A need for content localization
For businesses, entering new markets can be a catalyst for expansion, that’s the way content localization comes in. According to a survey conducted by Gartner, 44% of CEOs in the IT industry prioritize recruiting new clients when entering new markets, while 41% include it as part of their strategic development plans.
However, preparing to join another market can be tough. Businesses will need to learn about the new market and its consumers, as well as the local legal and regulatory environment, and may have to do it in an unfamiliar language. Even if the primary language of the new market is English, the most widely spoken language in the world, establishing a foothold for the product can be difficult because each market is unique. Individuals and consumers may respond differently.
Also according to the survey, 27% of CEOs in the IT industry regret not allocating dedicated marketing resources to develop marketing campaigns and content localization tailored to each location. While the number of procedures and technologies required to create region-specific marketing campaigns can seem overwhelming, focusing on SEO, language, customer preferences, and thus content localization will help you get started.
SEO optimization for new markets in content localization
Just because content is translated into a new market’s language does not guarantee that SEO will be as effective as it was in the original language. Search engines return results based on a user’s location. That is why it is critical to reset your SEO approach based on the targeted country in content localization, rather than just the language. First, obtain a local domain name, such as .uk or .au, to gain an SEO edge in new markets.
According to a recent survey, 62% of respondents rated the ability to communicate with sellers in their primary language as somewhat or very important. Furthermore, 66% of customers believe it is very or very important to have a supplier’s website and landing page in their major language.
Moreover, the top keywords vary by geographic region. For example, the top keywords for HR software in the United States are commercial HR software and HR and payroll software, whereas in the United Kingdom, the top keywords are HR software systems and HR software UK.
Any company that moves content from one country to another must rebuild its SEO strategy based on search patterns in the target market while realizing the content localization goals, even if both markets are affected. That school speaks the same language (as Australia and the United States).
Planning an SEO strategy can be challenging when the target market’s primary language differs from the current one. For instance, in France, logiciel de signature électronique is a more effective keyword than electronic signature software, which is commonly used in English.
Businesses can address this issue by putting their website contents into a content localization strategy for their intended audience. Rebuilding a website from scratch is time-consuming and expensive, so businesses can choose to simply construct localized landing pages and invest in translation and navigation services. PHP is used for specific elements of the website’s content.
Change the SEO wording for prospective buyers
Localization of websites and landing pages can be done during the SEO optimization process, but organizations must also translate other digital content like emails and social media posts. or promotional articles. A content localization strategy is especially crucial for customer service and product support information, as customers rely on it to use the product.
Contents can be translated using translation tools and software. However, if possible, organizations should establish a content editing staff in the new market to ensure that the material is “tailor-made” for the market.
Marketing strategies adapted to buyer preferences in new markets
Businesses will also need to concentrate their content localization efforts on more nuanced issues, such as buyer preferences. They should provide a comprehensive market view to better understand consumer preferences and behavior. They can also undertake a detailed study in the new market to learn about how people perceive their products and brand. The content localization process can then be changed based on the research findings.
Here’s an example of how customer preferences differ by geography and how businesses can address this issue:
In France, buyers intending to acquire software frequently choose market-leading brands, but buyers in Germany prefer brands they are more familiar with. A new software firm entering the French market can target customers who are open to trying new goods by emphasizing the company’s technical expertise and product cost-effectiveness. The company can also create sales and marketing materials, such as brochures that highlight the product’s functionality and pricing, to position it as a low-cost alternative to traditional products.
A proper SEO strategy is crucial for every firm entering a new market, as well as website localization and landing page development. But that is not all.
In contrast, a software company fresh to the German market should show a defined product roadmap, complete with elaborate online training materials, installation guidelines, and extensive research. It should also invest in training its customer service representatives and emphasize exceptional customer service in all marketing messages.
This will be beneficial because users in Germany frequently switch products owing to unclear product roadmaps, unfulfilled service promises, and inadequate customer service.
Next steps?
While content localization seems to be a must, businesses may also opt to invest in a local content creation team to create content tailored to new markets. They can use sales team information to identify buyer challenges and develop new processes to address them. Additionally, they can research product improvements or feature changes.