Who says small businesses in the United Kingdom can’t do big things? In today’s globalised economy, niche and small businesses can expand beyond borders to offer unique products and services. When going global, your business success hinges on localisation. You should understand the culture, norms, and, most importantly, the language of the market you’re entering as a small business.
According to a report by Unbabel, 84 per cent of businesses indicated that they experienced revenue growth when they localised their marketing content. On the other hand, a mistake may result in the new market rejecting your brand. It’s a tightrope to walk, but it can be done with the best practices.
Today, our team here at Specific Business takes a closer look at the 10 important localisation practices for small businesses looking to take their business to new heights.
- Understand Your Audience
Before expanding in a city or region, the first step is to learn about the intended audience. You’d be surprised just how diverse the world is and how it shapes people’s preferences and buying habits. Things can be completely different beyond the border.
As a small business, you may not have the budget to conduct expensive analyses and research. So, your next best bet is understanding the intended audience and making a persona. That’s equivalent to a feasibility study and will answer critical questions like whether you should go into that specific market and how.
Look into the demographics in the country you’re targeting. Will your product or service solve a problem for the audience? Are there similar businesses present? Do people prefer to buy locally? Find the answers to these questions.
- Use Translations Where Necessary
If the country you’re entering has a population that speaks another language, you’ll need to translate your content into their language. This includes your website, social media, and any other marketing materials you plan on using. You may also need to translate documents like contracts and invoices.
Translations are essential to successful localisation. Consider this: 73 per cent of people prefer product reviews in their language. Even if you’re shipping your products to a different country without setting up shop there, you may want to consider marketing translations.
There are many different ways in which you can go about obtaining professional translations. Some businesses decide to use AI and Machine Translations, such as DeepL, which allows them to save time. However, it can affect the translation quality.
As a result, the most popular approach in the business environment is currently combining Machine translations with Human expertise, also known as an MTPE service (Machine Translation Post-Editing). In the UK, we can find a few leading translation companies which offer this service, these include companies such as TS24 MTPE, or human translation directories like Proz.
- Don’t Forget the Brand Voice
When expanding into new territory, you want to localise your content and use the language of the land. However, that shouldn’t result in a rebrand. You have to be consistent with the brand voice and identity—don’t lose it in the translation.
This can be achieved with consistent brand imagery, such as logos, pictures, and colour schemes. Similarly, you can advertise the same values and benefits at home. Localise the marketing content, product labels, and communication without changing the tone of your brand.
- Learn About the Culture, Especially Work Culture
Your marketing content should adhere to the local culture and norms of your potential audience. Have it checked to ensure you’re not promoting anything insensitive.
Similarly, understand the way people work in the new market. Do businesses follow a strict hierarchy? Is the work culture very formal or laid-back? Are people super punctual? Knowing these little details will make doing business with other businesses in the country much more straightforward.
- Study the Local Laws and Regulations
Every country has its unique rules and regulations, some of which are specific to industries. Ensure you understand the local business regulations, including registration requirements, financial reporting, and taxation. Depending on the niche of your business, the exact rules may vary.
If you plan to register your small business in the new country, use a local law firm. Double-check that everything is in order. Nowadays, it’s super easy to find regulations specific to a country online.
- Localised Marketing (Online and Offline)
Translating content is one thing, and localising it is another. You may already have competition in the new market, and marketing is the only way to stand out. However, your marketing strategy has to be pivoted according to the intended audience. You’ve already studied them. It’s only a matter of adding some creativity.
For instance, you could use local faces in your marketing. Play with local common phrases, idioms, and terms in your content. You could even jump in on the viral trends in the country. It’s all about blending in seamlessly.
- Test Products, Services, and Campaigns
Testing is key, whether it’s your product, service, or the campaign to promote them. Thankfully, it’s easier to test campaigns online. Run ads and put out content in the first few weeks and see how they perform with the audience. If the performance isn’t great, change your strategy a bit to adapt.
Get feedback from your new customers about the product or service. See if they have any concerns or suggestions that may help you improve your product or services.
- Form Local Partnerships
As a small business expanding into a new country, you’d often rely on local services and vendors. Unlike big corporations, you may not have all the necessary services on board and may need to hire locally. Form partnerships with other local businesses to ease your entry into the new market.
This move can make things easier for you, as you can outsource certain services to another business. For instance, you could hire a local social media marketing agency for your marketing content.
- Invest in Quality Assurance
If there’s one thing that everyone, everywhere, prefers is quality. No matter the culture or language, any consumer would appreciate the quality of a product or service. And that’s usually the thing that helps make small businesses stand out. It’s a classic case of quality over quantity!
Proper quality assurance processes are incredibly important for small businesses outsourcing production to a local manufacturer. This ensures that their products are just as good as those produced at home.
The same can be said about services. Ensure you’re offering the same level of service as you do back home. With quality comes loyalty, which can help your business profit more effectively.
- Select the Right Language
Most countries, even smaller ones, speak multiple languages. You don’t need to translate your content across all those languages. That can be unnecessary and expensive. Instead, focus on one of the most spoken languages and select it strategically.
Awais Shamsi