Localisation for a global markets is vital today. As more companies cross over their own borders to expand and create more income, localisation is turning into something that no business can be without. But when you are trying to open up new markets in different countries, you have to remember one thing: simple translation is not enough!
Most companies and business owners fail at globalising their brand because they believe that simple translation of their content and products is enough, well it is not. For example, in Asian countries, the room service personnel will usually come to your door and ask you if you need anything. If someone did that in the U.S., the client will believe that the hotel is trying to waste their time. So there are cultural differences that need to be considered.
That said, here are three ways in which you are surely to have success when localising your business:
- Take statistics into account, but also immerse yourself. In order to penetrate a new market, especially a foreign one, you need to research it and figure it if it will be a lucrative action. But in order to make it lucrative, you must also feel the culture to be able to recreate it for your business. So make sure you visit the countries where you are expanding and send your executives and managers that so they will learn about the culture.
- Use local resources and goods. Some countries have difficulties with online purchasing, like Turkey, or other aspects that we take for granted. To avoid making things difficult for your clients, try and use local resources for a website and local goods for anything you can. That way your clients will be able to receive their goods as they are used to and won’t have to wait until they are shipped from other offices.
- Try and match the target market. If you have really expensive products, you should avoid keeping your normal price if you are expanding in a poorer country. Make sure your prices reflect the economic status of the current market so you will be able to compete with the local brands.
Keeping these things in mind will make your localisation efforts really pay off. To be really successful you will need professional translation services that can take care of any content you have regarding your products. A very good translation resource is Global Lingo. Make sure you have a look at their website.