Want to go global? You need localization. Here’s why:
- 75% of global consumers prefer info in their own language
- 60% of non-English speakers skip English-only websites
- 84% of marketers say localization boosts revenue
Ignore it, and you might end up like Chevrolet’s "Nova" disaster in Latin America.
Here are 10 key tips to nail your global expansion:
- Do detailed market research
- Create a clear localization plan
- Focus on language translation
- Improve user experience for local users
- Adjust marketing for local audiences
- Change products to meet local needs
- Work with local partners
- Offer local customer support
- Track local market performance
- Keep improving localization efforts
Quick Comparison:
| Tip | Key Benefit |
|---|---|
| Market research | Avoid cultural mistakes |
| Clear plan | Set specific goals for each market |
| Language translation | Prevent costly mix-ups |
| Local UX | Boost user satisfaction |
| Local marketing | Connect with target audience |
| Product adaptation | Meet specific market needs |
| Local partners | Gain market insights |
| Local support | Build trust with customers |
| Performance tracking | Measure success in each market |
| Continuous improvement | Stay competitive globally |
Remember: Localization isn’t just translation. It’s about making your entire brand fit each new market perfectly.
1. Do Detailed Market Research
Before you jump into a new market, you need to know what you’re dealing with. Think of market research as your GPS for uncharted business territory.
Here’s what to focus on:
1. Understand local consumer behavior
People buy differently in different places. In Russia, vodka buyers care more about brand name and history than price. Chinese consumers expect their fancy cognac to come from France.
2. Analyze competitors
Who’s already there? How are they doing? This helps you spot gaps you can fill.
3. Study local customs and traditions
Cultural mistakes can cost you big time. Just ask Chevrolet about their "Nova" mess-up.
4. Use the right tools
Hofstede’s cultural dimensions can help you get why people buy what they buy in different cultures. Good market research tools can show you what diverse consumers want.
5. Conduct surveys and interviews
Talk to your target audience directly. SIS, a market research company, did a study in five countries across three continents to figure out how culture affects drinking habits. You might be surprised by what you learn.
6. Build a diverse team
Having people who get the local culture can help you avoid marketing disasters.
One size doesn’t fit all in market research. What works in one place might bomb in another. Take Coca-Cola’s "Share a Coke" campaign in Australia. By putting common local names on bottles, they sold over 250 million bottles and boosted sales big time.
"The global business world is more connected than ever, but it’s not the same everywhere. Products and marketing that work in one culture might flop in another." – Market Research Expert
2. Create a Clear Localization Plan
A solid plan is key for successful global expansion. Here’s how to build one:
1. Set clear goals
Define specific, measurable targets for each new market. Are you aiming for more sales or brand awareness?
2. Pick your markets
Don’t spread yourself too thin. Choose markets that fit your business best. Consider:
- Market size
- Growth potential
- Local regulations
- Product-market fit
3. Choose your entry method
Options include:
- Exporting products
- Licensing your brand
- Partnering with local companies
- Opening your own offices
4. Plan your marketing
Adjust your approach for each market:
- Marketing strategies
- Pricing
- Sales channels
5. Build your team
Hire local experts and train them on your business goals and cross-cultural work.
6. Set up operations
Ensure you can do business:
- Establish a supply chain
- Comply with local laws
- Localize your website
7. Test and learn
Start small, monitor performance, and be ready to pivot if needed.
Airbnb‘s expansion into China shows the power of a good plan:
- Rebranded as "Aibiying"
- Partnered with Alipay and WeChat for payments
- Hired local teams for customer service and host outreach
Result? By 2020, Airbnb had over 7.3 million active users in China, outpacing growth in other markets.
"We learned that we need to think about localization as a core part of our product development process, not just an afterthought", said Nathan Blecharczyk, Airbnb’s co-founder and Chief Strategy Officer.
3. Focus on Language Translation
Getting translations right is crucial for global success. Here’s how:
Hire pros, not machines
Google Translate is okay for basics, but it misses the mark on nuance. Get skilled human translators who know your industry and target market.
Use a translation management system (TMS)
A TMS makes your translation process smoother:
- Creates first drafts with AI
- Lets humans fine-tune the text
- Stores past translations for consistency
Skip CMS plug-ins for important stuff
CMS plug-ins are convenient but often produce subpar translations. Use them for less critical content or pair them with a TMS.
Keep it simple
Short, clear text is easier to translate well. Cut the fluff and use active voice.
Think local
Direct translations of idioms or jokes often bomb. Adapt your content to click with local audiences.
Stay on top of updates
Set up a system to review and refresh translations regularly. Languages and cultural norms change, and your content should too.
Nailing your translations prevents mix-ups and makes your global users happy. Don’t forget: bad translations can hurt your brand and your wallet.
"Every language is a world. Without translation, we would inhabit parishes bordering on silence." – George Steiner
This quote nails why breaking language barriers matters in your global expansion.
