Reach 40% more customers with content localization
Recently, I have participated in discussions where I have been asked to describe what content localization entails. This article reveals the answer and the secret sauce to reach up to 40% more customers and increase your company revenue. Believe it or not, according to Unbabel Global Trends in Marketing Localization 2023 report, as many as 84% of international marketers stated localization has had a positive effect on revenue growth. Are you leaving money on the table, or could localization be the key to expanding your business?
In a globalized world, reaching and engaging international audiences has become a fundamental business goal. However, language and cultural barriers often pose significant challenges for companies expanding into new markets, especially when it comes to languages spread over a relatively small area, such as Finnish.
When planning to take over new markets, it is an excellent time to include a localization professional in strategic planning. I cannot stress enough the added value produced by a native professional in this regard. Machine translations and AI texts are rarely fluent in Finnish and do not convince this knowledgeable target audience. Most importantly, machine or AI translators have no in-depth knowledge of Finnish culture, language, and customs, let alone the knowledge of laws and regulations, which are all integral in the localization process.
A native localization expert can save your business from costly failures, such as miscommunication, cultural insensitivity, inaccuracy, and poor user experience, all of which can cause serious harm to your brand image, credibility, and trustworthiness, not to mention missed market opportunities.
Companies can effectively connect with their target audience and drive growth by adapting and customizing content for specific markets. In the following paragraphs, we will explore the concept of content localization and highlight its importance and value for international companies, focusing on the Finnish market. We will also delve into the concrete advantages offered by content localization, backed by data and insights from recent studies.
The Art of Content Localization
The content localization process involves tailoring marketing materials, websites, internal company documents, press releases, articles, product descriptions, and other content to suit the language, cultural nuances, and preferences of a target market. The goal is to make the global content resonate as if it was created by a local company, by a native speaker.
The localization process goes beyond simple translation, taking into account dialect differences, local customs, legislation, varying views, and unique preferences within a target market. This can be done by translating the text into the local language, adapting it to local customs, traditions, measurement units, and legislation, and using local idioms and expressions. The localization expert must therefore possess excellent linguistic proficiency, cultural awareness, attention to detail, knowledge of the regulations and laws of the target country, research ability, and project management skills, and must also be aware of current topics and news, among other things.
Consequently, localization can significantly increase company sales potential by resonating with local consumers on a deeper level. According to a study conducted by CSA Research, 76% of online shoppers prefer to buy products described in their native language, and 40% of consumers will never buy from a website that is not in their native language.
Localization is a complex process that requires a lot of time and effort. It can be done in-house or outsourced to a professional localization company. The latter option is usually more cost-effective, allowing companies to focus on their core business while leaving the localization work to experts.
Finnish Market in Focus
The Finnish market presents a promising opportunity for international companies looking to expand their operations. Finland is known for its highly educated population and tech-savvy consumer base. The country has a high level of internet penetration, with 97.7% of the population having access to the web, according to Eurostat statistics (2023).
Finnish consumers are also known for being early adopters of new technologies and trends, making them an ideal target audience for companies looking to launch new products or services.
It is essential for businesses to understand the importance of localization to succeed in this promising market. Finnish consumers like content that fluently speaks their language and reflects their unique cultural context. They value honesty and trustworthiness. Poorly translated or awkwardly worded content can quickly turn them off and damage their trust.
Instead, you can establish trust, build brand loyalty, improve engagement —and gain a competitive edge over your competitors by localizing your content to the Finnish language and culture.
The Value of Content Localization
Content localization is rightly an essential part of any international marketing strategy, helping you connect with your target audience in their language and culture. By doing so, you can build trust and loyalty among your target market, and gain a competitive edge over your competitors.
Here are 4 tangible benefits localization can bring to your business:
Increased Sales: Studies have shown that content localization can have a direct impact on sales growth. The aforementioned CSA Research study revealed that having information in the native language of online shoppers increases their likelihood of making a purchase. International companies can tap into a larger customer base and boost their sales figures by localizing content for the Finnish market.
Improved Customer Experience: Localization shows that a company values its customers and respects their language and culture. When content is customized to align with local preferences, it enhances the overall customer experience. By speaking directly to Finnish consumers in their language, companies can establish a stronger connection and foster trust, leading to higher customer satisfaction and loyalty.
Enhanced Brand Reputation: Investing in content localization demonstrates a commitment to understanding and engaging with the local market. This can elevate brand reputation, positioning the company as a trusted and respected player in the eyes of Finnish consumers. A study conducted by Unbabel found that 84% of international marketers reported a positive impact on revenue growth as a result of content localization.
Increased Market Share: Localization allows companies to gain a competitive advantage over rivals who may not prioritize this approach. By catering to the specific needs and preferences of Finnish customers, businesses can capture a larger share of the market, leading to increased market dominance and sustainable growth in the long term.
Conclusions
Content localization is a crucial strategy for international companies aiming to succeed in the Finnish market. It enables businesses to effectively communicate their brand story, connect with local consumers and businesses, and drive sales growth. By understanding the unique language, dialects, cultural nuances, and preferences within a target market, companies can deliver content that resonates with their audience on a personal level.
The advantages of content localization, including increased sales, improved customer experience, enhanced brand reputation, and increased market share, make it a vital tool for international companies seeking long-term success. That being said, content localization is not only limited to international situations; even within a country’s borders, differences in dialects, views, and preferences necessitate localization to unlock the true sales potential. If you are looking to expand your international operations or tap into local markets, content localization should be at the forefront of your strategy.
Are you ready to connect with your target audience on a whole new level? Reach out to us today, we’ll be happy to help with English or Finnish content!
Sources:
CSA Research. 2020. Available at: https://csa-research.com/Blogs-Events/CSA-in-the-Media/Press-Releases/Consumers-Prefer-their-Own-Language
Unbabel. 2023. Available at: https://unbabel.com/wp-content/uploads/2023/07/global-trends-in-marketing-localization-2023-copy.pdf
Eurostat. 2023. Available at: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Digital_economy_and_society_statistics_-_households_and_individuals
