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Localized Marketing that Works

Localized Marketing that Works

To cross the nearly 7,000 miles between New York City and Beijing you can buy a plane ticket and be there this weekend. But to carry the full meaning of your product’s marketing texts from NYC to the people of Beijing, there are many steps and much thoughtful work involved.

Here’s a plan we recommend, and you can tailor it to your needs.

1. Gather and Prepare Your Best Texts

Pull those original language marketing texts you want to translate from your websites, social media pages, blogs, and anywhere else they are tied to tech structures.

Get them ready for use like versatile building blocks, well-organized by topic, audience, and other tags.

2. Map Your Texts

  • Where do you want to place which texts?
  • What are your thoughts about how they should be used in these destinations?
  • Are there cultural or legal issues that need to be researched before you plant existing texts in your new markets?
  • Who will handle the incorporation of the new translated texts into your website, etc.?

3. Consult the Pros

When it comes to the countless nuances and facets of localization, experienced localization managers can work miracles of communication.

Starting with immersion into your company’s services and branding, a localization manager will then listen to your international marketing goals and develop specific products for the languages and cultures you wish to target.

They will know which computer tools to employ and how to create an effective QA process, even helping you address issues in your marketing that you might not have even thought about.

4. Keep All Translators in the Loop

When you give translators texts for translation without clear context, the results might lack vitality or even relevance. Educate translators to your product and brand in order to deepen their understanding so they can sharpen your international texts into precise marketing tools.

Add photos and other background information to the marketing materials you give them in order to enrich their vision of your brand. And as they work, take the time to check what they are doing and give them feedback. Together you will build powerful accuracy for your messaging.

5. Trust the Team

Once you have hired a localization manager who either assembles a team of professional translators or oversees and guides those you have hired, give them as much information as you possibly can.

Then let them go … allow them to dig deep into their own creative resources.

When done right, the best marketing localization teams are a powerful blend of international copywriting, business acumen, cultural knowledge, and expertise on your specific company.

Let your next adventure into localization be the most enjoyable and profitable one yet. Think through every step ahead of time and then seek out the professional LSP help that will work best for your company. Hassles and mediocrity can be replaced with exciting success.


J. V. McShulskis



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