Before going in-depth, let’s see what marketing localization means? So! In simple words creating and localizing content that suits the taste and preference of the international market from language to visual and user experience.
Localization is very crucial for marketing. Localization has become the top priority of all marketers. However! The fact is that localization is not that easy. Not every marketer can localize successfully. According to a study, 63% of marketers failed to put sufficient localization efforts, 75% allocated less than 10% of their budget to improve their budget. To compete in the international market or any new market, localization is essential.
In this article, I will be dealing with marketing localization and how to streamline the entire process. So! Let’s get started-
Establish Ownership- Unless your team or any single person is not taking ownership, it is hard to prioritize localization. In addition few of the organizations internationally have CLO.
It’s the duty of the manager or the executive to talk about the importance of localization to all the team members and fix the budget for ongoing or upcoming projects and markets. Also, it is essential to instruct and tell the proper localization techniques or strategies.
Make a plan for all your content– localization should not be area-specific; it should be implemented everywhere across all touchpoints to ensure that your customer will have a smooth messaging experience. It includes-
- UI/UX copy
- Landing pages
- Transactional emails
- Marketing emails etc.
For a good localization, planning and managing localization steps are essential. Choose the market wisely. Prefer to choose those markets where you think your product will be so valued.
Work with Local- You cannot automate localization. Working with local experts ensures communication as they have the best idea about the local market.
Use Unicode- You have to be careful of symbols like æ, ç, and ß, commonly known as Accents, Umlauts, and distinctive letters. A set of standards by Unicode, a computing industry, helps render content correctly in different languages.
Use Template Object or Portable Files – Mostly in the case of 3rd party translators the vendor use template object or template files. For fast processing of files, export content as POT files and completed translations can be imported as PO files.
Managing time zones is much trickier than you think. You can find international time zones everywhere. For example, In Russia, there are 11 time zones, but they observe only 9 out of 11. Time-based customized content helps to add a personal touch that every customer likes.
Pay attention to feedback- Feedback is very important. The feedback from customers is valid. Always try to listen to the complaints that come from customers. To have better feedback, you can go for social media channels to know about feedback, organize a live chat, or, if possible, offer some incentives to your customer for genuine feedback.
Localization has many parts, so a proper strategy is essential to cover all aspects and give your customer a good experience, no matter where they are. Customers will love and appreciate the measures you have taken to make a customer relationship strong. Not only this, but it improves your company’s bottom line.
You could refer to these marketing localization processes for a better idea about the entire streamline process of market localization.