The dream of every company or business, operating on a global scale is something which requires a great deal of work. Unfortunately, many businesses feel that international recognition stems from an expansion of services across a wider platform.
While this is true to an extent, true internationalisation cannot be achieved without incorporating and prioritising “localisation” of your business, and marketing efforts into your business strategy.
While the subject of internationalising your business is simply too large to cover in one post, the scope of this article will cover 5 tips for incorporating localisation into your online marketing strategy.
1. Local Design Trends
Whilst the Internet is a universal platform, this does not mean that websites can follow a one-size-fits-all approach. Recognising the local design trends used in foreign countries is essential if you want to promote yourself successfully.
This means a balance between congruency and individuality is needed. Even large organisations such as Rakuten adapted their design to meet local trends when developing a Japanese website and the general consensus of industry experts concedes that adopting local norms is the best course of action as it ensures the page is familiar to the target audience.
2. Translate Your Website
It is a strange but simple fact of life that we are naturally cautious and suspicious of web content which is unfamiliar to us. That means that even something as simple as seeing prices displayed in foreign currencies can be off-putting.
Considering that English accounts for only 31% of all online languages, the need to translate your content when creating websites is evident. Failing to do this immediately eliminates a number of internet users, with 90% of those in the EU preferring to read content in their native language.
Make sure that you get your web copy translated into a local language and ensure the translation is completed by a professional individual or a reputable technical translation service like EVS. Poor translation will be just as detrimental as no translation at all and it is important that small details, such as the use of specific characters and accents, are given considerable thought.
3. Content That Has Local Appeal
With pictures claimed to speak a thousand words, varying the type of content which you use on your site is of paramount importance. Images are a universal form of communication but need to be combined with native translations, videos and infographics to achieve optimum impact. Varying your content will translate to an enhanced user experience and you should make sure that native styles and trends are embraced to give your website greater influence.
4. Be Prolific
As a form of online marketing, localising websites is something you need to do prolifically. This means ensuring you target all platforms, including social media, in as many native languages and forms as you can.
For example, Renren is the most used social networking platform in China. It is the Facebook of Chinese social networking. Businesses targeting Chinese consumers should prioritise becoming visible in Renren. Gathering local knowledge like this means you can make better-informed decisions.
Failing to localise your online marketing strategy will put you at an immediate disadvantage and result in an uneven distribution of your online services.
5. Pay Attention To Detail
Lastly, but most importantly, all localised websites should be created after thorough research. This means ensuring that the correct currencies, dates and time formats and national holiday information are used when developing relevant pages.
Simple things like overlooking your date format or local daylight savings time could diminish trust in your website and therefore your product.
This is a guest post provided by EVS Translations-the professional translations services who specialise in website translations.
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