According to the definition of International Marketing, it refers to the marketing principles that are applied on the international level to meet the wants and needs of people all across the world.
In simple words, you’re simply doing marketing in more than one nation, which is why you have to consider a diverse marketing plan. It is also known as Global Marketing. It involves creating a marketing plan while considering the preferences of multiple people and customizing the plan as per their needs.
Before doing international marketing, the first thing that any company has to ask themselves is if they need to go international? If their brand needs international attention? Are their products enough to fulfill the needs and wants of the international audience?
When you cross one border, you come across different laws and rules that you have to follow if you want to stay in the market. It’s a long process and definitely needs to be looked after to avoid any problems in the future.
Here are some of the reasons that encourage brands to globalize:
- Increased sales in different economies
- Profit opportunities
- Big market share
- Elongated life of the product
- Untapped international market
What to Consider Before Entering Global Market?
A lot of brands market their products outside of their domestic market and it works as a great opportunity for them. However, it’s not so easy. You have to consider a lot of factors before entering a new market to make sure you’re way ahead of your competition.
Here are a few things that you have to sort out before considering global marketing.
The affordability of the product plays a major role in entering a new market. Is your product affordable enough for people of the country? Can they pay the price?
Some companies made the mistake of considering the ‘middle class’ to be the same in developed and developing countries. If you avoid the economic condition of a country, then you will be automatically making strategic blunders that cannot be avoided.
Every market is different, therefore, companies need to invest after thorough research and understanding the country's per capita income and GDP. Researching the market can save you from the stress of losing your business in a new country and facing a loss that can be hard to recover.
Social and Cultural Factors
Every country or nation has different norms and values, so it’s important to analyze the market if they will even accept your product. The differences in every nation puts a great influence on how you will market your product or how you will perform in the market.
If you’re selling a product, which is directly related to the way that people live, then you have to be more careful with it. On the other hand, industrial products can find acceptance in different nations.
It’s just how the market works!
Some countries might accept a slightly different version of your product or other times you might have to change your product as per people’s wishes. In both cases, you have to adapt to the situation. Apart from it, your marketing strategies must also be culturally similar and your marketers must adapt to their marketing mix.
Legal and Political Factors
How’s the attitude of the country towards foreign investments? Are there any laws or rules that affect your product’s marketing? Does the country welcome new companies to invest in their market? Is the country politically stable?
All of these questions are important to be answered before you finally decide to enter a new market. Without political stability in a country, you will never know when you can lose your credibility or when your investment can go down the drain. If the country is not willing to invite foreign investments, then it’s a huge sign to not invest in such a country. The continuation of the policies is necessary to keep the businesses running smoothly, so political stability plays a huge role.
Furthermore, tax structure and other legal systems further play a great role in starting operations in other countries. Make sure that the policies are flexible and promise a profitable market for you in the future.
Market attractiveness depends on the competition in the new market, the country’s attitude towards foreign investments, and potential revenue that you can generate in the market.
You need to study the new market to see how much investment you will need in the beginning. It is related to the revenue and profit that you will be able to generate in the future. If you find a market where you see rapid growth, then it can be an ideal market to invest in. A low number of competitors further promises great market attractiveness.
Once you’re done with analyzing the market, now is the time to analyze your business if it can withstand a new market. It’s important to audit your capabilities and resources to see if you are competitive and strong enough to face new challenges in a new market. You must have reliable partners, products’ portfolio, market knowledge, and so on before entering a new market.
In addition to this, former experience in the foreign market can help you ace the market. Experience can help you solve strategic problems in the new market and avoid operational blunders.
How to Enter International Markets Using Social Media
Social media is the backbone of any business these days, so if you want to enter a global market, then it should be on top of the list. If you’re targeting a global market, then it’s necessary to design a social media campaign that works the best for that market. Localized social media campaigns can save you from losing your audience, so why not follow the instructions? It might sound tricky to you, but it’s definitely not.
Think Orion is among the best marketing agencies that can help you in developing and executing global campaigns on different social media platforms. The professionals in our team are highly experienced and can execute profitable campaigns for your business.
Follow the tips to get the best advantages out of your localized social media campaign.
1. Select Social Media Platforms
Not all social media networks work like a charm in every country. You have to find out about a few social media sites that work like a magic for the location you’re targeting. Before you design your social media campaign, you have to look into the market before you launch it. For example, VKontakte is the only social media platform in Russia, and Qzone in China.
You can miss a chance with your potential audience if you don’t pay attention to where you can exactly find them. A few sites that you might think have gone extinct might still be famous in some parts of the world, so don’t overlook anything.
