Category: Localization Written by: Daqeeq Date: 24 Mar 2021
How to Manage the Localization Process
Localization can add a lot of value to a company. Many world-class corporations now produce more than 60% of their sales outside of their main domestic market, cultivating partnerships with a diverse range of global markets. It’s only natural that localized versions of several goods and services produce better results and foster greater loyalty among your target audience.
And to learn how to manage the localization process, read this article with us to learn more.
Find the Right People to Work With
A localization team is made up of the following individuals:
Localization engineers are in charge of the database and establishing guidelines for people to follow throughout the process. Localizers are those who translate strings and make all modifications to graphics, layout design, UI, and multimedia.
Localizing is more than just translating phrases from one language to another, so you’ll need to find localizers who are fluent in multiple languages and understand the ramifications of such a project. Localizers are typically experienced translators with technical skills and an understanding of the localization process. They would mean the difference between your project’s success and failure.
Avoid using machine translation. Specialists should translate strings, marketing campaigns, app descriptions, and everything else. You will only be able to create a positive image for your brand in any local market if you deliver high-quality content. Nobody loves a product that looks and feels like it was translated.
If you use Google Translate or another similar software, you risk providing exactly that. Poor translations would turn off potential customers rather than entice them to buy. You may save a few dollars here and there, but you’ll end up spending much more trying to correct errors in your marketing localization later on.
Experience Is Important
Developers who work on web and app localization on a daily basis will be able to provide you with valuable advice throughout the process. Because they’ve been down this road before, they know how to capitalize on opportunities in different markets and can assist you in prioritizing.
Avoiding rookie mistakes will make things a lot easier, particularly if you’re eager to launch your product in a new market as soon as possible. Don’t undervalue the significance of external teams, either. Depending on how much of the process you decide to outsource, you can work with linguists, local marketing and SEO experts, testing teams, and maybe even some local partners.
Set clear milestones when signing with local teams and inform them about your goals from the beginning to ensure they meet deadlines. Look for people who can easily connect and are willing to adapt their working habits to your in-house team. During the localization process, use translation management software to keep your team working successfully on a single platform.
This makes it easier for localizers and localization engineers to collaborate. It reduces the possibility of translation errors or misinterpretation of the source text. You can optimize the entire process, from technical details to marketing localization, if your team uses a special tool to execute all changes in real-time.
Learn as Much as You Can About the Market for Which You Are Localizing
Everyone you work with should be well-versed in your product and the market for which you are localizing. In terms of marketing, design, and law, your team must understand the local market and its unique demands. This is the only way they will be able to create a user-friendly product. China, for example, necessitates more than just careful translation and marketing.
When it comes to coding, choosing the right local servers, and adhering to the laws of China’s Great Firewall, this country has complicated rules. Clash of Clans by Supercell has received hundreds of thousands of downloads in this world. However, users were unable to purchase the in-game currency because developers had overlooked the fact that the Chinese did not have access to Google Play.
This is a big localization failure that has cost the company a lot of money. This is just one example of what can go wrong if you don’t thoroughly research all components before launching your product. If you want to optimize the process, you should begin your localization project with all details in mind, as you will need to produce a product that is market-ready.
In some cases, this entails localizing to integrate with locally available goods rather than your traditional western partners (such as social media platforms). Otherwise, you’ll waste time and money fixing mistakes, testing, and retesting.
Define your Potential Customers
Within any of these markets, you must be aware of who you are dealing with. So, try to learn as much as you can about what makes your potential clients tick. Consider their age, gender, relationship status, interests, education level, where they live, how much they earn, and buying habits.
These responses will most likely differ depending on which new country you are approaching. So, each time you begin a new localization process, be prepared to tailor your marketing localization strategy and target your content. To cut costs, adapt as much as possible from your centralized global marketing program, but don’t ignore local details.