#Localization Strategy: How to Build a Successful One

#Introduction

If you've never heard of localization strategy before, don't worry, we'll explain it to you. Localization strategy is the process of adapting a product or content to a specific locale or market. It involves more than just translation (See the difference in detail here); it aims to create an authentic and resonant experience for local audiences

#What Is a Localization Strategy?

A localization strategy is a company’s overall plan and approach to adapting its content, offerings, and messaging in new countries. This means addressing the differences in language, culture, customer behavior, and social norms. Big players like Netflix and Airbnb have already done this to great success. By coming up with a localization strategy, you’ll be able to shine a new light on your services in various markets based on data derived from extensive research. You’ll be able to present a more personalized marketing experience to consumers in those areas, showcasing your product or service in a way that this new audience can connect with.

In this example, a SaaS tool is making use of inlang's products to localize their website and achieve a successful localization strategy. Sherlock – a helpful i18n VS Code extension enables translating the content of the web application. Therefore, the developer can connect a wide range of libraries. The most common one in inlang's ecosystem is Paraglide JS, which runs with every popular framework.

The CLI for automation enables the developer to automate the translation process, e.g. with Machine Translation. The CLI can be used in a CI/CD pipeline to automatically translate the content of the web application.

To make sure that the translation is correct, the Fink - Message Editor can be used to send the translation to a professional translator. The translator can then use it to translate the content on one single source of truth. The translation is then automatically pushed to the web application.

Furthermore, and of course in a later stage, it is recommended to watch audits and analytics to see how the localization strategy is performing. This can be done with GlobeLens. Furthermore, at this stage it is not only important that translations are correct, but also that they are optimized for the target market and do not contain any cultural faux pas or other mistakes that could damage the brand image or end in a lawsuit. Herefore, inlang LocalSuits (which is not yet released and just a placeholder) can be used to arrange a legal review of the global content.

#Benefits of a Well-Planned Localization Strategy

The chief benefit of a well-planned localization strategy is that it’ll help you tactically grow your business into new markets around the world. That means increased brand exposure and profits. A well-placed localization strategy will enhance customer experience and allow you to communicate your message to global audiences while maintaining your brand identity.

See in this Forbes article

#Top 10 Tips to Build a Successful Localization Strategy

1. Learn about the local audience through market research (e.g. GlobeLens)
2. Hire local experts to understand the market opportunity
3. Maximize translation and localization (e.g. Fink - Message Editor)
4. Translate your media
5. Optimize your website for multilingual SEO (e.g. Paraglide JS)
6. Understand the competition
7. Consider subtle nuances and leverage feedback
8. Adapt your brand identity and keep it authentic
9. Cater content to each foreign market
10. Localization doesn’t end here – keep going! (e.g. CLI for automation)

#Often asked questions regarding localization

#What is an example of localization?

An example of localization is the adaptation of a software application to the linguistic, cultural, and technical requirements of a specific target market. This can include the translation of the user interface, the use of local date and time formats, and the modification of content to align with the cultural norms and preferences of the target market.

inlang itself is an example of localization. The inlang website is available in multiple languages and the content is adapted to the linguistic, cultural, and technical requirements of the target market: inlang.com

#What are the benefits of a localization strategy?

The benefits of a localization strategy are numerous. A well-planned localization strategy can help a business expand into new markets, increase brand exposure and profits, enhance customer experience, and communicate effectively with global audiences while maintaining brand identity. See the Benefits of a Well-Planned Localization Strategy section for more details.

#What is the basic concept of localization?

The basic concept of localization is the adaptation of a product or content to a specific locale or market. This goes beyond simple translation and aims to create an authentic and resonant experience for local audiences. It involves addressing differences in language, culture, customer behavior, and social norms to ensure that the product or content is well-received in the target market. See the What Is a Localization Strategy? section for more details.

#Conclusion

In conclusion, a successful localization strategy is essential for businesses looking to expand into new markets. By understanding and adapting to the culture of each target market, and going beyond merely translating words, businesses can resonate with their new audiences and achieve long-lasting growth. Remember, the aim of a localization strategy is the creation of a product where no customer feels excluded or unable to fully access it owing to language issues or cultural norms.

Searching for a localization solution? Go to inlang.com and find what you need.