Marketing is one of, if not the, key components for making a business successful. The increasing importance that the Internet has forced this industry to create new profiles and strategies, such as digital marketing, social media management or SEO and SEM placement. Moreover, globalization has forced businesses to consider the importance of availing marketing localization services.
Globalization & Marketing
A globalized world calls for globalized strategies, and companies tackling international markets need to think about adapting their marketing strategies when targeting local audiences.
Although globalization makes it seem like people from all over the world are becoming similar, several studies show that citizens still care more about what happens in their own neighborhood.
Even though your brand strategy might work wonders in your country, things abroad can be completely different. Thus, when entering the global market, you have to bear these three words in mind: localized marketing strategies.
What Does Availing Marketing Localization Services Involve?
Localization takes into account diversity, values and behaviors that shape each country’s specific culture and reality.
Long story short, localizing means adapting your brand to local preferences. It is the process of adapting the 4 P’s of the marketing mix (Product, Price, Place, Promotion) along with other strategies to serve consumers’ needs.
Though this might seem like a no-brainer, the truth is that forming a localized marketing strategy is a complex process. It requires an in-depth cultural analysis.
Traditional and religious practices, idioms and sayings, consumer buying preferences, and other specific cultural aspects are all things that must be carefully addressed when trying to approach an audience based in a country different from yours.
Some elements potentially involved with a localized marketing strategy may include:
- Transcreating your marketing messages to be more identifiable with target consumers
- Updating your SEO to better fit local consumer search habits
- Localizing your brand name to better adapt a market’s language or culture
- Changing your brand colors to be more appealing to your target market
- Adapting for social media localization to reach consumers on a more personal level
- Re-designing marketing materials or your website to fit longer texts
That being said, good business localization should still reflect the company’s core values. The secret for a successful international business relies on having an overall brand image that any client can recognize independently of where he or she is, by introducing subtle changes that brings each audience closer to your business despite differences between locations.
Customers like to feel that their brands of choice are uniquely designed to fit their needs. A good localized marketing strategy provides them with the feeling that your company’s product was tailored especially for them.
If you’re wondering how best to approach the formation of a localized marketing plan for your brand, consider consulting a professional localization company.
What Should I Expect from Professional Marketing Localization Services?
While localization certainly involves business translation services, it is a process that encompasses a review of the entire image of a business.
It is not enough to simply translate prior marketing materials for reuse – you must localize them.
By relying on a translation and localization company (or language service provider), you are able to combine both services into one package.
But what should you expect from professional localization services?
In the process of localizing translated marketing text, you must make sure that you receive the following from your language service provider:
- Consultation on what your marketing goals are, and who the ultimate end user of your products are
- Translation of all texts, pamphlets and brochures in the correct dialect for your target market
- Localization of cultural aspects, such as phone numbers, measurement units, etc.
- Content modification so that it meets consumption habits for target costumers
- Adaptation of graphics, design and layouts to better fit different text formats
- Consistent and clear communication with you, allowing you to provide the necessary input to keep control of your brand image
As translation is still a large portion of your localized marketing strategy, when looking for localization services you want to make sure the company you choose uses professional translators that are also industry specialized and have some marketing knowledge.
This will ensure that your material is translated according to industry best practices, and that your target audience’s cultural differences will be taken into account in the translation.
At Language Connections we have been providing language services for over 20 years. Our team has experience providing localization and translation services for a variety of texts including websites, marketing brochures, keywords, videos and more. All of our translators undergo a thorough vetting process to assure they meet the highest standards of fluency and industry knowledge.
If you’re considering taking your products or services global, and you need help starting out with your localized marketing strategy, get in touch with us today!
About Language Connections:
Language Connections is one of the top language service companies in the US. Over the last 30 years, we’ve focused on providing the best business translation services, interpreting services, as well as interpreter training and customized language training programs. In addition to top-tier corporate language training, we offer certified corporate interpreters and professional business translation services in 200+ languages. Our network includes linguists with backgrounds in all major industries. They’re ready to meet your needs, whether they’re for technical translation services, legal translation, government translation services, international development translation services, education translation services, life sciences translation, or something else. Reach out to us today for a free quote on our cost-efficient and timely translation services, interpreters, or other linguistic services.
Language Connections Inc.
2001 Beacon Street, Suite 105,
Boston, MA 02135
Phone: +1-617-731-3510
Email: service@languageconnections.com