Numerous enterprises access a foreign market by incorporating a translation tool into their website. However, the converted pages frequently contain inaccuracies, contextual blunders, and formatting glitches. Consequently, instead of drawing in visitors to generate leads, they tarnish their brand reputation. Fortunately, this issue can be easily resolved by employing fitting localized content marketing solutions.
What Constitutes Content Localization?
Localized content marketing pertains to adapting native content into a format that resonates with target audiences in another locale. Often, people conflate content localization with translation. While there is some truth to this, content localization surpasses mere language translation. In reality, it is more precise to regard language translation as a component of a localization marketing strategy.
At most, translation can only offer the audience a close approximation of meaning. Regrettably, translated pages and posts may not strike a chord with the audience. Therefore, an appropriate localized content marketing strategy must also tackle and integrate linguistic, cultural, and other contextual elements that resonate with the target local audience.
Also customary in a localization marketing strategy is scrutinizing the content for anything that might offend or deter the target audience. Instances of this include double entendres, offensive expressions, and unintended or inadvertent negative associations.
Especially for enterprises and eCommerce outlets vending products to international markets, a global content strategy is imperative. It constitutes a framework for generating content and disseminating localized text to target geo-specific markets.
Why is Localization Marketing Critical?
Any enterprise engaging in commerce across various locations necessitates a marketing localization strategy. To a lesser extent, localization may also be imperative for a multicultural community within a single area. The ensuing are other grounds why a content marketing strategist or content writing agency might advocate content localization.
1. English Is Not the Sole Language Worldwide
The surge of eCommerce has furnished entrepreneurs with opportunities to market products to global markets. However, not everyone is proficient in English. In fact, a mere 1.3 billion out of 7.8 billion individuals speak the language. Moreover, according to Common Sense Advisory, 72.4 percent of global consumers prefer using their native language when making purchases.
Consumers are inclined to frequent websites where they can navigate in their own language. Consequently, companies lacking localized content marketing solutions will forego numerous potential leads. In the realm of global trade, FOMO – the fear of missing out – holds true.
2. Consumers Frequent Different Platforms
Crafting compelling copy is vital for successful social media marketing endeavors. However, not all individuals utilize the same platforms. Take Facebook, for instance, a widely adopted network worldwide – except in countries like China. Therefore, if a company aims to market products in the Chinese market, the optimal platforms would be Weibo and WeChat.
3. Localization Fosters a Stronger Connection
Conversion rates surge when a business manages to forge a deeper connection with consumers. Your search engine optimization (SEO) content writing service provider should be cognizant of this and tailor content to align with local content marketing objectives.
4. It Enhances Credibility
Imagine a scenario where a web content writing team translates a highly converting piece of content. Nevertheless, even if visitors can read the translation, it might still sound foreign to them. Consequently, the localized content marketing services should encompass the other contextual elements of localization to render the audience comfortable with the brand.
5. Brands Attain a Competitive Edge in Targeted Advertisements
As per Appia, 86 percent of localized marketing campaigns outperformed English-language campaigns in click-through and conversion rates.
Contemplate, for example, a company specializing in baby products employing an image of a baby in its advertising campaign. Nationality matters, so they should select an American to promote products in the U.S. and a Chinese representative if targeting the Chinese audience.
6. It Augments Visibility and Awareness
One of the content marketing objectives of SEO content writing services is to generate content that attains high rankings in search results. Typically, a content writing agency might also furnish local SEO services to amplify search visibility in regional searches.
If a company integrates marketing localization strategies into its content, those pages and posts are likely to secure higher rankings in local searches. The greater the search visibility, the broader the brand awareness. Remember that localized content marketing solutions are effective not only with search engines but also on most social media platforms.
7. It Amplifies Revenue
The preceding sections thus far have unequivocally demonstrated how localized content marketing services can be advantageous for businesses. When aggregated, the outcome is more conversions and sales.
