Engaging & Converting International Prospects with Localization

Engaging & Converting International Prospects with Localization
Lucy Xu
March 26, 2019
3 min read

Scaling is key for any business — and especially for startups. However, startups often overlook the opportunity to lay the global scaling foundation to capture international leads, until later on in the game. Many argue that it is not a priority because it is too expensive for the startup budget and the first focus is on dominating local markets first. However, this mentality results in the overlooking of key scaling opportunities — in global markets. When in fact, “Communicating with international buyers in their preferred languages is one of the most resonant and expedient ways to build relationships and provide value.” (Digital Commerce 360)

In this post, we explore the value of investing in localization to better engage and convert international prospects, and how you can easily get started (and on a startup budget!).

Expanding from a Local to a Global Mindset

As many entrepreneurs know, the first step to making something happen is to make sure you have and fully believe in the idea first. And for startups, this means starting to look beyond their current local lens to understand the true value of global prospects. To help your startup team in the global mindset, have a look at some of the key reasons why innovative companies have opted to localize their content.

And aside from the stats on increased revenue and deepened brand loyalty, localization is a powerful to repurpose and scale your marketing efforts. Oftentimes, marketing teams may struggle with budget and resources. Localization can help solve for this, by equipping marketing with a technology to easily scale content and in turn, overall business awareness and leads.

Giving Prospects & Customers What They Want: Familiar Content

It is known across all industries that 90% of B2B buyers conduct research online before making a purchase. Lesser known statistics include the fact that 72% of buyers want product reviews in their native language above all else, and 74% of global consumers are likely to make a repeat purchase if post-sales support and related content is offered in their native language.

While it is sensible and fair to focus on your main market first, make sure that you are not ignoring the other markets that are undoubtedly driving lower but steady traffic. To engage these international audiences, you can easily and affordably set up automated localization for your business to localize your content and start converting those global customers.  

Getting Localization Set Up — on a Startup Budget and at a Startup Pace

The truth is that while localization is an investment of time, energy, and resources — it can be set up in an automated way so that your company is capturing all of the traffic and potentially high-converting traffic from those long-tail global audiences. The other more compelling truth is that any company that is neglecting to cater their content to the international markets that are driving traffic, are simply leaving sales and revenue on the table.

So, what does all this mean for your startup? That regardless of what stage of growth your company is in, now is the time to invest in localization to create content that engages and converts your global prospects.    

To learn more about how agile startups and businesses leverage localization to go global, download our Localization for Agile Teams guide today. Ready to try out localization for your startup? Sign up for free 15-day trial of Transifex to give localization a try.   

Lucy Xu

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