Why you should have localization as part of your globalization strategy

To expand your business internationally, you need to take the languages of those countries into account. Localization can make all the difference in establishing trust and credibility with your new international customers, and it’s an invaluable part of any globalization strategy.

What is localization?

Technically speaking, localization is applying knowledge of one language to create a product in another language that has equivalent meaning to that of its original form. For example, translating a poem from Spanish into English can help you discover how words are used differently in different cultures while maintaining a core message.

How can localization help your business?

A good localization is essential to businesses operating in a global market. Consumers increasingly expect products and services they use to be tailored to their specific language, dialect, and cultural norms. The biggest benefit of localization (in addition to ensuring that your product or service is well received by consumers) is that it can help you enter new markets more easily. For example, if you’re an American company trying to break into Brazil, what do you do?

What are the benefits of having good quality localization?

By ensuring that your brand is represented appropriately in a variety of markets, localization can increase profits, sales, and company image. Additionally, localization helps to improve customer satisfaction by allowing potential buyers to connect with your products or services more easily. When customers have a good experience with your products or services across multiple markets and cultures, they will be more likely to continue buying from you again and again.

When should you start localizing content?

If you are working for a big company, the answer would be: now.

However, for a smaller business or startup, there's nothing more important than localization. That's because localization takes time, so it's best to plan your internationalization early in the process, lest you find it difficult later on. If you know about localization, it should be done early in your startup.

When should you work with a localization partner instead of relying on online tools?

When your service or product is becoming available in another language or culture, you need to be aware that localization isn’t merely translating words. There are certain aspects of cultures that cannot be translated word-for-word from one language to another. For example, an inappropriate word choice might offend an entire community that speaks a different language and follow different customs than yours.