With the right digital content strategies in place, businesses can create compelling stories that engage their target audiences and drive conversions. One way to increase such conversions is by utilizing localization, as higher conversion rates are but one of the content localization benefits.
Here is all you need to know!
What is Content Localization?
Content localization is the process of adapting digital content to a specific locale (or locales) to make it more accessible and effective. This involves translating text and other tasks related to creating localized versions of your digital content.
But this process does not simply involve taking a piece of content and translating it literally. To successfully localize your digital content, you need to consider the cultural differences of the countries you’re targeting.
For example, you cannot simply use the same content for your audience in Spain and Mexico, even if both countries have Spanish as their national language. You need to remember that these countries have different slang, syntaxes, and cultures, which you need to consider when localizing your content.
You must also adjust more components of your digital content other than the language you use. Some of the aspects that you might need to change include the following:
- Colors and font
- Images and graphics
- Measurement units
- Marketing practices
Content Localization Benefits
- Improving cultural relevance
- Gaining your audience’s trust
- Increasing conversion rates
- Building brand integrity
- Improving SEO
- Building lasting connections
- And increasing the overall ROI
Here are a few more specifics.
1: Improve Cultural Relevance
Creating a global brand isn’t all about having a well-built website and great content. You also need to ensure that you’re delivering a local experience for your customers around the world to gain their trust and loyalty.
With content localization, you can make sure that your audience all around the world can understand the message you’re trying to convey. You can also be sure that you’re not using any phrases or words that may be confusing or offensive in other cultures, which can harm your company image.
2: Gain Trust
Your target audience will appreciate your efforts when you decide to localize your content for them. They will see your dedication to conveying your message properly and communicating with them in their native language.
Content localization also makes your prospective customers feel like your website and content have been personalized just for them. When they feel that you kept them and their local culture in mind as you’re building your brand and not as an afterthought, they will know that you care about your customers and are more likely to trust your company.
3: Increase Sales
Content localization can also help improve your sales and conversions. According to research, as well as case studies, customers are more likely to make a purchase when the content is in their native language. So, by taking the extra step of translating your content and matching it to the cultural background of your target audience, you’ll be able to reach more potential customers and increase your sales.
Localizing your content also allows you to address the different preferences of your customers based on their geographical location. This includes changing your tone to a more casual one in certain countries, using a different payment system, or promoting products and services that are more popular in their area. Doing so will help you resonate better with your audience and capture more of their attention.
4: Build Brand Integrity
Your brand’s integrity affects how your target audience perceives your brand and can be determined using your content, marketing strategy, and even product presentation. However, when you target customers all around the world, your approach might not translate well to other cultures and can lead to misunderstandings.
Localizing your content can help ensure that your message is properly conveyed across different cultures and regions. This allows you to present a coherent, globally accepted brand message to your target audience no matter where they are in the world or the language they speak.
5: Improve SEO rankings
Content localization can also help improve your SEO rankings. By localizing your content, you enable search engines like Google to serve search results that are better tailored to the user’s location and language.
This is known as international SEO and will make your content more visible in local searches, which can help drive more traffic to your website and improve your SEO rankings.
You can also discover more opportunities for your company by localizing your content. With this strategy, you can tap into markets that might not be targeted by your competitors. This can offer a huge advantage for your company and help you stand out from the competition.
6: Build Lasting Connections
With content localization, you can easily build lasting relationships with your customers. When you make an effort to create content that is tailored to their culture and language, you show them that you value and respect their culture. This can help you build a strong connection with these customers, which can lead to increased customer loyalty and long-term success for your business.
7: Increased ROI
Case studies from companies such as Insightly reveal ROIs in the hundreds. Judging from such success stories, you can safely assume that you can utilize a proper localization strategy to increase your business’s overall ROI.
As you probably already know, the actual ROI percentage will differ depending on:
- Localization strategy
- Target markets
- Target audience
Need to calculate your projected localization ROI and/or TMS ROI? We then hope you look forward to our ROI measurement guide and TMS ROI calculator.
Localization Benefits: Wrapping Up
In short, if you localize your content, you can expect to see more traffic, higher conversion rates, and happier customers. Thus, at the end of the day, you can also expect a higher business ROI.