A localization strategy is a market technique that takes into consideration important elements, including customer behavior, purchasing habits, as well as the cultural background of each country it operates in.
Entering a foreign market can be quite a challenge for any business. It becomes daunting to create a familiar and comfortable experience for the customers of that particular country.
By using country-by-country localization approaches foreign costumers are fully satisfied with the qualitative services they are provided by the international company and do not distinguish it from local businesses.
How to plan a business’s localization strategy?
Web marketing – There are markets where customers prefer mobile browsing over desktop browsing, something that could affect your web development strategy. There are ways to overcome this potential problem by providing optimal content translation and local SEO review, which helps foster the relationship between businesses and customers in various native markets.
Cultural norms – The crucial point of a localization strategy is to take into account the cultural expectations of your customers in order to know how to meet their needs. Every country has its own characteristics which you first need to understand and afterward respect. Investing time and effort in respecting your customers’ culture leaves a good impression.
Purchasing preferences – The purchasing experience needs to be localized for every country by using the right local currencies and payment options that are appropriate for your customers. For example, you need to research whether one specific country prefers to use cash or credit cards and adjust accordingly.
A localization strategy requires time and energy, however, it plays a significant role in your business and there is an abundance of benefits that come from it. When a company enters a foreign market, it becomes challenging to offer buyers in the specific country a customer experience that feels comfortable and familiar to them. Therefore, setting up country-by-country localization approaches ensures overseas customers benefit from the similar quality experience they would get by using a local business.
Benefits of localization
By implementing a localization strategy that is rich in solution, your business will be in a better position to meet customer needs effectively.
Localization solutions allow the business to successfully increase their potential customer base while avoiding the likely pitfalls as a result of cross-cultural marketing.
Today, modern solutions offer local SEO review, high-quality translation, and localized engagement to customers throughout the world.
Address validation solutions can solve shipping problems as a result of typos or incorrect formatting.
Rather than cobbling together diverse solutions for each one of these challenges, an all-inclusive localization software handles everything, so you can concentrate on developing exceptional products.
Localization strategies that work
If you want your business to go global, you should employ various strategies. But, which marketing strategy is better? Standardization or localization?
Well, both have individual merits, and getting a balance between both could be a dilemma if you want to take your business into the global market. Let’s dig into the two of them.
From an economic point of view, standardization can be an answer when you consider the cost/efficiency factors. For instance, the cost is minimized when the same product or service configuration is used globally. With standardization, the business can centralize its global marketing program thereby minimizing management, control, and coordination.
Research indicates that a standardization strategy is not the most effective method due to the diversity of the international market. However, localization takes into consideration the diversity in the international markets.
This strategy is based on understanding the specific requirement and preferences of the local customers. From there, you can formulate business strategies that will best serve the interests of the target group.
How to improve the localization strategy
What differentiates an organization that merely does business in another country and one that has successful and long-lasting growth is its localization strategy. Here are some must-have localization tips that you can apply to your business or company.
This is perhaps the most essential element of any localization strategy.
Find a successful team of a company or agency that offers localization services because they are the ones with the capacity to provide you with solutions accordingly to the country whose market you’ve decided to penetrate.
Through the incorporation of the local experts into your business, your team will be assured of the most accurate and localized experience for users.
As soon as people get to hear your brand name in a given market, what qualities do they link with it? Do they associate it with ease of use, reliability, and quality?
Maybe you enjoy an excellent brand awareness in your home market, but have you ever wondered how to carry it over into other markets? Perhaps you need to do some work in creating a strong impression from the start.
The key is to clearly define and communicate what your brand is all about is creating a strong identity that defines your product or service from the crowd.
And in doing so, potential customers will consider your business first when choosing between you and your competitors.
However, it is important to note that each market is different, and it is essential to figure out how to sell your brand in the best way possible.
Even though local markets can be saturated with competitors, that can not be a hindrance in your progress if your product or service stands out from the rest.
In fact, aggressive competition can be a sign of a healthy market.
Find ways that can give you an edge over your competitors such as extra, value-added services and features that can set you apart and attract more customers.
Conduct simple market research to test ideas and concepts to ensure they are culturally appropriate and locally relevant.
Localization in SEO
Localization can be of two kinds: Local and Global. Global SEO consists of choosing keywords and targetting traffic that includes a global audience, meaning that you are making your services available and exposed to your potential clients worldwide.
This is usually used by the types of businesses that can offer goods and services to everyone without needing to be in their local area.
Whereas local SEO is the type of optimization that targets an audience of very specific regions.
By local SEO a business gets displayed in search engines as a response to more specified researches or keyword selections by the users of the region or area your business operates in.
This type of SEO optimization is used by businesses that cover the needs and requirements of certain regions or cities and cannot offer services globally.
Local SEO is one of the SEO services that has been growing rapidly as the connectivity has been improving, making it possible for people to connect and get information from everywhere and anywhere.
Localizing the content of your website makes your page appear for users of any certain city in search results.
It’s of high importance because this type of localizing will improve your ranking in search engines by making your content relevant depending on the demographics and geography of the users who are searching for services or products of your nature.
These geographical levels can be sorted by country, city, or even narrowing the territory to micro-local levels for very specific audiences.
Local SEO helps a page get exposed in organic search queries accordingly with the locality it has been optimized to and brings great improvement to conversion rate.
Overall, when localization is done correctly, it can save millions for your business.
Imagine how much potential market earnings you can lose if local consumers boycott your product or service because they were offended by your marketing message, or they simply didn’t understand it.
Fortunately, with the ways provided above, you can improve your localization strategy and you are guaranteed a safe ride towards the long journey and profits that the global market has saved for you.