Expanding your business is an exciting experience that comes with some significant adjustments. The difference between operating in one state to another can require extensive changes within the business. Operating in multiple countries adds even more complexity.
Localizing your business is the act of making changes to your business to suit a specific market or area. Here are six tips for localizing your business and capitalizing on this new opportunity.
Add Local Contact Information
Your customers don’t want to feel as though they’re calling a foreign country when looking for service. Whether you run your operations from a single headquarters or use a call center, having local content information can improve your customer experience.
Invest in your business and get a fax number and phone number with a local area code. This distinction will also help you know where your customer is coming from and proactively answer with relevant information.
Publish Local SEO Content
Local SEO plays a significant role in digital marketing, especially since Google started monetizing Google Maps in 2019. Ensuring your Google My Business is up to date with information regarding your various business locations to help customers find nearby locations.
Another way to enhance your localization is to publish locally-oriented content. For example, instead of posting a generic piece on your blog, like “how to find a good contractor,” you might post “how to find a good contractor in Florida” and add location-specific information.
Avoid Using Local Slang and Jargon
Terms that are commonplace in your original location might be misunderstood in another part of the world. Even simple words that seem universal. For example, jump ropes in the USA are called skipping ropes in Canada.
When it comes to using slang, something well-known in one area could have a different meaning in another area. Do some research to make sure you are not using any offensive or derogatory words, and take a neutral tone when communicating
Use Diverse and Relevant Imagery
Many brands often overlook the importance of using diverse and relevant imagery in their localization efforts. Using photos that represent the demographic you’re targeting and the environment you are in is impactful. For example, suppose you are expanding your business to include a location in Australia. Look through your images for any landmarks that are notably American, as these will create a sense of disconnect for your future customers. Swap out images for local surroundings that showcase the racial diversity and cultural norms of the region when trying to localize your business.
Tweak Your Branding as Needed
McDonalds is a world leader in business localization. While many of the core components of the brand are the same— the golden arches, for example— the colors and taglines change from one location to another. While the company uses gold and red to stand out in North America, they take a more muted, refined approach in Europe. In India, beef patties are replaced with chicken and vegetarian options.
While brand consistency is an integral part of running a business, you have to be flexible when entering a new market. Even colors play a role in how your brand will be received around the world. Identify your keystone brand elements, then adapt to what your customers want in the region you are operating.
Edit and Repurpose Existing Content
It is not necessary to create brand new content for your new location. Make use of your current content by reviewing and repurposing previously published material for a fresh and location-specific resource.
Using the example above, an article on finding a good contractor in Florida could be similar to an article on finding a contractor in New York. Using the base article, update each with a few regional differences such as local certification and insurance requirements. Rather than recreating the content, update your content so it is relevant for local audiences.
Though the differences can be subtle from one region to another, market research is always vital. Do your due diligence and invest in some localization techniques, to ensure your business succeeds wherever you take it.
