If you’re a marketer, your priority is to put your brand out there. You probably read a ton of articles on how to do it right and all ‘ practices for global success’ blogs sound the same. 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 make your way to global success less rocky!
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 and not only translating it.
Localizing the content the right way includes research of your target audience, language variation, and 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 potential legal charges in some countries. Read here on how to start the research on international marketing strategy.
#2. Review your content
Not all elements of your campaign might be suitable for everyone and any region. 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 which may be considered offensive in a certain area (look at #1!).
#3. Choose the right Translation Management System
An advanced TMS (Translation Management System) should provide all the necessary tools for an easy localization project management. The right TMS will increase productivity by optimizing the workflow of the whole team. It will also give you the insights of the progress enabling collaboration between the Project Manager, translators, and a proofreader.
The right TMS will also provide you with the 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
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 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.
#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 of the examples can be Text United‘s Quality Assurance Check that 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 get discouraged right from the start. All your efforts will be rewarded in the end!