Feb 19, 2024
Industry Insights

A Comprehensive Guide to Localising Your Website and Marketing Materials

Discover how to localise your content as part of your broader go-to-market strategy

A Comprehensive Guide to Localising Your Website and Marketing Materials

In today's interconnected world, reaching a global audience is more achievable than ever. However, to truly resonate with diverse cultures and markets, localising your website and marketing materials is essential. Localising effectively can enhance your brand's presence and credibility in foreign markets. In this guide, we will walk you through the steps to successfully localise your website and marketing materials.

1. Understand Your Target Market

Before diving into localisation, conduct thorough research on your target markets. Understand their cultural norms, preferences, and behaviour. This will help you tailor your content appropriately and avoid potential cultural missteps.

2. Translation Accuracy and Quality

Accurate translation is the foundation of successful localisation. Hire professional translators who are not only fluent in the target language but also well-versed in your industry's terminology. Itis also beneficial to have native speakers review the translations for authenticity and cultural sensitivity.

3. Localised Content

Localisation goes beyond translation. Adapt your content to resonate with the local audience. This includes using region-specific examples, idioms, and references. Customise images, colours, and graphics to align with local aesthetics.

4. User Experience (UX) Adaptation

Ensure that the user experience is seamless for your international audience. This includes adapting date formats, time zones, currencies, and measurements. Also, consider the layout and design of your website to accommodate languages that read right-to-left, like Arabic.

5. SEO and Keywords

Keyword research is vital for optimizing your website for local search engines. Use tools to find relevant keywords in the local language. Tailor your content to incorporate these keywords naturally, which will improve your website's search engine visibility.

6. Cultural Sensitivity

Respect cultural nuances and sensitivities. What might be well-received in one culture could be offensive in another. Avoid using symbols, colours, or images that carry negative connotations in the target culture.

7. Social Media Localisation

Adapt your social media content to engage with local audiences. Use relevant hashtags, share content related to local trends, and participate in conversations that matter to the target market. Interact in a way that aligns with their communication style.

Remember that effective localisation goes beyond language; it is about understanding and connecting with your audience on a deeper level.

8. Test and Optimise

Regularly evaluate your localised website and materials to identify any technical or content-related issues. Pay attention to loading times, broken links, and layout problems. Gather feedback from users in the target market and continuously optimise based on their input.

9. Legal and Regulatory Compliance

Be aware of legal and regulatory requirements in each target market. This includes data protection laws, advertising standards, and any industry-specific regulations that may affect your marketing materials.

10. Consistency Across Channels

Maintain consistency across all your marketing channels. Your brand voice, messaging, and imagery should be coherent whether on your website, social media, or offline materials. This ensures a unifiedbrand image globally.

‍12.Monitor and Adapt

Localisation is an ongoing process.Continuously monitor the performance of your localised content. Analyse websitetraffic, engagement metrics, and conversion rates. If certain strategies arenot yielding the desired results, be prepared to adapt and iterate.

By following these steps and committing to the process, you will be well on your way to successfully localizing your website and marketing materials. With careful planning and diligence, you can unlock new growth opportunities in global markets.

If you need assistance, please speak with one of our Customer Success Specialists today.

 

Jacqui Gigliotti
Written By

Jacqui Gigliotti