4 benefits of content localisation... when it's done right!
If we all reacted the same way to the same stimuli, the work of a marketing and communications team would undoubtedly be a whole lot easier. Draft a single campaign, run it through Google Translate - and there you have it: job done!
But real life isn’t that simple. Preferences, priorities and sensitivities can all vary a little or a lot, depending on the locality of your audience: something that even the most powerful global brands need to take into account.
Localisation refers to a strategy for understanding and responding to these differences. Done in the right way and it makes your message more compelling, boosting sales, along with your bottom line. Here’s a closer look at the benefits localisation can bring - along with what it takes to get it right.
1. Increase the effectiveness of your global campaigns
You’ve worked hard to create what you consider to be a universally appealing central message. Localisation goes a step further, by fleshing out and strengthening that message for specific, geographically-based audiences.
H&M’s “Conscious Collection” is a good example: an international campaign designed to highlight the company’s environmentally friendly credentials. The idea was to encourage customers to think more deeply about the social and environmental impact of their fashion choices. For its UK audiences, the company stressed the benefits of organic cotton, while for its Chinese customers, the focus was squarely on the difficulties of cultivating polyester. The overall message was the same - but the emphasis was changed to highlight what was most relevant to those environments and audiences.
2. Take advantage of location-specific opportunities
Examples include national holidays, religious feasts and sporting events for the consumer market. On the B2B side, it might be a specific change in the law that requires businesses to rethink their ways of working. Each of these can be potential triggers for purchase - but they tend to be location-specific. Localisation involves creating adapted content to take advantage of what’s happening on the ground.
3. It enables you to fully capitalise on local knowledge
Your branch-level staff know their specific markets better than anyone else. They are often able to pick up on the little things that can make the difference between the success or failure of a campaign. For instance, they can be very good at telling when the tone isn’t quite right - or when a certain image is culturally jarring or inappropriate: things that your design team at HQ can easily miss.
Local sales staff can offer particularly useful insights here. After all, they deal with customers on the ground day-to-day - so they know all about those customers’ pain points and preferences. If your localisation strategy allows staff on the ground to adapt content themselves, it means you can tap directly into this knowledge.
4. It keeps you on the right side of the law
Especially in highly regulated industries such as food & drink, pharma and finance, you need to ensure adherence with location-specific rules regarding product descriptions and the use of promotional content. More widely, you need to ensure compliance with local advertising standards. Localised content ensures that you stay on top of these rules.
Getting it right
Localisation generally brings with it a need for more content. This is true whether you are adapting global marketing campaigns to give them a local flavour - or creating new materials to take advantage of location-specific opportunities.
For already-stretched communications and marketing departments, this bigger content burden can be especially problematic. That’s why, if you are looking seriously at localisation, you should also consider the types of tools that simplify the content creation process. This includes the ability to produce assets swiftly and cost effectively - even by non-technical staff at a local level.
With Papirfly your global marketing and communications teams are empowered to produce their own multi-media marketing, in any language, at any time, in a few simple steps, with no specialist skills or support required.