Some companies tap into a foreign market by adding a translation tool to their website. But the translated pages usually contain errors, contextual mistakes and formatting issues. So rather than attracting visitors to generate leads, they ruin their brand image. This problem, fortunately, is easily solved by using proper localized content marketing solutions.
What Is Content Localization?
Localized content marketing refers to transforming local content into a form that target markets in another location understand. Often, people confuse content localization with translation. While it may be true to a degree, content localization goes beyond merely translating the language. In reality, it is more accurate to say that language translation is a part of a localization marketing strategy.
At best, translation can only provide the audience with a near-equivalent meaning. Unfortunately, translated pages and posts may not resonate with the audience. Hence, a proper localized content marketing strategy must also address and integrate linguistic, cultural and other contextual elements relatable to the target local audience.
Also typical in a localization marketing strategy is checking the content for anything that may offend and turn the target audience away. Some examples are double meanings, offensive expressions and unintended or unintentional negative connotations.
Specifically for companies and eCommerce stores that sell products to international markets, a global content strategy is necessary. It is a framework for creating content and publishing localized copy to target geo-specific markets.
Why Localization Marketing Is Important
Any company that does business in different locations needs a marketing localization strategy. To a minor degree, localization may also be necessary for a multicultural community in one area. Following are other reasons why a content marketing strategist or content writing agency might recommend content localization.
1. English Is Not the Only Language in the World
The rise of eCommerce created opportunities for entrepreneurs to sell products to international markets. But not everyone speaks English. In fact, only 1.3 billion out of 7.8 billion people do so. Also, according to Common Sense Advisory, 72.4 percent of global consumers prefer using their native language when shopping.
Consumers prefer to visit and shop on websites in their language. So companies that do not have localized content marketing solutions will miss out on many potential leads. In global trade, FOMO – the fear of missing out – is real.
2. Consumers Use Different Platforms
Writing effective copy is essential to successful social media marketing campaigns. But not everyone uses the same platforms. One example is Facebook, a widely used network worldwide – except in countries like China. So if a company intends to sell products to the Chinese market, the best platforms would be Weibo and WeChat.
3. Localization Creates Better Connection
Conversion rates increase when a business can establish a deeper connection with consumers. Your search engine optimization (SEO) content writing service provider should be aware of this and tailor content to align with local content marketing goals.
4. It Improves Credibility
Assume that a web content writing team translated a piece of high converting content. However, even if visitors can read the translation, it may still sound foreign to them. Hence, the localized content marketing services must integrate the other contextual elements of localization so that the audience will feel familiar with the brand.
5. Brands Gain a Competitive Edge in Targeted Ads
According to Appia, 86 percent of localized marketing campaigns performed better than English-language campaigns in click-through and conversion rates.
Consider, for instance, a baby products company using an image of a baby in its advertising campaign. Nationality matters, so they should choose an American to sell products in the U.S. and Chinese if targeting the Chinese audience.
6. It Increases Visibility and Awareness
One of the content marketing goals of SEO content writing services is to create content that ranks high on search results. Usually, a content writing agency would also offer local SEO services to increase search visibility in local searches.
If a company utilizes marketing localization strategies in its content, those pages and posts will likely rank higher in local searches. The higher the search visibility, the greater the brand awareness. Remember that localized content marketing solutions work not only with search engines but also on most social media networks.
7. It Boosts Revenue
The previous sections, thus far, have clearly shown how localized content marketing services can benefit businesses. When added up, the result is more conversions and sales.
For many companies, investing in a content marketing strategy that entails writing effective copy and high converting content is the least they can do to lift their sales. But by employing localized content marketing solutions, they can tap into new markets that, in effect, can boost their revenues.
8. It Helps Avoid Offending or Alienating Customer Segments
Multi-location businesses must be careful with web content writing. For example, some terms may be offensive when translated into another language. In other instances, references to certain subjects might be illegal or taboo in another region or country.
A content marketing strategist’s job is to ensure that the localized content marketing services they use can achieve their content marketing goals without offending the sensitivities of the intended audience.
How To Develop a Content Localization Strategy
Localizing content requires having the right specialists providing SEO content writing services, which can be costly. So companies must know the foundation of a solid marketing localization plan to maximize their investment.
1. Identify Target Markets and Languages
The first thing a content marketing strategist would do is to identify the target markets. Assume, for instance, that the company intends to or is already selling products globally. Instead of creating localized content for all countries and territories, starting with the top markets is the better choice.
Analyze web analytics using tools like Google Analytics. On social media, most platforms also provide analytics tools. Some of the questions to think about are the following:
• Where do visitors come from?
• How much time do they spend on the site?
• Are they exploring the website by navigating to other pages/posts?
• Can they do business with you, and if they can, did they?
Analytics should reveal the top markets to target for content localization. So the next step is to research each of the markets. One reason is to see if offering an existing or creating a new value proposition is possible. Another is to gain an insight into the nuances and contextual elements needed for localizing content.
2. Determine Which Content To Localize
Businesses can localize any content from websites to social media posts and apps. In each of these channels, prioritize which content needs localization.
Compared to social media and apps, localizing websites requires more work. Some SEO content writing services recommend starting with the most popular content, while others choose to work on the main pages.
3. Find the Right Translation Partners and Tools
Free translation tools are available, but they are not reliable. Google Translate, for instance, is prone to contextual mistakes and errors. Companies can install a premium translator plugin on their content management system (CMS) to automate the translation process. But the resulting content is also prone to errors.
The best way to localize content is to hire a professional translator with expertise in the target market’s culture, language and other nuances. Most companies would source skilled translators from a Language Service Provider (LSP).
No matter how skilled translators are, they also need tools to streamline the process. So they have to rely on a translation management system (TMS). This tool helps simplify the process of localizing content and can integrate with one or more CMS, such as WordPress, Squarespace, Wix, Shopify, or Salesforce.
4. Analyze the Performance Metrics
Use tools like Google Analytics to check how localized content has performed. In general, this task is no different from monitoring SEO performance. The only difference is that the specialists would need to pull data from each locale.
Some of the metrics to watch out for are the following:
• Engagement Impact
○ Site traffic
○ Keyword rankings
○ Click-through rates
○ Engagements
• Financial Impact
○ Customer acquisition
○ Conversion rates
○ Checkouts
○ Revenue generated
Another metric to consider is the impact of localized documentation on reducing customer support inquiries. Likewise, decide if the TMS is accurate, efficient and provides good ROIs.
Hire Professional Translators To Create Effective Copy
Free or cheap options to translate pages and posts are available, but the content they produce is subpar. Unfortunately, this practice may negatively impact a brand’s image. While it is true that professional translation services cost money, the content they produce is more relatable to consumers, which means they can convert more people and help generate higher revenues.
For more information on how Thrive can help you generate more leads in local areas through SEO content writing services and more, contact us or call 866-908-4748. Our SEO specialists can answer all your questions and recommend services that give you a competitive edge in multiple target markets.
