What to Expect When Starting a New Localization Campaign

by Nadia Hlebowitsh
4 Minute Read

Localization projects can be massive undertakings. As you kick off a new localization campaign, it’s important to know what to expect, so you don’t get lost among all the moving parts.

To help you out, we’ve put together must-know tips about localization campaigns, so that you can successfully navigate your next project.

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Plan localization from Day 0 and you’ll get better results.

Localization should be incorporated from the very start of a global product launch. By planning ahead, you can internationalize your tech stack, create content with localization in mind and prepare your team to think about localization before it happens.

Getting your infrastructure and content localization-ready will not only save you time, but also boost the success of your global launch.


Localization is unique to your target locale and will have specific needs.

There’s no such thing as a “one size fits all” approach to localization. Every localization campaign must adapt to the needs and conditions of the target locale.

Research your target market and understand the specific linguistic, cultural and technological requirements. With these insights, you can then personalize your company's materials accordingly.


Localization involves a ton of cross-departmental teamwork.

Localization doesn’t just involve translators. A typical localization project is highly collaborative and cross-departmental. Your localization team will bring together project managers, software developers, marketing specialists, designers and QA reviewers.

Be sure to kick off your localization project by getting everybody on the same page. Clear communication will be vital to getting great results in every aspect of your project.


Your localization tools and vendors can make or break project success.

It’s important to support your localization efforts with the right tools and vendors. If you have an extensive localization project, consider investing in a translation management system (TMS).

Manual project management can be extremely time-intensive, especially with multiple languages. The right translation platforms and language vendors can cut out these manual tasks and create an efficient workflow.


Localization quality depends a lot on you - not just your linguists.

Professional linguists typically do their very best work, but you’ll need to give them the right information for high-quality localization.

It’s up to you to set up your team for success by preparing detailed project briefs, brand style guides and glossaries before localization even begins. Don’t leave out this critical context, or you may be disappointed by the results.


Set loc KPIs to better understand your goals.

Taking the pulse on your localization project can be tricky. You should create localization KPIs for your campaign, so that you can understand what’s working (and not).

Ideally, you’ll set up KPIs related to your website, online experience, growth and customer experience. Not sure what to track? Here are some best practices for loc KPIs.


Early feedback from stakeholders is a must.

Your stakeholders – such as marketing and sales teams, cultural consultants, C-levels, clients and others – may have critical feedback on your localization campaign. It’s essential that you collect this feedback early to reduce any risks and ensure your efforts are headed in the right direction.

Incorporate feedback loops into your workflows early by using these best practices, so that you don’t get any critical revisions too late in the game.


Rushing large localization campaigns can be counterproductive.

Fast time-to-market or high quality? For large localization projects, you’ll have to take your pick, as timing and quality often have an inverse relationship. Generally speaking, rushing the project will lead to inconsistent and inelegant work. As much as you can, plan ahead and avoid speeding up your team.


Localization requires ongoing testing and updates.

You’re never really finished with a localization project. As you wrap up the bulk of the work, remember that you’ll have to perform QA reviews, in-country testing and updates according to customer feedback. You should allocate resources accordingly, so that you can handle these post-launch challenges.

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Localization is a key step in globalizing your products or services. It’s vital that you have a good grasp of what localization requires, so that you can support your team every step of the way.

Not sure how to get your localization campaign started? Reach out to Lilt for a personalized consultation.