So your business is booming on your native shores, but what about foreign markets? You have a product that can be exported and that you can definitely sell overseas, but a problem arises when you start to talk about marketing. How can you let these foreign markets know what you're selling if you can't speak the language? This is where marketing localization comes in. Essentially, the term means honing in on a specific area and marketing your product to that area. This involves crossing certain language and cultural barriers. This can be a touchy area, especially when other cultures are so different.
Even giant corporations like Pepsi make mistakes when it comes to localization. When they advertised in India, they inadvertently promoted child labor, which understandably enraged the Indian people. This just proves the importance of localization- you don't want to appear unprofessional by crafting a grammatically incorrect sentence or saying one thing but meaning another. This is why localization in marketing is so vitally important.
So the question remains: when should you start thinking about localization? The real answer is simple: whenever you can sell your product in a foreign market and whenever you have the resources to do so. Going international is a big deal; you have to have the logistics and supply chain elements figured out, you have to learn all about a totally new set of taxes, and you have to know how to market in a foreign land.
Sometimes, all you need is the marketing element. If you do something as simple as make a website in a foreign language, you are increasing the chances that someone from another country will come across the site and learn all about your product and company. As long as they can order from your company, they will purchase the product and share it with their friends. The more interest you get from a specific foreign market, the more you should focus on that market. Starting with that simple foreign language website, you can eventually end up with a physical location in a foreign country that is adding significant profit to your bottom line.