How to Create a Global Localisation Strategy for Your Business
This blog post will start from a blunt but true premise: A global localisation strategy can determine the success or failure of a business. Does this mean that it is the only important factor? Of course not.
But it does mean that, if well designed and executed, a good strategy can achieve and surpass corporate goals. It also means that if its planning is poor or if the execution is not on point, timely, or both, all the efforts will meet the exit door without ever having had a chance to get in.
And what if content localisation is an imaginary step in your strategy? Then you are really adrift, floating on your luck. But we do not want to sound pessimistic; on the contrary, we want to help your business flourish in the international market, through effective localisation. Besides, we believe that if you are here, it is because you are up to the task and ready to start.
Here is a list of must-haves to get you started. Let us jump right in!
Part 1: Understanding the Basics to Start Your Global Expansion Strategy
Below we will list some of the most common questions that arise when talking about localisation for business. We think that before looking at how to create an effective global strategy, it is necessary to be clear about the essential concepts.
- What is a localisation strategy? It is the process of adapting a message to a particular language and culture. In business, it refers to the marketing plan that aims to make the necessary adjustments to effectively connect with local customers. This includes: Tailoring advertising campaigns, website content, etc. from text to visuals.
- What are the advantages and disadvantages of a localisation strategy? As for the pros, it enables content to be more relevant, leading to greater empathy and credibility. It also increases engagement and results in higher retention. Finally, it reduces the likelihood of misinformation, conflict, and ambiguity. As for the cons, it requires an extra step in the strategy; that is, prior target market research, to better understand your prospects’ behaviour.
- Are localisation and internationalisation the same? Internationalisation or i18n refers to the strategy for creating products and services that are as adaptable as possible. In this way, these goods or services can later be localised to access foreign markets.
- What is the difference between translation and localisation? Translation concerns the purely linguistic exchange of a text from one language to another. Localisation involves multiple techniques, including professional translation services; however, the focus goes beyond terminological correspondence, but rather on communicating the core message in the most effective way to the target audience.
- What is a dialect? According to Merriam-Webster, it is “a regional variety of language distinguished by features of vocabulary, grammar, and pronunciation from other regional varieties and constituting together with them a single language.”
Part 2: Key Pointers for a Successful Global Localisation Strategy
Now that the main concepts are clear, we can start shaping the strategy. In this segment, we list some of the crucial points to address, so that you can lay the groundwork and then execute a successful localisation plan.
Remember that these guidelines cut across all industries. However, there is no single answer or canned solution to corporate growth needs; therefore, we suggest seeking advice from content localisation professionals to determine the end-to-end plan for your business.
Learn more about multilingual content strategies to position yourself as a global brand.
Research to Understand Your New Market and Prospects
This is the elementary step for a global expansion strategy. The only way to localise properly is by knowing who you are targeting, their environment, and behaviour; this way, your next steps are more likely to be the right ones and you can make informed and timely decisions. It also allows you to reduce the margin of error and prepare in advance for possible non-optimal situations. Thus, you will have a plan B and setbacks will not catch you unaware.
Some of the elements to research are:
- The language that your prospects use.
- Preferred communication style.
- State of the industry in the target market and business opportunities.
- The competition, both what they are doing well and their pain points.
- Preferred platforms in the target market, both for shopping and communication.
- Popular payment methods.
- Relevant offer calendars, such as Cyber Monday (if available) or others.
- Cultural nuances that may affect your marketing.
#OptimationalTip: Make research a priority. To do this, you can use Google tools, interviews and surveys, A/B testing, etc.
Set up Concrete Goals
Have you heard of SMART goals? It is an acronym that stands for Specific, Measurable, Attainable, Realistic, and Time-bound. It is the foundation for establishing achievable objectives within your circumstances, expectations and available resources (human, tools, time, budget, etc.)
