Looking to launch your product in Sweden?

Before you try to win over Swedish customers, it’s essential for you to understand how Swedish localization is unique from other markets.  

Compared to other regions in the world, Swedes are quite internet-savvy (with 95% regular internet usage) and have high expectations for user experience and brand transparency. Even the way they search and shop online is extremely specific, which means your brand must cover all your bases. 

To successfully break into the Swedish market, here are eight best practices to craft digital-first and user-oriented English-Swedish localization. By following these steps, your company will have a better grasp on how to capture new Swedish customers. 

8 Best Practices for English-Swedish Localization

1. Create an early, robust localization strategy

Your brand should plan ahead with a Swedish localization strategy for best results. So often companies leave localization as a last step for a product launch. Ideally, localization should be incorporated early into the content creation process, so that it can be completed in tandem with original language materials. 

In addition, your strategy should include preparing key information for Swedish linguists, including a style guide, SEO checklist, localization workflow, etc.

2. Complete UX and SEO research for Sweden

Your team should also complete UX research for the Swedish users you’re targeting. Cultural differences have a huge impact on the way users browse and shop online. Don’t make assumptions! Instead, test often and iterate your product as needed. 

In addition, a professional English-Swedish translator (like me!) can complete SEO research to align content with how users search for your products. Your Swedish SEO strategy should be created by native linguists who know how Swedes actually look up information online. 

3. Make your strategy mobile-first

According to user trends, Swedes do the majority of their browsing and purchasing on mobile. For this reason, your localization strategy should be specifically tailored for mobile, so that Swedes have a seamless experience on their cell phones. For example, you’ll want to focus on how your product page displays on mobile and test it on the most common devices. 

4. Be candid and informal with language

In general, Swedes aren’t fond of fluffy content. They prefer candid, informal language that gets to the point. 

To that end, your English-Swedish linguist should use informal forms (such as “du”) and straightforward language. Avoiding flowery or formal language can go a long way toward building a productive relationship with Swedish customers. 

5. Incorporate cultural values and visuals

What’s more, Swedes value transparency more than other regions. To cater to their cultural values, you’ll want to avoid exaggerated claims and/or products behind a paywall. Any click-bait headlines are also a no-go for Swedish customers. 

Be cautious about the visuals you include, too. The icons, images, and colors you select should reflect Swedish cultural values, such as equality, sustainability, and “lagom” (not too much, not too little). 

6. Check your formatting conventions

Next, you’ll want to take a careful look at your formatting for Swedish. A key element of localization is ensuring that formatting follows users’ expectations. For Swedish, this may include:

• Naming conventions with proper Swedish letters (i.e. Björn not Bjorn)
• Date and time conventions (24-hour clock, YYYY-MM-DD, etc.)
• Telephone and address structure 
• Currency and number format

Think with Google has put together an extensive guide to Swedish formatting for localization, which you can check out for in-depth instructions. 

7. Be careful about space planning

Keep in mind that Swedish typically takes up 10-15% less space compared to English. This means you should plan for your interfaces to have more white space than the English version. To get the optimal user experience, you may need to adjust sizes and layouts.

Additionally, Swedish words can sometimes run longer than English on average, meaning that you may need to modify lines so that longer words like “affärsförhandlingar” (business negotiations) look properly positioned on the screen. 

8. Leverage stakeholder feedback

Finally, localization for the Swedish market should always go through rounds of feedback with real users and stakeholders. This will help you 100% guarantee that the webpage or product is in tip-top shape. Collect feedback, iterate features, and continue the cycle to achieve the best Swedish localization in the long term.

I Can Help With Your Next English-Swedish Localization Project

As a professional English-Swedish linguist with 18+ years of experience, I’m the perfect pick for your next localization project. I’m well-versed in Swedish culture, digital formats, SEO research, and more, and can achieve user-oriented localization for your Swedish product launch. 

Learn more about my English-Swedish localization experience by checking out my client portfolio and case studies, and get in touch today! 

Also check:

• https://swedishtranslationservices.com/6-keys-to-localizing-your-software-from-english-to-swedish/
• https://swedishtranslationservices.com/web-localization-seo-tips/
• https://swedishtranslationservices.com/how-to-market-to-swedish-users-with-digital-marketing/

Here are five ways I help create world-class results for Swedish digital markets. 

What English takes a sentence to say, other languages can manage in a word. Recently, I’ve seen several blog posts pointing out these gaps in the English lexicon. Famous examples include bokusetto, a Japanese term for the act of gazing vacantly into the distance, and backpfeifengesicht, a German word describing a face in need of a punch. Sadly, many these lists seem to be sleeping on the richness and diversity of the Swedish language. As someone who prides themselves on their English-to-Swedish translation skills, I’d be remiss if I didn’t stand up for my mother tongue and show off some of its more unique phrases.

17 Swedish Terms with No English Equivalent

*For a full list of Swedish words with no English counterpart, check out this thread from Eunoia.

Looking for Someone to Translate Your English Marketing for the Swedish Market? Even If You Don’t Know the “Lagom” Words?

As our mini vocab lesson shows, English and Swedish are distinct languages shaped by culture and history. This can make it hard for US-based businesses to hit it big in the Nordic markets without the use of a English-to-Swedish specialist translator and transcreator. Transcreation can be the difference between a text that misses its mark and one that makes customers act.. Because, while 90% of Swedes speak fluent English, most of them prefer content to be delivered in their mother tongue. While the languages are closely related, it takes a true maestro to bridge the differences between them.

