Launching your product in a foreign market can be equally exciting and terrifying. There are many challenges you’ve had to overcome to make it this far and you’re sure that you are ready. One problem: your product may be irrelevant before you’ve even launched. Are you using the same marketing materials as your original market? Have you only invested in translation? We have some bad news for you – the launch is likely not going to go well. Don’t despair – there’s still a chance to save your launch. Simply put, you need to invest in localization.
What is localization?
Localization is the process whereby a text is not only translated into another language but also its cultural and contextual components are adapted to fit another country or locale. For example, Coca-Cola’s slogan in certain countries is “Taste the Feeling” while in Israel it is “טעם החיים” (Taim HaChaim) which means “Taste of Life”. A direct translation would have rendered it into “טעם התחושה” (Taim HaTachusha) which just doesn’t have the same appeal in Hebrew. Through localizing the slogan, Coca-Cola was able to convey a similar message as their original slogan of simple freshness and happiness whilst also making it appealing for the Israeli audience by rhyming it in Hebrew.
Why do companies need to localize?
Localization is very important if you want your product to sell in your new market. While translation may be sufficient to convey standard details like product information, it is not enough to directly translate your marketing materials. Good marketing relies on in-depth research into an audience’s preferences, needs, and desires, and entices them to buy a product through relatable messaging. Localization ensures that these nuances and cultural references that make your marketing so persuasive have the same impact on your new audience. It captures what you are conveying in the references in the original language through pertinent references in the new language and culture which convey the same message. In doing so, it makes your product more authentic and accessible to your target audience, thereby increasing the likelihood of your product being bought.
What are the benefits of localization?
As Slack’s Localization Manager said in a 2018 article, “localization builds trust with our customers in a language that they understand, with cultural references that are familiar to them.” Various studies have demonstrated the same principle. 76% of customers prefer product information in their native language and about 40% of people will only buy from websites available in their own language. To put it simply, customers want to understand what they’re buying. So, by localizing your content, you’re showing customers that not only do you understand where they are coming from but that their needs and preferences are important to you. Keeping your customers happy will always give you an edge over your competitors. Familiar frames of references, in-jokes, and relatable marketing material can keep you far ahead of the competition.
As you can see, localization is far more than just translation. It’s about being authentic and relatable to your customers no matter where they’re located. Don’t let your products be irrelevant before you’ve even launched. Make sure that your marketing strategy includes localization and you’ll be sure to soar ahead of your competitors.
