Salvador Ordorica is the CEO of The Spanish Group LLCa top-notch international translation service that translates over 90 languages.
As CEO of a translation agency, perhaps the most important lesson I’ve learned is that there is no one-size-fits-all approach to localization. Each new effort should be as unique as the people and brands involved. However, without some structure and plan, your localization efforts will never succeed.
I’ve now written several pieces about developing a localization strategy and the concerns surrounding such a venture. To organize my thoughts on this topic, let me briefly review the common localization strategies used today, the pros and cons of each, and how a small business should plan a strategy for itself.
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Pros and cons of localization models
At its core, localization means adapting your product or service to the culture and language of your target market. As such, there is no one “best” process, as each business must cater to its unique brands, people and cultures. With that said, knowing some basic localization models will help you plan the best process for your situation. The following are the most common localization models followed today.
1. Hire in-house linguists
This is the most cost-effective model; however, it is also the simplest and offers the most flexibility and quality control regarding the content you will generate. Suppose you want to expand into a new customer base for the long term and regularly create content and develop strategies for this new market. In that case, having an expert on hand to guide this process can be a great blessing. Keep in mind, however, that this person will have to watch a lot more than just the words being used, so they will have to be very capable and reliable. You should also be comfortable with not being able to double check much of the work they put out.
This method can also be challenging to scale up. You need experienced experts for each region you operate in, as well as the managers and other infrastructure to support them.
2. Using Freelancers
Using freelancers gives you more freedom than hiring someone full-time, but it can still be challenging to scale and manage multiple people. A good strategy is to have an in-house translator who can oversee content for a larger region and then bring in freelancers who can provide hyper-localized services within that region under the guidance of your full-time translator and strategist. The most challenging part of this process is building several relationships with freelancers you can trust, who know the required languages and are relevant to your industry, which is often easier said than done.
3. Use a single language service provider
Outsourcing to an outside language service can simplify the process of hiring, managing and monitoring freelancers’ work, while still avoiding hiring someone else full-time. Most good Language Service Providers (LSPs) offer a wide range of languages and give you a single point of contact. For companies that want to reach many different regions, for example for a project like calibrating an online store for multiple countries around the world, this is often the easiest and most cost-effective option.
The downside of an LSP service often has to do with quality control. Many of these services do large amounts of work in short periods of time to maximize profits, and you have few options to monitor their work. The internet is teeming with horror stories of companies relying on poor translations when entering new markets, often jeopardizing a product launch, such as in 2009 when HSBC’s global private banking slogan became “Assume Nothing” mistranslated (subscription required) as “Do nothing” in certain markets. Be sure to take the time to find reliable LSPs. Full disclosure: My company is an LSP, but you have many options in this area. Some companies even play LSPs off against each other, using one to produce the content and another for review, though this can get expensive.
Plan a localization strategy
Let’s say you plan to enter a new market and stay there for the long haul. In that case, you need to develop some form of localization strategy that allows you to generate content quickly, cost-effectively, and accurately. The method you choose is probably one of the models listed above or a hybrid of those models.
To figure out what your strategy will look like, you must first define your overall business objectives and the metrics and key objectives for the strategy. Once these questions are cleared up, you’ll have a better idea of what to focus on (quality vs. quantity, long-term growth vs. short-term penetration, personalization vs. scalability, etc.). As time goes by, refocusing on your objectives and metrics will help you know if your focus is in the right place.
Localization can be easy
A localization strategy only needs to be as complex as your goals. As a small business, if you plan to handle much of this process internally, start small, with one landing page or product, and test different approaches. Once you’ve tried and tested a number of methods within that market and found a strategy that will maximize your conversion rate, you can begin a more serious localization effort.
Start small, find your position, then expand as you gain confidence working in a new region.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.