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How Does Localisation Affect Marketing Communication?

Are you planning to enter the global markets with your products or service? That’s awesome.

To reach your potential customers your Head of Marketing has probably already suggested that you translate your content into the different languages of markets you’re going into.

That is a good first step but you need to do more than the translation of content. In this article, I’ll show you other measures you must take to ensure your company’s success in foreign markets, which can be viciously competitive.

1.Do more than a good translation of your website

One thing I’ll tell you right from the start is that you’ll need to have a localized marketing plan for each country. Thinking that a one size fits all marketing strategy will work could jeopardize your expansion plans even before you begin.

Translating content will make it easier for potential customers to relate with your brand. However, how you communicate should factor in cultural differences within regions. A communication strategy that worked in North America can backfire in Asia due to cultural differences.

To localize your website use the dialects of each region, currency, the method of writing address, etc. This simple steps will help you connect with your customer and could bring higher sales volumes.

2. Ensure you use the proper keywords

Many customers use search engines to find products or services they intend to buy. If your website is to rank highly on Google, for example, you will have to use keywords customers may use to search for your product in your content.

I recommend using long tail keywords which are three to four words which are very specific about what you sell. Customers use long tail keywords to look for exactly what they will buy. An internet user looking to hire a translator could for example type into the search engine “ translation services under $30.”

You may have to come up with keywords for each market as keywords used in one market may mean something totally different in another market.

3. Understand the market you are entering and also research on your customer

You need to know how easy or hard it is to do business in a foreign market. Find out regulations that control your industry and red tape you may face. Look at whether there is a need for your product or services and how many potential clients would be interested in your product and can afford it.

Also, profile your potential customer. Know what they like, where they hang out, how can you communicate with them, etc. This information will help you better localize your marketing strategy for your products or services. Understanding your market and customer will also reduce the chances of you making wrong moves. You don’t want to lose out on good business by making cultural faux pas.

4.Know what technologies to use

Technology is big in the 21st century. Technology makes you work faster and efficiently. It is also through technology that you can sell your product or service international without having to open an office in every market you enter.

The level of technology used in different markets however varies and the popular platforms used in countries are not the same. In The US Google is a popular search engine but in  China Baidu, is used more.

Today more people are using their mobile phones to access the internet. Research by Statcounter shows in January 2019 the worldwide mobile phone traffic market share was 49.11% compared to desktop traffic at 47.02%. Tablets took the remaining 3.87% of the website traffic.

Knowing how technology is used in a country will influence your communication strategy. For example, if your clients use mobile phones more than their personal computer you will have to create a mobile friendly website. If you don’t do this visitors to your page could leave immediately they arrive because navigating your site on mobile is a nightmare.

5.Create a blog for each market

In previous posts, we have talked about the importance of having a company blog.  Blogging can make you more visible and create great relationships with your target audience. Publishing high-quality articles consistently has also created more leads for many businesses.

Most companies that go global usually write blog content in one language, say English, and have it translated into the other languages. Doing this may work but I would suggest you write posts for each market and not translate. Translation can at times cause confusion among customers on what your offering which you want to avoid.

Writing content in each country’s native language will help you really communicate with a client. You can, for example, use their slang in the article which you might not be able to do if you just translate. Communicating with them in this manner will make you more acceptable to them.

I am however not saying you completely forget about translating. You can translate shorter articles which announce changes within your organization, new products, sales, details of upcoming international events, etc.  

6. Be consistent in your messaging

When you enter new markets your messaging has to be clear and consistent. You cannot say one thing today and something else tomorrow. Doing so will make your target audience not to trust your brand and that could cost you heavily.

To ensure your brand message doesn’t change consider working with one translator or translation service. They’ll come up with the content for you and always ensure before it is put out it is what the customer has become accustomed to.

That is in terms of style, language, delivery and so on. Consistent messaging will show you are professional.


If your global aspirations are to succeed you must learn the customers in the different regions and how to localize your messaging for services and products offered in the various markets. Your first step? Follow the tips I have just mentioned above.

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