It’s no secret that the localization industry continues to grow as more and more companies aim to scale into global markets. But even if localization managers have a strategy ready to adapt your digital content, products, services, and messaging to meet international audiences, it’s important to have the right leader (and team) to execute that strategy effectively.
Localization managers are constantly having to prove their worth and that of their team. The importance of a localization manager goes far beyond just translation volume; they take localization projects from start to finish, including managing time-to-market, engagement, quality, and cost avoidance. They ensure that localization meets the company’s KPIs, builds brand trust, and guarantees that content looks and feels natural to local markets.
Because localization managers can face challenges when it comes to proving their value, this quick guide breaks down how these professionals can confidently communicate their impact internally and prove localization value.
Localization Managers: Demonstrate Metrics That Matter
Clear, measurable metrics are the foundation for proving the value of any business strategy, including localization. They provide data that allows teams to measure success, make improvements, and track progress. When it comes to localization management, these are the metrics that matter the most, and leaders can use these key points to demonstrate localization ROI.
1. Time-to-market
Time-to-market (TTM) in localization is simply the time it takes to adapt and translate content, products, services, or messaging for a different market. TTM starts with ideation and ends with the final launch of the content, product, etc. Localization managers are responsible for effectively managing TTM to increase revenue generation, maximize ROI, and jump on new market opportunities. It’s been shown that localized marketing campaigns can yield up to 400% higher ROIs compared to non-localized ones.
2. Engagement
Localization professionals also spearhead the role of increasing engagement and alignment among internal and external stakeholders. Having a dedicated localization manager and team allows companies to get laser-focused on cultural nuances that will better connect with customers and team members, ultimately making it easier to boost engagement. In fact, 72% of social media brand engagement happens on local pages.
3. Quality
Localization isn’t just about simple language translation (although that is one piece of the puzzle); it’s about the all-encompassing quality of your content, products, services, and marketing. That includes ensuring cultural appropriateness, providing more user-friendly and engaging experiences, building brand consistency, and more. A localization leader’s job is to ensure this level of quality exists at every turn.
4. Cost avoidance
Another critical mission led by localization managers is strategic planning that avoids or minimizes unnecessary expenses and potential issues that could lead to added costs down the road. To do this, localization professionals must ensure the quality of the source content from the start (identify typos, inconsistencies, vague language, etc.), streamline workflows to avoid repetition that costs time and money, leverage efficient technology, and so on.Â
Localization Managers on Mapping Success to Company OKRs and KPIs
Localization has Objectives and Key Results (OKRs) and Key Performance Indicators (KPIs) as its own initiative, but localization KPIs also support the bigger picture of a company’s goals in financial success, customer satisfaction, operational efficiency, and brand trust. The following KPIs are most commonly aligned between localization and overall company success.
Financial KPIs
- Influencing sales growth by making products, services, and content more accessible
- Eliminating costs by using efficient technology, streamlining workflows, and enacting quality assurance
- Increasing revenue by using localization to improve customer experience and make it easier for local markets to buy in
Operational KPIs
- Improving time-to-market for all localized markets
- Boosting team productivity with culturally suitable communication that’s easy to access
- Ensuring high-quality output by tracking localization content and its performance
Customer KPIs
- Growing brand loyalty by creating a culturally appropriate and accessible user experience
- Creating positive customer experiences that provide localized support
- Increasing the lifetime value of customers
Gain Stakeholder Visibility
Without stakeholder visibility, it’s even harder for localization managers to establish their worth. If they don’t understand the critical details of strategic global content optimization, they won’t appreciate the value of localization efforts. Debriefing with stakeholders on a regular basis enables localization leaders to strengthen relationships, highlight their value as a strategic partner, and present materials that give visibility into the process, like dashboards and showcases.
Localization teams can enhance their credibility as strategic partners by actively communicating with stakeholders through monthly newsletters, all-hands meetings, and stakeholder discussions. This will help drive excitement behind the idea and strategy of localization and showcase why everyone is a key player in providing the best possible customer experience.
Core Business Practices That Localization Managers Enable
Another effective way to prove localization value is by demonstrating how localization enables some of the core components of a well-oiled, high-performing, revenue-generating business.Â
1. Brand trust
There are hundreds of ways for companies to build trust with their customers, team members, and other stakeholders, and global content performance is one aspect that fosters incredible brand trust. If you want to expand your brand internationally and establish a sense of confidence from within different local markets, consumers should not feel disconnected from your product or services because they don’t resonate with the messaging. Localization efforts go a long way in showing that your company respects and commits to catering to localized communities.
2. User experience
When it comes down to it, a poor user experience can make or break the success of a company’s global expansion. Copying and pasting a one-size-fits-all user experience will drive customers away, lower brand trust, dwindle sales, and stifle your reach. Localization managers who are dedicated to adapting the user experience to meet a wide range of cultural, linguistic, and behavioral preferences will keep customers satisfied, boost sales and revenue, and aid in brand leadership.
3. Compliance
Expanding into global markets requires understanding data localization laws. Different local markets will have vastly different laws, requirements, and regulations governing data privacy, security, and economic interests. Localization professionals have the expertise to ensure full compliance with local markets as you continue to expand.
Localization in Action
When localization managers can demonstrate the true value of their strategic partnership, companies will begin to understand how those efforts will drive better customer experience and engagement, foster brand trust from all stakeholders, and appeal to an international customer base. Ultimately, they will also see how localization aids in increasing sales and revenue and making the global expansion process more seamless as a result.Â
For example, one popular brand took to perfecting its messaging across various markets to retain the loyalty of its diverse international customers. After implementing an effective strategy, they saw definitive improvements in the quality of transcreation, especially in quality-conscious markets, and in time-to-market as well. This is possible for all businesses who place importance on partnering with a strategic localization team.Interested in learning more about providing localization value? Discover more strategies to elevate your localization leadership and help you scale worldwide.