How To Know If Your Localization Vendor Is Getting It Right
If you are getting a steady stream of negative feedback about your products from customers in a new foreign market, you might have a problem. Negative comments and feedback are hard for any business to avoid completely but if they are continuous and focused in a new market, it might be due to a localization issue.
Maybe the packaging or marketing translation doesn’t accurately describe your product. Or it’s possible that your brand message hasn’t been appropriately adapted and localized to target the correct group of consumers.
Here’s a possible example: Let’s say you sell curtains and although they block out some light, they don’t completely black out the room. If you do a strict translation of ‘light blocking’ your customer might buy them thinking they block all light and assume that they are blackout or room darkening curtains. A translated product description that doesn’t accurately describe your products in the way commonly used in your target market or, even worse, overpromises your product can lead to unhappy customers and tons of costs in returns.
Always pay attention to customer feedback especially when you move into a new market. If you notice a steady stream of complaints, schedule a call with your localization vendor. The source of the problem might not be a strict translation error but a broader localization problem. You need a partner who will help you get it right from the start.
Ideally you want a localization vendor who is a partner in growing your business. How do you know if you have found a partner who will help you grow? They suggest new marketing angles and ideas specific to the different international markets you are targeting.
New markets mean more than just new languages. They mean dealing with and understanding a new culture that in some cases may be drastically different from yours. The best translation vendors do more than just translate your marketing materials word-for-word. They localize your content completely and when appropriate help you transcreate your entire brand message. A technically correct translation may make sense linguistically to new international customers but not compel them to connect with your brand and make a purchase. Or, a technically correct translation may make you a laughing stock in your target market.
If you have a vendor who suggests new ways to market your product to your new target market, it’s a good sign. It means that they understand the importance of localization and that they have experience reaching customers in these markets and know what works.
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