Product localization is the process of adapting a product to meet the needs, preferences, and requirements of specific regions, countries, or cultures. Localizing your products can be tricky, but it’s an important step in expanding your business internationally. There is so much to consider when it comes to product localization that just getting started can be incredibly daunting. The important thing is to address each aspect of localization step-by-step to ensure that you have considered everything.
To help everyone who is looking to expand their businesses into new markets, here is the ultimate product localization checklist.
1. Understand the Importance of Product Localization
The first thing you need to do when adapting your product for a new market is to understand the three main reasons for localization:
- Language and Dialect Differences
Adapting your product for different languages and dialects is the most obvious aspect of localization but it’s not as simple as just translating your instruction manual or menu settings. Effective translation requires a deep understanding of the target market, and the way people communicate in different areas of their lives.
- Cultural Differences
Once you’ve got your head around language and dialects, another key part of adapting products for new markets is understanding culture. Different cultures often have different priorities when it comes to both the products themselves and the way they are marketed. For example, Apple adjusted its marketing campaign when it expanded into Japanese markets because Japanese consumers found Apple’s usual strategy of directly comparing themselves to their competitors to be impolite.
- Regulatory Requirements
A third and final key part of localization is regulatory requirements. Different countries have their own laws and regulations, which you will need to adhere to if you want to do business with them.
2. Conduct Market Research
The next step in the process for product localization is conducting research on your chosen market; this can be done through online tools such as Google Trends or by conducting online research. The most useful information comes from talking directly to consumers so if possible try visiting local people and speaking with international partners which will be able to give you a better insight into your target customers.
You will need to consider the new market’s culture, business culture, language and dialect requirements, laws and regulations, units of measurement, currency, date form, and anything else which is unique to the country you intend to offer your product.
3. Localize the Logo, Colours, and Branding
The next step of product localization is to make sure that all branding and logos are localized for the new market. This includes everything from social media profiles and promotional materials to company names and product descriptions.
You also need to consider changing your visual style as some colors may have a certain significance in different countries. For example, red is considered a lucky color in China (if used correctly!) whereas white signifies death and mourning.
4. Use the Best Translators
Although Google Translate and other automatic tools may be useful, they’re never going to match up to an experienced human translator who can take into account not just language differences but also cultural factors. Using machine translations alone will only give you basic meanings which don’t always accurately reflect the context or tone of what was written originally. A perfect example of this is when KFC was first expanding into the Chinese market, and their famous slogan “Finger-lickin’ good” was translated to “Eat your fingers off”.
To avoid problems like this, once your localized content has been translated, have at least one person who is fluent in both languages, but was not part of the translation process, double-check everything before release.
5. Localize your Marketing
A key part of product localization is marketing and it’s important that you conduct thorough research into what works best in the new market. While some campaigns may resonate on a global scale, such as those that feature internationally recognized celebrities, others will need to be adapted for local preferences.
Localization also applies to your social media presence – make sure all posts are appropriate and relevant to the audience at hand. If you are working with local influencers, make sure they have a solid reputation within your target demographic and you could see some incredible results. One perfect example is that of Tao Liang, a Chinese influencer who rates and reviews handbags on Chinese social media accounts. After being hired by foreign fashion designers to promote their handbags, his social media posts generated $500,000 of sales of one handbag in only six minutes.
Your market research should have given you a good idea about how consumers perceive products similar to yours which can help you to plan the best way to present your products to your new target audience.
6. Identify the Right Local Partners
This is a very important part of product localization. Not only are they going to help you with things like translation, marketing, and testing, but they can also help you to build local relationships for future business opportunities.
When looking for local individuals and businesses to work with, it’s important that you try to find those with a good reputation and knowledge of the local market. You can ask for references from previous clients or partners, as well as conduct your own background checks on them before entering into any sort of agreement.
You may also want to consider hiring staff who are native speakers rather than bringing huge numbers of your own staff with you. This will give your company an advantage when it comes to communicating directly with consumers and building relationships within the new country.
7. Identify the Right Localization Software and Professionals
Once you have got all of the above in place, it’s time to identify which software and technology you will need for your product localization. This will vary depending on the size and type of your company but it’s always a good idea to ensure that key personnel in different locations, whether they be translators, marketers, or product testers have solutions for communication, synchronization, and file sharing.
Hiring a professional localization agency is also very important because they will be able to advise you on the best way to localize your product, which software could be useful, and can also help to provide testing services for each market. This can prevent you from making fundamental mistakes which can end up costing you a lot of time and money (both of which are invaluable when you are expanding into new markets!)
8. Test your Product Localization Results
Once you have made all changes to your product localization, it’s essential that you test the results in order to identify any remaining errors. For example, you may want to consider running focus groups for example which will enable you to get honest feedback from real people within each market, as well as IT audit experts who can check localized software or apps are working as they should be.
Remember that there is no issue which is too small. You want your new customers to have the same positive experience as your existing customers so make sure your testers are happy with every aspect of your product, marketing strategy, and company branding.
9. Adapt Based on the Results
Once you have tested your results, it’s important that you adapt to them in order to make sure any necessary changes are made before launch. This may include adjusting certain marketing campaigns or altering the language used within key documents and product descriptions.
By adapting in this way, not only will you avoid making simple mistakes but you will also be able to approach new markets with a better understanding of what works and what doesn’t. Some adaptations may only be minor tweaks, but others may require you to go right back to the drawing board. Once you have made your adaptations, test, test, and test again!
10. Provide Customer Support
Providing great customer support is every company’s goal but it can be even more important if you are launching your product in a new country. Customer service should not only include communication through phone, email, and social media channels but may also involve going out into the community to do events or attending trade shows which will enable you to connect with people directly. This kind of thing shows that you care about building relationships within each market, as well as providing an excellent level of customer service when consumers have any questions or queries regarding your product.
The Key Takeaway
Product localization can seem like a long, intensive process but it is absolutely vital if you are looking to expand into new markets. Effective localization will require you to address each step of the process in a systematic way, ensuring that nothing gets overlooked or left to chance. Wherever possible, work with local translators, marketing experts, salespeople, and other partners so that your product will be perfectly suited for the new market. Get your product localization right, and there is literally a whole world of opportunity waiting for you.
About the author
Alconost is a global provider of translation and localization services into 100+ languages for apps, games, websites, and software. The company also offers continuous localization, linguistic testing, and proofreading services.
