In this article, Maria Chmir shares practical tips and tools for businesses, particularly smaller ones, on how to effectively start the localisation process.
Tools You Should Be Using
· DeepL: One of the most accurate machine translation tools on the market. While it’s great for initial translations, don’t forget to have a native speaker review the content for cultural nuances and accuracy.
Use DeepL for:
Translating product descriptions
Initial drafts of customer support templates
Social media posts
· Rask AI: Our own cutting-edge platform for content localization. Rask AI offers translation, dubbing, voice cloning, and lip-syncing, providing a comprehensive solution for your localization needs.
Use Rask AI to:
Translate and dub video content
Clone voices for consistent brand messaging
Ensure lipsyncing for a seamless user experience
· Smartling: A comprehensive translation management system that automates many aspects of the localization process. It's particularly useful for large-scale projects.
Use Smartling to:
Automate the translation process
Track translation progress and quality
Collaborate with a team of translators and reviewers
· Crowdin: Perfect for software localization, Crowdin supports multiple file formats and offers a robust API.
Use Crowdin to:
Localize your mobile apps
Handle complex software localization projects
Manage multiple languages simultaneously
Step-by-Step Practical Hacks for Effective Localization
Start with Market Research Identify
· Key Markets: Look at factors such as market size, potential revenue, competition, and user preferences. Understand where localization will have the most significant impact.
· Analyze Competitors: Study how your competitors are localizing their content and the strategies they are using. Don’t just follow – find ways to outdo them.
Prioritize High-Impact Content
· Website: Begin by localizing your website's main pages, such as the homepage, product pages, and contact information. Your website is your front line.
· Customer Support: Translate FAQs, help center articles, and customer service scripts. Nothing frustrates users more than not being understood.
· Product Documentation: Ensure all user manuals, guides, and onboarding materials are localized. If users can’t understand how to use your product, you’ve lost them.
Leverage Automation but Don’t Skip Human Touch
· Initial Translation: Use tools like DeepL a for the first pass of translations. They’re fast and cost-effective, but they’re not perfect.
· Human Review: Hire native speakers to review and refine the translations. Only a human can understand the cultural nuances and context.
· Use Rask AI for Audio and Video: Ensure your video content speaks the local language. Rask AI’s dubbing and voice cloning features can help make your videos more accessible and engaging.
Test and Iterate
· A/B Testing: Implement A/B testing for different versions of localized content to see which resonates best with your audience. If it doesn’t work, fix it.
· User Feedback: Collect feedback from users in different markets and use it to refine your localization strategy. Don’t assume – know.
Create Style Guides and Glossaries
· Consistency: Develop style guides that outline the tone, style, and terminology to be used across all translated materials. Consistency builds trust.
· Glossaries: Create glossaries of key terms and phrases to ensure uniformity in translation. Miscommunication can be disastrous.
Localize Visuals and UI Elements
· Imagery: Adapt images to reflect local cultures, including people, places, and products. Visuals speak louder than words.
· Colors and Symbols: Adjust colors and symbols to ensure they are culturally appropriate and convey the right message. Don’t underestimate the power of visuals.
Monitor Metrics
· Engagement Rates: Track how users interact with your localized content, including time spent on page and click-through rates. Data doesn’t lie.
· Conversion Rates: Measure the conversion rates for localized pages to see how well they are performing compared to the original. Numbers matter.
· Customer Feedback: Regularly review feedback from customers in different markets to identify areas for improvement. Continuous improvement is key.
Collaborate with Local Experts
· Local Insights: Work with local marketing experts and cultural consultants to gain insights into the preferences and behaviors of your target audience. Their knowledge is your weapon. Use Upwork for this!
· Partnerships: Form partnerships with local influencers and businesses to enhance your localization efforts and reach. Leverage their influence to your advantage.
By implementing these tools and strategies, you can create a more personalized and engaging experience for your global audience. Start small, measure your impact, and scale your efforts as you grow.
Originally published on Linkedin