Why Localization is Critical for Global Businesses

What is localization?

Localization is the process that products undergo to be more appealing to the native audience of any region. Your localization process will acknowledge all of the cultural and preferential elements of the market, actively considering these needs throughout the adaptation and translation process. 

The process of app localization and website localization extend well beyond local language translation, though. Localization efforts also have to take into account customer experience shifts, demographic preferences for imagery and presentation, and the overall brand image of a company by specific foreign market. 

In this article, we’ll be reviewing the role that both localization and translation can play in your marketing strategy, as well as possible benefits you can get from building your global marketing strategy with this in mind.

Why localization and not just translation?

A localization strategy is one of the most important inclusions to your marketing strategy—preparing you to leave the local market and resonate with your new target market. 

While translation can be helpful to speak to potential customers in a language they can understand, a localization strategy goes a step further to appeal to people using their native language. It does this by mimicking the syntax, style and flow they would expect to see on local social media or regional e-commerce options. 

Translation services can be a helpful place to start if you plan to build localization and translation into your global expansion workflow. However, they often solely provide the transcription element without taking other elements of business strategy (such as localization and internationalization) into account. 

For a more well-rounded experience, you might search for analysts or services with their own proprietary, managed translation management system (TMS), like OneSky. 

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How Nintendo Revolutionized Video Game Localization

Nintendo gives us a unique example of how localization can make your brand sustainable, recession-resistant and known for years to come. 

Rather than completely changing the brand experience before entering the North American market, Nintendo opted to keep the culturally significant elements present—instead translating and presenting them in a way that could be digested by their North American audience. 

The game giant was able to do this by keeping internationalization top of mind in their development process, leaving plenty of room in the scripts for adaptation for specific regions. Then, they turned their attention to localization, keeping cultural differences and their global audience in mind. They did this without any preliminary data pointing to a high-value payoff, working with the faith that their dedication would make their efforts a success. 

Today, Nintendo is a global brand with a (very) successful international marketing strategy, mimicking the choice they made over 20 years ago. They are currently worth $50.07 billion globally and are publicly traded on the New York Stock Exchange (under NTDOY). 

Your company can explode the way Nintendo’s did with the right video game localization experts. Contact OneSky App today to learn more.

Why Localization is Critical for Global Businesses

When businesses put localization at the forefront of their marketing campaigns and long-term expansion strategy, they can unlock tremendous benefits. People connect intimately with products and services presented in their own language—choosing those providers above other competitors as a result. 

We’ve summarized a few of the benefits you can expect from localization in business below: 

Enter New Markets

Localization empowers entry into new markets. By tailoring your approach to appeal to the local audiences of a region, you’re putting your product on par with other familiar brands. Local consumers will see this and may potentially explore the differences between their options, ultimately selecting whichever one resonates with their needs. 

Local culture plays a large role in regional consumption. Choosing to focus resources on satisfying localization needs can help to optimize a brand to the point of immediate recognition—clearly displaying product information and marketing materials in the most attractive way possible, carrying context and implication that native speakers would connect to. 

Competitive Edge

Localization gives you a competitive edge over other options in the market. When you have a competitive product that’s presented in a compelling way, it may be enough to turn the tide for a sale. However, when you have novelty on your side coupled with a five-star user experience, you boost your chances. 

Examples of this could include localization around currencies displayed on the website, acceptance of local payment methods (and communication regarding them), as well as accurate and nuanced website translation that is built to attract locals in a specific region. 

Search Engine Optimization (SEO)

Localization can amplify the results of a well-constructed SEO strategy. This is because the keywords native speakers will be searching for will match well with the content you’ve optimized for your site. It can be easy to forget different SEO elements to consider through your localization efforts—so we’ve put together a checklist of items to consider as you continue to localize and optimize your site. 

• Headers: As you go through your page, don’t forget to optimize headers with regionally preferred terms and lingo. 

• Images: International markets may prefer the use of certain images. Optimizing your site with these can help you to make an impact — especially with e-commerce businesses. 

• Meta descriptions: Leveraging these can get you seen quickly in Google’s algorithm. 

• SEO titles: Optimizing your SEO titles can boost your brand perception, recognition and presence with the right branding in place, and it can help you be seen quickly and organically on Google. 

Improved Customer Satisfaction

Using localization holistically in your brand’s global expansions opens new avenues for customer satisfaction. You’ll not only be able to meet your customer’s expectation—you’ll be able to exceed it. Your rapidly-expanding brand will have the benefit of novelty fueling its growth in your international market space, which you can enhance with strategic localization to make your product instantly appealing. 

Customers are always on the hunt for the next best thing that meets their needs and exceeds their expectations. By focusing on localization, you’re investing in a greater potential for a positive customer experience by putting your resources into a proven method that will resonate with them. This includes clearly presenting products and services in a way that resonates with your customer base. 

Increased Brand Loyalty

Localization can be a handy tool that puts you on a fast-track to increased brand loyalty in your consumer population. As mentioned above, your clients can instantly connect with your brand, making your offering a clear choice above other competing options. Your clientele may also be able to find you faster, especially if you’re able to localize all customer-facing elements of your customer’s journey. 

Boost Revenue

As a result of your customers being able to find your brand and connect with it, you could boost your revenue earnings significantly. You also have the potential to create advocates for your brand, which can result in long-term, sustainable income and a longer overall consumer viability period. 

While localization can be a significant upfront investment, you can recoup a great deal of your cost as word spreads about your brand’s expansion. 

Risk Mitigation

Localization plays a significant role in risk mitigation. By localizing your assets and customer-facing channels, you can ensure that all content complies with any relevant regulatory or safety standards of your target market. You can also avoid risk to your brand image, as you’ll be providing the most culturally-friendly and forward content for your consumer’s consumption. This step alone can save you thousands in legal fees and marketing fixes should an error arise. 

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Prioritize Localization in Your Business with OneSky

Localization is a critical consideration to make as you grow your business. By prioritizing localization, you make your brand receptive to greater revenue potential, as well as enhanced brand awareness and perception. You can also successfully mitigate risk that may arise from misunderstandings or lack of compliance in certain areas or territories. 

If you’re looking for localization support, you’re in the right place. OneSky offers industry-leading localization and translation management services, running entirely autonomously through our own translation management system. Our team of 1,000 specialists is here to make your experience a great one, facilitating growth through content that excels. 

For more information and to get started today, connect with the team at OneSky.