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Written by Steven Bussey
on June 22, 2021

If you truly want to cement your position in the market, you need to understand that localization is about more than just literally translating content from one language to another. In order to create the type of content that can impact your business' growth and help accomplish a wide range of additional goals, you'll need to keep a few key things in mind.


A multilingual website is key

The vast majority of your customers from around the world will discover your business for the first time in the exact same way: via your website. Therefore, localizing your website content to attract new clients is key.

But as your efforts to do that begin, understand that you need to localize and translate that content in multiple languages to cast the widest net possible. Not only can this help make a better first impression for people finding your brand for the first time, but it can also help create a better and more organic experience for those you already have a relationship with, too.

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Localize your mobile app too

According to another recent study, there are about 3.8 billion people worldwide who currently own a smartphone - which means that your mobile app must ALSO become a focal point for your localization efforts.

If you want someone to take your desired action - whether it's booking a hotel, purchasing a plane ticket or arranging transportation - you need to make it as easy as possible for them to do so. Localizing your mobile app accomplishes this in a way that also captures the essence of a region's culture - thus increasing engagement and leading to more downloads along the way.

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The significance of a culturally impactful marketing campaign cannot be overstated

Finally, be sure to pay the appropriate amount of attention to your marketing materials during your localization efforts, as these pieces are often among the most important outward-facing opportunities that you have.

Success in marketing always comes down to getting the right message in front of the right person at exactly the right time. When attempting to capture the attention of a global audience, you need to broadcast a message that people can actually relate to - both linguistically and culturally.

All of this is to say that when localizing your marketing materials, you need to make sure you know what works best in whichever reason you're focusing on in the moment. You need to study the target market to understand what they like and, more importantly, what they don't. Think about what people would be concerned about when on a business trip or on vacation. Use not only local terms but also phrases that illustrate how well you understand a particular country.

Again - all of this is about more than simply taking text and translating it into a different language. In an effort to court not only a large audience but also a global one, you need to put in the effort to create an experience that is centered around the preferences of those individuals. By localizing your content in a way that also ties directly into the culture of the people you're communicating with, you put yourself (and your business) in the best possible position to do precisely that.

If you'd like to find out more information about how to leverage localization for domination in travel, or if you have any additional questions you'd like to discuss with someone in a bit more detail, please don't delay - contact Andovar today.

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