Expanding globally isn’t just about translating a website—it’s about ensuring it resonates with local audiences. If it doesn’t align with their cultural context, the message could seem offensive or fail to be understood. This is where localization must come into play.
Businesses that recognize this have successfully expanded worldwide. By localizing their services, they’ve not only reached local consumers but have also built trust and increased sales.
On the other hand, businesses that ignore this strategy struggle to adapt, leading to missed opportunities, low sales, and few to no customer referrals. So, what exactly is localization, and how can businesses implement it effectively?
In this article, we’ll learn about localization, the step-by-step localization process, how it differs from translation, and real-world examples of businesses that have succeeded with their localization strategies.
Localization is the process of translating and adapting your content and products to meet the expectations of a specific target market or audience. This involves using their language, adjusting visuals and designs, following cultural norms, and meeting local standards and regulations.
Without localization, even a well-designed website may fail to connect with potential customers. If they can’t access content in their language or see its relevance, they’ll walk away. To prevent this, make sure that you:
With localization in place, businesses can craft experiences that feel natural and engaging for their target audience.
These are the common types of localization in use today:
Website localization entails translating and customizing a website to address the requirements and resonate with the culture of a target market.
This type of localization consists of optimizing website content for various target markets to rank high in their region’s search engine.
Software localization is the process of adapting software to the culture and language of an audience in a specific region. The goal is to transform the software’s interface so users can navigate it with ease.
Localization and translation are often confused with one another. However, there are significant differences between the two:
For instance, a translated version of a US online casino promotion, “Deposit $10 and receive 50 free spins!” would appear in German as “Zahle $10 ein und erhalte 50 Freispiele!”.
However, this is only a word-for-word translation. A localized version adapts it to local currency (euros instead of dollars) and legal requirements:
“Zahle 10 € ein und erhalte 50 Freispiele! Nur für Neukunden. Es gelten die AGB” (Deposit €10 and get 50 free spins! New customers only. Terms and conditions apply.
Keep in mind that translation is still a major part of localization, as it ensures content is accessible in the target language.
The localization process involves adapting content to the language and local standards of a target audience. Here is a step-by-step outline of the localization process:
Identify your target audience’s preferences, cultural sensitivities, such as tone, imagery, or legal disclaimers, and local market trends. Also, study and analyze your competitor’s strategies.
Extract and organize text, images, and media for localization. Ensure the content is structured to support multiple languages.
This is the crucial part, where you translate content while considering nuances, tone, and context. Adapt the date formats, currencies, payment methods, idioms, and other region-specific elements.
All of this can be accomplished using translation tools like TMS (Translation Management System), which allow complete control over the translation process.
Next, perform local keyword research to optimize your content for search engines within your target market. This helps improve visibility and ranking. Keep in mind that search behavior varies across regions. For example, Baidu in China operates differently from Google, requiring a different SEO approach.
Now, you can publish your content and monitor its performance. As time passes, collect user feedback, analyze engagement, and refine your localization strategy.
If you use localization for your business, here are the key benefits you can expect:
Here are some globally popular brands that have benefited from localization, along with a few examples of successful localization efforts they have implemented:
Coca-Cola’s global success isn’t just about branding but about connecting with local audiences through localized strategies. In 2011, Coca-Cola launched a campaign called “Share a Coke.”
The campaign’s goal was for consumers to feel a personal connection with the Coke brand, so every bottle of Coca-Cola had different names printed on its label, such as “share a Coke with Danny/Clara/Greg. ”
This localization strategy was used for other regions by adapting the campaign to various markets. For example, Nigerians had bottles with their first name written on them, while in India, where the culture prioritizes relationships, phrases like “dad,” “sister,” “friend,” and “mom” were used.
This campaign was a global success, leading to a significant boost in Coca-Cola sales, generating $500 million in revenue in its first year.
Netflix is another business that has successfully integrated a localization strategy.
The streaming service is available in 190 countries and provides multiple language options. When watching a movie on Netflix, subtitles and dubs are available for international consumers.
They also prove that localization is important, as they studied market preferences and realized that viewers in countries like France and Japan prefer dubbed content over subtitled content.
Lastly, they create content that portrays local culture in various non-English speaking countries, which falls under the category of Netflix Originals.
We can’t talk about successful localization without mentioning Airbnb. Their platform is designed for global audiences, supporting over 55 languages and ensuring that listings, pricing, and reviews are fully adapted to local languages and cultural nuances.
The brand also enhances the experience for local users by customizing travel tips, must-try places, and relevant insights based on regional preferences.
Their effective localization strategy has made the platform widely used around the globe.
Localization goes beyond translation. It is the key to connecting with global audiences and fostering trust, engagement, and sales. Brands like Coca-Cola, Netflix, and Airbnb have proven their power in successfully expanding.
To stay competitive in a global market, businesses must adapt to local cultures, languages, and preferences. The question isn’t whether localization is important but whether your brand is ready to embrace it.
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