Soaring Sales Metrics Or Crying For Content Localization?

A popular dance song in one country could possibly be a disastrous mashup in another. Likewise, all your spicy sales metrics could go for a toss, if not adjusted (too well) for a distinct region. Going global without being local isn’t a wise thing to do.

So, yeah! Long story short, localization is needed even to push your CAC, LTV, DAU, MAU, and NPS.

• Customer Acquisition Cost (CAC)
  
  CAC is how much a business spends to acquire one new customer—like putting money (marketing) in a claw machine with the hope to win a prize (new customer). While the odds of winning aren’t confirmed, chances of winning can be optimized by setting up a goal, understanding the target, observing the competitors, using the right technique, defining a budget limit, and being consistent.
  
  Similarly, if you’re spending say 40 USD to acquire each new user from India but your clock is set to PST, you can’t expect much conversions. So, in addition to money, you need to deck up your content with the local feel. Cultural branding, native fluency, and regional slangs will woo the native audience to click the ad. Localized ads will aid in better click-through rates and higher conversions, which will eventually lead to lower CAC.

• Lifetime Value (LTV)
  
  LTV aka Customer Lifetime Value (CLV) is an average revenue generated throughout a customer journey. It helps in making informed decisions and long term planning around the marketing strategy, overall spends, and better forecasting.
  
  No one wants increased store surfing and less business. A repeat customer who spends every time or spends more, is the perfect scenario—couldn’t ask for more. But does your product feel like home, or your service speaks native? If the answer is “No”, then you know where to go. It is time to onboard digital localization in your marketing strategy. Copywriting that’s packed with local vocabulary, easy payment options with native user interaction, and references/ examples that reflect colloquialism. More the loyalty, more will be the purchases. Lower customer journey interruptions will lead to higher LTV.

• Daily & Monthly Active Users (DAU / MAU)
  
  Daily Active Users (DAU) and Monthly Active Users (MAU) correspond to the stickiness of the users towards a brand, a website, a product, a service, etc. While DAU states the frequency and persistence of user engagement within 24 hours, MAU talks about the user interaction within 30 days.
  
  In other words, understand DAU as the number of people who worked out in the gym today, and MAU as the individuals who visited the gym this month. Both being crucial gym tracking stats. However, if the daily workout count of people starts reducing, a change in the marketing strategy could make a difference, such as group exercise classes, percentage discount on personal training, etc. In the same way, if your MAU rate is getting affected due to a drop in the DAU rate, adding the localization twist could improve the user experience/ engagement—performing language proofreading and editing, using the native humor, slangs that people feel connected to, and get a sense of belonging.

• Net Promoter Score (NPS)
  
  NPS is the likelihood of customers recommending your brand or offerings to others. It’s basically a loyalty metric measured via word-of-mouth. A simple way to judge user satisfaction, foresee repeat business, gauge customer loyalty, and provide a benchmark for comparison with industry stalwarts and other competitors.
  
  So, if you’re aiming for a higher NPS, then your offerings should also sound like one—a beauty and pop culture product of South Korea that gives a cool vibe, a professional language services company in Delhi, a fashion and luxury brand in Paris, or a race-bred sports car made in Italy. The more you give the homely touch (localize), the more it will attract native audience.

Cultural Fit + Local Expressions = Happy Native Audience.
It’s the only cheat code for not just global success, but for regional profitability too. So, the next time you’re asked about soaring sales metrics, check whether your product is really bad, or if you’re missing optimization of your multilingual marketing campaigns. The answer to this, will be your answer to win.