{"id":244994,"date":"2022-07-01T16:38:08","date_gmt":"2022-07-01T20:38:08","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=244994"},"modified":"2022-08-30T16:39:23","modified_gmt":"2022-08-30T20:39:23","slug":"product-localization-101-preparing-your-products-for-a-global-market","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/product-localization-101-preparing-your-products-for-a-global-market\/","title":{"rendered":"Product Localization 101: Preparing Your Products for a Global Market"},"template":"","blog_categories":[5,15],"resource_categories":[37,24,23,31,18],"targeted_localized_audience":[],"document_categories":[172,146,170,164,166,171],"class_list":["post-244994","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-role-business-strategist","resource_categories-role-marketer","resource_categories-business-goal-streamline-operations","resource_categories-topic-website-translation","document_categories-agency","document_categories-blog-post","document_categories-business-leader","document_categories-discovery","document_categories-evaluation","document_categories-marketer"],"acf":{"article_word_count":"1776","article_read_time":"7","blog_short_description":"Learn about product localization and how localizing your product and related marketing materials can help you expand globally.","news_inline_styles":"","blog_video_id":"","article_body":"

Creating a product localization strategy ensures that you\u2019re capitalizing on the full potential of global markets. Learn about product localization and how it can help you reach new markets.<\/span><\/p>\n

What is Product Localization?<\/b><\/h2>\n

Product localization adapts or modifies a product or service for a given language, culture, or region. Localization<\/a> ensures your online business presence is culturally relevant to the global, multicultural audience your business serves. For products, localization would involve translating and localizing product materials, packaging, website content, and marketing materials.\u00a0<\/span><\/p>\n

An interconnected world requires businesses to understand and adapt to new, additional markets. Selling in foreign markets does not automatically result in equal success. Supporting local languages and culture is a top priority if your business is planning to enter new global markets. For a company on track for global growth, there is no getting around localization.\u00a0<\/span><\/p>\n

Have you attempted to purchase something online internationally, only to find that navigating the website is challenging just to learn the steps required for payment or shipping? If that process left you frustrated and resulted in abandoning your purchase, you\u2019re not alone. According to <\/span>CSA Research<\/span><\/a>, up to 60% of non-native English speakers rarely or never buy from English-only websites, and 64% of buyers say they specifically value localized content. Additionally, 56% of shoppers rate the ability to obtain product information in their preferred language as more important than price.<\/span><\/p>\n

Benefits of Product Localization<\/b><\/h2>\n

Product localization is the key to connecting with customers and is necessary for sales growth. Here are some benefits of localizing your products when planning an international expansion:<\/span><\/p>\n

Larger Customer Base<\/b><\/p>\n

A great product can sell everywhere. The more places your product is available, the larger your customer base. It takes more than a great product to expand into new markets. You must ensure customers are satisfied. Through translation, you can present your brand as engaged, trustworthy, and authentic.<\/span><\/p>\n

Enhanced Brand Awareness and Image<\/b><\/p>\n

A brand is what your business shapes it to be, and a consistent brand image helps customers associate your products with your brand. Product localization offers awareness and a better brand image by adapting to the local culture of your target audience. Then, you can build relationships with prospective customers that encourage them to remain loyal. Through this process, you can invoke positive customer reactions and motivate them to trust your business.\u00a0<\/span><\/p>\n

Successfully adapting your product for global audiences can lead to greater customer satisfaction, which ultimately enhances the overall image of your brand. <\/span>According to research<\/span><\/a>, 9<\/span>0% of online shoppers prefer their native language on a website. And, 78% of online shoppers will indeed purchase if the website is localized, which points at a high degree of customer retention when customers feel valued.<\/span><\/p>\n

Easier Global Expansion<\/b><\/p>\n

Successful product localization can directly lead to improved sales wherever your business is targeting. If your customers can understand what your product does and why it\u2019s the right choice for them, they\u2019ll naturally be inclined to make a purchase. But, of course, more sales equals more sales opportunities. Fortunately, once you complete product localization once, it\u2019s much easier to replicate localization again and again.<\/span><\/p>\n

Proactive vs. Reactive Product Localization<\/b><\/h2>\n

Proactive internationalization and localization are related processes that provide positive results. <\/span>Internationalization<\/span><\/a> refers to specific strategies to create products or services that can be used and modified in many different markets. Internationalization processes include researching target markets, building an understanding of the audience, planning for market entry, and establishing international money management. In essence, it\u2019s \u201cweaponizing\u201d your product for localization. In turn, localization is the technical process of adapting a product for various markets or locations. Once your product undertakes internationalization, you can perform localization multiple times for various locations.<\/span><\/p>\n

A reactive localization strategy is simply the opposite. Being reactive involves responding<\/span> to business demands through ad hoc measures – as situations or issues arise <\/span>after <\/span><\/i>you roll out your product. It\u2019s a risky strategy to wait until potential problems come up. In a reactive process,\u00a0 responsive roles and responsibilities are unclear; and technology support for localization tasks may not be sufficient. Because of this uncertainty, before bringing a product to a new market, you should establish a product localization strategy<\/span><\/p>\n

Creating a Product Localization Strategy<\/b><\/h2>\n

A product localization strategy is necessary to find, develop, and implement all aspects of bringing a product to a new and potentially lucrative market. Here are some critical steps to take to ensure you\u2019re selling your products smartly and effectively:<\/span><\/p>\n

Market Research<\/b><\/p>\n

It\u2019s risky to dive into a market with a new language and culture, not knowing if your business has the potential to succeed. In-depth market research<\/a> and cultural analysis are critical to developing a product localization strategy. That means looking at broad topics such as culture, trends, politics, and consumer behavior. Next,\u00a0 research your specific target market. Look at whether there is demand for your product, what local competitors are doing (and how successful they are), and potential customer needs.\u00a0<\/span><\/p>\n

Outline Touchpoints and Scope of Work<\/b><\/p>\n

A touchpoint is any interaction that might influence how a potential customer feels about your product, brand, or service. When you create a product localization strategy, consider where potential customers who might purchase your product see, read, or experience your business. Outline everything the customer is proactive about, including reading about your product online, making a purchase, understanding the shipping process, and interacting with customer service. Do aggregator sites offer translated experiences? Can those same users read localized information on your site too?<\/span><\/p>\n

It\u2019s also essential to understand the scope of work for a strategy. Localization isn\u2019t a one-size-fits-all process. For some projects, it might make sense to localize everything; for others, it might make sense to localize as you gain more customers gradually. Figure out the proper scope for your product first, so you don\u2019t overstep boundaries of time and finances.\u00a0<\/span><\/p>\n

Translate and Localize\u00a0<\/b><\/p>\n

Once your research is complete and you have a strategy in place, it\u2019s time to move forward. This includes preparing relevant information for translation and localization. Translation services providers such as MotionPoint use content localization tools to translate and localize content successfully. What are your options when it comes to localization? MotionPoint offers comprehensive end-to-end <\/span>solutions<\/span><\/a> for <\/span>translation and localization company<\/span><\/a> technology, including:<\/span><\/p>\n