How to create a content localisation strategy
If you want to succeed globally and connect with local customers, localising your content is key.
The moment you start planning your entry into new markets, you should start planning your localisation strategy. A localisation strategy will help you adapt to new markets and create a great, global, yet native customer experience. Having an efficient and effective localisation strategy in place will allow you to use and adapt it for each new market you enter.
Here we'll give you tips on how to create a localisation strategy.
Create a content localisation plan
A good marketing strategy starts with a workable plan.
When developing your localisation strategy, ask yourself the following questions:
Which markets are you targeting and why?
What are the key differences in the target audiences there?
Who are your main competitors?
How adaptable is your brand and what will be your USP there?
Which languages are spoken in these target markets?
What are the cultural and socio-political attitudes?
What are the buying habits and preferences?
How accessible are the global marketing channels?
How will your content be localised? (Do you need a separate domain or additional content?)
Do you need support from local experts or localisation specialists, or do you have an in-house localisation team?
Research
Do your research. You should familiarise yourself with the business landscape in the countries you want to expand into. Make sure the market isn't already saturated and that you have a real chance of standing out from the competition.
Decide which content to localise
You don't necessarily have to create completely new content. If the core message is right and your content and marketing assets are relevant to your new audience, you can adapt your existing content.
Read a full guide to content localisation here.
Web development and cultural norms in personal address and web forms are two additional tips for localising your content.
Web development
In some markets, consumers prefer mobile browsing to desktop browsing, or vice versa. This may affect your web development strategy. You may also want to change your domain suffix to a specific country or localise your URLs.
Also, remember that different languages have different sentence lengths. This can affect the design of your website, as you'll need more horizontal space on a page when you translate it into another language. For example, the average English sentence is about 15 words long. In German, it is about 22 words. That's 40% more.
Personal address
Make sure you respect cultural norms when addressing your customers. Is the polite form of address expected, or can you use the colloquial form? If you're a hip startup targeting young customers in Germany, it's acceptable to address them with the colloquial Du. But if you are a serious law firm, you should use the polite Sie.
Web forms
If you have embedded forms on your website where customers can enter their names, be aware of possible differences in naming conventions. In Spain, for example, people usually have two surnames, their father's name and their mother's name. In other countries, people may not have a surname at all.
Consider buying habits and payment methods
Make sure you also localise your shopping experience. This means using the local currency and appropriate payment methods. For example, credit cards are not as common in Germany as they are in the US. However, Germans often pay by direct debit. If you offer your service in Brazil, for example, make sure you display your prices in Brazilian reals rather than USD. The exchange rate is high. If a Brazilian customer has to buy your product in USD, it's much more expensive for them. As a result, they may turn away from your offer.
Collaborate with localisation experts
Entering a new market can be challenging. Taking the first steps in localising content to give potential customers in that market an experience that feels familiar to their local habits can also be challenging. There's a lot to think about.
That's why it's good to have local experts as well as localisation experts on your side. They have the cultural experience and background knowledge to understand the feelings, sensitivities and cultural nuances.
If you have an in-house localisation team, that's great. Make sure you involve them fully in the decision-making process and listen to their advice.
If you don't have an in-house localisation team or a local expert on the ground, don't be shy about getting in touch with us. We are here to help you localise your content.
Analyse and monitor your results
As with any marketing or content strategy, you should regularly monitor your website traffic and engagement rates. Adjust or test your messaging if time on site is low, people aren't clicking on the CTA, or referral rates aren't meeting your expectations.
Localisation is the key to your company's global success. By implementing a localisation strategy and understanding and adapting to the culture of your target market, you will provide a better experience for your local customers.
If you need help or advice with your localisation strategy, get in touch, I'm here to support you.