For many enterprises, investing in a content marketing strategy involving adept copywriting and highly converting content is the least they can do to augment their sales. Yet, by employing localized content marketing solutions, they can delve into new markets that, in effect, can enhance their revenues.
8. It Facilitates Avoiding Offense or Alienation of Customer Segments
Businesses with multiple locations must exercise care in web content writing. For instance, some terms may be offensive when translated into another language. In other scenarios, references to specific subjects might be unlawful or socially inappropriate in another region or nation.
A content marketing strategist’s duty is to ensure that the localized content marketing services they employ can realize their content marketing objectives without causing offense to the sensibilities of the intended audience.
How to Formulate a Content Localization Strategy
Localizing content necessitates engaging the right experts to provide SEO content writing services, which can entail a considerable expense. Thus, companies must grasp the fundamentals of a robust marketing localization plan to optimize their investment.
1. Identify Target Markets and Languages
The initial step a content marketing strategist would take is identifying the target markets. Assume, for instance, that the company intends to or is already vending products on a global scale. Rather than creating localized content for all countries and territories, commencing with the paramount markets is the wiser course.
Examine web analytics using tools such as Google Analytics. On social media, most platforms also furnish analytics tools. Contemplate questions such as the following:
- Where do visitors originate from?
- How long do they peruse the site?
- Are they exploring the website by navigating to other pages/posts?
- Can they engage in business transactions with you, and if so, have they?
Analytics should unveil the foremost markets to target for content localization. Consequently, the subsequent step is to delve into research for each of these markets. One rationale is to ascertain if offering an existing or formulating a new value proposition is feasible. Another is to glean insight into the subtleties and contextual elements essential for localizing content.
2. Determine Which Content to Localize
Enterprises have the latitude to localize any content, ranging from websites to social media posts and applications. In each of these channels, prioritize which content warrants localization.
In contrast to social media and applications, localizing websites entails more effort. Some SEO content writing services suggest starting with the most frequented content, whereas others opt to focus on the principal pages.
3. Secure the Right Translation Partners and Tools
Free translation tools abound, but their dependability is questionable. Google Translate, for instance, is susceptible to contextual mistakes and inaccuracies. Enterprises can install a premium translator plugin on their content management system (CMS) to automate the translation process. Nonetheless, the ensuing content remains susceptible to errors.
The most reliable approach to localize content is to enlist a seasoned translator well-versed in the culture, language, and other nuances of the target market. Most enterprises would procure skilled translators from a Language Service Provider (LSP).
Irrespective of how adept translators are, they also require tools to streamline the process. Therefore, they have to lean on a translation management system (TMS). This tool simplifies the process of localizing content and can seamlessly integrate with one or more CMS platforms, such as WordPress, Squarespace, Wix, Shopify, or Salesforce.
4. Evaluate the Performance Metrics
Leverage tools like Google Analytics to appraise the performance of localized content. In general, this task aligns with monitoring SEO performance. The only distinction is that specialists would need to extract data from each locale.
A few of the metrics to be vigilant about include the following:
- Engagement Impact
- Site traffic
- Keyword rankings
- Click-through rates
- Financial Impact
- Customer acquisition
- Conversion rates
- Revenue generated
Another metric worth contemplating is the influence of localized documentation on curbing customer support inquiries. Similarly, assess whether the TMS is precise, effective, and yields commendable returns on investment.
Employ Proficient Translators to Craft Compelling Copy
While cost-free or inexpensive alternatives for translating pages and posts exist, the content they generate falls short. Unfortunately, this practice may cast a negative light on a brand’s image. Although it is accurate that professional translation services entail a financial outlay, the content they produce resonates more effectively with consumers. This implies a higher conversion rate and a capacity to generate greater revenues.
For further information on how Leadshouse can facilitate lead generation in local areas through SEO content writing services and more, get in touch with us today. Our SEO experts can address all your inquiries and suggest services that confer a competitive edge across numerous target markets.