Breaking into new markets

Supporting international business expansion with a scalable localization strategy

Breaking into a new market takes more than a great product or service to get your potential customers interested in what you’re selling. Your new audience needs an experience of your brand they can understand, and that resonates with them from a cultural perspective.

Developing a localization strategy will support your organization's overall content plan for connecting with a new audience to build loyalty and trust in your brand. Our 5-step guide can support your business with its global growth goals.

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5 best-practice principles

Start by researching your target market

The first step in your localization strategy should be to research the regions and markets you plan to enter. Find out about the local culture, customs, values, social norms – and even the political and economic situation.

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Assess your marketing and sales collateral

It’s likely you’ll have a lot of digital and physical content to localize, from your company’s website to product brochures, eBooks, FAQs, user guides, blog, social media posts, forms – and more.

Develop an achievable timeline and deployment plan that covers everything you want to localize, starting with the assets that are vital for market launch.

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Decide on your localization model

Deciding on your localization model means formalizing your approach to getting the content localization work done. 

Do you have an in-house translation team, or do you plan to set one up? Will you work with a language service provider (LSP) or freelance translators? To what extent do you plan to use automation? And what technology can help you bring efficiency and consistency to your localization strategy?

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Standardize your process, centralize your linguistic data

Standardizing your process and centralizing your linguistic data can boost the success of your localization strategy, and that’s where the use of technology comes in. 

The right technological solution will help projects stay on track, keep all the resources together, and reduce manual admin.

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Practise continuous localization

Localization is not a one-off exercise – it needs to be a continuous process so that all of your markets have access to the latest content in their language. 

This is another good reason to invest in the right technology.

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