Why localisation is crucial in digital marketing

Written by Pernille Kuntz Davidsen

While platforms like Google Ads and Facebook have a global presence, understanding the importance of tailoring your content to local audiences is essential for success.

Even if two countries share borders, their cultural differences can significantly influence online shopping behaviours. This is where translation and localisation come into play. It's not enough to merely communicate in the native language; you must also adapt your product descriptions and content to resonate with the local audience. 

By doing so, you bridge the cultural gap and establish a connection with potential customers. For instance, a direct translation may result in your product missing out on relevant searches or not being eligible for specific platforms, like Google Shopping. By investing in accurate translations and localised content, you ensure that your products are discoverable and appealing to your target market.

The impact of translation and localisation extends beyond just accessibility. It directly affects the performance and effectiveness of your digital marketing efforts. By crafting well-written product descriptions and category texts that are tailored to the local market, you will strengthen your SEO, which in turn will lead to lower click prices on Google Ads, stretching your ad budget further and generating increased traffic.

More traffic not only benefits your website but also fuels your Facebook Pixel, enabling you to create more precise and relevant audiences for your paid Facebook campaigns. The synergy between these two platforms, combined with localised content, generates higher revenue and attracts the right customers through a comprehensive marketing approach.

As a webshop owner venturing into new markets, prioritising translation and localisation can make or break your success. Understanding the online shopping culture of your target audience is paramount. By investing in accurate translations and localisation efforts, you not only align with the local preferences but also optimise your content for search engines. 

In short, investing in localisation enhances your digital marketing performance, lowers click prices, maximises your ad budget, and drives higher revenue.