4. Improve User Experience for Local Users
To succeed globally, you need to tailor your UX to local preferences. Here’s how:
Do your homework
Research your target market’s habits and expectations. Use surveys, interviews, and competitor analysis. This helps you understand what local users want.
Tweak your design
Adjust your website or app based on your research:
- Change layouts for right-to-left languages
- Use culturally appropriate colors and icons
- Adjust font sizes for different writing systems
Speed it up
In March 2023, Airbnb made their app 20% faster on low-end Android devices. Result? 15% more bookings from emerging markets.
Add local payment options
Uber added Paytm in India. Their user base grew 30% in two months.
Make it accessible
Design for people with disabilities. It’s often legally required and expands your user base.
Keep improving
Use heatmaps and analytics to see how locals use your product. Then make it better.
UX localization isn’t just translation. It’s about making your product feel natural in each market.
"UX depends solely on your customers. How are they feeling? Are they comfortable with your website?" – Legiit Blog
5. Adjust Marketing for Local Audiences
Want to win in global markets? You’ve got to speak the local language – and I don’t just mean words.
Here’s how to make your marketing resonate with local audiences:
Do your homework
Before you launch anything, dig into the local scene. What makes people tick? What’s taboo? This homework helps you avoid face-palm moments and actually connect.
Pick the right platforms
Facebook might rule in the US, but it’s WeChat or bust in China. Adidas gets this – they run separate Instagram accounts for different countries.
Speak their language (literally)
Don’t just Google Translate your slogans. KFC nailed it in China by switching "Finger Lickin’ Good" to "We do chicken right." Now they’re huge there.
Tap into what matters locally
Nike‘s annual Chinese New Year shoe collections? Pure gold. They boost sales AND make Chinese customers feel seen.
Team up with locals
Partner with nearby businesses. A restaurant could do a "dinner and movie" deal with a local theater. Win-win.
Look the part
Tweak your visuals. McDonald’s menu pics change country to country – they know what makes mouths water varies.
Here’s the global vs. local breakdown:
| Global | Local |
|---|---|
| One-size-fits-all | Tailored to each market |
| Standard products | Adapted offerings |
| Uniform pricing | Adjusted for local wallets |
| One language | Multiple languages |
| Central marketing team | Local experts involved |
Sometimes, it’s the little things. Gillette‘s market share in Israel? It jumped from 3% to 15% in TWO MONTHS. How? They teamed up with synagogues and pushed their 48-hour deodorant before Sabbath. Smart, right?
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6. Change Products to Meet Local Needs
Going global? One size doesn’t fit all. Here’s how smart companies tweak their products for new markets:
Study the market: Learn what makes your new customers tick. McDonald’s in India? They swapped beef for chicken and added veggie options like the McAloo Tikki burger. Smart move.
Think beyond words: It’s not just about translation. Unilever‘s single-use shampoo sachets in rural India? Genius. Many couldn’t afford big bottles, so this small change opened a huge market.
Local flavors matter: Coca-Cola gets it. Green Tea Coke in Japan, Thums Up (a stronger local soda) in India. They know different strokes for different folks.
Culture counts: Sometimes, you need a total rethink. Nike’s Pro Hijab? They talked to Muslim athletes and created something that respects local customs and needs.
Here’s a quick look at some big names and their local tweaks:
| Company | Market | Product Change | Result |
|---|---|---|---|
| McDonald’s | India | Veggie options, no beef | McAloo Tikki hit |
| Unilever | Rural India | Shampoo sachets | New market unlocked |
| Coca-Cola | Japan | Green Tea flavor | Local taste win |
| Nike | Muslim countries | Pro Hijab | Met athlete needs |
Changing your product isn’t just about sales. It shows you care. You’re not just visiting – you’re there to stay.
"Listen, test & adapt. It’s a unique challenge that will unlock new capabilities in the process!" – Unilever R&D Team
Bottom line? Listen to your new market. Test ideas. Be ready to change. That’s how you connect with local customers.
7. Work with Local Partners
Teaming up with local businesses can make or break your global expansion. Here’s why it matters:
- They know the market inside out
- They have existing relationships and networks
- They understand local regulations and customs
Finding the right fit
1. Look for experience
Choose partners with a track record in joint ventures.
2. Do your homework
Use databases or hire investigators to check potential partners’ backgrounds.
3. Test the waters
Try working with two partners at once to compare their skills.
Real-world wins
| Company | Local Partner | Result |
|---|---|---|
| Aryaka Networks | Local network providers | Successful entry into Japan and China’s IT markets |
| Ammex | Chinese distributors | Boosted sales of disposable gloves |
"Our success has been giving them the control to operate how they had to operate." – Fred Crosetto, Ammex
Finding partners made easy
- Use the U.S. Department of Commerce’s Gold Key program to connect with overseas partners.
