Localization: What it is And Why You Need It

If you have spent much time on our website, you know that we offer translation and localization services. In fact, many of our business clients purchases these services together. Translation services are easy to figure out. That’s when one of our pro translators does the work of translating documents from one language to another.

Post preview localization what it is and why you need it

If you have spent much time on our website, you know that we offer translation and localization services. In fact, many of our business clients purchases these services together. Translation services are easy to figure out. That’s when one of our pro translators does the work of translating documents from one language to another.

So, what is localization? It is the process of making content relatable and understandable to local audiences. These audiences might be potential customers, business associates, even new employees.

Localization Can Lead to Stronger Customer Relationships

Have you ever been to a concert where the performer mentions your city by name, and throws out the name of a local sports team or favorite dish? In a small sense, that is an example of localization. They  have taken their performance and made it more meaningful to the local audience.

Yes, in this case it’s a bit cheesy. However, it does take a small amount of thought and research. When you localize your web content, landing pages, blog posts, and other content you let your audience know that you care about their:

  • Culture

  • Local Passions And History

  • Traditions

  • Dialect

  • Values

  • Events That Impact Them

An Example of Localization

At TheWordPoint.com we recently worked with a client in Mexico who had a gourmet food business that was hugely successful in their city. In fact, it was so successful that they decided the opportunity was ripe to license a scant handful of franchises. Their limitation was that they wanted each franchise to meld in naturally with the local community. Basically, they wanted each location to operate independently and sell goods that were made locally, and that appealed to the community where the goods were sold.

Obviously, this meant that landing pages, websites, product descriptions, blog, and social media posts all needed to be customized and localized to reflect the needs, culture, dialect, and interests of the audience. What made this case interesting in particular was that even though the new franchises were located within the same country, the potential customers in each place were starkly different.

Helping Your Localization Expert

If you read many localization articles, you will often find mention of a localization kit. This is a kit that clients put together in order to help their translation professional with information about the target, local audience in a new region. Providing this allows localization experts to determine the best approach.

For example, if an employee manual is being translated for use by laborers in a textile plant in Southeast Asia, it may be best to localize that content so that it’s written in the dialect used in that particular city or village. On the other hand, when providing the same services to office staff in a major city in Southeast Asia, dialect may be of less concern. However, respecting longstanding business traditions might be the focus.

Potential Localization Mistakes

Getting localization wrong can have  negative impacts. For example, you could cause unintentional offense among your audience members if you misinterpret a colloquialism’s meaning. You can also impair understanding if you don’t take into consideration local language traditions. There’s also the missed opportunity to be relatable to local audiences.

Conclusion

Translation services can help you to reach audiences all over the world. Localization allows you to reach people in their own communities, in their own languages, and by respecting their culture and traditions. By implementing both solutions, you can ensure successful growth.

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