{"id":181545,"date":"2020-10-28T00:00:00","date_gmt":"2020-10-28T00:00:00","guid":{"rendered":"https:\/\/motionpointstaging.wpmudev.host\/?post_type=blog&p=2053"},"modified":"2023-12-21T16:43:26","modified_gmt":"2023-12-21T21:43:26","slug":"standardization-vs-customization-striking-the-right-balance-part-3","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/standardization-vs-customization-striking-the-right-balance-part-3\/","title":{"rendered":"Standardization vs. Customization: Striking the Right Balance (Part 3)"},"template":"","blog_categories":[2,5,9,107],"resource_categories":[27,28,37,30,24,35,20,33,26,21,23,22,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-181545","blog","type-blog","status-publish","hentry","blog_categories-b2b-strategy","blog_categories-international-business-strategies","blog_categories-marketing-strategies","blog_categories-translation-technology","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-topic-digital-marketing","resource_categories-business-goal-global-expansion","resource_categories-industry","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"article_word_count":"916","article_read_time":"4","blog_short_description":"Discover how to use a hybrid standardization-customization approach to create an engaging localized UX\u2014while saving money, too.\r\n","news_inline_styles":"","blog_video_id":"","article_body":"

In the first two installments of our Standardization vs. Customization: Striking the Right Balance<\/i> series, we explored the differences between standardization and customization and key questions to ask. (Find Part One here<\/a>. Find Part Two here<\/a>.)<\/p>\n

In this post, we\u2019ll address other best practices for defining a hybrid standardization \/ customization approach for your global marketing strategy that creates an engaging global UX\u2014in addition to providing SEO benefits and translation cost savings.<\/p>\n

Choosing the Right Balance<\/h2>\n

As you move forward in determining how to present your content in the different markets you serve, keep these best practices in mind:<\/p>\n

Country-level differentiation<\/b> involves a high level of customization for your website and omnichannel content. It\u2019s most appropriate when you\u2019re offering wholly different products, pricing or campaigns for each country. This is full-fledged customization.<\/p>\n

This means your content will be different from market to market, and your company will likely have a unique marketing strategy for each site. You might have different campaigns or blog posts with completely different key takeaways, for instance.<\/p>\n

In this scenario, you must be able\u2014at least up to a point\u2014to make customizations based on local needs, such as local festivities, holidays and more. You\u2019ll need a website localization solution<\/a> that can simplify this complex process for you.<\/p>\n

Language-level differentiation<\/b> requires you to account for your customers\u2019 languages and understand if their dialects are different. If they are, then you might need differentiated content\u2014though you won\u2019t need to create wholly different websites for each market.<\/p>\n

Unlike full customization, this process requires subtle changes. For instance, in Spain, the verb for \u201crefuse\u201d is negar,<\/i> but in Latin America, the preferred verb is rehusar.<\/i> If your websites don\u2019t account for these localization needs, customers will notice and either feel confused or offended.<\/p>\n

More important, these linguistic changes should serve your SEO needs. You\u2014or your website translation<\/a> partner\u2014must conduct market-specific keyword research that can be implemented to drive organic traffic. The site\u2019s metadata\u2014which is content often neglected by traditional translation services\u2014should also be localized to improve your site\u2019s search rankings.<\/p>\n

Expertly localizing this hidden content doesn\u2019t just help search engines locate and display your localized website. It also works within the unique pixel and character limits of regional search engines, so that the localized site \u201cplays by the local rules\u201d to further improve its ranking.<\/p>\n

Language Nuances<\/h2>\n

Beyond using linguistic localizations from country to country, you should also consider whether there are regional linguistic differences within a country<\/i> worth customizing for.<\/p>\n

Every language has unique wording or jargon that is based on regional dialects. These language nuances are more common in certain industries where specific products sold on-site might have different names, or their names might have different connotations, based on local lingo.<\/p>\n

In these scenarios, you shouldn\u2019t translate your content again and again for each dialect. Doing so takes more time, money, effort and expertise than you probably have in-house.<\/p>\n

Instead, find a solution that can dramatically lower cost by easily repurposing translated content from online markets you\u2019re already serving for your new same-language markets\u2014and can accommodate the unique linguistic needs of each market.<\/p>\n

Additional benefits often include rapid website launches (measured in days, not weeks or months), increased regional search rank and conversions, and reduced translation costs by at least 40%.<\/p>\n

Tagging for Search Engines<\/h2>\n

When you are offering a site in a different language, it is always helpful to have search engine-friendly tagging. This means translating metadata that tells regional engines what language\u2014and what version of that language\u2014the site is published in. (For instance, Castilian Spanish versus Latin American Spanish.)<\/p>\n

It\u2019s also a best practice to implement a sitemap for your multilingual websites using hreflang<\/i> tagging. This ensures that your localized website\u2019s URLs are organized and automatically associated with URLs from your origin website. This provides a signal to Google that a better user experience exists for customers who speak a certain language, live in a particular location, or both.<\/p>\n

These are tedious tasks to do initially and on an ongoing basis, but solutions exist that can do it easily and automatically.<\/p>\n

Conclusion<\/h2>\n

Keeping a balance between standardizing and customizing your online and offline marketing content is achievable. Smart brands consider their needs and their target markets carefully and thoroughly, to find what\u2019s right for their specific situations.<\/p>\n

But even smarter brands find ways to do this that minimizes the need to increase team size and budgets and keeps things simple for themselves to implement changes.<\/p>\n

It\u2019s wise to use an experienced translation vendor<\/a> that knows the ins and outs of helping companies strike the right balance for their online and offline marketing content in different markets. Look for a robust, simple to implement, turn-key technology solution. The best solutions make it easy to leverage additional strategies and nuances for getting this balance right.<\/p>\n","article_body_code":"","news_image":{"ID":20534,"id":20534,"title":"Hero_StandardizationvsCustomization-3.jpg","filename":"Hero_StandardizationvsCustomization-3.jpg","filesize":59139,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_StandardizationvsCustomization-3.jpg","link":"https:\/\/www.motionpoint.com\/blog\/standardization-vs-customization-striking-the-right-balance-part-3\/hero_standardizationvscustomization-3\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_standardizationvscustomization-3","status":"inherit","uploaded_to":181545,"date":"2019-07-03 00:00:00","modified":"2023-12-21 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