Localization goes beyond translation by adapting content for a specific region. To create a tailored experience for customers, consider context, colloquialisms, cultural associations, religious preferences, and local currency. Collaborate with local experts and understand your audience to maximize success.
Grasping your audience’s unique characteristics is crucial for driving sales. Avoid assuming potential customers share the same preferences as your domestic audience. For instance, colors carry diverse meanings across cultures. A Puma campaign celebrating the UAE’s 40th anniversary demonstrates this, as their limited-edition athletic shoe featured the colors of the UAE flag—a sacred symbol. This choice proved offensive, as shoes, which contact feet and the ground, are considered unclean in Arab culture.
Moreover, adapt your offerings based on regional differences. For example, a sporting goods store should avoid promoting skis in countries without snow. Engaging local experts can provide valuable insights for capitalizing on local perspectives.
Selecting Content for Translation
Translating everything is rarely necessary. Prioritize recent, valuable content over outdated articles. Avoid limiting translations to product pages; customers also seek information about the company, terms and conditions, and delivery and return options. Foreign purchases entail greater risk, so boost buyer confidence by providing comprehensive information.
Invest in quality translations—it’s worth it.
Optimize Your Translated Website with the Right Keywords
Using the right keywords enhances online visibility. Conduct thorough research, as keywords in one region may differ from others. For instance, “blinds” and “Venetian blinds” are often used interchangeably, though the latter is a brand name. Utilize tools like Google’s keyword research tool, available in multiple languages, to build a robust SEO strategy around the right keywords.
Customize Your Offerings for Local Markets
Adapt not only products but also pricing and features to suit local markets. Research competitors to ensure your products’ prices and features are competitive. Otherwise, your offerings may struggle against similar local products with lower prices.
Discover the Ideal Marketing Channels
Effective marketing channels vary from country to country. While some regions rely on traditional channels like newspapers, flyers, and brochures, others emphasize online marketing channels such as social media. Be aware that search engines also differ between regions.
A well-translated website offers significant returns on investment. If you need assistance with translation and localization, don’t hesitate to reach out for help!