If you’re running a successful business, earning good profits, and holding a great chunk of market shares in the domestic market, it is an indicator you can take your business to a global level and become successful in multiple countries.
However, it’s not easy to tap into diverse markets with different demands and interests of customers than your domestic market. For this, you must have a good understanding of other cultures and languages. Creating a brand experience that is resonating with the local audience comes with many challenges. Understanding your target audience and adjusting all aspects of your brands to their needs and preferences is important to get away with foreign market challenges with ease.
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How to Create a Personalized Local Brand Experience for Foreign Audiences?
Understand your Customer’s Brand Perception
Before getting into the technical stuff of localization, SEO strategies, and social media campaigns, you must understand what your target customers actually want. Based on the part of the world they live in and their culture, they might look at your brand differently. Though you don’t need to change your product and services entirely for a new market, how you represent your brand should be modified to each market’s needs. Because when it comes to globalization one-size-fits-all approach doesn’t always work.
Hire Native Linguists
The translation is a critical aspect of your brand localization, so make sure your translation is in good hands. Your global brand communication is highly dependent on your content translations’ accuracy, clarity, and relevance. That’s why you must hire professional linguists who are not just good with languages but also have expertise in your business domain. It will be even better if you hire native translators from target areas. So, they don’t have to struggle much with creating culturally resonating translations.
Set Clear Guidelines and Goals
Whether it is translation, design layout, or marketing campaigns, you must make everything very clear to your team by establishing proper guidelines. Your team should know about your end goals and what you want to achieve in a foreign marketplace. It will help them stay focused on their goals and don’t lose track of the globalization project vision. So, ask your project managers to be very clear in their communication and create proper mediums through which teams can communicate and provide feedback regarding the work in progress and other issues.
Work With a Local LSP
If you don’t know much about the culture and market of target regions, you better collaborate with a professional LSP. You can easily and smoothly navigate through the challenges of the new market by getting guidance from your LSP partners. You can also use a professional LSPs platform to effectively collaborate with your LSP companies and other linguists from one place. It will save you time and help you seamlessly communicate with your business partners and teams in real-time.
Attend Local Events and Seminars
To operate successfully in a foreign marketplace, and make your brand seem more lucrative to clients, networking is significant. So, you must attend the business events and conferences happening locally to meet with like-minded people, pitch your business vision to them, or collaborate with them. You can also distribute business cards and share your business vouchers among other attendants. Chances are there that you may get to work with your desired clients or meet with someone with the same aspirations and business plan.
When it comes to brand globalization, consistency is the key. However, it is not always very simple to maintain consistency when you are dealing in diversified markets. For instance, if you are managing content translations for multiple regions, there are chances of inconsistency. Especially when many translators are working on a single translation project, everyone may use their own tone and style in translations. To avoid this problem, you create translation glossaries that state clear instructions about translation tone and style guidelines that every translator must follow.
Don’t Forget Local SEO
If you want your business to be more visible in a foreign region, you have to focus on local SEO. Search engines work differently for all regions, which require separate keyword research and planning for each region. Simply translating the existing keyword may not work for your SEO. Considering the locally used common phrases that customers are using to search for a product online, you have to add relevant keywords to your translations. You can use a professional localization platform to manage SEO-friendly translation for all regions effectively.
Building a solid brand identity while keeping the local parameters in mind is critical for your global success. You need to do comprehensive market research, invest in the right tools and strategies, and localize your brand in a way that resonates with maximum audiences.