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You have developed an amazing product, say, a website or a mobile app, that covers all bases and offers a great experience for your customers, but this product isn’t localized for global audiences.
This means you are denying your business a great chance to take global markets by storm and double its success.
A very simple step to consider when developing your product can make a world’s difference, which is localizing your product for different audiences. A localized product will give you a headstart and an edge over your competitors, especially during the Black Friday season.
So, here’s why product localization is crucial for your brand’s success during this Black Friday season.
What Is Product Localization?
Let’s first understand what product localization is.
Product localization is a process of adapting your product or services to make them accessible to potential customers who speak different languages or come from different cultures so that this product feels “local” to them.
That means adapting language, marketing materials, and everything associated with this product to speak to your target audience.
The product localization process involves all aspects of your product. It includes:
- Cultural Adaptation
First, you need linguistic and cultural localization so that the product is speaking the local language of the audience you are targeting, keeping in mind its cultural nuances.
Take for example Ben & Jerry’s awareness of their Muslim and Arab demographic’s culture and religion in advertising their products.
- Brand Localization
Then, comes localizing the branding and marketing of the product in different regions.
A lot of global brands bear in mind how they present their product in different cultures, making sure it blends well with those cultures while still maintaining its identity.
- Technical Localization
Another key element of the product localization process is UI/UX localization. This step is crucial for the websites you’re using to sell your product and even more, if your product itself is digital.
It’s very important to note that the earlier you realize the importance of localization in the creation process of a digital product, the easier it is to achieve seamlessly.
- Price Localization
Another crucial element in eCommerce localization is adapting pricing and payment. While global eCommerce is booming, payment methods in each region still vary, so be aware of that to accommodate your international customers.
- Audiovisual Localization
Multimedia used for the product and its marketing is part of the localization process as well. This includes videos, images, voice-over, captions, and so on.
Take for example the Netflix home page in Arabic and pay close attention to the posters of the shows in the background.
Why Localize Your Product for Black Friday?
“How does that serve my business?” you may ask. Well, it serves it in multiple ways.
First off, you should not assume that because English is the most widely used language in the world all users would want to use it when purchasing your product.
After all, less than 20% of people worldwide are fluent in English. As such, localization creates a solid base of loyal customers that extends your region.
And with Black Friday season approaching, shoppers across the world can buy products with just a click. Your usual customer base around that time doubles and more people from different regions view your product.
So, you need to make sure that your global audience can actually know and understand your product without quickly dismissing it because of a language barrier.
And what a perfect opportunity to do this for Black Friday, where surely you will have more web traffic from international audiences.
- Stay Ahead of the Global Crowd
The global nature of Black Friday means strong competition between brands to win international customers. Investing in good product localization will make your business stand out in this competition.
If localized content is not available or is done poorly, it can easily drive your international customers away.
- Language Does Not Have to Be a Barrier
The sense of comfort and familiarity people feel when they see a product that speaks to them ensures a successful experience for your users. Translation alone is not sufficient; localization turns your product from feeling foreign to feeling local to the target audience.
- Specifically Tailored Marketing Campaigns
Offering localized product descriptions and marketing materials is key to entering foreign markets.
This way, you are showing your international customer that you are reaching out to them, making your product accessible and easy to understand.
This creates a need for your product globally, rather than being limited to only one region.
- Earn Your Customer’s Trust
Localized customer support really builds trust with your customers as they feel heard and supported in their own language. Especially when making a purchase with money transactions, people feel most confident and safe when they use their mother language.
Also, if you lay ground for a fully localized product, it will be less likely that your users and customers will need further support and questions since they can figure out their way on their own.
Black Friday Localization: Success Stories
- Netflix
The streaming giant, Netflix, has nailed the localization game. By collaborating with on-ground teams to cater to different regions, Netflix managed to directly speak to local audiences and offer content that appeals to them.
Ahead of Black Friday season, Netflix is now airing the show Love Is Blind: Habibi which is the Arab version of the very famous reality show Love Is Blind.
This way, Netflix attracts more international viewers and encourages them to subscribe to the platform, making use of its Black Friday offers.
- Spotify
Spotify Egypt’s website uses colloquial Egyptian language for its customers, making sure a friendly and approachable tone catches the user’s attention and makes the purchase process a very smooth and easy one.
- Domino’s Pizza
Domino’s were able to win a big market like India by curating a menu catering to this region specifically, integrating their local cuisine. They also created an easily accessible localized website for the customers to use.
Key Takeaway
These are just a few examples of localized products. Now, think of all the international brands that are well-known worldwide and how they present themselves in your country.
The localization strategies these brands use to increase their sales are simple but effective.
- They focused on adapting product offerings according to each market they are targeting.
- They customize their market campaigns keeping in mind the local trends and cultural background of each region.
- And they provide localized customer support for a smooth customer experience that guarantees buyers are happy and come back to use the product.
Tips for Creating Effective Multilingual Product Descriptions
- Keyword Research
It is better to conduct keyword research in the target language to optimize product descriptions for search engines to boost your product reach.
- Cultural Adaptation
You need to adapt your descriptions to resonate with your target audience. That means anything that they might find offensive or foreign should be adapted to fit their culture.
- Concise and Compelling Language
Bear in mind that descriptions are effective when they are clear, concise, and to the point. So, not only are you localizing your content, but you also use the target language in the best way to deliver your message across.
- Visuals and Multimedia
Of course, you have to include multimedia as well in your localization process. You might think how can an image be localized?
Well, for example, it would make sense that the interface of your website in India would show a picture of Indian people rather than people from Canada.
The more you pay attention to small details, the more it makes a difference for the customer.
Unlock Global Sales This Black Friday with bayantech
bayantech is here to the rescue! This Black Friday, we are offering a 5% discount on all our translation and localization services. bayantech is known for its top-notch language services and timely delivery. Make sure to make use of our discount so that your product is ready to gain success in international markets this Black Friday.
