and that your brand is represented as intended.
Do You Know?
According to the Grand View Research, the global language service market was valued at USD 71.77 billion in 2022, and it is expected to grow at a CAGR of 7.2% from 2023 to 2030.
Selecting the Right Localization Partner
After doing a lot of research and testing out different localization agencies, I’ve now developed a clear understanding on what you might need to look for in a localization agency. So, here are some of the key factors that can help you select the right localization partner:
Experience in Your Industry
This is perhaps the most important thing you need to look for in a localization agency, how much experience they actually have in your specific industry. This helps you make sure that they already understand the technical terminology and industry-specific nuances, which can make all the difference.
Language Expertise and Native Speakers
Make sure that the agency is using native speakers for all the translations and reviews, as they often have a deep understanding of the cultural context.
Scalability and Flexibility
Look for a company that offers enough resources that are needed to expand and change the whole scope of the project.
Technology and Tools
Some agencies are using advanced tools and technology to improve their efficiency. This can include using translation management systems (TMS), computer-assisted translation (CAT) tools, and other technologies that help them manage their products more effectively.
References and Testimonials
Try asking for references and testimonials from the other clients of the company. This will provide you with valuable insights into the company’s reputation and how their work is performing in the market.
Do You Know?
According to the 90seconds, locally targeted content has about 6 times more engagement than the posts that were designed for the global market.
Implementing a Successful Localization Strategy
So, once you’re done finding the right localization partner, the next would be to put together a solid marketing strategy. Speaking of my personal experience, here’s what I’ve learned about implementing a successful localization strategy:
Prepare for a Solid Plan: Before even thinking about the localization strategy. Prepare a solid plan for the expansion, you can start by asking questions like, which markets are you targeting? What are your goals for each market? And, what’s the overall timeline going to be? This will help you set realistic goals and build a perfect localization strategy.
Prioritize Content for Localization: You don’t need to localize everything about your brand. So, try prioritizing the content based on your target audience, this will help you manage costs and resources more effectively.
Integrate Localization into Your Workflow: Don’t treat localization as an after-process, and try integrating it into your existing content creation. This will help you prevent delays and ensure that the localized content is available, whenever you need it.
Budget Accordingly: Localization can be a heavy investment, so make sure you’re allocating a sufficient budget for it. Never go for a low-quality translation or skip some essential parts like cultural adaptation or testing.
Conclusion
Now if I look back to my journey into the global market, I can now honestly say that localization has been a fueling factor of our business growth. And, always remember localization is an investment not an expense. It’s about finding a team that can help you connect with the global audience in a meaningful way.
So, by partnering up with a perfect localization agency, you can also unlock the immense potential of the global market and achieve a proper international expansion.
