I mentioned the importance of being a global brand, and optimizing for your key markets and audiences. This means you need to have a global content strategy, which is why this blog post will focus on localization. Localization is just what it sounds like: adjusting your content to present what is most relevant to a specific market. Why? Because it has great effect on consumers’ purchasing behaviour:

72.1% of consumers spend most or all of their time on websites in their own language
72.4% of consumers said they would be more likely to buy a product with information in their own language
56.2% of consumers said that the ability to obtain information in their own language is more important than price

So how do you do this?

1. Research: Look at the numbers. What are your most important markets? Do you have the resources (time, expertise)? How do you prioritize? And maybe the most important question – what are your business goals? Don’t forget to look at what your competitors are doing and find your advantage. When you’ve decided on your market(s), do your research and do not trust your “gut”.
2. Execution: Localization does not only mean translating your content, you also need to point your visitor to the right landing pages without a glitch. There are different technical solutions here, so you need to find what works with your platform.This is important – you don’t want Google to index your translated content as duplicates. And make sure to Google’s href lang tag to display the right content in search engines.
3. Translations: Be consistent with your language and tonality and don’t overdo it, because it will take time (and time is money). And do not forget the SEO.
4. Consistency: A localization is not a one-time job. It takes time and consistency and you need to work with all content parallell.
5. Implement this strategy in all social channels. And see if there are more social platforms that you might be overlooking. Again – do not trust your “gut”.

Good luck, bon chance, 祝你好运,Viel Glück!