Follow These Key Factors of a Successful Localization Strategy for Startups to Grow Internationally
Any startup can do business in other countries. However, if you want to be successful and have a significant share of the market as you expand globally, you must be familiar with the key factors that make a strong localization strategy for startups. Here are some elements that will get you started:
1. Your Website Design and Layout Must Fit the Market You Are Entering
Translating your website’s content is just a small part of localization. You also need to consider website layout, design, font sizes, and numerous other technical components. It is crucial that the info you present to your consumers is presented in a way that feels familiar and natural to them.
For example, let’s say you were launching a website for the Indian market. Your content may cater to this new market, but the layout is the same as your recent Japanese site launch. But, since the Hindu characters are smaller than the Japanese characters, the look of the website is off.
2. Determine What Type of Workflow You Will Need
Will you need a continuous localization program that translates small batches in spurts to allow you to simultaneously release updates and products in multiple languages? To make sure you have organized and quick responsiveness, you will need a specialized workflow.
A continuous localization program features the following elements: continuous resourcing, automation, standardization of processes across all teams, defined drops, and leverage. Lokalise has more on continuous—or, as they call it “agile”—localization.
The other option is traditional localization, which entails localizing support and product content at the same time for release after the original go-to-market date.
3. Create a Memorable Brand Image
What do consumers think about when they hear your name? Are your products considered easy to use, high-quality, and reliable? Does your brand carry over from your home market to other markets? Right from the beginning, you must build a solid image.
When it comes to deciding between you and your rivals, prospective clients will think of your enterprise first when you define and communicate your brand clearly.
Of course, you need to keep in mind that every market is different. For instance, your business’s name could have a completely inappropriate meaning in a new market that you never knew about prior to entering the market.
4. Enlist the Help of Technology Experts with Experience in Localization
A key piece of a localization strategy for startups that most growing companies begin with is a translation management system (TMS). This is a crucial part of your expansion, and Phrase gives some good tips on choosing a TMS, but you also need a much broader tech strategy.
For this piece of the puzzle, you will require a technologist or language service provider. They can help you with a number of considerations, including product lifetime, update strategy, scale and volumes, security requirements, and much more.
5. Mobile Content Is Important in Every Market
As you rush to launch in a new market, you may have a myopic focus on getting your translated content ready for your desktop website. However, there is a worldwide shift to mobile platforms. Your global content marketing strategy must take mobile audiences into consideration.
Smartphone apps present a unique chance to grow your enterprise. According to a recent report from Flurry, 90 percent of time spent on mobile devices is within an app. And, if you localize apps to each market, you may be able to experience double or triple-digit conversion boosts.
Here is a video from Sharpkits covering some iOS localization tips:
6. Set Standards for Quality
Poor linguistic quality in a market can sour the user experience and cause your product to fail. What does good and bad quality look like for your project? Do you measure it in complaints from service representatives? Or, the number of errors in the content?
Drive consistency by creating and updating style guides, glossaries, and training manuals. Set key performance indicators for each type of content. Scorecards are an excellent tool for translators and reviewers.
7. Find Ways to Leave Competitors in the Dust
Your progress should not be hindered by competitors in your new local markets. As a matter of fact, most healthy markets have plenty of competition. Add new feature to your repertoire to one-up your rivals. For instance, incorporate additional, value-added services that make clients come to you.
Ensure your concepts are culturally appropriate and locally relevant by performing simple market research. As you include this into your website localization process, create sites that strike a chord with the target market.
You will be on the fast track to global expansion once you master these elements of a successful localization strategy for startups. Your business will only succeed if you go beyond just translating words and instead understand and adapt to the culture of each of your markets.
