What Every Small Business Should Know About Localization

Every small business looking to expand into international markets must implement a solid localization strategy to improve its chances of success.

Localization is the process of adapting content, product, or services to the linguistic and cultural needs of the target market. Localization efforts could include anything from translating marketing materials to adjusting business processes to comply with cultural norms.

Investing in a localization strategy is particularly important as data shows that 60% of customers would rarely or never buy from an English-only website. So even though the rate of globalization has sped up a lot in recent years, these numbers show that consumers still want to be able to access information in their native language so they can better grasp it.

This means that modern small businesses must take appropriate action and even consider hiring professional localization services to improve their chances of attracting their target audience across the globe and ensure that consumers have consistent, smooth, and convenient interactions with the brand, regardless of the language they speak.

To help understand why localization is important, below we share everything you need to know about it as a small business owner. 

Localization vs. translation

Localization requires translation, but the two are quite different and you should never confuse them. For example, a Japanese company can translate its website into English, but it would be of little value if the design continues to be optimized for Japanese characters and the items that they sell can't be shipped to the United States.

Translation, on the other hand, only involves translating written words from one language into another to keep the original message and communication. Localization goes beyond translation.

Each language has its own linguistic and cultural norms that a translator must adhere to. This is what localization means—that all the words and expressions a translator chooses must sound natural to local audiences. 

Conduct market research

 Conducting proper research into your target market is vital when expanding your business across borders. You should get a good understanding of your target market's cultural values and norms and demographic and linguistic characteristics. Understanding their culture, expectations, buying habits, etc., will help you plan your next steps.

Conduct detailed research and think about the markets that will fit your brand the best and where you think you'll most likely be successful. You need to know if your products and services are applicable in each location, and also how to boost your profit potential in other countries. 

The first thing you should focus on is analyzing the competition and your website traffic, and see what other countries visit your website the most.

Localization is key to a better brand image

Localization is vital for building a strong brand image in a new market as it helps make the brand more relevant and accessible to the local target audience. 

By adapting your small business' website, marketing materials, and other assets to the language, culture, and needs of the target market, you can establish a strong connection with your customers and build a good reputation in the local market.

Besides making the brand more accessible and noticeable, localization can also help improve your brand's credibility. When people see that a business is making an effort to adapt its products or services to meet their expectations, it builds trust and establishes a strong relationship foundation.

Customers are more excited to buy something when the website is in their language and when it's easy to navigate. Localization can help improve the user experience for customers in a new market. This will, in turn, encourage them to leave good feedback and return to buy more. 

Find the right channels to promote your small business

 As a small business, you need to identify the right channels to distribute your localized content. For one country, Instagram may be the right platform for promotion, while traditional marketing may be more suitable and effective for another country.

Whatever channel you decide to use, your localized content translation must suit the channel and the audience. This is why it's essential to understand your target market and deliver exactly what they need and expect. So to ensure that your small business enters new markets successfully, choose the right channels and you'll see a positive return on investment.

Final word

When localizing your web content, services, or products as a small business, it's important to do your research and use the best localization services if you want the entire process to be successful. Although localization may seem time-consuming and costly at first, it will be worth every penny and effort in the long run.