The Importance of Localizing Small Businesses
Localization is the process of a business adapting to the needs and desires of its target market. It has become increasingly important for small businesses to successfully localize in order to gain a competitive advantage and stand out from their competitors.
Here are some of the reasons why localization is so important for small businesses.
Consumers are spending more time in brick and mortar stores
You may have noticed that consumers spend more time in brick-and-mortar stores. This is because people like the experience of shopping for products in person, not online. They enjoy seeing the product in person, touching it, and trying it on before purchasing.
This gives brick-and-mortar businesses an advantage over their ecommerce counterparts because they have access to all three elements of localization within their store.
Brick and mortar stores can leverage the physical location to increase foot traffic
One of the best ways to do this is through local area marketing (LAM). LAM uses your business’s physical location and the surrounding community as a source of inspiration for creative, customized marketing messages.
In addition to using LAM as an opportunity to engage with prospective customers directly at your store or other locations nearby, it can also help attract new customers through social media posts.
Localizing your marketing message can help you become a neighborhood institution
Most small business owners know that it’s important to be involved in their communities. But few realize that becoming an integral part of the community is often the best way to market their businesses. It also builds trust with consumers and helps them relate to your brand as something deeper than just a product or service.
One effective method for using this approach is participating in local events, festivals, and celebrations where members of your community gather together for fun and entertainment.
This gives you access to potential customers who might not otherwise shop at your store or restaurant. It also allows you to build relationships with influencers who are already active within those spaces. You can even use these connections as fodder for future marketing campaigns.
Localization can help you stand out from large national retailers
Small businesses can use localization to promote their products and services in a way that large national retailers can’t.
By focusing on the local community, you can build relationships with local businesses, use local language and images in your marketing, and get involved in local events. This will help you stand out from big box stores while also supporting the local economy and community.
Localization also allows small businesses to support other small business owners by showcasing their creative works.
You can use localization to help your small business grow
Localization is important because it is a way to reach a large audience and better connect with your customers. This can help you grow your business. If you don’t have the resources to do it yourself, there are localization companies that specialize in small businesses that can localize your content for you.
But how do you localize your business? Keep scrolling
Tips for Localizing Your Business
1. Research your customers
When you’re starting to localize your business, it’s important to understand who your customers are. This can be done by conducting research and talking with them regularly.
Before you start translating your site into another language, learn about the culture of your target audience. This will help efficiently guide the localization process and ensure that you don’t overlook any critical details or cultural sensitivities.
You should also consider the technical specifications of each language within this research phase. For example, some languages require more characters than others due to their unique scripts, such as Chinese.
Talk with customers:
Once you’ve completed thorough research on both cultures and technical requirements, it’s time for customer engagement.
Have conversations with people from both cultures about what they want from your business and how they feel about localizing companies in general. This way, when it comes time for translation work later down the road, there aren’t any surprises waiting around every corner.
2. Fine-tune your product
Now that you have a good grasp of the local market and its needs, it’s time to put together a product that meets those needs. This means taking into account local language, culture, and laws.
The first step is understanding what kind of product your new market is looking for. You can do this by looking at the competition in your area or asking potential customers directly. Then you need to decide how similar or different from those products/services yours will be.
Also, think about how you could improve upon existing products/services in order to appeal more strongly to your target audience while still maintaining relevance across geographic borders.
3. Think about selling locally
Consider how selling locally helps you make better decisions about selling globally and why it’s easier and cheaper than it may first appear. Also, hire local people to run your business.
You may decide to hire an international person with experience with global markets, but it’s better to find locals with the knowledge and networks you need.
4. Consider a new name or slogan
Your brand name might be easy to remember and translate, but the right slogan can help set your business apart from the competition. A good slogan should be short, snappy, and easy to translate. It should also appeal to customers in your target market, which could mean tweaking it based on regional dialects and cultural preferences.
5. Get help from the people who understand the process
Localization is a complex process, and it’s best to do it with the help of someone who knows what they’re doing. That’s where localization experts come in. These are the people you want on your side.
They can help you understand how to localize for different countries, languages, or cultures and make sure your business stays relevant in each market. You can also hire them to handle certain aspects of localization for you if you don’t want to take on all the work yourself.
6. Don’t forget about special holidays and celebrations
If your business is in a location where one or more holidays are celebrated, you should consider how to capitalize on them. If your company targets a specific market, take note of the local holidays and celebrations.
You can send out an email newsletter or post on social media about these events in advance so that customers know what’s happening and can plan accordingly.
Small businesses are the lifeblood of our communities. They keep small towns alive, provide employment opportunities and create a sense of community where there may otherwise be none.
These businesses bring people together and build strong bonds between customers and proprietors. But as the world becomes more globalized, we’re seeing a steady loss of these local businesses. Therefore, there is a need to protect them through localization.