The Importance Of Localizing Your Content
Written by Dua Fatima Syeda
This article will tell you how to achieve personalization by localizing your content. Localization isn’t just modifying a translation to make it look local. The process has a lot more depth, and we’re going to talk about that in a minute.
Imagine this, you have a perfect website up and running, and you decide to expand your services to a new country/region. Sounds great, right?
However, you notice that your website conversions are far from what you projected them to be. Expansion into new geography is not an easy task, and as a business, you need to get your consumers to trust you and to feel valued.
Global Trends Are Changing
Rapid globalization over the past decade has pushed content production to the front seat. As a result, many consumers have indicated a preference towards content that is personalized. A study on consumer behaviors revealed that 74% of consumers feel frustrated when website content isn’t personalized.
Around 59% of consumers claim that content personalization helps influence their shopping decision. And a lack of content relevancy generates an 83% lower response rate in an average marketing campaign.
But why pay for localizing your content when we have Google translate? Unfortunately, machine translation systems lack the depth required to be effective translators. In fact, using them might drive your sales away, and you can read all about them here.
Many individuals are more comfortable communicating in their native language, and localizing your content helps create a connection that enhances the value of your product to the consumers.
Localization isn’t just content
If you want to properly localize content for a specific country, you must consider multiple elements. Your content’s brand, colors, music, and subject are essential components to think about. Moreover, different cultures will have a different interpretation of how you present things.
Certain slangs/jargon would be misinterpreted within certain social circles, and certain colors would give out a different meaning to what is intended by the brand. As a business, you would want your material to be relevant and culturally appropriate.
As a result, many big brands engage in different marketing tactics in other parts of the world to stay connected with the local audiences of that region.
Humans Prefer Communicating In Their Native Language
Globally, only around 25% of people prefer English as a medium of communication. The remainder prefers their native languages, a big chunk of which only know how to communicate in their language. Imagine selling your product to someone that does not understand the language!
Localizing your content so that it speaks to your consumers will allow consumers to engage and interact with your content. In addition, if you can creatively position your content, you have higher visibility and online traction.
So that’s it from our end on how localizing content can help you bring up engagement for your business. What is one situation that you feel you could apply localization to immediately?
Let us know in the comments below!