When General Motors released the Chevy Nova in the 1970s, it performed poorly in South American countries. One reason was due to the name, which loosely translates to “no va” or “doesn’t go” in Spanish. Although since proven to be an urban legend, the story gained popularity as a cautionary tale about understanding foreign markets and cultures before entering them. With the proliferation of digital communication, today’s global marketplace is even bigger, but selling globally still requires time, research and consideration of cultures, languages and buyer personas. This process is known as localization, and if your company works internationally, it needs to be a well-thought-out part of your marketing strategy.

What is Localization?

Localization is the process of adapting products, services or content to a specific region or market. This can be in terms of language, graphics, representatives, product features or local customs. It is different from similar processes such as internationalization or globalization, which focus on widening the perception of something for use in multiple regions, or toward multiple cultures. Internationalization aims to be relevant across all markets, whereas localization aims to be relevant to one specific locale.

Strategies and Tactics to Localize

One key to successful marketing is to understand the needs and challenges of your target market. But what if you have more than one target audience? Localization supports the concept that different cultural segments of the market can lead to different values, interests and behavioral tendencies of the buyers. Use localization techniques that support those values to lead to more outreach and more generated leads. Here’s how:

1. Seek to understand the segments of your target market. Research the known trends of certain locales to better understand their market tendencies. We live in a globalized world, so there will likely be some overlap in buyer personas and common human behaviors. At the same time, it is important to learn how your customers from India, for example, will have different marketing preferences than your customers from Belgium. Then use that knowledge to make sound business decisions.
2. Translate content (both in language and culture). One of the most obvious ways to localize content is to translate it to the native language. That said, translation isn’t a simple task. Good translation includes proper grammar but also factors in linguistic and cultural nuances. Understanding cultural sensitivities is essential to successful communications.
3. Employ a local or send a company ambassador. If your company has a large market presence in a certain segment of the globe, consider putting a company representative on location in that area to respond to the needs of that market. A lot can be learned from being immersed in an environment that can’t be learned from books and online research. Also, locals are an indispensable resource when it comes to understanding the cultural norms. Consider engaging local consultants or hiring local employees.
4. Discover and utilize the right distribution method. Different regions have their own preferences when it comes to technologies, communications and social media platforms. For example, India has the highest number of Facebook users of any country, whereas the U.S. and Brazil have a massive lead when it comes to number of Instagram users. Or consider that India’s print news industry is booming and still growing, which is not the case in the United States. Consider how and where the locals consume their content, and ensure you’re utilizing their most popular channels.
5. Highlight local news, community events and culture. Take local outreach a step further by creating local groups, producing newsletters or scheduling outreach events that highlight certain communities. Celebrate local successes through case studies and testimonials. By showcasing the specifics of the region, audiences and clients feel more humanized as individuals.

Connecting Through Localization

The continued growth of the global market is leading to a more connected world. Rather than create a one-size-fits-all marketing strategy, use localization. Localization in marketing embraces the idea that different cultures can lead to different values, interests and behavioral tendencies. By tapping into the nuances of certain cultures, marketers can better understand these markets and create content, products and services that resonate with them.