May 2017

Localization and ‘Premiumization’ to Drive Success

 by anthony on  |
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Oftentimes within many businesses, website localization is viewed as an expense instead of an investment. This is a view that comes from short-term thinking, rather than analyzing the long-term benefits of localizing your website. One of the most effective ways to help stakeholders overcome this stigma is to initially focus on localizing smaller portions of the highest value content on your site. This can help prove the value of localization faster and get those reluctant stakeholders on board earlier in the process. Linking the localization efforts to profit-driving areas of the business, as well as positioning it to increase value during customer journeys, are both keys to success here. Local customers must use the localized, premium content for it to drive traffic and conversions on your website. The challenge here is localizing the content appropriately, while adding enough personalization to go above and beyond what the customer normally expects.This ‘premiumization’ of localized content requires a step up in the quality of the content itself, making it more exclusive and actionable than ever before. Business leaders often consider website localization as something of an afterthought, an activity that brings little value to the overall picture and takes minimum time to complete. To drive home the importance and complexity of localization, it must be planned, managed and budgeted to reflect exactly how much is involved in the process. Only then will business leaders begin to comprehend what it can do to enhance the global prospects of their website. Proper management of the localization process will enable businesses to push their localized content out to the right audiences and reduce the need for customers to find you first. To this end, the rise of digital has coincided with the need to bring the right content, to the right customer at the right time. Localizing and personalizing your content for customers on an individual level will better engage customers by being bringing higher relevance to their specific preferences. Premium, localized content such as this can greatly enhance the customer experience, driving repeat visits from more engaged customers and adding more trust and brand awareness for the business. Starting out by localizing your highest quality adds a level of ‘premiumization’ that delivers customer experiences that are more meaningful and impressive. It gives the impression that content has been created by local people, for local people. A ‘quality over quantity’ approach can give customers a better impression over a shorter period of time, than if the entire website was localized poorly. Furthermore, once the value of localization has been initially proved by ‘premiumization’ of content, business leaders will be easier brought around to the idea of completely localizing their website, as well as better grasping the complexity involved.  

How Website Localization Helps Startups

 by anthony on  |
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With the digital age in full swing, there’s now opportunity aplenty for any business to go global and make their mark in every major market available. This is particularly telling for startups, where the struggle is mostly experienced when trying to get off the ground and build momentum. A sizeable roadblock to becoming successful in any market is speaking the native language and matching the cultural tendencies, and this is where website localization comes in. Localization is much more than just translating your website, it’s making your business look homogeneous to the market you target and giving potential customers the feeling that you ‘belong’ there. With localization, startups have the ability to break down any barriers that we naturally encounter across international markets. If you’re part of a startup and you’re reading this, then don’t avert your eyes just yet. Here are four ways that website localization helps startups: 1. It Removes Language Barriers Let’s assume you’re in the business of selling products to individuals or companies. How can you sell something if you can’t explain what the product actually is? That’s right, you can’t! If a potential customer lands on your website and you don’t speak their language, then you can’t tell them about the product. Website localization can remove these language barriers and increase the likelihood that someone will understand your product and want to buy it. As well as this, being seen as a global company with credible and legible content will boost your trustworthiness with customers that haven’t purchased from you before. Companies live and die by their reputation, and this is even truer for startups. 2. Website Localization Saves Money By localizing your website, you can forgo the notion that you need a bricks’n’mortar version of your business in every country you play in. A multilingual website can help you test and learn about your target market in a cost-effective way. You can use your website to gauge how well you may perform in the market and from there, make a decision to invest in a team and physical business in the market. If it shows no potential, then you’ve saved a heap of cash by only testing your website there. 3. Better SEO and Keyword Capability The majority of SEO competition is found in English, thereby making it one of the most difficult languages to gain traction for. Everyone wants to be on the first page of Google and, most of the time, tend to focus their efforts on a single language. A localized website can give you keyword flexibility across multiple languages at once, increasing your SEO capability and making you more competitive. With your rivals focusing on SEO for a limited number of select languages, website localization means you’ll automatically have one up in several markets. 4. Higher Customer Engagement If there’s one thing we all know, it’s that first impressions count. This is as true online as it is offline, where the impression you make on potential customers when they land on your site can be the making or breaking of a conversion. Localization makes your site look native to any market and improves the experience for customers by giving them a familiar and comfortable user interface. If a potential customer enjoys the experience, there’s a good chance they’ll come back or make a purchase there and then. If not, well, would you go back to a poor site when there are literally millions of alternatives? A knock-on effect of this is word-of-mouth marketing, where customers who’ve had a good experience on your site may recommend you to others, driving more traffic and conversions on your website.