LANGUAGE:
LANGUAGE:
Our people are our pride, helping companies resonate with their customers for 20+ years.
We create, transform, test, and train more content than anyone in the world – from text, voice, audio, video, to structured & unstructured data.
Lionbridge Knowledge Hubs
Our experts know the in-and-outs of your industry & its challenges.
Harness the Lionbridge Lainguage Cloud to support your end-to-end localization and content lifecycle
Our people are our pride, helping companies resonate with their customers for 20+ years.
About Us
Key Facts
Leadership
Insights
News
Trust Center
We create, transform, test, and train more content than anyone in the world – from text, voice, audio, video, to structured & unstructured data.
Content Services
- Technical Writing
- Training & eLearning
- Financial Reports
- Multicultural Marketing
- Digital Experience Assessments
Translation Services
- Video Localization
- Software Localization
- Website Localization
- Translation for Regulated Companies
- Interpretation
- Multilingual SEO & Digital Marketing
- Content Optimization
Testing Services
- Functional QA & Testing
- Compatibility Testing
- Interoperability Testing
- Performance Testing
- Accessibility Testing
- UX/CX Testing
Solutions
- Translation Service Models
- Digital Marketing
- Live Events
- Machine Translation
Our Knowledge Hubs
- Generative AI
- Positive Patient Outcomes
- Future of Localization
- Innovation to Immunity
- COVID-19 Resource Center
- Disruption Series
- Patient Engagement
- Lionbridge Insights
Our experts know the in-and-outs of your industry & its challenges.
Life Sciences
- Pharmaceutical
- Clinical
- Regulatory
- Post-Approval
- Corporate
- Medical Devices
- Validation and Clinical
- Regulatory
- Post-Authorization
- Corporate
Banking & Finance
Retail
Luxury
E-Commerce
Games
Automotive
Consumer Packaged Goods
Technology
Industrial Manufacturing
Legal Services
Travel & Hospitality
Harness the Lionbridge Lainguage Cloud to support your end-to-end localization and content lifecycle
Lainguage Cloud™ Platform
Connectivity
Translation Community
Workflow Technology
Smairt Content™
Smairt MT™
Smairt Data™
Language Quality
Analytics
SELECT LANGUAGE:
Lace-up your sneakers and step up to the starting line: you’re ready to reach countless customers in new markets. You’ve secured your spot in the Global Marketplace (whether by default or design). But before you sprint away, take a good look around you. You are not alone in this race. You are one of thousands of companies going for that global gold. Yes, that means more competition. But more competition also means you have more companies to learn from. An important part of your globalization strategy should be regular and thorough analyses of talent. You should even—perhaps especially—take note if that talent comes from your competitors.
To give you a head start, we’ve compiled some tips on how to leverage the work other contestants have done before you.
Who leads the pack in your current market? What about their business strategy makes them a successful global competitor? You aren’t starting in a vacuum. Be resourceful and use others’ successes to your advantage.
Experts advise analyzing how your competition engages its audience. Identify the language and tone competitors use in their messaging, their primary marketing channels, and the types of content they create to promote their products and services.
For example: assume you are looking to expand to a market in Southeast Asia. A first step in conducting an effective competitive analysis is to find a global company that has already been successful in that market—and understand why.
Google recognized that people in Southeast Asia spend more time per day on their phones than people in any other region in the world. Using this information, Google adjusted its approach in order to accommodate this mobile-first culture.
A lesson from what Google learned? It’s twofold: first, Google’s work expanding into Southeast Asia reveals a cultural preference for mobile experiences. Second, more generally, this experience teaches companies to look past the message they’re attempting to convey. True global resonance arises from a combination of the right content and the right medium by which it’s delivered.
That said, when you are looking at what other companies are doing in a particular market, don’t forget to recognize what they aren’t.
For instance, perhaps you have identified a gap in the market where you are looking to expand. That can mean a few things:
You can certainly learn a lot from your stronger competitors, but it is important that you do not discount those who have not succeeded. Who are these players? Where did they falter?
You can learn much from past companies’ missteps. Did they launch a product without conducting the proper analysis to ascertain whether customers in that market needed or wanted it? Was their website poorly localized and thus inaccessible or—worse—offensive to prospective customers? Did they run a marketing campaign delivered by a medium their target customers weren’t using?
A benefit of taking part in a global-sized competition is that you have the knowledge and experience of scores of other companies at your fingertips. You have the privilege of learning from mistakes others have made in the past, so you can avoid them in the future.
The path to globalization is a long and challenging one. Any athlete will tell you that the effort you put into training and preparation is just as critical as the race itself. In parts 1-5 of our “Going Global” Series, we laid the foundation for how to pull ahead in the race to Go Global. Stay tuned for next week, when we will coach you through another important aspect of your globalization strategy: multilingual, multimarket Search Engine Optimization.
Are you ready? On your mark, get set, go global.
For more tips and tricks download our Going Global Whitepaper
Part 1: Going Global 101: What Does It Mean to "Go Global"?
Part 2: Going Global 101: So You Have a Website. Are You a Global Company?
Part 3: Going Global 101: Going Global Glossary
Part 4: Going Global 101: Where Are You Going?
Part 6: Going Global 101: Optimizing Your SEO Strategy
Part 7: Going Global 101: What is a Localization Strategy (And When Do You Need One?)
Part 8: Going Global 101: How to Create a Localization Strategy