How to Make Your Localization Team a Revenue Center [Infographic]

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With all the connectivity stemming from today’s digital economy comes an opportunity for brands to reach fresh global markets with only a few clicks. Just as with your local markets, these newly attainable audiences expect an experience that resonates with them in their own language. In fact, most consumers value the ability to read about products in their own language over price when making buying decisions. So, what can you do to ensure you are delivering an experience that satisfies potential global customer expectations? Look to your localization team.

This infographic provides some insight on turning your localization team from a cost center into a valuable revenue center:

Lionbridge - Strategic Shift Infographic

Download the full whitepaper here.

 

[Transcription]

Know your role

Localization teams are in a transitional stretch as customer expectations and technological advancements evolve—and they are still finding their true place within the organization.

Reaching global markets has become easier, but your customer’s expectations have become more refined. Time and time again, studies show consumers favor products marketed in their own language, which allows localization professionals the perfect opportunity to prove themselves as revenue centers within the organization.

The following extract from our whitepaper, The Strategic Shift: Localization’s Fast Track to Providing Greater Business Value, outlines first steps in establishing localization teams as indispensable assets to their companies’ globalization efforts.

“Talking to consumers in their native language is almost a prerequisite for our premium brand. We need support in terms of translations and localizations to accomplish that. That is key in our strategy.”—Tobias Bergström, Director of Digital Channels, Thule Group[1]

Working together, for the better

It seems like a no-brainer, but it bears repeating. When all your teams work together to achieve the same goal, you accomplish more.

Localization is an investment that can be leveraged across a variety of channels, programs, and campaigns—and your stakeholders stand to benefit—but how do you field the idea?

You’ll need stakeholder support in assuring these two strategies are aligned with the localization team:

The corporate strategy determines what products and services the company will offer and what markets they will target. With early involvement, the localization team can be prepared to support these initiatives from the start.

The global content strategy dictates what content will be localized and at what level of quality. Again, the localization team can be an invaluable resource during this process, providing guidance on the cost, speed, and efficacy of various options, and keeping the larger organization abreast of technological advancements that may affect budgets and timelines.

“The recommendation I would give to anyone is to first off think about your product. I think a lot of time, marketers think about the market—how we’re going to go to market and how we’re going to localize and translate. But at the Predictive Index, our products are all localized because they have to serve our global market.”—Drew Fortin, Vice President of Marketing, The Predictive Index[2]

The secret is out: Information customers need + their own language = better, more meaningful engagement.

The result will enable you to broaden your customer base, increase revenue and profits, and provide greater exposure for your brand.

Localization teams are ripe to position themselves as invaluable resources for any organization going global. To learn more about how localization can enhance business value, download the full whitepaper here.

 

[1] https://www.lionbridge.com/en-us/customers/thule

[2] http://content.lionbridge.com/cmochat-series-finding-balance-global-marketing-campaign-resources-video/

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