How to adapt digital sales to different global markets

As a European CMO, CRO or Head of Sales, you’re aware of the opportunities that lie in global markets. But capitalizing on those opportunities requires a targeted approach, one that resonates with the cultural and linguistic nuances of each region. This is where marketing localization comes into play.

 

Localization eases the path to international markets

Localization has revolutionized the chances of success for international expansion online. Companies can now expand their digital presence to reach new audiences with such strategies, making entering new markets easier without sacrificing quality or time-to-market objectives. Plus, affordable shipping costs make it easy for businesses to deliver their products globally without the stress of price barriers. Instead of waiting for physical expansion, they can expand digitally and reap the benefits.

Localization is more than just translation. It involves tailoring your content, products, or services to resonate deeply with a particular target market. By considering cultural subtleties, traditions, and consumer expectations, localization seeks to provide an experience that feels familiar and appealing to the intended audience.

 

Boosting market share and customer engagement

When customers notice that you’re speaking their language, it can show that you value and appreciate them as part of your customer base. Not only does this attract more customers, but it also leads to higher sales, increasing your company’s market share. Ultimately, you’re building relationships with existing and potential customers, which pays off exponentially in the long run. 

Increased performance of marketing campaigns through localization allows customers to personally connect with the brand’s message, encouraging them to understand the language and subtleties of the campaign instead of potentially feeling alienated due to language or cultural differences.

 

Beyond website translation: the scope of localization

While most people think that localizing marketing materials means translating the website copy and leaving it at that, this couldn’t be further from the truth. All aspects of your marketing need to be localized—from your website to internal collateral to customer support. This includes for example:

 

#1 Website and landing pages

Optimize your website, landing pages, downloadable assets and design elements for global and local variations of cultural preferences and language used by users. For example, Canva reached over 60 million active users by localizing their website in 130 languages.

Canva’s successful localization program was driven by hyper-localization, which involved creating experiences that resonate with local markets without the need for continual rebuilding. The company began its localization efforts early on and has used data from these efforts to inform its approach in new markets. 

To cater to the unique cultural and linguistic nuances of the different markets, Canva’s localization team empowers local design teams to take the lead and experiment with what works best. This approach extends to marketing and other content, enabling Canva to effectively address the distinct needs of diverse audiences

#2 Marketing and Sales materials

Localization of email copy is a must for product sign-ups, customer onboarding, sales automation, and customer support. This creates a personalized customer experience, leading to increased engagement and better retention rates.

#3 Blog posts and other content

Make your blog available in multiple languages to increase exposure and ensure higher visibility and engagement from foreign markets within a shorter timeframe.

#4 Marketing automation

Integrate your translation management system with marketing automation systems to ensure content is correctly localized and tailored to each customer’s needs. This helps you optimize campaigns by targeting global audiences based on location or language preferences. 

#5 Knowledge base and customer service processes

Translate your knowledge bases to accommodate customers who may not speak or understand the prevalent language. Besides crafting culturally appropriate knowledge materials, it’s crucial to consider the preferred communication channels of customers in each region. Assess whether customers are more inclined to use live chat, email, phone, or social media to contact support, and then establish support processes that cater to these preferences in the target market.  

#6 Search engine optimization (SEO)

Strategically position key phrases and implement SEO strategies to optimize your website for visibility. Local SEO entails tailoring your content for local searches, incorporating keywords specific to the region, establishing local business directory entries, and utilizing geolocation information.

#7 Advertising

Localized advertising is key to driving customer conversions in any market and ensures that messaging stays on-brand across different markets. Engage native translators who are adept at language as well as culture to capture nuances that may otherwise be lost in translation. For instance, when Pepsi entered China, it launched there with the slogan, “Pepsi Brings You Back to Life.” What Pepsi didn’t realize was that the phrase, due to improper Chinese translation, meant “Pepsi brings your ancestors back from the grave.

 

5 x Tackling localization hurdles

While localization offers numerous advantages, there are some challenges associated with it:

• Project management with multiple stakeholders: Having too many stakeholders involved in the localization process can cause more harm than good. It’s essential to rely on your marketing localization partners to create specific workflows and automate tasks.
• Understanding different dialects and cultural nuances: Translation should ideally be in a dialect that fits the region. It is essential to understand how different linguistic groups speak and how various cultures approach specific topics. 
• Lack of time to localize the copy: The localization process requires thoughtful planning and scheduling to ensure the intended meaning is adequately conveyed when it reaches users.
• Legal regulations in different markets: Understanding the local regulations and ensuring that the copy adheres to those laws is essential to prevent any potential legal issues.
• Local cultural shifts and emerging trends: Consistently interact with local thought leaders, influencers, media outlets, and customers to stay informed of cultural changes, evolving preferences, and emerging trends.

Digital sales and marketing localization is about more than translating content. It is a comprehensive strategy that requires cultural understanding, time, and effort. 

By localizing your efforts, you can build a deep connection with your target audience, improve customer engagement, and increase brand awareness and loyalty in different global markets. The result? A more inclusive and effective digital sales strategy that resonates across cultures and languages, making your brand truly global.