![]() This is still in the scope of the localization strategy to identify the exact content that could guide potential clients through the right path to client acquisition. ![]() If this happens, potential clients will easily switch to a competitor’s site or information, with better structured communications. Redundant information could make the searching process tiresome when people would have to skip products or suggestions that don’t apply to their local market. This is very important in order to achieve what we call “brand awareness”.Īnother important factor to consider is the fine-tuning of the provided information. Regarding SEO, it is crucial to get into the mindset of the local people and try to figure out how they would search for a given idea, product or service, than just translating any keywords that are provided in the source content. In the case of marketing materials, localization should resonate with the heart of people, and generate reactions – content that is just understandable can’t lead to tangible results. Marketing materials and SEO content are two of the most important examples where an effective local adaptation can make the difference in the local presence of a business. This should always be a trusted reference point, that also helps preserve the brand’s reliability. This entails the consideration of different browsers, devices, social media, etc., but also of even smaller things, such as the wording or even the tone of communication – keeping at the same time the brand messaging unaltered. This is decided based on the characteristics of the target groups – age range, educational level, lifestyle and much more. ![]() When target groups are specified, the selection of the appropriate communication channels to reach them is the next necessary step. After this step, the target groups are identified – this is where localization planning takes place in the sense it is widely known in the industry. They should first investigate if their products or services would appeal to local people. However, in order to be able to build a localization strategy, a globalization strategy should have been set before, so that it has identified if and how a localization plan would make sense.Ī business with a view to expand globally, should start from a thorough market research. ![]() ![]() New technologies make the achievement of a global presence much simpler but a powerful localization strategy is the key to success. This is where localization strategy comes into play. The interaction experience with the targeted audience should feel familiar but also unique, keeping at the same time the brand messaging and main idea intact and consistent – this is the basis for a business to build a distinguishable presence, strong enough to stand out in the competition. In order to convey their messaging and make their presence known in different locations, businesses should consider many aspects, such as cultural nuances, consumer habits, purchasing behaviors, different lifestyles and much more. Although the concept is familiar, there are many different factors to think about, that cannot easily be perceived from the beginning. Businesses wanting to expand their activities beyond their geographic borders have to build a customized local presence into the individual locations they want to penetrate to. The idea of going global by being local is a very common one in the localization world. ![]()
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