Now then, before we get started on GTH’s very own Localization Checklist, we want to tell you a thing or two about what localization actually is and what it isn’t. You see, just like the urban legends that have been doing the rounds for decades, the term “localization” has been muddied to the point where most people believe localization means translating content.
If you knew that localization didn’t mean to translate one language into another, give yourself a pat on the back. Let’s jump right into what the term “localization” actually means
We’ve pulled the following content directly from one of our cornerstone articles, which is titled “Why localization is key when entering new regions” [ADD LINK]. If you’ve not read it, go ahead and click on the link. The post will open in a new tab, so, you can go ahead and read it right after you’ve finished reading this post. It’s a Q&A hybrid, which shows you why localization is so damn important if you’re trying to enter a new country.
Right, where were we? Ah yes, the copying and pasting of content from one article to this one, all in the aim of showing you what localization actually is. Here you go:
If you’re thinking that localization is the simple translation of your website into the language of the target market you’re attempting to launch in, you’d be wrong. Yes, localization does include the translation of content, but there’s a lot more under the localization hood. And more importantly, brands fall over themselves when they fail to translate their global purpose into localized efforts.
When it comes to localization, and especially from our standpoint as a unified localization provider, localization means that you’ve gone beyond the translations border and gone on to understand the cultural nuances of the market you’re trying to get into. This is what we do here at GTH; it’s our bread and butter and we’ve been serving brands big and small with all their localization needs for over a decade.
So, even though translations do play a part within the localization ecosystem, they’re not the be-all and end-all.
Now that you’ve understood what localization actually means, you’re ready to face the Localization Checklist. We’ve been in the localization’s business for over ten years now and in all that time, we’ve been referring back to the checklist we’re about to present to you.
The first part of the localization process is to evaluate your localization needs. This is what we do for our clients:
1. Identify your target audience or market
2. Define your business goals for the target audience or market
3. Research the cultural differences and the implications of the communications style you want to address your target audience in
4. Investigate your competitors
5. List everything you think needs to be funneled through the localization process. This can include content, images, etc.
6. Plan your costs. For instance, how much is it going to cost to translate 50,000 words?
Now for phase two of the localization process. This is the really juicy bit, so take notice, especially of the first point:
1. Appoint or hire a localization expert who can support the entire localization process
2. Verify that every image is appropriate for your target audience
3. Access the necessity of support local payments methods
4. Research target audience keywords as part of your SEO process
5. Adapt all your landing pages to fit in with your new localization process
6. Adapt the URLs on your website to fit in with the localized keywords (see point 4)
7. Test your localization efforts by using focus groups who can provide you proper insights
8. Adapt your localization efforts based on the feedback you’ve received from your focus groups
9. Set up and track all your website analytics so that you’ve created full country segmentation
10. Compare the conversion rates of your new targeted market when compared to the data from your other markets
11. Track the ROI of your newly launched localized brand, service or product
There’s a lot to do, right?
The good news is that we can do this all for you. In fact, we’ve been doing this and so much more for hundreds of clients in multiple countries and verticals for over ten years.
Go ahead and drop us an email firstname.lastname@example.org. We’ll arrange a call and show you how we can really help your brand grow!