How to Have a Global Impact: Localize

How to Have a Global Impact: Localize

Posted by admin | November 6, 2017 | Uncategorized

Is your brand ready to localize into global markets? Language localization is the first step towards making your brand truly global. But before you jump into the localization process, you’ll want to make sure that you are getting the most out of your efforts by focusing on countries with the biggest markets for your company’s products or services. Once you have translated your content for these countries, you can then move onto more niche markets. 

Which Languages Should My Company Localize its Website into First? 

To maximize your investment in localization, you’ll want to look at two things.  First, which countries offer a large customer base for your products? Secondly, which countries have a high per capita spend that will result in sales growth? Large countries like Brazil are popular localization targets because they have both a young, increasing population and a growing economy. France, Germany, Canada and the UK are optimal markets too because of their strong economies and high-tech consumer base. Asian countries like Japan, South Korea, and China are popular localization targets due merely to their population size; the APAC & Emerging Markets are expected to post sales of $7 trillion by 2020. 

How Big Is the Internet User Base Internationally? 

Despite a lot of tech companies coming from California’s Silicon Valley, the biggest growth in internet users actually comes from other countries. The United States is mostly saturated in terms of internet user growth, but internet and mobile user bases around the world still have lots of room to grow. There are 3.4 billion global internet users online and this is quickly trending upward. In many emerging markets like Brazil, mobile growth is driving online ad consumption. Globally, adults spend 3.1 hours per day on their mobile devices — a statistic that is growing 4 percent every year. 

Why Should My Company Localize? 

Studies show that localizing your product can lead to greater sales, with research finding that customers are three times more likely to buy a product online if the content has been localized into their native language. As a result, customers will spread the word about your product on social media. User-generated content that promotes your product is much more effective than promotional content generated by your company. According to venture capital firm Kleiner Perkins Caulfield and Byers, “Effective user-generated content can generate 6.9 times higher engagement than brand-generated content on Facebook.” Various research studies have found that the majority of buyers use social media to research brands before making a purchase. 

How Do I Decide What Languages to Translate?

Research by Common Sense Advisory shows that reaching 50 percent of your online opportunity as a company requires translation into three languages. Fourteen languages are required to maximize your brand reach to 90 percent. You don’t want to miss out on your brand’s huge international potential; this is why localization is the first and most important step to having a truly global impact.

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