In today’s ever-changing world, a one-size-fits-all approach to marketing doesn’t work anymore. After all, digital marketing methods give you the opportunity to reach customers all over the world.
Nearly 90% of all major global companies say they’re pursuing localization marketing.
Content localization marketing alters your website content for a specific destination. Adapting your content for the reader’s local language and culture can make it easier for you to connect with your audience.
As a result, you’re able to personalize content for your readers, improve brand trust, and turn prospects into sales.
Keep reading to learn seven ways localization marketing can boost your conversion rates.
1. Expand Your Target Market
Not everyone speaks English as their primary language. If all of your content is in one language, you’re neglecting readers who speak and read another.
As a result, you could unintentionally close yourself off to a large segment of potential customers.
With advancing technology and the internet’s wide reach, you can market your company to people across the globe. Localization marketing ensures you’re communicating to any member of your audience at any given time.
By focusing on a multilingual marketing strategy, you’re expanding your target market.
A larger pool of customers gives you more opportunities for growth. Instead of cutting yourself off to customers, you can show them the benefits of choosing your business. When you use localization translation, you can market your value to these potential customers and set yourself apart from the competition
Otherwise, why would global customers choose your business over the company in their region? A cultural and language divide could turn them away.
By expanding your target market, you’re also increasing brand awareness. A localization strategy will help people across the globe learn about your business. Once you increase brand awareness, you can attract more people into becoming loyal, paying customers.
2. Improve User Experience
According to a report, 72% of global customers are more likely to complete a purchase when information is presented in their own language.
People are more comfortable in environments that feel familiar. When customers are comfortable, they’re more likely to make an online purchase.
More than just the specific language being used, an important factor in website development is user experience.
The easier the user experience, the happier your customers are. Happy customers don’t just make a one-time purchase. Often enough, they turn into loyal, repeat customers.
Localization marketing can help you improve your website user experience by using culturally appropriate visuals and terminology while avoiding aspects that could offend local audiences.
When global customers have an easy time using and navigating your website, they’ll be more likely to stick around and increase the likelihood of completing a sale or conversion.
3. Decrease Bounces
Your website’s bounce rate increases when people visit your website but don’t click around beyond the original page they land on. If people leave because your website is in a language they don’t speak, that bounce rate will rise and a higher bounce rate will hurt your ranking on search engines such as Google.
When you have a lower search engine ranking, it becomes more difficult for people to find you online.
Localization marketing will ensure your content applies to the reader and will increase their time-on-site.
If they can’t read your website, how will they understand the content? An unfamiliar language could also make navigating from page to page difficult.
You can avoid this issue with language localization. Now, your website visitors will have the option to read the content in their own language. Then they can click around, thereby improving your bounce rate.
Better yet, they might click on a form, phone number link or your product pages. Since the information (including your call-to-action) is in their language, visitors won’t have an issue determining which action to take on the page.
As a result, they’ll take action, convert, and become international customers.
4. International Search Engine Optimization
People search Google for the products and services they need in their native language. Then, search engine optimization (SEO) shows website results based on the keywords used in their search.
If your website content lacks a localization strategy, however, your website content won’t show up.
For example, an American company that sells clothing would use the word «pants.» Meanwhile, someone in London would use the word «trousers» during their search. In this case, the American company’s clothing line wouldn’t show up on the first results page. The effect is even more pronounced in completely disparate languages that lack direct translations.
With a language localization strategy, you can optimize your content for SEO, allowing you to boost conversions with international customers.
5. Improve Brand Loyalty
Increasing conversions with first-time buyers is an initial step towards growth. With a localization marketing strategy, you can turn those one-time conversions into repeat customers for long-term growth.
Localization translation on your website makes it easier to connect with customers.
Publishing your content in their native language will also show you respect their culture. To operate globally, you need to respect customers on an local level. As a result, you’re able to show customers you care about their specific needs.
When consumers recognize a company cares about their concerns, they’re more likely to stay loyal to that business.
6. Avoid Confusion
Trying to understand measurements or delivery costs for another country can get confusing.
Your customers probably don’t want to spend time throwing your page content into unreliable machine translation engines like Google Translate either.
With localization marketing, you can clarify these details for your customers. All of the information will switch to the right measurement system for a particular target audience.
Otherwise, you might receive unhappy customer service complaints about international shipping expenses and clothing sizes.
7. Happy Customers = Business Growth
Your customers are the ones driving your business growth. When they’re happy with their shopping or online experience with your company, it shows in sales.
People spread the word about these happy experiences, too.
By using a localization strategy, you can generate happy customers across the globe. Then, they’ll share their experience with friends or other people online. As a result, you’re also increasing brand awareness and improving your company’s online reputation.
Localization Marketing: Improving Business Opportunities
Connect with customers across the globe! By using localization marketing, you can optimize opportunities to make sales, improve brand loyalty, and ultimately grow your business.
Ready to implement a localization strategy? Request a quote from our team today to get started.
Nick joined the team in 2017 to spearhead Argo’s expanding marketing initiatives. He graduated from North Central College in Naperville, IL with a BA in political science and a minor in global studies. Previously, he worked as a digital strategist for innovative marketing agencies in Chicago and as a political consultant for domestic and international clients in Washington, DC.