Let’s talk about localization. Are you expanding your business, products, or services to new target markets and wondering how to effectively reach the local audience?
In today’s global marketplace, businesses must communicate effectively with international audiences. Localization, the process of adapting content to the cultural and linguistic nuances of a specific country, is crucial for successful marketing.
What is Localization and Why Can’t You Just Translate Content?
Localization goes beyond simple translation. It involves adapting your content to resonate with the local audience, considering cultural preferences, social norms, and linguistic subtleties.
As Smoothly CEO Jarkko Aaltonen explains, “Entering new markets is more than just translating; it’s about tailoring content to fit each market’s unique characteristics, culture, and purchasing behavior.”
Cultural understanding is especially important in marketing, where the effectiveness of a message depends on how well it aligns with local values and culture. Without localization, your message may feel unfamiliar or unclear to the target audience, weakening your brand’s impact in the new environment.
For potential buyers to make confident purchasing decisions, it’s vital to provide localized content that they can relate to. It’s not enough to share success stories from other markets—your content must address the needs and experiences of your target audience in their language and context.
For business leaders, investing in localization isn’t just a strategic advantage, it’s essential for navigating the complexities of new markets. By prioritizing authenticity and relevance, companies can unlock new opportunities and achieve sustainable growth.
Common Challenges When Communicating with a New Market
When localizing, businesses can face several challenges that may significantly impact their success and customer decision-making:
- Culturally Inappropriate Communication: What works in one culture may not work in another. Idioms, sayings, and tones may change during translation, making direct translation insufficient.
- Managing Costs: Localization can become more expensive than initially estimated, especially with the need to hire local experts and make necessary adjustments.
- Legal and Market-Specific Considerations: Each country may have strict regulations regarding advertising and privacy laws like GDPR, which affect how customer data can be used.
- Lack of Local Expertise: Without a deep understanding of the local market, marketing efforts may be less effective. Choosing the wrong communication channels can lead to inefficient marketing strategies.
- Unfamiliarity with Local Competitors and the Market
- Failure to Adapt the Brand Image and Communication Style
Practical Approaches to Localization
Consider localizing the following areas:
- Web Content and Design: Adapt your website’s content and interface to match local preferences. Would you adjust the design, images, or navigation to make it more user-friendly? Or create engaging, SEO-optimized blog content?
- Campaigns: Reflect local culture and trends in your campaigns with an authentic style.
- Product Features: Adjust your service design to meet local needs.
- Customer Support: Provide support in the local language.
- Brand Elements: Ensure your name, hashtags, and slogans translate well, and maintain your desired tone of voice.
- Corporate Communications: Tailor press releases and social media posts to reflect local values and engage customers through localized content.
Two Common Approaches to Localization
Localization typically follows two primary approaches, often used together:
- Adapting from an English Base Version: Start with an English base version and adapt it to fit the local context. This method ensures consistency while allowing necessary adjustments. We often use an existing English version and localize it as needed. This approach leverages existing content while making it relevant for the local market.
- Creating Unique Content: Produce original content in the target market’s language. This is essential for addressing market-specific topics like customer stories or industry-specific issues. For subjects dependent on local nuances, new content must be generated in the local language.
How Can Smoothly Help?
We help you create authentic and locally relevant content that resonates with your target audience, ensuring your brand messages are not only understood but also engaging and driving success in new markets.
Smoothly supports your entire localization journey through our modern content production platform. With nearly 500 native content creators across the Nordics and other regions, we deliver content in native-level English and all Nordic languages.
Our diverse network of content creators and advanced technologies ensure your marketing efforts are culturally relevant, engaging, and effective. Ready to take the next step in your expansion? Contact us today and discover how we can help you succeed in new markets.
Explore our service. Here you can read examples of tasks and content that you can delegate to Smoothly’s content producers. We also offer you a 3-month trial period with a satisfaction guarantee – no commitment required.
Frequently Asked Questions. Here you can find comprehensive answers to your questions, or you can contact us directly.
Hundreds of marketers already utilize Smoothly’s digital service platform to support their marketing. Try content production and marketing routine delegation flexibly.