5 Ways Effective Localization Services Increase Engagement

More and more brands are realizing the importance of localizing their content to foster stronger connections with global customers. Effective localization goes beyond translating words; it involves adapting content to resonate with different cultures, ensuring that the brand engages with customers on a deeper level. Here are five ways in which effective localization services can increase customer engagement:

1. Localization Gives Messages a More Personal Feel

Every corporate message is crafted with a specific idea in mind, using cultural references and phrasing to express that idea and maintain the brand voice. A clear brand voice helps customers understand your company’s identity and ensures consistency across various platforms and content types.

Simply translating text isn’t enough to maintain your brand voice in different languages. Localization ensures that your message remains relevant to customers in various markets. It enables you to connect with customers on a more personal level, even those who don’t speak the brand's native language. Today’s global customers are seeking personalized experiences, and localization helps you meet their expectations by tailoring your message for each market, increasing engagement.

2. Localized Marketing Delivers What Customers Want

Cultural differences impact tastes and preferences, so your marketing materials need to reflect these variances. For instance, a retailer targeting young women in the US might emphasize trends and affordable prices. But in France, the focus might need to shift to timeless aesthetics and high-quality products that fit personal styles.

Understanding belief systems is also crucial. Take McDonald's in India, where many people consider cows sacred. Instead of selling beef burgers, McDonald's adapted its menu, removing beef and pork from Indian locations and offering alternatives like the "Maharaja Mac." They also introduced the “Aloo Tikki Burger,” inspired by traditional Indian street food.

These efforts, while requiring significant investment, paid off by helping McDonald's align with local cultural values, which in turn drove customer engagement and success.

3. Customers Respond Better to Ads That Are Localized for Them

According to a study by Common Sense Advisory, 72% of consumers reported preferring to shop on websites that use their native language, and 55% exclusively buy from such sites. It’s easy to see why: if a customer can’t fully understand a product description, they’re unlikely to buy it. Localization solves this problem.

Localization is also important between dialects. For example, a British bank entering the US market must replace “cash points” with “ATMs” to align with local terminology. When you localize your content, you're sending a clear message: you care about communicating with your customers in a way that’s familiar and comfortable for them. This respect for local preferences fosters deeper engagement.

4. Localization Services Help Avoid Cultural Missteps

What’s perfectly normal in one culture can be highly offensive in another. For example, advertisements for baby care products often feature images of an infant’s feet, which in Western cultures are seen as innocent and pure. However, in many Islamic countries, it’s considered impolite to show someone’s feet. Advertisements that don’t take these cultural nuances into account could alienate customers.

Mistakes in translation can also lead to miscommunication. There are countless examples of companies that literally translated slogans, with embarrassing results. These cultural missteps, though seemingly small, can significantly damage a brand’s reputation. Professional localization services help ensure that the intended message is communicated while avoiding mistakes that could lead to bad publicity or resentment.

5. Localization Makes Content Relevant and Engaging

Studies have shown that geo-targeted content performs far better than globally shared content. For example, Nieman Journalism Lab found that locally-targeted social media posts performed six times better than global posts. Lathan Fritz, founder of Amerisales, notes that “local targeting connects more deeply with prospective customers than a generic advertisement.”

By localizing customer messages instead of just translating them, brands make their audiences feel more personally connected. At Lionbridge, we ensure that every piece of content resonates with local customers by carefully selecting the right images and words during translation. We help you build stronger relationships with your customers by delivering relevant, engaging content.

Ready to localize your content and drive engagement with customers in new markets? Reach out today to get started.

◀️：Localizing Long-Tail Languages: Opportunities and Challenges

▶️：The Difference Between Globalization, Internationalization, and Localization: A Comprehensive Overview