THE BENEFITS OF LOCALIZATION (Freelance Translator)
Summary
TLDRThis video script explores the significance of localization for freelancers and businesses, emphasizing its role in expanding market reach and enhancing customer experience. Localization involves adapting content, products, and services to fit the language and culture of the target audience, going beyond mere translation. The script outlines five key benefits, including increased market research, improved customer experience, competitive advantage, higher conversion rates, and an enhanced brand image. It also provides practical steps for effective localization, such as researching the target market, hiring professional translators, and continuously improving the localization process. Examples of successful localization by Airbnb and Spotify are highlighted, showcasing seamless and culturally relevant experiences for users worldwide.
Takeaways
- 🌐 Localization is the process of adapting content, products, or services to a specific language and culture, going beyond simple translation.
- 📈 Good localization can increase market reach, improve customer experience, provide a competitive advantage, boost conversion rates, and enhance brand image.
- 🔍 Increased market research through localization helps businesses to understand and sell in new markets more effectively.
- 🛍️ Improved customer experience is crucial, especially in regions with strong cultural identities, as it can lead to higher customer retention.
- 🏆 Localization can give a business a competitive edge by differentiating it from competitors who may not invest as much in cultural adaptation.
- 💰 Higher conversion rates are likely when customers feel a product or service is tailored to their language and cultural preferences.
- 🏅 An enhanced brand image can result from seamless localization that makes consumers happy without them even realizing the effort behind it.
- 🔑 To begin localization, research the target market thoroughly and understand the local consumer behavior and preferences.
- 👥 Hire professional translators or localizers who can adapt content not just translate it, ensuring they understand the concept of localization.
- 🛠️ Utilize tools like Translation Management Systems (TMS) and CAT tools to facilitate the localization process and maintain consistency.
- 📝 Test localized material with native speakers to ensure cultural relevance and avoid embarrassing mistakes before launching a campaign.
- 🔄 Continuously improve localization efforts by reflecting on past projects and refining strategies based on what worked and what didn't.
Q & A
What is the main topic of the video script?
-The main topic of the video script is the benefits of localization for freelancers and businesses, explaining what localization is and why it is important.
What does the term 'localization' refer to in the context of the video?
-In the context of the video, 'localization' refers to the process of adapting content, products, or services into a language and culture that is representative of the target audience, going beyond simple translation.
What are the five key benefits of good localization mentioned in the script?
-The five key benefits of good localization mentioned are increased market reach, improved customer experience, competitive advantage, higher conversion rates, and enhanced brand image.
How does localization help in opening up new markets for businesses?
-Localization helps in opening up new markets by allowing businesses to reach a broader audience and engage more people and businesses in different regions by presenting content in their native language and adapting to their culture.
Why is customer experience important in the context of localization?
-Customer experience is important because when customers can identify themselves with a product and feel satisfied, they are more likely to return, leading to better customer retention.
What is the significance of adapting currency and references in localization?
-Adapting currency and references is significant in localization because it ensures that the content or product makes sense to the target audience and is not confusing, which is crucial for a positive customer experience and successful sales.
How can localization give a competitive advantage in a global marketplace?
-Localization can give a competitive advantage by allowing a business to stand out in specific markets through tailored content and cultural adaptation, setting them apart from competitors who may not have invested as much in localization.
What steps should be taken to start the localization process for a brand or product?
-The steps to start the localization process include researching the target market, hiring professional translators or localizers, using appropriate tools, testing the localized material, and continuously improving the localization efforts.
Why is it important to test localized material before launching a campaign?
-Testing localized material is important to avoid embarrassing mistakes or misunderstandings that could arise from cultural or linguistic inaccuracies, ensuring the campaign resonates well with the target audience.
Can you provide examples of brands that excel in localization according to the script?
-The script mentions Airbnb and Spotify as examples of brands that excel in localization, offering seamless experiences across different languages and cultures.
What is the role of a translator or localizer in the context of the script?
-In the context of the script, a translator or localizer's role is to adapt content not just linguistically but also culturally, ensuring that it is appropriate and effective for the target audience.
Outlines
🌐 The Power of Localization for Global Reach
The video script introduces the concept of localization, emphasizing its importance for freelancers and businesses. Localization is defined as the process of adapting content, products, or services to fit the language and culture of the target audience, going beyond simple translation. The script outlines five key benefits of effective localization, including increased market reach, improved customer experience, competitive advantage, higher conversion rates, and enhanced brand image. The importance of cultural adaptation, such as currency and references, is highlighted, and the script suggests that understanding localization can unlock new opportunities for growth and engagement with a broader audience.
