How to Grow your Business with Localization in 2022

The best way to reach international audiences is by going locale-by-locale instead of taking a general “global” approach. In 2022, the tools to do so are more accessible than ever.

Photo by Greg Rosenke on Unsplash

In our interconnected world, globalization hasn’t proved to be the solution many organizations hoped to find in terms of connecting with the most qualified consumers and most profitable international markets. The key to growth isn’t to target a generic “international” market, but to create a carefully targeted strategy for every new target locale. This is called “Localization”.

Localization plays a key role for any brand looking to build and expand internationally. Not sure what localization entails or how you can apply it to your business strategy? In this post, we’ll dive into:

• What is localization
• How a localization strategy can help you grow
• How to implement an effective localization strategy

What Exactly Is a Localization Strategy?

First things first: localization strategy is about much more than just translation. Sure, it does include translation, but it’s more about:

• Gaining an understanding of the opportunities in specific markets
• Taking advantage of them by understanding that market’s consumer behavior

Thus, to apply a localization strategy to your business plan, you must ensure that you carefully analyze aspects like your sales plan according to the retail dates and billing calendar for each country. You also need a UX strategy that supports the user journey in every country you’re targeting.

According to industry sources on localization, speaking the local language when targeting a foreign audience is an absolute must. And that’s precisely how localization enters the picture. It makes your brand message sound native and helps you connect with your new target audience. Localization isn’t just about translating your copy word by word. It also prevents misunderstandings and offensive stereotypes.

Why You Should Implement a Localization Strategy

A localization strategy alters your brand message for a specific target locale. By adapting your content for the local language and culture, it makes it easier to connect to your audience, improve brand trust, and turn prospects into clients.

In this section, we’ll cover the key benefits of a localization strategy and how it can help you grow your business.

Overcome Language Barriers

English is not the international Lingua Franca one may assume it is. If you’re delivering all your content in one language, you’re neglecting millions of potential customers that speak another.

If you want to grow your business in 2022 beyond your home market, a good localization strategy may be your key to success. When you localize, you ensure you’re communicating with as many as possible audience members, regardless of the language they speak.

Build Customer Trust

According to CSA Research, 60% of global consumers are more likely to purchase when the product information is presented in their native language. But, why? There are many factors behind this global trend, but trust is probably one of them.

According to a survey by Edelman, 81% of customers consider trust a deciding factor when evaluating a potential purchase. Giving customers enough information for them to decide whether your product’s for them speaks positively of your brand. It shows you have nothing to hide. By providing users with product information in their language of choice, you give them a sense of transparency and control, thus building trust.

Additionally, by using culturally appropriate visuals and terminology (which you’ll gain through the localization strategy), you’ll ensure that the user experience is as friendly and efficient as possible. And the easier your website is to use for global customers and local markets alike, the more likely they are to stick around and become loyal, repeat customers.

Boost International SEO

Consumers turn to Google (or a locally relevant alternative) to search for products and services they need in their local language. Google shows the results based on their search query. And, in most cases, users will write search queries in their local language. If your website isn’t localized to match your new users’ search queries, it’ll simply not show up on the SERPs. A 360° localization strategy should always involve local SEO.

Increase Brand Loyalty Through the Localization Process

When you localize your content, you show your customers that you can be part of their culture, which makes it easier for them to engage with your brand.

Brands that operate globally know that it is vital to respect their customers’ unique needs. But, why? There are two main reasons:

• When your customers realize that you care about their concerns, they’re more likely to stay loyal to your brand.
• Being aware of your customers’ unique needs makes it more likely for you to find market gaps that you can fulfill better than your competition.

Since your customers are the ones driving your business’ growth, their overall satisfaction level with your brand will impact your sales. When you implement a localization strategy, you improve potential customer satisfaction.

A satisfied customer will more likely share their good brand experiences with friends and online communities. As a result, you’ll be increasing brand awareness and building a local reputation.

How to Grow Your Business with a Localization Strategy

Over the last two years, the pandemic caused a dramatic shift in the international commercial landscape.

As the global economy starts preparing for a post-pandemic 2022 (hopefully!), businesses must adapt to the ever-evolving landscape to thrive.

Here are three significant changes you can start preparing to grow your business in 2022:

Embrace Digital Transformation (with Local Characteristics)

According to McKinsey, during 2020 the eCommerce landscape experienced 5 years' worth of digital transformation in just 8 weeks. But this transformation brought about different changes around the globe. From the mass adoption of neobanks in certain regions to the growth of online marketplaces in others.

Your localization strategy should involve understanding how to best adapt to local eCommerce trends.

Localize Your Site (But Think Beyond It)

As we mentioned previously, local SEO is key. When localizing for a new target market, you may find yourself in need to adapt several dimensions of your website. For instance:

• Copy
• UI & layout
• Currency use and payment gateways
• Product photos

The stack your website runs on will make these changes easier or harder. For example, a website running on WordPress could be easily localized through a plugin. Meanwhile, a React-based site may involve moderate-to-heavy development work.

While localizing your platform is a must, you should think of your UX beyond your site. How do customers get to your site in the first place? What should happen after they make a purchase? For instance, you should plan to localize your email marketing efforts as well.

Create a Localized Social Media Presence

Your target customers will probably get to you through social. Today, social commerce is one of the fastest-growing fields of eCommerce. In 2021, US Social Commerce sales surpassed 30 billion USD — but China’s market is still 10 times larger.

To make the most out of your global marketing strategy, create a localized social media presence for each new locale.

Know your Customer (Beyond Buyer Personas)

Earlier this year, HBR published an article synthesizing how the marketing landscape changed after the pandemic. In it, Janet Balis discusses the need to understand the customers’ values, not just how your product could benefit them. That way, you can engage them on a deeply personal level.

Citing the EY Future Consumer Index, the author points at five types of customers:

1. Affordability-first consumers, who focus on functionality and value over brand.
2. Health-first consumers, who prioritize keeping themselves and those around them safe.
3. Planet-first consumers, whose buying behavior is guided by environmental concerns and beliefs.
4. Society-first consumers, who only engage with companies that resonate with their values.
5. Experience-first consumers, who are open to trying out new things and prioritize what feels new and different.

Understanding your customer in 2022 is about knowing which of these segments you’re targeting, and being aware of the hues and nuances to be found in your target market. An affordability-first customer from Indiana and an affordability-first customer from Prague will connect to very different messages. It’s up to you to understand where the differences lay, and localize your messaging accordingly.

Key Takeaways

To grow in 2022, your brand must focus all its efforts on building an enjoyable, customer-centric experience. And localization lies at the heart of it, helping you personalize your CX across all touchpoints and marketing channels.

A solid localization strategy should be the foundation of your expansion plan, regardless of whether you want to improve brand identity in your local market or you’re priming your company to become a successful global brand.

This article was written in collaboration with Seldean Smith.