Why localization strategy…

According to Forrester, 64% of online buyers said they valued content that is specific to their country and geography when making their purchases. Even though many people can speak English, adopting localization practices in your organization is quite important if you are planning to go international.  

Localization is more than the translation of content. It can entail color combination, tone of voice and also specific market information related to a certain country/culture. Next to this, there are other important factors to consider when you decide to have a localization strategy. Will you be translating your entire website or only some blog posts or videos? Will you also include translation on sales decks, one pagers, demos and legal contracts? Will you focus on acquisition only or on the entire customer journey (prospection - conversion - activation - retention) ?

Recently, I spoke with a few marketing professionals and after the localization of their company content (website and other marketing collaterals), they have seen an increase on customer retention, better NPS score and campaign performances. It for sure helps you to improve SEO when done the right way. Your organization will increase revenue and your efforts will pay off. 

When it comes to outsourcing, there are several options to choose from such as: external agencies, machine translation, freelancers, own employees, etc. If you’ve experienced a localization strategy at your company, then you know that it isn’t simply a matter of hiring a pool of translators, for example. It is a complex process with many steps and it needs to be well-structured to guarantee a smooth and efficient process.