If you need a marketing expert to help you find the right words for your online content or ad, contact me to schedule a no-obligation consultation.

Check also:

• How I Became a Language and Grammar Nerd
• My Focus on Improving My Writing Skills in Swedish
• 6 Tips for Writing English for a Global Audience

If you want to tap into the Swedish business market, you’ll first need to earn their attention.

Breaking into new markets isn’t just about having in-demand products or filling a need. Rather, much of your success will how you adapt your company to their market.

Despite over a third of internet users being non-native English speakers, studies from Forrester Research show that website visitors will stay on a website longer if the content is in their native language.

Localization is the practice of making your website fit within a unique market. The language of the content, the images of the people, pop culture references, or common symbols can all provide the sense that your website was made with an audience in mind.

Take a look at four reasons your business should consider Swedish localization for your content marketing:

1. Localization Increases Sales

User language preferences in Europe have been studied at length. The resulting figures indicate that 90% of users will opt for a website version in their native tongue, regardless of whether or not they speak English.

Even more telling? A whopping 42% of users say they will NEVER do business with a company if the content isn’t in their native language.

2. Localization Offers a Competitive Advantage

Despite the benefits of Swedish localization, your competitors may be failing to capitalize on them. When you employ content localization, it gives you an obvious advantage over businesses trying to compete for your market but have yet to adapt their content.

And if your competitors DO have a localized website, they’re likely the ones to earn the business if you do not. You can upgrade your own content marketing to encroach on their market share.

3. Localization Offers a Native Appeal

Some companies are so thorough and effective at localization that it’s something of a shock to find out they’re not actually based in your home country.

The more you can blend with your target country’s culture, from imagery to linguistics to the arts and more, the better chance you stand of seeming like you belong in their business world.

4. Localization Strengthens Your Global Presence

Even if you’re only doing business in the U.S. and Sweden, localization can put you in a position of global prominence. It’s not easy taking a business across borders, but investing in localization shows that you have the business acumen to adapt to a new market.

And when you can do it once, you can do it again.
What To Do Next
Using professional translation services can help ensure that your content is properly adapted to the Swedish market. Rather than approaching translation word for word, professional Swedish translators take into account the way people talk and integrate language with culture to produce the desired results.

To learn more about localizing your content marketing for your Swedish customers, contact Tess to schedule a free consultation.

Check also:

• 4 Keys Steps For Translating Your Website From English to Swedish
• 6 Fundamental Tips for Website Localization to Reach Global Markets
• Why You Should Localize Your Website to Swedish?
• Things to Avoid When Translating a Website
• Things to Think of When Developing Localization Ready Websites

The old idiom “When in Rome, do as the Romans do” doesn’t just apply to Italy – it’s imperative when expanding your business in Sweden, too! Anytime your business wishes to serve another country, you’ll need to learn the way they do business and adapt your practices to meet their needs.

Just as you wouldn’t extend your hand to a Japanese CEO or use your left hand in Indonesia, you must also understand what’s acceptable and what’s forbidden when discussing and conducting business in Sweden.

One of the most critical elements when growing your footprint in Sweden is to master the way they speak. Using the correct terminology and adapting to the local vernacular will be party responsible for your success or failure.

Let’s look at some core business concepts in Sweden and how you can prepare your business for international success.

Core Business Concepts in Sweden

A country’s business is often based on the foundation of the country’s values. In Sweden, those values embody all aspects of modesty, equality, and respect for human rights. They’re an inclusive society that makes distinctions based on nationality rather than race or appearances. Socialist ideals are in abundance, along with an extensive welfare system.

In business, respect and consideration go a long way when arranging meetings, discussing topics, or making negotiations.

Most notable are the following:

• It’s customary to arrange meetings two weeks in advance.
• Business cards are shared at the beginning of meetings.
• Meetings are often informal enough to use a first-name basis.
• Small talk is virtually non-existent.
• Decisions aren’t often made during first meetings.
• Decisions usually require group consensus.
• Peak holiday periods are February through March and June through August.
• Refreshment breaks, called fika, are often used for informal meetings.

Understandably, it’s just as important to understand how to conduct business in Sweden as it is to talk about business in Sweden. American customs don’t directly translate into the Swedish business culture, and believing otherwise could be just as damaging as a linguistic mistranslation.

Swedish Translation Services Are Business Must-Haves

If you’re targeting the Swedish market, Investing in Swedish translation services is non-negotiable. Proper translations ensure you’re not only using the right vernacular, but also following proper business policy and practices for the Swedish business culture.

A professional translator helps you bridge this wide (and often scary) gap between American and Swedish business ideologies. Translators shift away from word-to-word translation in favor of localized linguistics that match the appropriate business cases.

To find out more about Swedish translation services and how translators can help you navigate the specifics of international business, contact Tess for a free consultation.

Check also:

• Swedish Culture 101: Holidays, Key Facts, Typical Traits & More
• 5 “Odd” Features of Swedish Business Culture that Actually Make Sense
• Don’t Let Cultural Ignorance Ruin Your Perfectly Good Translation (and Brand!)