contributed by Isaiah Curtis and Sam Goldfarb, LUNA Summer Interns 2017

Localization is an indispensable, and often underutilized, tool for increasing your presence and revenue in foreign markets. By tailoring your message and presentation to the preferences and expectations of your audience, you can drastically increase the likelihood of selling a particular service or product. Localization helps attract new customers and new sales. It provides businesses with credibility in foreign markets and demonstrates a much-needed level of respect for a target culture. With website localization, your content will be more accessible to your audience. It will feel familiar and resonate more profoundly with them. Are you more likely to buy something from a company whose website feels foreign and strange to you, that you have trouble relating to—or are you more likely to take your business to a website whose message you feel a connection with and that is in line with your expectations and beliefs?

With website localization, your content will be more accessible to your audience. It will feel familiar, and resonate more profoundly with them. Ask yourself, are you more likely to buy something from a company whose website feels foreign and strange to you, that you have trouble relating to—or are you more likely to take your business to a website whose message you feel a connection with and that is in line with your expectations and beliefs?

Not only does localization help bolster performance in foreign markets, it also protects you against embarrassing faux pas that can potentially damage your business. Consider this Pepsodent marketing campaign in Southeast Asia. The campaign used the slogan “it whitens your teeth”. The company failed to acknowledge this region’s ancient and esteemed practice of dying one’s teeth black because it is found aesthetically pleasing. The notion of whitened teeth, therefore, was not seen as attractive and the campaign was ultimately a failure.

Localization is important even for businesses that do not conduct e-commerce. According to a study by GE Capital Retail Bank, the vast majority of people conduct research online before going out and buying something in person. A localized website can help draw in these prospective clients. And of course, localization can also improve your international SEO (Search Engine Optimization)!

To learn more about how LUNA can help your business with localization services, contact us today via email at info@LUNA360.com or call 317.341.4137.