2. Analyze Your Audience
How will you know that your audience will react to your campaign? How will you know that it will grab your audience’s attention? People in different countries use social media for different purposes.
Take an example of Asia. People over there usually use social media to download or stream different music or videos on the internet. On the other hand, people in Western Europe usually use social media to entertain themselves or learn something new. In India, people usually use the internet to do online gaming or sharing music.
You see, every other country uses social media as per their likes and interests. If you want to win your competition, then you must know where your audience is spending most of their time on the internet.
3. Formulate a Strategy
Formulating a social media strategy is important, but you need to make sure that you do it in the best way. For instance, if you’re unable to study your market and develop a strategy, then you can find some local social media managers to do it for you.
If you do it yourself, then you have a chance to save some money. However, formulating a social media campaign yourself, especially if you’re new to the market can be extremely risky. If you have no experience in a new market, then the best thing is to let the professionals do the work.
4. Create Localized Content
Another thing that you have to work on is creating localized content. Don’t focus on translating your content only, but also focus on checking the relevancy of the content with the target audience.
Check if the content contains the right information or if it targets culture-specific references? Is it written in their language? How can you adjust US content for the Brazilian audience? Are the measurements used in the content consistent with the targeted area? Are the spellings consistent with the targeted location’s spellings?
Have you used keywords that are relevant to the targeted audience or are you using the same keywords for every nation?
All of this information helps you to stay relevant with your potential audience, otherwise, you can lose their attention in the blink of an eye.
5. Engage with Audience
Another important step of developing a strong social media campaign is to engage with your audience. All your social media campaigns can go in vain if you don’t engage with your audience. It can directly impact the way people interact with your brand, so make sure to have positive engagement with your audience.
How to Enter Foreign Markets Using SEO
SEO works like magic for any business and if you’re not using it right, then you’re making a big mistake. If you want to ace any market, then you have to use the best SEO practices to gain popularity.
Think Orion has all SEO-related solutions for you. We’re SEO experts with years of experience in handling international SEO for various clients.
1. Focusing on URL Structures
URL structure can help you in your website’s SEO. The ccTLD at the end of the URL is a two-letter code that helps search engines to figure out the country or region of the website.
Example: xyzwebsite.us (us = ccTLD)
Apart from it, you can do it through a subdomain as well.
All types of internationalized content are fit into a root domain or a specific subdirectory.
These are some examples through which you can tell the search engine about your website’s location. The tricks are not restricted to this area, there are some other tricks as well that you can utilize to get SEO ranking.
2. Use Relevant Language & Target Audience with It
Use hreflang tag for the language you are targeting on the page. Make sure that all the content on your website including all web pages is written in the primary language of that region.
No matter what, don’t use machine translations because they can cause you a lot of trouble. Don’t direct the user to a different language, rather, give them an option to translate the page. Let them decide on their own.
3. Content Tailoring as per Audience’s Culture and Language
Make sure that your content is according to the targeted audience’s expectations. For instance, using the right address, number, local language, etc. can lead your audience to believe that they’re in the right place.
It’s also important to tailor your website or content as per the region’s preferred color, layout, and so on. Your SEO struggles should not be visible, but they must fulfill their goal.
How to Run Advertisements on Google Ads
Google Ads is a wonderful tool to develop ads targeting different jurisdictions. There is no limit to what you can do with it or who you can target with it. No matter the location, Google Ads is here for you!
If you can’t do it on your own, then let Think Orion handle Google Ads for you. We’ve plenty of experience in running and creating ads that help your brand to get the attention that it deserves!
First of all, you have to create a campaign with a specified goal. The goal will help you to reach your targeted audience in the right way.
- Sign in to the Google Ads account
- Click on the ‘Campaigns’ in the left-side menu
- Select ‘New Campaign’ by clicking on the plus button
- Create a campaign in this section by selecting a goal. If you don’t find a relevant goal, then ‘Create a campaign without a goal’s guidance’.
Now is the time to choose a campaign type. It will help to identify the places where the customers will get to see your ads. Here is how you can do it:
- Choose a campaign type with a goal. Once you do it, you will find a range of campaign types to achieve your target.
- Select a campaign type and a subtype (if any), then click continue.
- You’ll be directed to a page where you will get to set up groups, create ads, and so on. Based on your campaign type, choose search, video, shopping, display, smart, local, app, and discovery from the options.
Your campaign is good to launch!
If you want to enter an international market, then you have to research and plan accordingly. Entering a new market can be risky, but with proper guidelines, there’s a huge chance to ace it.
An international marketing strategy is all you need to stand out in the market. Don’t worry because it’s not impossible. Work on your social media, SEO, and other aspects of the business to get the attention that you deserve in a foreign market!