If you’re a marketer, your priority is to put your brand out there. You have probably read a ton of articles on how to do it right and all ‘ practices for global success’ blogs now sound the same to you. We get it – it seems that it’s difficult to plan the process and choose the right tools.
Localization can be tricky, but the bright side to it is that once you know what to look for, you are on the right path. To make it a little bit easier for you, we decided to gather the top 5 things to focus on when you start your adventure with localization, creating a marketing localization guide for beginners. We hope that it will ease your path to global success!
Ignoring the local culture and failing to understand customs in certain regions may have a catastrophic impact on your marketing campaign. Whether you are translating marketing material such as documents for print or any kind of digital content such as an app or website, localization requires adapting the product to the target audience, rather than merely translating it.
Localizing the content in the right way includes research of your target audience, language variants, and the culture of the people. By doing this, you will avoid the loss of potential customers, rejection of products in a certain region, reduced revenue, and even potential legal charges in some countries. Read here about how to start the research for your international marketing strategy.
#2. Review your content
This is essential in our marketing localization guide. You need to remember that not all elements of your campaign might be suitable for everyone and all regions. With the research results from your targeted audiences, make sure to adapt the content for localization. This may include UI changes, changing paragraphs of text, or excluding some content and images that may be considered offensive in a certain area (look back at #1!).
#3. Choose the right Translation Management System
An advanced TMS (Translation Management System) should provide all the necessary tools for easy localization project management. The right TMS will increase productivity by optimizing the workflow of the whole team. It will also give you insights into progress, enabling collaboration between the Project Manager, translators, and proofreaders.
The right TMS will also provide you with a Translation Memory tool. Thanks to Translation Memory, similar sentences are inserted automatically and can be edited and changed by the translator. Once the content is translated and corrected, all of the repetitions in the text change accordingly, which means that if one word or sentence appears 100 times in a translation project, you’ll only need to translate it once.
#4. Don’t forget about SEO translation
Our marketing localization guide wouldn’t be complete without tackling the SEO subject. SEO translation doesn’t only deal with translating what the human eye can read, but also what search engines like Google, Yahoo!, Bing, and others see. These invisible pieces of text need to be carefully translated to properly adapt and optimize them according to your target market.
In fact, translating website keywords usually requires 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.
#5. Review your translation
Quality should be one of your biggest priorities. Advanced translation platforms should offer tools that will enable you to freely asses the translation and work on its quality if there’s such need. One such example is Text United‘s Quality Assurance Check, which generates a list of any potential translation problems and inconsistencies, as well as a report of used or unused terminology proposals.
And last, but not least, don’t become discouraged in the early stages. All your efforts will be rewarded in the end!