While taking your marketing campaign to an international audience, you need to take into consideration the fact that the message resonates with the audience without sounding offensive to them. Sometimes, merely translating the text does not cut it. And this is where localization steps in. Companies can avoid basic marketing mistakes, like slogans that don’t translate appropriately, by putting in the due diligence to research and understand the new market. Translating the slogans of a company is also a delicate task as it needs special considerations by a professional translation company in order to avoid producing a disastrous translation that could have an adverse impact on a brand’s overall image.
Why to effectively localize your brand?
The key word when a translator is tasked with translating a text for a marketing campaign, he or she must know the target language and culture perfectly in order to avoid translation blunders. The expression and terms in one language do not always mean the same in another. At this point, a translator’s task becomes a little more difficult, but also somewhat fascinating: he or she essentially has to completely recreate the brand message while attempting to sustain the same implication as the original message.
Localization is the process of adapting a product or content to the target market so that the business appeals to the linguistic and cultural patterns of the specific audience belonging to that particular market. There are serious issues that one may run into while launching your business in the global marketplace. Legal issues, logistical hurdles, and also cultural and communication challenges can slow you down. Localization can help you to conquer cultural obstacles and avoid potential cultural faux pas that could be detrimental to your brand image. Also, preparing things well for a new market by getting them localized can you’re your overall marketing strategy much more cost effective. Here are some other reasons to consider localization to strengthen your brand identity:
Reach a global audience:
As a large number of the world’s population dos not speak English, to make your product and services relevant to them it is essential to serve the audience in their native language. In such a context localization can be the key to reach a wider audience and boost your revenue.
Expand your business
People are more likely to purchase a product or service when the information is provided in their mother tongue. Therefore, the best way to rapidly expand your business and introduce your brand to global audience is by localizing your applications, software, websites, etc.
Enhance customer loyalty
Localization shows customers that you care for them and makes them feel important. Your product or services need to have a local flair and the language, colloquialisms, and images need to be adapted to your new audience for a personalized experience.
Cut down risk
Localization is a handy tool when it comes to reducing the risk of copyright infringement or violation of laws. Also cultural risks associated while translations can be avoided when you get your content properly localized by a professional vendor.
Improve Marketing Effectiveness
Presenting your product in international languages can help you in improving marketing effectiveness. Localization is also useful for Search Engine Optimization as people are more interested to search for a product when it is in their language. The more effectively your marketing strategy is localized, the more sales you will garner.
In addition to translation, the localization process includes the following:
- Using correct cultural references
- Modifying the layout and design to that of the native audience
- Converting to local requirements (such as currencies and units of measure)
- Using proper formats for dates and addresses
- Understanding local regulations and legal requirements, etc.
As more and more companies are focussing on localizing their content in regional markets, the right translation agency can help you to localize the product and services according to the needs of the native audience. Localization can also help you to save time and money as adapting a software, content or service is always less than the initial development.
It becomes therefore important to evaluate a translation vendor on certain parameters like:
- Experience in the translation domain
- Providing certified translations
- Native, industry-expert translators
- Quality policy
- Efficient project team
- Precision and accuracy
- Cost-effective solution translations
- Quick delivery
- Confidentiality of documents
It is imperative to study the culture and the way people communicate on a daily basis, and to also ensure you have people on the team who are familiar with the culture of the market and will translate such that the message resonates well with the audience. If you too are trying to expand your business through accurate website translation services or app localization services, then LanguageNoBar – a certified translation company, can help you to provide accurate and quality translation and localization services at an affordable price. It is true that market penetration success depends on other factors such as product, price, place and promotion, however, without the aid of translation and localization, it is possible to have cultural conflicts with the target market.
Localization requires careful planning and attention to detail and taking the time to consider this important element can give you a competitive advantage and make it more likely that your products and services will be profitable!