Localization means adapting your products & services for a local market that is different from yours. It requires more than translation, but completely tailoring your product or service, business plan & marketing efforts to the target audience. Many of the most successful companies sell more than half of their products overseas and many of the most visited websites have some level of localization. In addition to breaking the language barriers, it willl also have a psychological effect on your potential foreign customers making them feel you care about them. It is a way of saying “You are important to us. We respect your community and traditions.”
As we mentioned earlier localization is more than translation. Actually translation is a later process that follows proper market research and a well made business plan. The localization of your product or service is more likely to succeed when it is adapted specifically to the country which it is marketed bearing in mind the countries cultural, political, economic and religious differences and rules as well.
A global market research report from Common Sense Advisory & Lionbridge reported that 72.4% of consumers say they would be more likely to buy a product with information in their own language. 72.1% said they spend most or all of their time on sites in their own language. Another study by the Localization Industry Standards Association found that today companies are receiving approximately $25 of additional revenue for every $1 spent on localization.
It’s crucial to analyze the market before you spend money on products & service customization and advertising. The marketing research will give you the information you need about the potential cusomers, market size and competitors already in the market. Conducting marketing research essentially means gathering the information that you will need to make decision about your business.
A large portion of users in foreign countries use their local search engine, in their own language when they are seeking information on the web. More than that, they may not use your favorite social bookmarking site and prefer local sites that offers content in their native language in a closed community consisting of the people from the same country. The translation will be useless if your potential customers and visitors can’t find you.
Although marketing has some universally accepted rules they simply wont work if you don’t know your target audience and the channels to reach theml. You should give the right message to the right people using the right channels, and even customize your marketing message, advertisement assets & social media presence according to the country you are entering in to.
Customer loyalty develops as customers feel a connection with the company and this is why a strong customer support is vital for having longterm successful relationships with the customers. You will definetely get a great advantage than your competitors if you make your customers feel that you care about them by communicating them in their own language.
As we mentioned above, localization is a complex process and definetely requires detailed knowledge about the local you are going to enter. Let us manage your localization process for Turkey on your behalf and write a success story together!