🛠 Steps to Successful Localization
This paragraph outlines the steps necessary to achieve successful localization. It starts with researching the target market to understand the local consumer behavior and culture. The second step is to hire professional translators or localizers who can adapt the content to resonate with the target audience. The use of translation management systems and CAT tools is recommended to facilitate the process. The script advises testing localized materials with native speakers to avoid cultural missteps and to ensure the content works well in the new market. Lastly, it emphasizes the importance of continuous improvement in localization efforts, suggesting that working with the same team can lead to better results over time.
🎯 Examples of Localization Excellence
The final paragraph provides examples of companies that excel in localization. Airbnb is highlighted for offering accommodations and experiences in multiple languages with seamless currency conversion and localized payment systems. The script commends Airbnb for maintaining a consistent user experience regardless of language settings. Spotify is another example, noted for its availability in over 180 countries with localized translations, currency adaptation, and image localization tailored to different cultures. The paragraph concludes by encouraging viewers to experience these services in their native languages to appreciate the subtlety and effectiveness of their localization strategies.
Mindmap
Keywords
💡Localization
💡Freelancers
💡Market Research
💡Customer Experience
💡Competitive Advantage
💡Conversion Rates
💡Brand Image
💡Professional Translators
💡Translation Management System (TMS)
💡Transcreation
💡Testing
💡Continuous Improvement
Highlights
Localization is a powerful tool for both freelancers and businesses, opening up opportunities by adapting content, products, and services to target cultures.
Localization goes beyond translation, including adapting currencies, references, and cultural jokes, to resonate with the target audience.
Five key benefits of good localization include increased market reach, improved customer experience, competitive advantage, higher conversion rates, and enhanced brand image.
Localization helps businesses reach a broader audience and engage potential clients more effectively through native language content.
Adapting to local cultures is crucial for customer satisfaction, especially in regions with strong cultural identities.
A global marketplace demands localization to stand out among competitors and avoid confusion with incorrect cultural references.
Good localization can set a brand apart by being more relatable and contextually appropriate for specific markets.
Higher conversion rates are linked to localization, as consumers are more likely to purchase when they identify with the product.
An enhanced brand image can be achieved through seamless localization that makes consumers feel the product is tailored for them.
Localization requires research of the target market to understand consumer behavior and adapt content accordingly.
Professional translators and localizers are essential for effective localization, ensuring cultural nuances are respected.
Utilizing tools like TMS and CAT can facilitate the localization process, allowing for more efficient collaboration.
Testing localized material with native speakers is critical to avoid embarrassing mistakes and ensure cultural relevance.
Continuous improvement is necessary for localization, learning from each project to refine and adapt strategies.
Airbnb exemplifies excellent localization with seamless experiences across languages, currencies, and local payment systems.
Spotify's localization includes image localization, adapting graphics and playlists to align with the target culture's preferences.
Localization should be invisible to the consumer, blending so well that it enhances the brand without drawing attention to the adaptation process.
Transcripts
what are the benefits of localization
coming
[Music]
up hello and welcome back to the
freelance verse today we're diving into
a topic that is super important for both
Freelancers and businesses alike the
benefits of localization localization is
a super powerful tool whether you're a
translator a content creator um a
business owner understanding
localization can really open up a whole
world of opportuni for you uh so let's
look into it to kick things off what is
localization localization basically
describes the process of adapting uh a
Content a product a service whatever you
want to adapt into a language a culture
that is that is representative of the
target of the target culture so it is
not just translation it goes way beyond
that right we're talking adapting
currencies adapting uh different
references jokes if there are some some
lyrics in there you have to adapt them
culture references mostly we do that
anyways in our profession even though we
might sell translation rather than
localization maybe you sell localization
that's also fine uh I often use it in my
negotiation as a negotiation tactic I
still say I'm selling translation but
then I I use all these benefits of
localization uh when I'm negotiating
with a potential client I put together
five key benefits of localization of
good localization it needs to be good uh
number one is increased market research
uh two is improved customer experience
three is a competitive Advantage four is
higher conversion rates and five is an
enhanced brand image so let's look at
these five key benefits more
specifically increased market research
localization definitely helps you to
open up the world in which you can sell
right it you can reach a broader
audience you can reach more people more
businesses if your content or if your
product is localized when people see
content in their native language or when
they see a product that is is
referencing other products that already
exist in their Target in their country
they're much more likely to engage in it
to to buy something uh which in turn of
course means more potential clients for
your product for your service right so
localization definitely broadens your
