6 benefits of content localisation
A 2020 survey by CSA Research found that 76% of consumers prefer to buy from websites in their native language and 65% of non-native English speakers prefer content in their native language. These figures demonstrate the importance of localisation.
If you're considering taking your business into a new market or want to improve your communication with your local audience, localising your content should be a priority.
Content localisation takes time and effort, but it can be your magic key to reaching a new audience or market.
Here are six benefits of localising your content.
1. Enter new markets with ease
Entering a new market brings with it many challenges, such as legal issues, logistics, cultural and language challenges.
Of course, localisation can't solve all these problems, but it can help you with the culture and language. A solid localisation strategy will help you speak the language of your new market's audience, avoid translation errors, and be easily adaptable to other new markets you want to enter.
The more you localise, the more you know. Localisation gives you a deep understanding of different countries and cultures. You understand the differences between your local market and foreign markets. And you can use that knowledge to your advantage.
2. Avoid language traps
Localisation also helps you avoid language traps.
In casual conversation, misunderstandings can be a laughing matter. In an international business environment, it's a different story. Mistranslated information and content can lead to customer dissatisfaction and even litigation. Some words can have different meanings in different countries.
For example: KFC translated its slogan 'Finger-lickin' good' literally into Chinese, but in China it means 'Bite your fingers off'. You don't want to go down that road!
By localising your content with the help of local experts and treating localisation as a valuable and critical part of your business process, you can minimise these risks.
3. Gain a competitive advantage
Stay ahead of the competition.
It may be difficult to compete with local competitors who are already trusted by customers, but localisation can make things easier and help you navigate the field.
You can differentiate yourself from your global competitors. If they don't localise their products and services, you have a huge competitive advantage and can break into the new market.
4. Increase customer satisfaction
Localised content is aimed specifically at a local audience. You make it easier for them to understand what you have to offer. And you do it in a way they are comfortable with.
It shows that you care and are committed to your new audience. Localise all parts of the customer journey to help your customers make an educated buying decision.
This leads to a better customer experience and increased customer satisfaction. You will see better engagement rates, higher conversions and lower bounce rates.
5. Increase brand loyalty
It's all about your customers. By speaking to them in their language and understanding their culture, you can deliver a great user experience.
A localised customer journey will help you earn their trust. And trust is vital to your business.
If your customers like you, they will remain loyal to your brand and are likely to recommend you to others.
6. Drive your growth
Offering your product to a wider audience will help drive more revenue and growth.
Localising your content can help improve your SEO performance. Google's search algorithms, for example, prioritise websites with multilingual options over those with only monolingual options. Research the keywords that are specific to your target audience and incorporate these into your localised content. This will ensure that more people find your site.
With an effective localisation strategy, you have the opportunity to expand your business beyond your home market and gain the trust of customers in a new one.
Don't think of localisation as a cost, think of it as an investment. An investment that will allow you to grow globally.
Localisation is your enabler. It's your magic key to new markets. The more you do, the more you learn.
At Öökull Creative, we're happy to discuss your localisation needs and help you along the way. So please get in touch. We're here to help you.
