World has become a global village. When you sold your products outside the country without a global market strategy. You will get half of the potential revenue. Delivering products and services globally is very cumbersome task. Taking help from Translation Company is very expensive and time taking. To solve this problem companies need to decide how much content should be translated and needs to consider some of the factors.
If you get your product translated, how much revenue will increase?
How does non-English speaking customers view your product?
Research from Common Sense Advisory reveals issues like
72.1% of consumers like to browse website in their own language.
72.4% of consumers said they will purchase product with the information in their own language.
56.2% of consumers are of the view that the ability to get information in their own language is more important than price.
Understanding language and localization
L10N is the abbreviation of localization. Localization suggests content of the product should be according to location and language of the specific audience. Localization demands that your target audience receives the same level of quality which you invested in your native language.
Localization is not about translating a product in another language. It also requires content change. For example document written for employ benefit should be different in USA and it should be different in Canada according to benefits in Canadian Market.
Product development becomes efficient while following localization strategy according to the global market demands. It will help to enhance customer relationships and help to manage operating costs.
Need to Market
Work on the source language needs to be done before starting localization. Some companies launch their products when localized content is not available. The organizations should not work on English only content but multiple regional and global content should be available. Localization helps in core development effort. When the components of the product and content are completed, gap between initial lunch and fully localized product is reduced. Some organizations complete all localization work before launching the product globally. For example if same product is ordered in United States and China. The consumer wants delivery of the product with localization at the same time. In this case proper planning and strategy to address all market requirements are needed. If proper planning is not done, delay will happen in producing different language versions. It will delay the product launching date and close window of opportunity in certain markets. Your
Localization process will determine when to market the product.
Some global brands like Coca-Cola and apple wants to have intimate relationship
With their customers. They made customer-centric strategy to produce product and content. In regulatory industry, localization demands all requirements should be compiled. Customer engagement shows the affectedness of localization effort. Localization depicts that your products and services are adaptable with culture.
Planning and design
Planning before translation will reduce duplicate work and will let u know problems which can become problem. A localization strategy will let you know when and how to perform translation work and how to work on source language development. For example Automobile. The same model is distributed to many different countries with little variations according to customer and market requirement. Automobile company develop and plan ahead because configuration of each component when demanded raises cost and delays time to market.
Centralizing common resources should be a part of your localization strategy. Sharing of information, resources and content with group will create consistency. For example it is not possible for every software to translate save new project again and again. Reusing of content will improve consistency and will reduce translation costs.
A localization strategy improves the quality of all the languages which you produce. When all the departments of the company brainstorm and share information, everyone benefits from new ideas and discoveries. Potential issues should be addressed in developing cycle reducing costs appearing at last moment.
Controlled translation costs
Knowing the translation needs at the start of a project will let you know how much translation effort is required. Reuse of fonts and text expansion will reduce the manual work required in translation. In large organizations, different translation tools are used to estimate the scope and cost of translation services. Some amount of content is translated and captured in translation memory. Knowing this information you can contact translation vendors as an informed customer.
Quality of Source Content
To increase the efficiency and accuracy of your localization system internal improvements need to be done. Translation problems should be traced back in source content and infrastructure. Source content effects the quality and price of translations.Quality of source content can be improved by
- Sentence Length
- Sentence Structure
Reach a Global Audience
According to the survey from Halim University 75% of the population don’t speak English and out of the remaining 25% will not speak and understand marketing content easily. In all global population only 6% people are native English speakers. In order to reach a potential global audience context localization is very important. Context localization will boost your sales.
Improve Customer Satisfaction
You can show your customers, your concern and care about them by localizing your content. Target culture should be adapted and personalized experience should be delivered in localization. In this way you will be able to enhance customer engagement and trust.
Increase Marketing Effectiveness
Targeting a narrow segment of the local market will improve marketing effectiveness. There is no need to spend more amount on different marketing campaign as that marketing campaign will be effective in only one country.ROI
Needs to be calculated before lounging any campaign.SEO Search Engine Optimization is very useful for localization. Its results are influenced by physical location. Your sales will get higher if your marketing is effective.
Localization is integral part of many businesses. If it is needed to make a choice between two products. One product is localized in native language. It is obvious consumer will go for localized product.