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English English English! Importance of localisation in financial content

Localisation of financial content can help financial companies make content adaptable and comfortable. It can convert audiences into confident users of financial products or services.
Post Category: Content Writing
Financial content writers should use local language to improve engagement
Written by: Nandini Dubey
Date: April 17, 2023

Using local language to connect with your target audience is vital. Localisation of financial content can help you generate better decision simplicity for your products or services. Content created by financial companies, aka “financial content”, is no different. Let’s understand how localising financial content can help you increase reach, relevance, engagement and conversion.

Why localise?

As we see India transitioning to Bharat, users are diverting their attention towards localised content. The perception of English as “wealthy” or “knowledgeable” is blurring day by day.

A recent study suggests the importance of reaching language-first customers. It says that the percentage of Indic language users is growing at 18% CAGR. These users not only dominate rural India but also comprise 50% of the total active internet users in urban India. 88% of these users are more likely to respond to digital ads that speak their language. Therefore, speaking your audience’s language is becoming more critical than ever.

Relevance to financial content

While marketing financial products and services, reliability becomes an essential factor. With localisation, you can add a sense of trust and commitment to your content.

As a BFSI brand, you might be planning to increase the financial awareness of your target audience. Also, you might want your customers to make informed financial decisions. This can help you nudge your product/service in a better way. However, consumers of financial content are looking for short, easy-to-understand and instruction-oriented problem-solving bites.

Speaking your customer’s language can give you an edge over competitors by making content consumption easy and quickly adaptable. It can also help you generate brand loyalty. Therefore, you can increase traction and add to your value proposition.

Localisation shouldn’t end with translation

Localisation can involve greater sensitivity and empathy, especially while creating financial content. Here is an example – the maturity period for ELSS is 3 years.

Let’s do a simple localisation experiment by translating it into Hindi:

  1. “ईएलएसएस के लिए परिपक्वता अवधि 3 वर्ष है।” Or
  2. “ई.एल.एस.एस. (ELSS) का मैच्यॉरिटी काल (अंग्रेजी में मैच्यॉरिटी पीरियड) 3 वर्षों का होता है।”

The first is a literal translation, whereas the second style speaks the user’s language. It educates the user about a concept in a language they can use to communicate. This can increase the chances of conversion as the reader feels more “comfortable and confident” about their product knowledge.

Speaking your user’s language is about connecting, problem-solving and nudging. Users can find it easier to make decisions if the first two aspects are accomplished to their satisfaction. Without these, no amount of nudging can bring decision simplicity.

Localisation can help you generate adaptable financial content for your social media, blogs, website, and advertisements. Pa Se Paisa Information Solutions provides localised content solutions for your target audience. Reach us to check our localised and English-language financial content plans.

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