First, you should distinguish the general objective from the specific ones. An example of a general objective for your global localisation strategy could be to grow your business internationally. Then, you should think about how you will do it, by when, what resources you need, and so on. These will be the SMART goals. They will allow you to set crucial milestones to reach the overall purpose. An example could be: Researching the multilingual SEO performance of your main competitor within 1 month. Or perhaps having your website’s Spanish content localisation in place within 6 months.
If you want to learn more about this topic, you can find helpful insights in our webinar on how to take the first steps towards achieving an international presence.
Anticipate Localisation Needs
You cannot always foresee what is going to happen or what additional resources you may need. However, there are many aspects that you can (and should) consider from the outset as they are typical challenges.
Therefore, another important point in your goal setting is to anticipate localisation needs. By focusing your efforts on this from the design stage, you will save valuable time. For instance, you should be aware of the space that your texts will take up in the interfaces since there are languages that contract and others that expand when translating. With this, you will be able to say goodbye to Lorem ipsum and ensure that the prototypes and mockups of Figma, Adobe XD, etc. give a better account of the final result.
#OptimationalTip: If you are unsure about what common linguistic challenges you may run into or are in doubt about how to deal with them, feel free to discuss this with your professional translation services partner. They can provide you with experienced guidance and discuss the available options.
Go for a Perfectly Tailor-made Global Localisation Strategy
There are multiple options you can explore to make your content localisation feel like it has been tailor-made. Here are a few:
Strive for authenticity
In a deeply saturated market with all the services and products available, aim to be unique. High competition is good for your business (because it implies that demand is high), but you need to stand out. Therefore, seek to highlight the added value of your products and services or how the location of features makes the buying process easier for them. Emphasise that while you are pursuing a global expansion strategy, you care about each market uniquely and therefore offer content that is relevant to each particular location, rather than simply copy and paste.
Create a Memorable Experience
This is a well-known approach to marketing, but it is no less effective. Experiential marketing shows that, by connecting with your prospect in a creative, deep, and emotional way, you can build relationships that positively predispose them to your brand and your propositions. In other words, it is not enough to say that your products are good and show the technical specifications; instead, make them feel how their life can be more comfortable and simpler with your goods. Or how your services can help them save time and money, improve their life quality, etc. What stays in the heart echoes more than what stays in the mind.
Localise the Offers
Are you presenting your sales campaigns in the most optimal way for a specific location? What advertising media do you use? Also, remember that it is not all about the website. At what times are you posting your offers on social media? Is your content localisation plan prepared for social network interaction? Ask yourself all those questions that can lead you to wonder if your strategy feels as familiar as the one in your home market.
Be Part of the Community
If you are already leveraging a multilingual and global localisation strategy on your social media, congratulations. Just remember that they have to be like means to connect with people, not just to upload ad-like content. You can include posts that show that you are aware of the current landscape (e.g. celebrating local holidays) and invite conversation with audience-driven questions. Also, remember that every country has its own apps and platforms of choice, so you should not limit yourself to the ones you are most familiar with.
Keep It Simple
The internet is a great tool that offers multiple options. And, what can be beneficial for your business can also pose risks. So, try to offer an easy, enjoyable, and intuitive user experience. Prioritise displaying relevant content and discard what is not useful in a particular market. Show how and where your prospects can do specific tasks—make your processes self-explanatory. And get rid of excessive marketing language that sounds like smoke and mirrors, as well as language that sounds too clever and fancy and only serves the same function as a flower vase: For decoration.
#OptimationalTip: It may seem like a lot to start with, but you do not need to do it from scratch. You can use a multilingual content strategy template to kick-start. Just fill it in with the necessary data and voila!
Final Thoughts: A Global Localisation Strategy Makes All the Difference
Today more than ever, with all the means at hand, we can say that you have the wind in your sails to start your international expansion—or take it a step further. Globalisation, the internet, and the momentum of online shopping sites provide you with the most favourable conditions to do so.
You just need to follow the right plan, which addresses the unique aspects of each market and also fits your business needs and terms. And while challenges will probably arise, they will not represent a problem if you get the appropriate expert help.
Are you ready? Because we are. Contact us today to help you execute your global expansion strategy with dedicated, professional translation services.