How To Approach The US Market: Localizing Your Content For Americans

In an ever globalizing world, the imperative to reach out to new markets has never been higher or more essential to the growth and prosperity of your business than it is right now. To approach the US market though there are a few key points that you need to keep in mind.


The processes through which your business and services are expanded to reach new audiences through the broadening of your software, web or mobile applications’ language capabilities – is essential in a modern world wherein businesses are looking to reach out to every new potential lead and provide better service to their international clientele.

If your clients and prospective customers can’t read and understand your content or its value, they aren’t going to buy and they may not remain clients. Optimized localization alleviates this issue by making your mission and expertise readily transparent and hospitable in its new environment.

Lets Talk About Expansion…

The time has come to bolster your company’s potential and break into a brand new market. You’ve identified your target, performed your research and launched your campaign.

But how are you going to make sure that you aren’t missing out on a potential goldmine of clients who just happen to speak a different language?

Breaking Into The US Market…

The United States can claim a highly dynamic culture of entrepreneurship, a love of modernity and an explosive tech industry. Simply put, the US is a veritable breeding ground of opportunity for both small startups and larger businesses alike looking for new markets to corner.

According to a 2001 Gallup poll and numbers correlated in 2010 by the United States Census Bureau, 1 in 4 US citizens speaks more than one language – overwhelmingly Spanish. In addition to this, 1 in every 25 households speaks no English at all.

A quarter of the population is an enormous and often underrepresented market ripe for the taking. It is paramount when breaking into the US startup scene to remember that you’re not entering a monolingual country, as so many believe, and localization optimization such as Phrase is your best bet for making sure that your company can both speak to and listen to a fresh, burgeoning market.

But It Doesn’t Stop With Language Demographics…

The culture in the US is diverse and boisterous. Americans are a loud, proud people, and your campaign should capitalize on these qualities. They love technology and convenience, and are used to a certain level of professional hospitality – something you need to keep in mind when presenting your products for the first time.

That hospitality is going to come from making sure that your service, website, software or mobile application is readily available in a range of relevant languages – particularly English and Spanish.

It cannot be emphasized enough just how much this is going to be the difference between converting a potential buyer and losing their interest immediately.

You can’t afford to let that happen.

Americans Are Edgy…

Don’t be afraid to get a little intense.

Your brand voice needs to be strong, dazzling and instantly aggressive, not just with your approach to your audience but also with your localization pursuits. You need to hit the ground running when you roll out your product in the States, and to do that effectively you’re going to need to properly introduce your brand with the highest quality, most fully optimized translations.

It’s not enough to simply convert your words from one language to another.

Your company’s localization project requires authentic human translation – a primary feature offered by Phrase.

The human connection, especially in the US, is essential to resonating with your target market, and this is something no machine translation can as of yet perform without error.

Implementing your localization strategy in such a diverse new market as the US, comes with a number of its own, unique problems. With localization comes scaling. Depending on the size of your market and the prominence of its multilingual communities, the internationalization needs of your company increase exponentially.

According to a June, 2015 article in TechCrunch and data from the Common Sense Advisory, a staggeringly small amount of the world’s digital content has been translated professionally for localization.

The same research shows that the amount of localization translations needed to reach 90% of a global market over a 19 year period from 2001 to 2020 has gone from just 13 languages at the beginning of the century to a projected 48 just two decades later.

Where is this diversity most overwhelmingly represented? You guessed it – The United States.


To recap, there are four key points that you need to remember when it comes to localization and beginning to engage with a brand new market in the US.

  • Diversity of languages. Americans are not all monolingual. To lack localization in the US is to forsake a massive market.
  • Americans are diverse, proud, and not at all timid; and marketing aimed at them should emulate these qualities.
  • Hospitality and ease of access to content is key to acquiring and retaining new clients. Your product needs to grab attention immediately, and it can’t do this if it can’t be understood.
  • To nail down 90% of the global market right now you need to be localized in over 25 different languages, a number expected to double in the next 5 years. Nowhere is this more evident than in the US market.

To burst onto the scene as a startup in the United States is to realize that your audience is not a homogeneous blob with a hive mind of consumerism. It is a vast, ever changing, ever updating multicultural and multilingual consumer powerhouse primed for the taking.

Your localization strategy or lack thereof can and will mean the difference between success and failure in the New World.

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