possible clientele improved customer
experience is a big one uh especially
for let's say countries or region that
are quite small and have a very strong
identity it's very important that you
take that into account right you can't
really sell with if a for example if a
language has a a standard in the whole
country and then one specific region has
a very different approach to it uh in
Spain we see that for example with
Catalonia right there it's very
important that you take that into
account if you want to sell in this
region customers want to identify
themselves with a product uh in order to
be satisfied to be happy and happy
customers are much more likely to come
back so if you can localize your product
properly your customer retention might
go up like I can't say it will go go up
cuz I don't want to make false promises
but I can definitely see how this can
have a huge effect in consumer
psychology today's Marketplace is
expanding rapidly right it's a very
Global Marketplace rarely companies say
specifically okay I just want to sell in
this very small uh Market that is also
an approach it can work right if you if
you have the identity with this Market
but generally the the marketplace is
global nowadays and it's very hard to
stand out if you're competing with
everyone and a good localization inic
specific markets can definitely make a
difference it can uh you know set you
apart from your comp competitors that
maybe don't put enough work into
localization and just have their copy
translated right and sometimes it just
doesn't make sense the currency is wrong
right if
you if you show a product to a Swiss
audience in Euros for example it's not a
good look right doesn't really make
sense it's confusing they know it's not
for them so um that that's something you
have to think about and if you just give
your your uh copy your website material
to a translator I don't know on Fiverr
or something and this person doesn't ask
a lot of questions they might not even
take that into account maybe you don't
know it if you're a global company
you're not aware of all the small in
intricacies of every country so a good
local localization approach that is done
in the Target country uh can be very
valuable for a brand higher conversion
rates is just logical based on all the
other points if people can identify with
a product if they think it's written for
them if it's marketed to to them they
they can they feel it's local it it's in
their native language they're much more
likely to to buy the product I mean
there are studies done actually I'm
going to link them down below that uh
show that localization significantly
boosts conversion rates which is a
really interesting insight and
definitely should be taken into into
account as a business owner and five
enhanced brand image the best brand
image is if the consumer is happy and
they don't even know why right if you
can if you can just make everything
seamless I'm going to show you a couple
of amazing examples of localization and
you're not even thinking about it
because it's done so well that is the
key right as a translator as a localizer
you you generally want to be in the
background you want to be invisible
because that's when you do your job well
if people recognize that it's a
translation that's a bad thing uh you
can argue with that if it's good to to
always be in the background you know but
I
mean in general that's the goal and a
good brand image doesn't really stand or
fall with a good localization but it can
definitely enhance if the image is
already good and the localization is
good on top in different regions in the
world that can make a major difference
in expanding so how do you get started
when you are watching this video maybe
you found your way through this video
you are in charge of a brand you're in
charge of a a product uh and you're
thinking of localization uh these are
the steps you should take research your
target market understand everything
there is about selling your product
product in the specific area or country
don't just think oh we need to expand to
this country you need someone on the
ground you need someone that understands
the people the consuming Behavior Uh
this will help you make an informed
decision uh on how to adapt your content
uh all of this is done before you're
even starting thinking about
localization this is the research step
that is the first step you have to do
number two hire professional translators
SL localizers you don't need to look for
localizers the term localizers it's not
very common that people Market
themselves like that but definitely if
you reach out to a translator through an
agency or directly it doesn't matter but
if you do definitely make sure that you
say you need a localization for this
translation right it's not a simple word
for word it needs to be uh possible to
to sell this or to Market this in the
target audience mention the word
localization so the translator is aware
that you know about this world right so
they can definitely apply so in some
places it may may be required to do a
trans Creation in some places a complete
re rewrite of the text uh then it's
copywriting more like so all of this
goes into effect and if you tell them
you need localization they are also more
likely to ask back right if if there is
for example a link and they see in this
link there is the the language code you
know hle en so the language code for an
English website that it's the
translator's job to ask back and say hey
do you have a German version of this
website you have a Spanish version of
this website where should this link lead
right if you have a a German text and
then it leads to an English website that
makes no sense uh that is our job but uh
just so you know if you ask uh your
translator for a localization they are
if they are good they will ask back use
tools that are available to you uh if
you are working with a TMS with a
translation management system that's
great you can just hire a translator and
let them work in there uh most likely
they work with cat tool so they use memo
Q STL tros whatever there is if you have
a graphic design program that's even
better you can potentially add a
