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“Localization is the most personal form of customer relationship.”
~ Georges Simenon (Belgian Author)
India is the world’s fifth-largest economy with a $2.94 trillion GDP. Erstwhile an agrarian economy, today, it prides itself in robust services and manufacturing sectors. These segments have generated massive business opportunities, attracting global brands to invest in India. However, to break the ice with Indian entrepreneurs and consumers, they need to connect and communicate in their native language. Subsequently, translation and localization have emerged as strong weapons to break communication barriers.
Going local is the mantra if brands are to connect with their global audience!
“In 2018, Amazon launched its website and app in Hindi. Today, it witnesses a 3X surge in new customers.” (Courtesy: TOI)
Today, Unicorns and Startups are actively engaging in the translation and localization of their apps and websites to connect and communicate with their audiences across regions. For instance, through translation, Byju’s has captured 75% of its consumers from non-English speaking communities, as children visit this education portal from other regions more than the metropolitans and tier 1 cities. Thus, offering content in the native language has become a critical marketing strategy for businesses to connect and expand their clientele in the competitive Indian landscape.
But that’s not all….here are a few more reasons why your brand should localize!
Brand consistency
Branding is another important aspect of establishing or expanding a business. And what could be better than creating brand awareness among targeted audiences through localization? Localization enables businesses to deliver consistent brand messaging and experience across markets.
Brands like Policybazaar and Zomato now offer support for up to 12 regional languages as they seek to strengthen their brand image across India. They have seen a 3x improvement in their sales figures over the last few months.
Simpler customer interaction with your brand
A buyer’s journey is influenced by their preferred social media channels, mobile sites, and apps. Thus, businesses can reach out to a larger audience when they communicate in multiple languages across relevant communication platforms.
Improved search results
Businesses localizing their online presence must focus on translating web content, assets (PDFs), videos, infographics, social media, and images. Interestingly, to improve SERP (search engine rankings) metadata, keywords, and hreflang tags of web pages can be localized, too. Did you think of this?
Enhanced support for local marketing teams
Localized websites enable local marketing teams to focus and display region-specific products and services, comply with state regulations and legal requirements. Eventually, it leads to quality user engagement that converts into regular and dedicated customers.
Improved segmentation
Localization enables businesses to create and share custom messages targeted at a local, national, and global audience. Thus, businesses can control their brand messaging while keeping it consistent across markets and simultaneously improving their digital footprints.
Improved trust
Websites that display cultural and linguistic peculiarities across markets foster trust among the targeted audience. How? By localizing content, the brand indicates that it respects and understands distinct cultures, which leads to credibility and trust among customers.
For instance, music streaming service Spotify has expanded its business to smaller towns and cities. Subsequently, they now provide their services in 11 languages and are witnessing a staggering 700% growth.
The same trend is followed on other social networking apps like Snapchat, Facebook, and Sharechat to enjoy such significant growth in their business.
With that said, is your business waiting in the trenches to be discovered by your local, potential customer, or are you localizing to connect, expand, and provide an awesome experience to your audience?
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