How to Build an Effective Localization Strategy

如何构建有效的本地化策略

2021-04-01 07:00 Lilt

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Whether you have a new idea or are an established brand, eventually, you’ll have to create a localization strategy. In order to understand, target, and transact effectively with customers in various communities or countries, a global customer experience and localization strategy are must-haves. While translation is a critical component of language localization, it’s not the only factor in your localization strategy. To help you reach your target market, we’re going to cover what is localization, strategy techniques, and how to implement a successful localized marketing strategy. What is a Localization Strategy? A localization strategy is a plan of action incorporating a locale's culture, idioms, habits, and behaviors to best market and deliver your goods or services. The strategy needs to be understood by every department when creating new content, as every component will impact localization. Business endeavors that enter foreign markets need to be tailored to their specific buyer persona. Otherwise, you risk alienating your target audience or fail to maintain a consistent user experience. When you engage with the new demographic, a tailored localization strategy will make them feel like they’re dealing with an approachable, local business. Here are some keys to an effective localization strategy when diving into a new market: Understanding the cultural norms Researching potential buyer personas and their purchasing habits Complying with acceptable payment options General comparison of pros and cons of localization The core principle of creating a localization strategy is to build a unified brand that delivers a stellar user experience, regardless of the local market. Several methods can be considered when formulating a localization strategy. Advantages and disadvantages can be found in each, but the end goal is always the same. Regardless , though, an effective strategy will increase your customer reach without succumbing to the potential mishaps of releasing general content to all locales. Without utilizing a localization strategy, a company can’t address issues concerning address formatting, honorifics, and potentially offensive idioms. How to Plan a Business Localization Strategy Three main components that need to be accounted for when developing a localization strategy: Digital Marketing When entering a foreign market, it's important to account not just for the kinds of content that this new market consumes, but also how it consumes content. For instance, one region may use mobile phones, while the neighboring area may be more accustomed to a desktop view. The strategy will also need to tailor content to a specific locale, even if the base language is the same. A classic example is the word “chips.” Chips could refer to fried potato wedges (french fries) or thinly sliced fried crisps, depending on one’s country of origin. Cultural Standards It’s critical to identify cultural norms and standards when building a business localization strategy. Phrases, expressions, and honorifics hold different meanings or carry varying weights depending on which part of the globe you’re targeting. Expressions that have been historically established can’t easily be transferred to other countries. Case in point: when the American fast food-chain KFC tried entering the Chinese market, its slogan “finger-lickin’ good” was translated to an equivalent of “eat your fingers off.” Obviously, the one-to-one translation doesn't quite work the same. Purchasing Preferences Each country’s preferred payment methods should be included in the localization strategy. Providing users the ability to use the local currency or payment processing methods (such as WeChat Pay in China) removes an unnecessary obstacle during the buyer’s journey. Monitoring the localization process throughout the entire launch can be daunting. Luckily some solutions can ensure a brand delivers optimized content for every engagement with