Localized content can help grab the attention of new customers if you operate in one or more local markets. It contributes to the creation of a personalized experience. In the article, we will discuss the features of such content, when and where to use it.
What is localized content?
Localization implies that the content will meet the cultural expectations of the client. It should include an element of context, and this does not only apply to translating words into the client’s language. Localization aims to establish contact between the customer and the brand and increase the likelihood of conversions. When we talk about entering new markets, the first thing that comes to mind is translating the content. But even translation is not just a mechanical use of online translation services.
It’s essential to add a personalized touch – it’s not just the words that matter but also the context they’re used. The context includes colors, images, the currency in which prices are displayed (if you are moving to the world market and in different countries). The brand logos you display on your site should be recognizable in the marketplace. All of these elements come together and tell the story of your brand to customers. Customers are equally picky about their purchases. No matter where they live, they expect the same personalized experience from the brand. The pursuit of a personalized experience should be at the forefront of content localization.
Content localization for the customer lifecycle
It is vital to hosting localized content at all stages of the customer’s life cycle. Depending on how much content you need, eLearning localization can overgrow:
- Lure stage. At this stage, customers learn about the company and the products it offers. And the content focuses on building brand and product awareness. Content localization should include working with product descriptions in the context of a new market. It is also essential to think about the format of the content by examining the users’ preferences.
- Consideration stage. At this stage, potential customers start researching the product and looking for information about your brand. If there is a knowledge base or FAQ section in your native language where you share detailed information, it might be worth suggesting a translation.
- Purchase. When the customer is ready to make a purchase, he should be allowed to do it quickly, accompanied by instructions. They need to be translated and adapted. But it’s not just the instructions. Seemingly insignificant factors, such as the use of a payment platform that is most popular in a particular country, can significantly affect the success of a transaction.
- Post-purchase interaction. E-commerce companies must retain the customer after the purchase so that they come back and repurchase something. Submissions such as a thank you note or follow-up emails with new product information should be localized. Customer support is also a critical component of retention, so maintaining a customer self-service base and training support staff is worth taking care of.
Customers satisfied with your products will want to share their experiences. Their recommendations, ratings, and reviews must be written in the same language and include appropriate context to attract other customers in that market. For example, user reviews should be localized. Testimonials from customers from other countries, written in their language, will have a more effective impact on attracting additional customers.
The important thing is that every touchpoint with your customers should be in the same language. Regardless of the location, each of your customers should have a flawless user experience. If your customers start jumping between languages during the life cycle, they will look for a competitor that can provide the best online experience. You can search the web for good reviews of different VPNs to find the right one, something that will enhance your overall online presence.
When you translate your content as part of the localization process, human translation can help iron out those potential annoyances and provide an excellent experience for your clients. While it is possible to process most of the content with machine translation, people cannot be excluded as they will find gaps in context and point out important nuances.
Content localization is worth thinking about from the start. For example, when planning your website, decide how you could make web page templates to facilitate the localization process for each new market. Each content type can also be transformed into templates in a specific way to simplify the process. When you create a video, generate a timing script. Whenever you need to translate text for subtitles, you can do it quickly.