Buyers are no longer limited by geographical distance. People can now shop and get information about products from brands anywhere in the world. And businesses that want to be successful open their sales to international shoppers.
But when a consumer wants to purchase a product or service from a business that isn’t located in their home country, they might run into some issues. The main problem international buyers face is not understanding the website and dealing with foreign currencies.
But you can sidestep this issue if you create a localization strategy. If you’re not sure what localization is and why it’s important, keep reading.
What is localization?
Before we get into all the reasons why localization is important, let’s talk about what it is. Localization is a lot more than just translating the text on your website so your customers know what you’re selling. While translation is one part of it, there is a lot more to localization.
It includes translating the text while still preserving the original meaning, adapting images to suit the geographical region of the website visitor, and changing payment methods. Sometimes it can even include changing the entire design of the website and the content on it.
Localization is extremely important for anyone who wants to target a global market but it does require a lot of hard work and skill. If you’re not up for the challenge, you can find a good digital marketing consultant who will help you create your localization strategy.
Now let’s get into the importance of effective business localization.
Gaining a competitive edge
No matter what industry you’re in, you probably have to deal with a lot of competitors. And since every business that has the ability to expand to a global market tries to gain as many customers as possible, you need to find a way to gain an edge.
So, if you are a SaaS owner, for example, devising a software localization strategy is the way to do it. When competing with local competitors, you need to understand that buyers have more trust in local players than someone who is coming in from abroad. But when you localize your software, it’s going to help you level the playing field.
As for global competitors, you will have a very clear advantage over those who don’t choose to localize their software and the new market will favor your business.
Easily expanding to new markets
When launching a business into a global marketplace, you need to deal with a lot of barriers that localization can help you with. While you will have to deal with logistical and legal issues on your own, thanks to localization you can easily pass by communication and cultural challenges.
Some people are under the impression that digital buyers, no matter where they’re from, will search for the item or service they need in English. However, more than 50% of all queries on Google are in languages other than English.
As for cultural challenges, you probably don’t have a grasp of how many cultural mistakes you could commit by accident. Luckily, localizing your brand will help you avoid all of this.
Increasing customer satisfaction
As we already mentioned, a big part of localization is adapting the content your customers see based on where in the world they’re accessing your website from. And this is done to suit local culture and avoid cultural faux pas.
Your brand’s image could be at stake if you don’t pay attention to these local customs and cultures. With localization, not only will you avoid potential damage but you will also create a customer experience for your users that will delight them and show them you understand their wants and needs.
Localizing all of the content on your website will show the level of commitment you’re prepared to show to your customers. When you talk to them in a manner they understand and are comfortable with, customer satisfaction will go through the roof.
The first reason why localization increases sales are obvious. When you open up to a bigger market, you will also have a bigger audience. More website visitors translates to higher revenue. But this isn’t the only way your sales will increase if you have a good localization strategy.
When you use a language your customers understand and are receptive to, you’re creating mutual understanding. All of this will help you build trust and commitment with your customers, which will, in turn, make them feel more comfortable.
A lot of customers believe that finding product information in their native language is more important than the price they pay. If you add the fact you’re showing prices in local currencies, there will be no confusion on the customer’s end, and they will make the purchasing decision much more easily.
Additionally, let’s not forget that localization leads to a great experience due to increased customer satisfaction. And since 73% of customers agree that customer experience helps to drive their buying decision, it’s easy to see how localization increases sales.
Expanding to foreign markets can be scary for businesses because selling locally makes them feel more comfortable. But if you have a good localization strategy, there is no reason why you should be scared of entering new markets. On the contrary, you should be excited about it.
You may also like: