Whether you are a CEO of a company, an independent content creator or a marketing executive of a large enterprise, chances are you have given some thought to digital transformation. The digital marketplace we live in today requires brands and their respective businesses to innovate their marketing strategies in order to stay relevant.
Studies have shown that 55% of startups worldwide have already adopted digital transformation as their primary business strategy. One of the more predominant factors of becoming relevant to a wider customer base is site and content localization. What localization can accomplish is to make your brand relevant to markets outside of your local area or language region.
Localization of your internet presence can enable you to approach new markets and clients as well as to establish a firm presence as an important figure in your industry. Let’s take a look at why digital transformation should take center stage in your internationalization efforts through the lens of localization.
1. Brand authority & industry presence
It can be difficult for a company to establish its presence on the market, especially in a competitive niche. However, content localization coupled with digital transformation can help your brand achieve that goal. By going the extra mile and localizing your web content, you will make a statement that you are ready to grow as a brand.
Both customers and other companies in your niche will start to notice your online content, pages and the impact you make thanks to the search engine optimization (SEO) that comes with localization. In short, the more you move into localization of your content through digital transformation, the more prevalent your name will be online.
2. Greater variety of markets
Localization entails that you translate your content into languages other than your native one. This means that any customers and clients who speak Chinese, Russian, Greek or some other language will take notice of you. In that regard, you will effectively attract a more varied and lucrative clientele than ever before.
While traditional digital transformation efforts focus on internal restructuring, localization looks outwards towards the public. This is what makes localization a good choice for digital restructuring since it will place your brand’s pin on the markets across the world.
3. A flexible content structure
Content localization will give you ample opportunity to catalogue your website, blog posts and social media accounts. This is a good time to refresh and reevaluate your content marketing strategy now that you have localization in mind.
You will effectively create a more manageable and flexible content structure, which will allow you to create new types of interesting content for your international audience. Managing such a large operation is a huge feat, so you should consider outsourcing a part of your localization process to a trustworthy third party.
It is good practice to check out several translation reviews before settling for the writers and translators that suit your brand needs the most, especially in long term. Once you have a content creation and localization pipeline in place, managing the digital transformation chess pieces around your brand will be a quick and enjoyable task.
4. Better SERP ranking
All the digital transformation efforts you put into your website, brand and content lead to one thing – better SEO. SEO remains a pivotal part of content optimization on the web and directly affects the visibility of your brand on popular search engines such as Google, Yahoo and Bing.
Search engine result page (SERP) extrapolates data from your SEO optimization and ranks that content higher or lower than the competition’s. Your rank will depend on the level of optimization you applied to your content.
Localization is considered a huge leap forward from anything you might do to technically optimize your content through Google Adwords or SEM Rush. In essence, localization through digital transformation of your online brand will ensure you show up on people’s browsers far more frequently than before.
5. High ROI
Every company has to take ROI into consideration when innovations are in question. After all, digital transformation isn’t the cheapest or fastest way to upgrade your business model. However, content localization is a very worthy investment for an online brand for one simple reason – organic traffic. Localization brings organic traffic to your website and subsequently allows for much higher conversion rates.
This is a much more affordable marketing strategy than any form of paid advertisement, live event or influencer campaign. The ROI of localization in your digital transformation far exceeds any previously mentioned marketing efforts and it makes sense for your brand in the long run.
6. External investments & partners
Once the buzz around your company starts spreading, you will see a lot more clients and customers knocking on your door. One of the more prominent knocks you should be present for is when interested partners and investment opportunities approach you.
Localization can do a lot for your brand and being interesting to potential investment partners is only one of them. Make sure to take every option into consideration when it comes to corporate partnerships and investment projects as a result of your newly-implemented digital transformation. There is a lot to be gained by working with other brands in your niche and creating joint products and services for international markets.
Now, Not Later
Large companies and small startups are both cautious about implementing anything new into their existing business models. However, technical transformation and digital upgrades to your brand are becoming a market necessity. If you decide to wait, you can find yourself in the position of becoming irrelevant to the market because other brands have embraced new digital transformation techniques in your place.
Localize a portion of your online presence into popular global languages and monitor the performance of your brand for a while. Before you know it, you will have expanded far beyond where you were when you started considering localization as part of your digital transformation strategy.
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Written By: Kristin Savage. Kristin graduated from Columbia University where she was majoring in Germanic Languages. Besides English as her mother tongue, she also speaks German and Dutch fluently. Currently, Kristin is studying Spanish and planning to obtain her PhD in Applied Linguistics.
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