potential clients, regardless of where they are in the world. Localization Strategies That Work The key to any localization strategy is cross-departmental communication, flexibility, and adaptability. Localization is an ongoing effort; very few websites remain static for long. This continual process is why localization needs to become part of daily operations. If a company releases a new product or line of products, localization needs to be implemented at every development stage. And by continually iterating and updating, it's not necessary to play catch-up later down the line. As a result, delays in launching in certain regions can be mitigated. An effective localization strategy consists of five parts, including: 1. Maintaining proper localization workflows Several moving parts are involved in localization, and numerous departments will need to communicate effectively to ensure that content is optimized for a region. Integrating proper workflows will increase the speed and turnaround of a project. 2. Processing the source language into one or more target languages A critical function is translators understanding the target language and the cultural norms behind it. A translation solutions provider can eliminate any unintentional faux pas. 3. Quality assurance Depending on the size of the project, a review of the translated content will be needed to prevent mishaps. 4. Deployment of localized content After the content has been thoroughly inspected, it can be released for public consumption. 5. Measuring efficacy through KPIs The process doesn’t end with deployment. As with any content optimization, a localization strategy needs to account for the performance of the translation. Any localization done may need to be reworked or tweaked to stay on brand while engaging users by measuring the KPIs. Ultimately, an effective localization strategy takes time and effort to put in place. Once content has been translated, that's only the beginning of the process. Working with a services provider that understands your company's needs is important, as they can help you build now and scale for the future. If you're interested in learning more about Lilt's localization and translation services and technology, please get in touch!
不管你是有新的想法还是拥有一个成熟的品牌,最终,你都必须制定一个本地化战略。 为了了解、瞄准并有效地与不同社区或国家的客户进行交易,必须具备全球客户体验和本地化战略。虽然翻译是语言本地化的一个重要组成部分,但它并不是本地化策略的唯一因素。 为了帮助您到达目标市场,我们将介绍什么是本地化,策略技巧,以及如何实施成功的本地化营销策略。 什么是本地化战略? 本地化策略是一个行动计划,它结合了当地的文化、习惯、习惯和行为,以达到最佳的市场和交付产品或服务的目的。在创建新内容时,每个部门都需要了解该策略,因为每个组件都会影响本地化。 进入国外市场的商业活动需要根据其特定的买方角色进行调整。否则,您可能会疏远目标受众或无法保持一致的用户体验。 当你与新的人群打交道时,量身定制的本地化策略会让他们觉得自己在与一家平易近人的本地企业打交道。 以下是在进入新市场时有效本地化策略的关键: 理解文化规范 研究潜在买家角色及其购买习惯 遵守可接受的付款方式 本地化利弊的一般比较 创建本地化战略的核心原则是建立一个统一的品牌,无论当地市场如何,都能提供一流的用户体验。在制定本地化策略时,可以考虑几种方法。每种方法都有优点和缺点,但最终目标总是一样的。 尽管如此,一个有效的策略将增加您的客户覆盖范围,而不会屈服于向所有地区发布一般内容的潜在灾难。如果不采用本地化策略,公司就无法解决有关地址格式、敬语和潜在攻击性习语的问题。 如何规划企业本地化战略 在制定本地化战略时需要考虑三个主要组成部分: 数字营销 在进入国外市场时,重要的是不仅要说明这个新市场消费的内容种类,还要说明它是如何消费内容的。例如,一个地区可能使用移动电话,而邻近地区可能更习惯于桌面视图。 该策略还需要根据特定的语言环境定制内容,即使基础语言是相同的。一个典型的例子是“薯片”这个词。薯片可以指炸土豆条(炸薯条)或薄片炸薯片,这取决于一个人的原产地。 文化标准 在制定业务本地化战略时,确定文化规范和标准至关重要。短语、表达和敬语的含义不同,或者根据你所处的世界的哪个地区而不同。历史上确立的表达方式不容易转移到其他国家。 举个例子:当美国快餐连锁店肯德基试图进入中国市场时,它的口号“finger-lickin’ good”翻译成有令人吮指回味的口感。 显然,逐字翻译并不完全相同。 购物喜好 每个国家的首选支付方式都应包括在本地化战略中。为用户提供使用当地货币或支付处理方式(如中国的微信支付)的能力,消除了买家旅途中不必要的障碍。 在整个发射过程中监控本地化过程可能会令人畏惧。幸运的是,有些解决方案可以确保品牌为每一个潜在客户提供优化的内容,而不管他们在世界上的位置。 有效的本地化策略 任何本地化策略的关键是跨部门的沟通、灵活性和适应性。本地化是一项持续的工作;很少有网站能长期保持静态。 这种持续的过程就是为什么本地化需要成为日常运营的一部分。如果一个公司发布了一个新产品或一系列产品,本地化需要在每个开发阶段实施。通过不断地迭代和更新,以后就不必再进行追赶了。因此,在某些地区发射的延误可以得到缓解。 一个有效的本地化策略包括五个部分,包括: 1.维护正确的本地化工作流 本地化涉及多个移动部分,许多部门需要有效地沟通,以确保内容针对某个地区进行优化。整合适当的工作流程将提高项目的速度和周转时间。 2.将源语言处理成一种或多种目标语言 译者的一个重要功能是理解目的语及其背后的文化规范。翻译解决方案提供商可以消除任何无意中的失误。 3.质量保证 根据项目的规模,需要对翻译的内容进行审查,以防止出现意外。 4.本地化内容的部署 内容经过彻底检查后,可以发布供公众消费。 5.通过KPI衡量效率 这个过程不会以部署结束。与任何内容优化一样,本地化策略需要考虑翻译的性能。任何本地化完成可能需要返工或调整,以保持品牌,同时通过测量KPI吸引用户。 最终,一个有效的本地化策略需要时间和努力才能落实到位。一旦内容被翻译,这只是过程的开始。与了解公司需求的服务提供商合作是很重要的,因为他们可以帮助您现在进行建设并为将来进行扩展。 如果您有兴趣了解更多关于Lilt的本地化和翻译服务及技术,请联系我们!

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

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