Over the last few weeks, we’ve been drumming home just how important a localisation strategy is to your international success. We’re bound to say that, right? Well maybe; but there is an increasing acceptance that in order to succeed abroad, UK businesses must localise their products and their accompanying literature. Why? Because business owners and decision makers are beginning to see both the hidden, and the not-so-hidden benefits a localisation strategy can bring.
1. Competitive edge
If you’re competing against domestic suppliers native to the market you’re moving into, or competing against overseas market entrants that have localised their products and services, you have no choice but to localise. It’s as simple as that. Imagine yourself as a customer looking for a product online. There are four websites in your native language, and one written entirely in Spanish. Which will you disregard first? I think it’s pretty obvious.
As a nation of fairly lazy linguists, it’s all too easy to think of English as the language of business; it’s not. The language of business is always the customers’ language, whatever that may be. If your competitors have taken the lazy option, then localising your literature and product specific information will present you with a distinct competitive advantage.
2. Visible commitment to your customers
Taking the time to localise your literature is not only a commitment to your international customer base, it’s also a commitment to your workforce. Leading by example in this way will illustrate to employees at every level of the company just how important your overseas customers are. Of course, native language products and services should be accompanied by a native language customer service provision, so that’s something you should consider too.
3. A local and international brand
Whilst a localised website will help your business become a brand in your newly created market pockets, your overarching and original offering will be working away in the background to service all of your English speaking customers, clients and prospects. During the localisation process, your business can alter your marketing messages to make them more appropriate to particular markets, allowing you strike the right chord with every customer, wherever they are.
4. Unparalleled market penetration
If you’re already selling abroad and your sales have plateaued, localisation is one way to increase your market penetration without forking out for an expensive and potentially fruitless marketing campaign. The simple act of translating your website into the native language will help you attract internet search traffic for all those foreign language keywords you were previously missing out on. Not only will this approach improve your customers’ understanding of your products, it is also an extremely cost effective method of reaching hundreds of thousands of potential new customers.
5. Reduced liability and copyright infringement
The translation and localisation of the associated legal gubbins that go hand-in-hand with the sale of your products and services, such as contracts, product use and end-user agreements, will help to minimise conflict that may result from the language barrier. This can provide your business with more comprehensive legal protection. Consumers must obey copyright documentation written in their native language, providing your business with additional recourse in case of any corporate sneakiness!
So there you have it, the hidden and not-so-hidden benefits of localisation. Only now, those benefits aren’t hidden anymore; we’ve just lifted the lid! So, if you’re looking for a high quality localisation service that can be your company’s voice abroad, get in touch today! Call +44 2392 987 765 or email: firstname.lastname@example.org.