How to Use Translation and Localization in Marketing to Grow Your Audience

If you’re ready to expand your business, find out how to use translation and localization in marketing to reach your audience in a broader spectrum.

Translation and Localization in Marketing

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What is translation and localization in marketing, and how can I use it to expand my audience network?


Translation and localization in marketing is exactly what it sounds like; localizing your marketing efforts and making sure that your translation is accurate for that specific area and region.


Yet, how would you approach doing this? For example, simply expanding your ads reach on Facebook or Google into a new country is a total waste of money if the message being delivered doesn’t make sense.


If you are ready to expand your marketing efforts, this article is going to cover how you can use translation and localization in marketing effectively.


Localization vs. Translation: What’s The Difference?


Assuming that you’re making your advanced advertising system open to individuals who don’t communicate in your native language, some interpretation will be required. If you’ve ever watched 90 Day fiance, then you already know there’s pretty Big breakdown in communication even when using the best of Apps to translate.



For example; when you’re visiting your potential fiance in Peru for the first time and you ask her friends if they are “hombre” instead of “hambre” ie: men instead of hungry. You can begin to see how easy it is to totally botch a marketing message. An even simpler and more direct form of miscommunication would be how you display money on an eCommerce site. If you’re based in Japan you most likely list your costs in yen, not US dollars. But if you’re expanding your reach into the US, well, you might want to show US dollars so there’s no big shock at checkout.


It’s not just the message translation that can cause issues, German words regularly take up more space with a larger number of characters than say English words do. Depending on the type of marketing channel, you’ll want to take into consideration the physical character count of space the message is going to use.


The Benefits of Marketing Localization.


Generally, 26% of the world’s web clients communicate in English, but English records for 63% of the absolute pages on the web. Numerous web clients are expected to utilize pages that aren’t written in their local language or pass up large numbers of accessible destinations on the web.


By interpreting your website page for other people, you make it available to another objective market. Limitation goes significantly further, making your site more open, expanding your change rate, and permitting you to contend with organizations that might be normal to a particular market.


Ultimately Marketing Localization Will Help You:

Deliver a clear and concise message — Localization helps you ensure that your product or service hits the market in a culturally and linguistically appropriate way.


Increase sales — If you want to increase engagement to drive sales, localizing your marketing campaigns is a must.


So, how do we begin this process of translation and localization to shape our marketing campaigns?

Just like you did with your native campaigns, you make sure to do plenty of Market research.

1. Research Potential Markets.

According to Entrepreneur, there are 4 major aspects to consider, when doing market research:

  • Determine the key points of your research. What do you need to know about potential markets? Do you know the target markets well enough, or there are some other things to consider? Explore as much information as possible and make sure that all your questions are answered;
  • Prioritize your findings. As soon as you get all the answers, prioritize them. The highest items on your list should form the central points of your marketing campaign.
  • Consider surveying the target audience. An important step in researching potential markets is getting to know your target audience. Survey them and ask them what their market lacks and how your product could be useful to them.
  • Don’t skip web analytics and social media data. Social channels provide marketers with valuable social data that can be used when doing research on potential markets.

The additional step we’re going to have to take is translation; which we’re just about to get into.

Why, this extra step?

Let’s look at Poland for a fascinating contextual analysis here…
Poland’s business culture is exceptionally formal. Assuming you’re an American organization, you’re going to need to make sure that your B2B marketing messages are going to be well received. There is no room for misinterpretation.


2. Digital Marketing and Translation.


Interpretation can likewise prompt a few specialized issues that your group should be ready for. Some might be technical in nature, for example, assuming you’re converting into a language that reads from right to left, your code should mirror this different type of show.


When it comes to messaging you can’t count on Google translate or apps! Always opt for hiring a local translator who is a native speaker of the target language. A translator, will help make sure that your message is going to relay the correct humor, tone, and sincerity to target culture.

3. Work with Local Influencers.


Ideally, there are two ways to implement a localization strategy. You can opt to do it in-house or outsource a local partner. Working with a local partner gives you an advantage. This one has a deep understanding of the native language, culture, and beliefs, and can help you bypass the need for research on such things.

If you choose to do it in-house, the technicalities of a localization strategy require that you have a team in place to help you crunch them. Look at the expertise required and fill those positions.


4. eLearning Tools for Localization.


Localization isn’t simply direct interpretation; it includes extra endeavors past the transformation of text from one language into another. It incorporates changing symbolism, tone, shadings, monetary forms, and more to represent social and local subtleties. The worth of using eLearning localization services for content is that it guarantees that your preparation is fathomable and socially proper for the main interest group.




Introducing your products or services to new markets can be a great way to build sales and revenue. Doing so, requires additional research on your part to ensure that they will be received well. This is where translation and localization in marketing come into play. For more insight into localization in marketing, click here, and don’t forget to check out some of the other posts on this site.