Localization is an essential component of any international expansion strategy. It will go hand in hand with company globalization and is essential for efficiently interacting with new markets and attaining brand success.
First, what is localization?
Simply put, localization is the process of customizing a product or content for a specific region or market. In this article we will cover content localization.
In fact, the term “indigenous” captures the essence of culture: how people perceive and accept a new problem. And culture is undoubtedly the most important consideration for localization projects to succeed.
Although the terms are frequently used interchangeably, translation is just one of many components involved in the localization process. A successful localization strategy employs a variety of techniques, including translation, to ensure that you can effectively target your new global audience.
What is a localization strategy? Where do I start?
Before you get started, you need a well-thought-out localization strategy – one that aligns your localization initiatives in support of your overall business goals.
A localization strategy is how a company tailors its messaging to a specific consumer culture. When entering a new market, the first thing you need is a website, social media channels, marketing campaigns, videos, etc. that can be understood locally.
A localization strategy can be a single task or it can include a complex, comprehensive series of actions to help you enter new markets. And your goal is to make any necessary modifications to tone, image, and subject matter to successfully connect with local customers.
Why is the right localization strategy important?
Now think about how you would sell your products in the Japanese market. You have many ways such as e-commerce, selling through partners, opening direct sales channels. And no matter what your sales tool is, you will definitely still need marketing and advertising. So your sequence could be as follows:
- First you need to create a marketing plan.
- You will need to build content for your marketing plan.
- You will need to make sure Japanese people understand the exact values you will bring to them.
- Your team needs to know how to motivate them to use the product through images, articles, videos, and trends, …
- Measuring and customizing your strategy is a necessary action.
In order for Japanese people to understand and buy your products, do you know how they perceive and receive your products? If on the right track, the conversion rate from acquisition to adoption will be higher and of course you will be more successful. On the contrary, you may fail, but many Vietnamese companies are failing right in the Vietnamese market. That is the task of localization. Professional localization processes will help your product get closer to the emotions of target consumers. They are receptive because you are speaking the way they think and they listen. The issue of cultural conflict has been thoroughly resolved.