Your traffic metrics are getting higher and higher numbers. The analysis shows that a high amount of these new visits come from international visitors. Is it time to localize?
There are a few things to consider first:
Localizing your site or presence in the internet has one objective: bring new final customers or consumers for your information or product. The real challenge is to bring NEW costumers. Consider that these new customers will be different than the ones that found you with an English search. You will need to optimize your localized version as much as your English version (multilanguage SEO for your web site for instance).
Provide the same customer support service to your international clients as you do to your English clients. If you have a customer support infrastructure, think that you will need to support the non English speakers too. This could be very costly if not correctly done.
Don't change your business model! (yet): If your revenue is coming from advertisement in your web pages, or inside your software product, don't forget that your non English speaking audience will need the advertisement in the local language. If you are aiming for a widely spoken language, the effort could be interesting, but if you are launching one sole product for the international versionsand your are planning to deliver rotating languages in your advertisement, it could happen that the efficiency of this new advertisement compared to the original English one will drop. Again, this completely depends on your business model (this will not apply if your revenue comes from selling the product itself).
Different products requiere different efforts, different markets ask for different needs. Going global is not without challenges, but don't forget that the market outside your boundaries is huge, and that brings an awful lot of new opportunities.
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