Analysis and Studies - Studies

Localized Marketing strategy

Companies all around the world use marketing strategies to convince people to buy their products by raising brand awareness and communicating the benefits of their products. However, when operating in many countries it is essential to speak the language of the local audience, in order to enter easily in the new market, gain the support of customers, and produce higher incomes.

This strategy is called Localized Marketing: companies adapt their brand, product, or service for a specific local context to make it seem as if they have been specially created for the local market. This effort allows the company to get closer to its customers and improve their overall experience.

Although implementing a localization strategy can take long and require high costs, companies could gain real benefits by investing in it. There are five steps that can be followed to move in this direction.

  1. Do research on the local market.

    Every country has different customs and traditions, that a company needs to know in order to avoid offending the target audience. The first step can be learning about demographics, spoken languages, local culture, aspirations, challenges, and so on, but it could also be useful to hire local experts to get to the heart of local culture.
  1. Adapt your initial marketing strategy.

    Localization is not just about translating content to the local language, but it also means taking care of issues like colors, used for example in the website of the company, currencies, which should be automatically converted in the website, and laws, that should be redraft according to local legislation.
  1. Optimize your digital channels.

    When typing specific keywords, people should be redirected easily to your website. That is why search engine optimization (SEO) strategies should also be optimized to meet the searcher’s needs. Furthermore, choosing the right channel for spreading marketing messages and creating different social media accounts for each target market should also be on your to-do list.
  1. Humanize your brand.

    Humanizing your band means giving a “face” to it to make your audience identify with and relate to you. This can be achieved by using local languages and slang, hiring local influencers or celebrities as ambassadors, and also including local holidays in your campaigns.
  1. Monitor the performance of your strategy.

    As you implement your localization strategy, make sure to keep track of your results. You could hold focus groups to learn the opinions of your local audience, but also more simply share online polls on social media.

Companies can break through the world’s borders by implementing a well-thought-out localization strategy. Learn more about localized marketing here.