When you expand to foreign markets, you expect growth in website traffic, a new base of customers, and finally, an increase in sales. What if none of this is happening, despite your efforts? Let’s talk about a few ways that will help you improve your localization strategy and really nail your global conquest.
#1. Review your content
Remember that not all of the elements of your brand might be suitable for everyone and any region. If you want to improve your localization strategy, you need to analyze the research results of your targeted audiences and make sure to adapt the content for localization accordingly.
If you translated everything without checking up on your content first, start over with a research on your target market. Reviewing your content may include UI changes, changing paragraphs of text, or even excluding some content and images which may be considered offensive in a certain area.
#2. Hire local professionals
When translating into another language, trust local professional translators and native speakers. For example, if you are translating from English to Spanish, but the target market is Ecuador, a local translator from Ecuador will have a better understanding of the culture and local customs than a translator from Spain. Marketing campaigns that are targeted to one specific region often cannot be applied to a different country without adjusting it.
#3. Don’t just translate, localize
Ignoring the local culture and failing to understand customs in certain regions may have a catastrophic impact on your marketing campaign. Whether you translate marketing materials or an app or website, localization requires adapting this product to the target audience and not only translating it.
Improving your localization strategy and localizing the content the right way includes the research on your target audience, language variation, and the culture. By doing this, you will avoid loss of potential customers, rejection of products in certain regions, reduced revenue and even eventual legal charges in some countries.
#4. Review translations, the proper way
The internal review can really improve your localization strategy by adding a tremendous amount of value to the translated content. However, let’s not forget that an internal translation review is not simply a quick check-up of a translated content.
An in-country reviewer must make sure that the translation represents your company in the local market and properly reflects all specific aspects and nuances of your products and services. Every advanced translation solution should offer a dedicated editor for in-country review tasks. This is the case at Text United, where the reviewing process is made extremely easy.
#5. Don’t forget about SEO translation
SEO translation deals with translating not only what the human eye can read, but also what search engines like Google, Yahoo!, Bing, and others see. These invisible texts need to be carefully treated, making sure to properly adapt and optimize them according to your target market.
In fact, translating website keywords usually require transcreation instead of translation, which means that the localization expert needs to transfer the meaning of a certain term to another language while maintaining its intent, style, tone, and context.
We can help you improve your localization strategy
Maybe you see that minor tweaks that you need to work on when it comes to your strategy, or maybe you don’t know where to start at all? In both cases, you can reach out to us – our team will help you every step of the way!