5 Ways Content Localization Improves Global Customer Experience

Localization gives your messages a more personal touch:

Every corporate message is meticulously crafted by a writer to convey a specific idea. That writer employs phrasing and cultural references not only to make a point but also to establish and maintain a brand voice.

A distinct brand voice aids potential clients in understanding your corporate identity. It’s what ensures your brand maintains a consistent personality across various content types and platforms.

Simply translating words and sentences without further adaptation fails to preserve your brand voice across different languages. However, localization ensures your message resonates with local customers in diverse global markets. By localizing content, you can forge a deeper connection with every customer, even those who aren’t fluent in your brand’s native language.

Moreover, we understand that today’s buyers worldwide seek personalized experiences from the brands they endorse. Increase engagement by tailoring your message to each customer in every market through localization.

Localized marketing delivers what you want:

Different cultures have different preferences, and your company’s marketing materials must reflect these differences. For instance, a retailer targeting young women in the US might emphasize the latest trends and affordable prices to encourage consumers to stay fashionable. However, upon entering the French market, the focus may shift towards timeless aesthetics and quality pieces that complement each customer’s individual style.

Discover how to enhance customer experiences through Behavioral Design techniques, here!

Understanding differences in belief systems is also crucial for global marketers: 

In Japan, Kit Kat is not just a chocolate bar; it’s a cultural phenomenon. Nestlé realized that traditional Kit Kat flavors might not resonate with Japanese consumers as much as unique and seasonal flavors would. So, they introduced a wide range of flavors like green tea (matcha), cherry blossom (sakura), sweet potato (satsumaimo), and wasabi. These localized flavors tapped into Japanese preferences and traditions, making Kit Kat one of the top-selling chocolate brands in the country.

These strategic steps, though complex and labor-intensive, paid off, as they aligned the chain’s offerings and advertising with local culture, driving engagement and ensuring success.

Customers respond better to ads tailored to them: 

According to a study by Common Sense Advisory, over 72 percent of consumers prefer shopping on websites in their native language, with 55 percent exclusively purchasing from such sites. This preference is understandable—who would buy a product if they couldn’t fully comprehend its description? Localization addresses this issue.

Localization is just as vital between dialects as it is between languages. When a product or service is launched in multiple countries, the language used in the content must be localized. For example, American English spellings like “color” need to be changed to British English spellings like “colour” for the UK market.

When you localize your content, you’re conveying to your customers that you value communication with them. Content feels much more familiar and comforting when presented in the audience’s native dialect, demonstrating a level of sensitivity and respect that fosters engagement.

Localization services help you avoid cultural missteps: 

In certain Asian cultures, the act of pointing directly at someone or something with the index finger is considered rude or aggressive. Conversely, in Western cultures, pointing is often used casually to indicate direction or draw attention. Therefore, a marketing campaign featuring individuals pointing directly at the viewer may be well-received in the West but could be seen as disrespectful or confrontational in certain Asian markets.

Mistranslated text can also cause problems. Stories abound of companies translating slogans literally, with unfortunate outcomes.

Such mistakes, however seemingly harmless, can deeply offend local communities and tarnish a company’s reputation. Skilled localization can help marketers convey the intended message while averting negative publicity and resentment from local markets.

Localization makes content relevant and engaging: 

When the Nieman Journalism Lab tested targeted social media posts, they found that locally-targeted content performed six times better than globally-shared posts. According to Lathan Fritz, founder of Amerisales, geo-targeting is effective because it establishes a deeper connection with prospective customers compared to generic advertisements. When you localize your customer messages instead of just translating them, it helps your audiences feel more personally connected and engaged.

Knowing When to Implement a Content Localization Strategy

When it comes to expanding your brand’s global reach and resonating with diverse audiences, a well thought out content localization strategy is essential. However, determining the right time to embark on this journey can be challenging. Here’s a guide to help you recognize the signs indicating when it’s time to consider implementing a content localization strategy.

