Looking to go global but don’t know how to meet the cultural, linguistic, and other requirements of your target market? Global brands have unlocked the secret: localisation.
Localisation means personalization, and that’s all your customers want. When you speak their language and curate a user experience that is perfectly adapted to their preferences or customs, that’s what touches customers’ hearts — no matter where in the world they are.
Your key to success: Think global but act local.
But, be careful, localisation is not the same as translation. International markets are more complex than local markets and it requires a different kind of market research, and above all, a unique set of strategies. Before we help you unlock 7 tricks to go global, let’s look at why international expansion is so critical and has a massive growth potential.
Expanding Horizons: Why Companies Choose to Go Global
In an interconnected world where borders are increasingly blurred by technology and communication, going global has become a strategic imperative for many companies seeking growth.
Entry To New Markets
When a company enters new markets, it opens up a world of untapped opportunities.
By entering these markets, companies can reach a broader audience and diversify their customer base.
In mature domestic markets, businesses may encounter saturation, with limited avenues for significant growth. Expanding into new markets provides an opportunity to tap into fresh customer bases and drive continued expansion.
Increase In Revenue Potential
One of the most compelling reasons for companies to go global is the potential for substantial revenue growth. Entering international markets can exponentially increase a company’s addressable market, leading to a significant boost in sales and revenue.
By operating in multiple markets, companies can reduce their dependence on a single market and balance revenue streams. Moreover, fluctuations in currency exchange rates can work in a company’s favor, providing cost advantages in production and exports.
Global Brand Exposure
A company with a successful global presence tends to be perceived as reputable, trustworthy, and dependable. A well-established global brand is more likely to attract strategic partnerships and collaborations with other reputable international players.
It also unlocks enhanced marketing opportunities. Global expansion offers diverse marketing channels, enabling companies to reach their target audience through various mediums and platforms.
7 Tricks To Adopt On The Road To International Expansion
Don’t rely on AI for word-for-word translation
“Language is not static,” says Dr. Laura Cantora, the Founder of Fluence Translations, a translation agency where language and green ethos work together for a better world.
“Do not only focus on the main text and word per word translation, as would be done by AI. For a fully localized experience, you must adapt everything to the new culture: numbers, date formats and even major events. Getting these right or wrong can be the difference between a successful campaign and a total disaster.”
She adds, “Do not assume that what works in one market would work in all other markets.”
Keep your brand voice consistent
“64% of people wouldn’t buy from a website that’s not in their own language. Localisation is all about building trust in your brand through language,” says Anja Jones, Managing Director at AJT, a team of translation and localisation specialists for the European market.
“Don’t let your brand voice get lost in translation. Sharing important assets such as your tone of voice guidelines and information about your target audience with your translation partner ensures that your content is localised appropriately and sensitively for each individual market while keeping your overall brand voice consistent across all regions.”
Seek local linguists who can offer authenticity
“Invest in global content with local authenticity and flavour,” says Mariana Pessoa, Head of Localisation and Transcreation at Managed Language, a UK-based multilingual content and language service provider.
She adds, “Expert native and local linguists will offer rich insight into their target markets and the zeitgeist. They bring your own tone of voice to life in a culturally accurate way.”
Collaborate with experts who are focused on ROI
“Consider your efforts in generating and managing your native language material, and then make a commensurate investment in non-native languages,” says Joe Williams, Localisation Consultant, Sandberg Translation Partners Ltd, UK-based language service provider (LSP) for English and the Nordic languages.
“Trust the translation to an experienced linguist, and collaborate with someone who is as focused on ROI as you are.”
AI tools cannot replace human touch
Stressing on the “quality,” Isabella Cecchi, Senior Localisation Consultant, says, “Quality of translation is a key factor for international market expansion.”
“Inaccurate copy will compromise the effectiveness of your marketing spending. Today, customers are increasingly sensitive to genuine texts, and they are not willing to waste time on a poorly translated website. AI tools, although helpful, eventually cannot replace human touch.”
Go beyond translations
“If you want international users to love your product, translating the copy won’t be enough,” says Mia Alietti, Localisation Management Consultant, NOX Translations, Paris-based translation agency specializing in PaaS and SaaS localisation.
“Team up with a localisation specialist and involve them in every step of your go-to-market strategy, from engineering to support. You’ll be saving time and money and hitting those KPIs.”
The decision to enter new markets can lead to a myriad of benefits, including increased revenue potential, access to new customers, and amplified brand exposure. As companies adapt to the challenges and opportunities presented by international markets, they strengthen their resilience and position themselves for continued growth and prosperity on a global scale.
