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Localisation: Overcoming the Main Challenge for SMEs in Exporting

Expanding into new markets is a significant milestone for any SME. However, one of the most critical hurdles is localisation. Google Market Finder reports that:

  • 72% of consumers prefer websites in their own language.
  • 82% are more likely to purchase if the promotional material is in their language.
  • 44% of exporters find website localisation a growth barrier.

So, one of the main challenges SMEs face when exporting is localisation. But what is localisation, and why is it so critical?

Terminology

Firstly, here are some key concepts:

  • Internationalisation (i18n): This is the preparatory phase where your product is designed to be easily adaptable for different languages and regions. It’s about creating a flexible foundation.
  • Localisation (l10n): This involves modifying your product, content, or marketing materials to align with the specific cultural and linguistic preferences of a target market. This includes translation, cultural adaptation, and addressing local legal requirements.
  • Globalisation: This is the broader strategy of managing your business operations across multiple countries, ensuring your brand maintains its identity while being relevant in different markets.

Localisation Explained

Localisation is essential for ensuring your content resonates with the target audience in new markets. It involves several key components that go beyond translation.

  • Translation: Converting text into the target language accurately.
  • Cultural Adaptation: Modifying content to align with local customs and cultural expectations.
  • Technical Adjustment: Ensuring compatibility with local systems and standards.
  • Legal Compliance: Meeting local legal and regulatory requirements.

By integrating these elements, localisation makes your brand more accessible and appealing to new markets.

Why Localisation Matters

Effective localisation can significantly impact your business’s success in new markets, i.e. it:

  • Builds Consumer Trust: Localised content shows respect for local culture and language, fostering trust.
  • Enhances User Experience: Relevant and engaging content improves user satisfaction.
  • Boosts Sales: Consumers are more likely to purchase from websites that feel familiar and trustworthy.

These are only some of the benefits of localisation for businesses looking to expand globally.

The Challenges of Localisation

Despite its benefits, localisation comes with its own set of challenges. Understanding these challenges is the first step towards overcoming them.

  • Understanding Local Nuances: Avoiding cultural missteps by researching local preferences and behaviours.
  • Adapting Content and Design: Aligning both text and visuals with local tastes, which can be complex and time-consuming.
  • Managing Costs and Timelines: Balancing budget constraints with the need for high-quality localisation.

Addressing these challenges requires strategic planning and collaboration with experts.

Solutions to Localisation Challenges

These solutions will help you navigate the complexities of localisation and achieve success in new markets:

  • Market Research: Use tools like Google Market Finder to understand local preferences, trends, and consumer behaviour.
  • Strategic Planning: Outline your localisation objectives, target languages, and adaptation strategies, including local SEO and customer service.
  • Payment and Currency Adaptation: Display prices in the local currency and offer preferred local payment methods. For instance, while credit cards are popular in many European countries, some might prefer online banking or digital wallets like BLIK in Poland.
  • Customer Support: Providing customer support in the local language can greatly enhance user satisfaction and loyalty. If a significant presence is planned, consider hiring a native-speaking support team. For smaller operations, options like multilingual help desks and real-time chat translation can be effective.
  • Legal Compliance: Each market has its own set of regulations. Ensure compliance with local laws regarding taxes, data privacy, advertising standards, and more.
  • Branding Consistency with Local Adaptation: Maintaining a consistent brand image while localising content is a delicate balance. Your brand’s core values and identity should remain intact, but the presentation and messaging need to be adapted to local preferences. This includes localising images, videos, and even the user interface to ensure cultural relevance.
  • Choose a Reliable Localisation Partner: Look for localisation experts with a proven track record in your target markets who offer comprehensive services from translation to cultural adaptation.

By following these steps, your SME can build strong connections with new customers and enhance its global presence.

At Translators Family, we are dedicated to helping SMEs navigate the complexities of localisation. Contact us to learn how we can support your international expansion efforts.