language worker to your project to your
team and they can work directly in in
design for example I've done that before
uh that can help because you then have
the whole context of the ad or of the
the brochure or whatever you want to
adapt Next Step super important test
your localized material either you can
ask the translator to test for you as an
additional service and they can charge
you for it that's perfectly fine or you
have to test it yourself before you
launch the the campaign it's super there
have been some embarrassing campaigns
because they were just rushed out by
really big Brands right and then
suddenly you realize that oh this this
name of this football doesn't make any
sense in this in this language right
it's even a bit rude or confusing so um
definitely test with native language
speakers with people that know about the
culture if this ad works and last step
continuously improve localization is not
a one fit all solution right every time
you do a localization project you have
to rethink how what went well what went
not so well can I still work with this
person uh if you're happy with the
translator or with the group of
translators that you worked with
definitely stick with them because it
will only get better the more they know
your brand right uh so if you have a
winning team definitely don't don't
change anything it's going to work it's
going to improve every time uh that's
always my favorite clients when they
come back and I can actually get into it
I can learn about the company about The
Branding for a for a one-time project
you you do your research of course but
you can only do so much within the price
right so uh localization is same as
trans creation I mentioned that in the
trans creation video you can click up
here if you're interested the more you
do it with the same workflow with the
same team the better it gets so now let
me show you briefly some great examples
of localization I'm going to Overlay
them over here on my face Airbnb is
often named when it comes to brand that
does localization well they are offering
accommodation experiences in I think 26
languages and the translations are done
really well uh they stay true to their
brand anywhere in the world the user
gets the same experience no matter you
know what language settings they have or
where they want to go what experience
they want to have um the currency is
always perfectly localized uh converted
as well you can use local Payment
Systems uh the reviews are shown from
people speaking your language and not
just randomly translated and even the
listings can be done in local language
all of these things are fantastic
localization hacks I did some research
on good brands that does localization
well and Airbnb was consistently on the
top in every article I've seen and uh
it's definitely true on the app on the
website I've never even thought about it
because it's just so seamless and I
honestly I wasn't even sure if my Airbnb
is in German or in English so I looked
and it is in German and it never even
clicked because it's so smooth it feels
the user experience is perfect so
definitely kudos for their localization
team and another fantastic example is
Spotify uh Spotify is a music streaming
service as most of you know they are
available in over 180 countries across
the world uh they have fantastic
translations their currency is always
adapted uh the recommendations are are
based on the location same as with
Airbnb so you see the the the
recommendations and the reviews in your
own language another very unique
localization approach from spot Spotify
is that they do uh image localization
which means they use different images
for different playlists in different
countries you know uh or different like
Graphics when you open the app in
different countries according to their
marketing team Spotify needs to look
just right no matter where it appears
it's a quote from them which I love it's
it's a perfect uh phrase from the
marketing team so well done this
probably went a lot into formulating
this this one sentence that would by the
way be perfect example of trans creation
if a translator is tsed with with
translat think this uh phrase Spotify
needs to look just right no matter where
it appears you don't want to be paid by
the word because you will spend a lot of
time in in trans creating this Logan and
uh so you need to be paid by the hour
side note anyways the hero image the
banner the playlist images they are
really based on the target cultures it's
done really well image localization is
something I've not worked it before it's
it was a new thing when I researched for
this video and uh I have to say I really
like it I went immediately on my Spotify
to check it out I didn't really see it
but maybe that's again it's transparent
so it's it's just feels seamless I mean
I've always been happy with my Spotify
app uh and again it's in German without
me knowing I think that's connected to
the to the Play Store the language that
it set or to the phone language um so
two perfect examples Airbnb and Spotify
check them out in your language and you
should be also pleasantly surprised
there you go this is why localization is
important I hope enjoyed this video if
you're a translation buyer next time you
need localization tell your service
provider that you need that and then the
the whole interaction will become much
more on an expert level if you are a
language service provider you can send
this video to your clients probably or I
don't know maybe don't do that but just
take the information from the video and
send it to the client and use that for
negotiating per purposes localization is
a super powerful tool process that can
help you expand your reach
uh find new clients improve customer
experience as well and boost your
conversion rates that's very important
and statistically proven as always let
me know in the comments if you enjoyed
this episode and what you would like to
see next I see you next Monday not sure
with what with what it is because I'm
currently on vacation when you see that
but I will be here next Monday see you
there bye-bye
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