According to Gartner, customer experience is one of the top three areas of marketing investment, proving that those sharing your market space already have their eyes on the prize. One great way to enhance the customer experience is through content localization – or adapting a product or content to a specific locale or market.
Translation is only one of several elements of the localization process, according to Defined by the Globalization and Localization Association.
Why you want to localize content
However, it’s likely that marketers aren’t spending their budgets on localization needs, creating a prime opportunity for savvy brands to gain a competitive advantage. It’s incredible how many companies can undervalue the importance of localization, inadvertently stifling company growth.
Here are three ways content localization benefits the customer experience. You can:
Garner customer loyalty
Customer loyalty is a proven way to grow and sustain market share. After all, for most mature brands, more than 85% of growth comes from their most loyal customers, says KPMG.
Localized content is much more likely to be well-received by your target audiences. Not only will they understand it better, but it is also more likely to resonate with them on a deeper level. Once they make a deeper connection with your brand, they’re more likely to remain loyal to you long-term.
Localizing your content also shows respect for other cultures. Despite the strong force of globalization and Westernization throughout the world, many are holding strong to their native languages, customs and values. For example, using images that are culturally appropriate–like covering women’s heads on the Arabic version of your site–shows you respect your audience’s history, language, culture, and traditions. Companies who respect this choice are rewarded with loyal customers who buy from them again and again.
Increase global adoption
If you want to operate globally, you must satisfy the needs of your clients locally; this is a great paradox of today’s digital business landscape.
Historically, successful brands have emphasized centralization and consistency, which are both essential to scale a business quickly and replicate it over and over again. But, while a certain degree of consistency – like a library of approved content to keep messaging consistent across languages – does create a high level of efficiency, the most successful brands strike a delicate balance between the preference for global standards with the need for local flexibility.
If your brand intends to go global, localization must be a critical component of your overall growth strategy.
Set yourself apart from competitors
There are nearly 4.5 billion people with internet connections in the world – all whom you have the opportunity to reach. However, once your brand enters the global business landscape, your competition also increases exponentially. Relying solely on unique selling points or having the lowest price no longer cut it. Customer experience is quickly emerging as the number one brand differentiator.
Competing in foreign markets when you don’t speak the language and aren’t in the know about purchasing preferences and cultural norms is difficult. One of the most effective ways to set your brand apart from your competitors is by tailoring the customer experience through localized content.
Localizing your content is good for business. A recent study finds that 86% of buyers will pay more for a better brand experience. So, not only does it offer a more relevant, personalized experience for customers, it also improves reach, conversions, and sales opportunities, driving growth for your organization.