- Work with local digital influencers:
Local partners aren’t just for big companies. Many SMEs use local distributors to break into new markets efficiently.
8. Offer Local Customer Support
Local customer support isn’t just nice to have – it’s a must for global expansion. Here’s why it matters:
- 90% of customers say it’s important when choosing a product
- 91% won’t buy again after a bad experience
- 86% will spend more after a good support interaction
So, how do you do it right?
1. Hire native speakers
They get cultural nuances and communicate better.
2. Use a "follow the sun" model
Offer 24/7 support across time zones. LimeBike does this in 7 languages.
3. Use tech smartly
AI chatbots and translation services can help.
4. Partner with local support services
It saves time and brings in local know-how.
| Company | Strategy | Result |
|---|---|---|
| Chase Bank | Multilingual call center | Customers speak in their native language |
| LimeBike | 24/7 support in 7 languages | Better global customer satisfaction |
7 in 10 consumers prefer brands offering support in their native language. It’s not just about fixing problems – it’s about building trust across borders.
"Customers want to be treated as individuals, not as numbers, highlighting the importance of relationships in customer service."
To make your local support work:
- Check website analytics for language preferences
- Create a multilingual knowledge base
- Align support hours with local time zones
- Train your team on cross-cultural communication
9. Track Local Market Performance
To win at global expansion, you need to measure how you’re doing in each market. Here’s the game plan:
1. Pick your KPIs
Choose metrics that matter to your business:
- Sales growth
- SEO rankings
- Market share
- Translation costs
- Page views
- Conversion rates
- Social engagement
- Support tickets
2. Line up with company goals
Your localization efforts should push your overall business forward. As Kevin O’Donnell says:
"Your localization team success should ultimately align with company success, and can enable conversations around investing and growing success through localization."
3. Use the right tools
An all-in-one marketing platform can track your KPIs across markets. It’s like having a crystal ball for your localization efforts.
4. Put your data to work
Don’t just collect numbers – use them. Check out these wins:
| Company | Action | Result |
|---|---|---|
| HubSpot | Localized one form | $144,000 in annual recurring revenue |
| Bending Spoons | Translated 20+ apps into 11 languages | Nearly 200+ million downloads |
5. Be quick
Speed kills in lead management. Wait 30 minutes instead of 5, and your chances of contacting a lead drop 100 times. Ouch.
6. Slice and dice your audience
Break down your data by customer groups. You’ll see which marketing channels work best for different folks in each market.
10. Keep Improving Localization Efforts
Want to dominate global markets? Keep tweaking your localization strategy. Here’s how:
Track what matters: Set up KPIs that align with your goals. Focus on:
- Sales growth
- SEO rankings
- Market share
- Page views
- Conversion rates
- Social media buzz
- Customer support load
Let data guide you: Don’t just collect numbers – use them. HubSpot localized ONE form and scored $144,000 in annual recurring revenue. Small change, big win.
Team up with pros: Work with translation experts to track KPIs and level up your program. They’ll spot trends you might miss.
Embrace the AI revolution: Use AI tools to supercharge your localization:
- Update content at lightning speed
- Predict market shifts
- Adapt to local needs on the fly
Stay nimble: Markets evolve, so should you. Listen to customer feedback and be ready to pivot.
"Constant analysis helps you figure out what’s working and what isn’t. Then you can change things up when you’re falling short." – Jeremy Holcombe, Senior Editor at Kinsta
Remember: Keep analyzing, keep improving, keep conquering new markets.
Conclusion
Localization isn’t optional—it’s crucial for global success. Here’s why:
- Market reach: 87% of EU non-English speakers won’t buy from English-only sites.
- Revenue boost: Companies with localized websites see a 47% average revenue increase.
- Customer connection: 76% of global consumers prefer buying in their own language.
- Search visibility: Local content improves SEO in target markets.
- Brand trust: 64% of buyers value localized content.
Localization is more than translation. It’s adapting your entire brand experience for local audiences.
"If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart." – Nelson Mandela
This quote nails the power of localization. It’s about making a real connection, not just being understood.
Bottom line: Start localizing now. Research your markets, plan well, and keep improving. The world is waiting.
FAQs
How can you make localization effective?
To nail localization:
- Know your audience inside out
- Get local experts on board
- Translate with cultural context in mind
- Adapt ALL content, not just text
- Optimize for local search
- Check out what local competitors are doing
Take Coca-Cola’s "Share a Coke" campaign. They put popular local names on bottles in each country. In China? They used phrases like "classmate" instead of names. Smart move.
"Every market buys the same product differently. Your content needs to reflect how people make decisions in each region or country – from strategy to branding, visuals, and tone." – Allan Formigoni, content and email marketing manager at WeTravel
Remember: It’s not just about translation. It’s about speaking your audience’s language in EVERY way.
