Going Global: 3 Essential Localization Tips For Product Managers
Perhaps, your business has the potential to take over the global market. You see your products taking a specific niche by storm, and there’s no time like the present to begin international growth. This type of operation is referred to as localization, and it opens doors for several opportunities to different businesses, regardless of size.
Why Is Localization Important?
Localization might sound exciting, but it’s not without its unique challenges. Product managers should prepare business operations to tackle this endeavor without spending a significant amount of company resources.
If done correctly, localization can bring numerous benefits to the business. Some of these advantages may include:
. Improved Customer Satisfaction
Localization requires products to adapt to a language to supply meaningful and relevant products and services to a local population. But, the process is more than a direct translation. Localizing products and services can improve customer service satisfaction by allowing customers to communicate with company representatives without thick language barriers.
. Increased Consumer Base
The ability to expand a potential consumer base is one of the many goals of various business organizations. Reaching out to new markets present numerous opportunities for financial growth.
. Enter New Markets Fast
Doing proper localization techniques can help lessen the time it requires to enter new markets. Since localized products and services help overcome cultural barriers, more customers can spread the word about a company’s offerings.
What Are Ways Product Managers Can Be Successful At Localization?
The entire localization process might seem like a tedious task, but it’s not impossible. Product managers need to carefully consider and approach different operational aspects to ensure that this operation is a success.
Here are some ways product managers can increase the chances of localizing their business offerings to new markets:
. Improve Localization Workflow
Several elements comprise the localization workflow, and the first step is to initialize the project.
Many cases dictate that some data for localization is already present. Product managers would only need to collate and analyze the information to help the company tackle specific hurdles.
For example, some translated documents are ready for use to aid in localizing the products, but the data provided by these files might still be incomplete. Product managers or their teammates might opt to use online tools to translate text into different languages to streamline the translation process.
After translating the source materials, it’s time to review the available data. Many automatic translation services aren’t 100% accurate in their text conversion algorithms at the time of writing. Hence, some grammar and spelling errors might still be present.
Having said that, consider tackling the review process by hiring in-house or third-party translators. Ensure that the professionals you hire will have an editor. This particular professional helps the business by ensuring that new consumers won’t become lost in translation while reading labels.
The last step of the localization workflow is the delivery of the translated content to targeted markets. Many organizations and their product managers believe this stage is the most critical out of the entire procedure.
You need to ensure that the data translated by translators and editors are in the same file format. Moreover, the import should be with as minimal errors as possible. If the content management system (CMS) creates a glitch during the upload, additional problems might occur.
Hence, it should be in your best interest to give the operation a test run before officially entering the international market. During this stage, you can check, correct, and fine-tune translations that your translation team might miss.
. Focus On Local SEO
Modern localization might not be complete without entering the digital realm. In other words, don’t forget to include online marketing as part of this particular project.
Remember, search engine optimization (SEO) is a vital component of entering the global market. But, don’t settle for just any random SEO strategy you stumble upon. Instead, you or your product manager should concentrate on local SEO.
Note that local SEO is different from the conventional SEO campaign. But, like creating a localization workflow, doing SEO targeted to a local community requires careful planning and implementation.
For instance, you should start by naturally entering the digital space. Search engines will have sophisticated algorithms that penalize users if caught using automated tools to cheat their way into achieving high ranks in search results.
Don’t get excited and attempt to use automated tools that may bring potential harm to your business’s website. Instead, take a deep breath, and begin by claiming your Google My Business page. Completing the data on this particular page allows businesses to show snippets of their profiles in a separate area of search results.
Ensure that you provide all the necessary information in your Google My Business page, such as a detailed description, relevant photos, and a local phone number.
Next, use the correct keywords that target a specific local community. For example, your business deals with men’s fashion accessories, and you’re trying to target Ontario, Canada. You can add location-specific words in your keyword selections to make search results more accurate for the end-user. So, your keyword selection might look like ‘men’s fashion accessories Ontario.’
Note that local SEO involves more than entering company credentials to a Google My Business page. The process is even more than using location-specific keywords. Plan SEO strategies with your team and you should find business growth in the digital and physical space.
. Follow Big Brands
Many people learn from following other successful individuals. That notion can be correct in achieving success in localization projects.
Consider following international brands to inspire you and your product management team to increase the chances of success for the current project. But, also think about these global organizations as your long-term rivals.
Research the techniques other firms use to localize their products and services to new markets. You don’t need to copy these processes. But, take these ideas and create new strategies for your product management team to use.
Brand localization might be challenging, but, if done correctly, your business should see exponential growth in sales and other aspects. Remember to adjust the project’s workflow according to the task’s current direction. Moreover, use local SEO and follow international brands to help you enter global markets with ease. Maintain vigilance, patience, and perseverance, and you can start advertising to international markets soon.