1. Expanding into New Markets: 

If you’re planning to enter new international markets, it’s crucial to adapt your content to resonate with local audiences. Signs it’s time to localize your content include:

Market Research Insights	Your market research indicates significant potential in specific regions or countries.
Cultural Sensitivity	You’ve identified cultural nuances that require tailored messaging to connect authentically with local audiences.
Competitive Landscape	Competitors are already successfully engaging with local audiences through localized content.

2. Diverse Audience Segments: 

When your target audience encompasses diverse cultural backgrounds and languages, localization becomes essential. Signs to look for include:

Audience Feedback	You’re receiving feedback from diverse segments indicating a disconnect or lack of resonance with your current content.
Demographic Shifts	Changes in your audience demographics, such as an increase in non-native language speakers, signal the need for localized content.
Inclusive Branding	Your brand values inclusivity and seeks to make all audience segments feel seen and heard.

3. Improving Engagement and Conversion Rates: 

Localization can significantly impact engagement and conversion rates, especially when:

High Bounce Rates	Visitors from specific regions or language preferences have high bounce rates, indicating a lack of engagement with your content.
Low Conversion Rates	Your conversion rates are lower than expected in certain markets or among specific language-speaking audiences.
Language Barrier	Language serves as a barrier preventing users from fully understanding and engaging with your content.

4. Enhancing Brand Reputation and Trust:

Localizing content can help build trust and credibility with your audience, particularly when:

Perception Challenges	Your brand faces perception challenges or misconceptions in specific regions that can be addressed through localized messaging.
Cultural Sensitivity	Cultural insensitivity in your current content has led to negative feedback or backlash from local audiences.
Brand Consistency	Maintaining consistency in brand messaging while adapting it to local contexts reinforces your brand’s authenticity and trustworthiness.

 

Recognizing the signs indicating when to consider a content localization strategy is essential for staying competitive in today’s global marketplace. By proactively adapting your content to resonate with diverse audiences, you can expand your brand’s reach, improve engagement and conversion rates, and enhance your brand’s reputation and trustworthiness on a global scale.

Challenges You May Encounter When Localizing Content 

As you embark on localizing your content, you’ll find it can open up new markets and increase engagement. However, this process comes with its own set of challenges.

Maintaining Quality and Consistency 

Ensuring that your localized content accurately conveys your message while preserving its nuances can be tricky. It’s also important to maintain your brand’s unique tone and voice, and to have the resources to identify quickly and correct any errors in the localization process.

Understanding Regional Nuances 

It’s crucial to be aware of the differences between regions and countries. For example, in Latin America, a single word can have different meanings (and sometimes be offensive) across countries that speak Spanish. Simply translating content wouldn’t be sufficient for effective localization in this region.

Facilitating Collaboration

Coordinating between local teams and regional partners can be challenging, especially when dealing with timezone differences. Having proper workflows and iteration loops in place for feedback and approvals is essential for successful collaboration.

Don’t be discouraged by these challenges! We’ve compiled a set of steps to incorporate into your customer experience roadmap.

Steps to include in your customer experience roadmap

Here are steps for you to include in your customer experience roadmap to ensure localization is considered at each stage:

Research Your Target Market 

Start by researching your target market, including their language, culture, and regulatory requirements. This will help you understand their localization needs and identify any potential regulatory issues upfront.

Localize Your Content

Once your research is complete, decide which content to translate, such as website copy and marketing messages. Ensure that the content you select addresses your audience’s specific needs and is customized for their language and cultural preferences.

Adapt the User Experience 

Customize the layout and navigation of your product to suit the end users in your target market. This will ensure that your website and digital touchpoints are user-friendly for customers in different regions.

Test with Your Target Audience

Before launching a fully localized product or service, conduct testing with a segment of your target audience. This will help you identify any issues with language, cultural references, or regulatory compliance that need to be addressed before release.

Implement an Evaluation Plan 

Your CX roadmap should include an evaluation plan focused on continuous improvement. This plan should involve ongoing research, testing, and adaptation to ensure that your localized content and user experience remain relevant and appropriate for your target market’s language and culture over time.