Localization as Part of an International Market Entry Strategy

Expanding your organization's reach into foreign markets will build your brand and increase sales globally. Learn why translating your product, website, and brand messaging should be a key part of your strategy.

What is a Market Entry Strategy? 

A market entry strategy is a plan that establishes how a company will move into one or more new markets, usually in foreign countries. A comprehensive market entry strategy should provide a framework to address the following: 

• Resource management, including technology, infrastructure, and staff
• Supply chain and manufacturing requirements
• Competition management on a global scale
• Government regulations and legal concerns, including any applicable tariffs and trade agreements
• Localization of your messaging and brand position to best suit the needs of your new target audience

You must consider your company's translation needs to market your business effectively in new countries.

Localization Needs 

Many of your target consumers in most international markets will not speak your language. This means you will need to localize all the materials you use to promote your business.  Localization goes beyond mere translation. In addition to converting the text's content into a new language, localization also adapts the content's cultural nuances and region-specific references to maintain a consistent message.

Here is a selection of corporate language translation services that your company might need when targeting international customers 

• Software Localization. If you are selling software or mobile apps, you will need to localize the product to make it useful to local users. All text-based elements must be translated, including user interface elements like buttons, pull-down menus, and navigation bars.
• Document Translation. To operate effectively, most businesses depend on access to countless documents, from legal contracts to financial projections. Machine translating and post-editing some of these documents into the language of your target markets promotes good internal communication between your domestic and international branches. Document language translation also ensures better regulatory compliance. 
• Website Translation. Business websites are a major touchpoint for marketing, customer service, consumer research, and more. Your organization should consider translation of website content in all languages in which you do business. If full website localization is not possible, localized microsites (smaller versions of the main website) can perform the basic functions and will demonstrate your organization’s commitment to doing business in your new market.
• Video Localization. Videos are often used for marketing, product demonstrations, explainers, teasers, testimonials, and more. When entering a new market, videos can be made accessible to your new audience using either translated voiceovers or video caption translation.
• eLearning Localization. Many companies use e-learning modules to provide user training for a new product launch or build staff skillsets. When entering a foreign market, you might need to provide translated courses for individual e-learning and even select a learning management system (LMS) that is also localized.

Kickstart your international market entry strategy with SimulTrans.