Why localisation marketing strategy works
When businesses expand into new markets, there’s a temptation to copy and paste existing marketing strategies. After all, if it worked in one region, it should work elsewhere. But it’s not that easy.
And this is where localisation in marketing strategy comes in.
More than just translation, localisation is the art of adapting your messaging, branding and campaigns to resonate with customers in different regions, cultures and languages.
And most importantly, it’s a customer-first approach to marketing. When you truly localise, you’re doing more than tweaking words or changing images. You’re showing people that you see them, understand them, and care about their unique context.
What is localisation in marketing?
Localisation involves adjusting your content, brand voice and customer experience to suit the preferences and expectations of a specific market. It includes:
Translating text accurately (not just literally)
Adapting tone of voice to suit local culture
Using region-specific visuals, idioms and examples
Respecting local regulations, sensitivities and trends
Adjusting pricing, payment methods and formats (like date or currency)
For example, a pun that works brilliantly in English might fall flat or cause confusion in Germany. A colour that symbolises celebration in one country might represent mourning in another. Even humour varies widely across cultures, so a light-hearted campaign in one region might come off as inappropriate elsewhere.
Why localisation matters
In global markets, customers have more choice than ever. They don’t just want products that work for them, they want brands that speak to them. Localisation helps build trust, loyalty and engagement by showing you’ve done your homework. It turns your brand from an outsider into a familiar face.
A localised strategy can boost:
Conversion rates, by reducing friction in the customer journey
Brand perception, by appearing thoughtful and credible
Customer retention, by creating long-term loyalty
Search visibility, by incorporating region-specific SEO terms
Research shows that customers are far more likely to engage with content in their own language and cultural context. According to CSA Research, 76% of consumers prefer to buy products with information in their native language. (https://www.newswire.com/news/survey-of-8-709-consumers-in-29-countries-finds-that-76-prefer-21174283)
Localisation isn’t just for big brands
While global giants like Coca-Cola and Netflix invest heavily in localisation, smaller businesses can benefit too. Even tailoring content for different English-speaking markets (like the UK, US, Australia or South Africa) can make a meaningful difference as well as making small tweaks for regions within the UK.
For freelancers, start-ups or SMEs, localisation might start with adjusting website copy, offering localised customer support, or tweaking social media campaigns.
Start with listening
The best localisation strategies begin with listening. Understanding your audience’s preferences, values, buying habits and challenges is the foundation for any successful marketing campaign. Market research, local partnerships, customer feedback and cultural consultants can all help build a richer picture.
It’s also important to involve local teams or talent when possible. They can identify blind spots, challenge assumptions and help you avoid embarrassing missteps.
It’s marketing for the people
Localisation strategy might sound technical or complex, but really, it’s simple: put your customer at the centre. Wherever they are in the world, people want to feel seen, understood and respected. When brands take the time to communicate in a way that feels natural and relevant, customers notice.
In the end, localisation is about meeting people where they are, in their language, in their culture, and in their day-to-day life.
And that’s what great marketing has always been about.
If you need help on this area of your marketing strategy, lets book a meeting to chat about how I can support you.
