It’s no secret that the world of online marketing is expanding – and so are the opportunities! From SEO to social media campaigns, email marketing to PPC, identifying a profitable niche is easier than ever.
But just because there’s a lot of opportunity doesn’t mean that there’s a lot of competition. Thanks to the ever-expanding world of platforms like Google and Facebook, as well as the rise of smaller, more targeted niche channels, marketers now have more choices than ever before when it comes to reaching audiences.
If you’re looking to expand your reach beyond your own geographic region, you’ve probably considered international online marketing, right? Well, you’ve come to the right place! In this article, we’re going to teach you exactly how to go about marketing your business internationally (and how to make sure your whole team is prepared for the new challenges that arise).
Step One: Identify Your Target Audience
Before you start any kind of marketing initiative – whether that’s SEO, content creation, or social media – you need to consider who you’re aiming your marketing efforts at. Who is the audience you’re trying to reach and what do they need (or want) in your product?
In the world of digital marketing, we sometimes get so focused on what platforms to use and which tactics to deploy that we forget about who we’re actually targeting. That’s a mistake. You need to keep in mind that everyone you’re ever going to market to – whether in your own country or abroad – is someone with a specific problem (which is often related to money) and they’re looking for a solution. So if you want to find success as an international marketer, you need to make sure that your audience understands what you’re offering and why they need it.
Step Two: Select The Right Digital Market
When you’re deciding where to focus your marketing efforts, it’s important to remember that not all international markets are equal. Each country, region, and even city has its own unique culture and consumer preferences. You need to consider where you are located and how much you can reach with your current knowledge and expertise. That way, you can select the right platform for the right audience.
Along with considering your target audience, you also need to keep in mind the legal and regulatory issues that may arise from marketing to certain groups. For example, if you’re marketing to the Chinese market, you may need to consider the regulations surrounding the sale of certain products and services. Additionally, you may need to register with the Chinese government as an “information industry” before you can set up shop and begin marketing to the country’s 560 million consumers.
In short, when expanding your outreach into another country, make sure you’re acting lawfully and responsibly. The worst thing you can do is risk getting your marketing material banned in a country where you don’t have a presence. Luckily, the best thing about international expansion is that you can pick your country and region of focus almost at will. Whether you want to market to Australia, Canada, or the UK, you’re only a few clicks away.
Step Three: Develop Effective Marketing Materials
In order to effectively market your business internationally, you’re going to need to develop some key marketing materials. This could include anything from a simple business card to a fully-fledged website. As you develop these materials, make sure that you consider each country’s cultural differences, as well as what would make your material most effective (i.e. what would make a potential customer most interested in your product or service).
Another important factor to take into consideration when developing your marketing materials is your target audience. Are you trying to attract business professionals? How about mothers who want to become home-makers or vice versa? Are you trying to reach people in a certain country who are interested in your product or service but may not be aware of your brand yet?
The answer to all of these questions is going to determine the kind of marketing materials that you need to develop. If you can bring value to your target audience, regardless of their size, you’re sure to find success in any country that you choose to focus on.
Step Four: Research The Main Channels In
When developing your marketing strategy, it’s important to remember that while there are plenty of platforms available for global marketers, not all are created equal. If you want to find success in the overseas market, you need to understand which platforms are most effective and worthwhile for your brand. In particular, you want to find the right balance between engaging with your audience and attracting new customers. In other words, do you want to focus on gaining popularity or do you want to focus on gaining sales?
If you have limited resources, it’s important to focus on the channels that will bring you the most success. For example, did you know that YouTube is the second-largest search engine in the world? Or that Instagram is the largest source of video content on the web? If you want to market your business on YouTube, it may be a worthwhile channel to explore.
As for social media, it’s an ideal place to expand your brand’s reach to a global audience. With billions of users across the world, you can bet that there’s a lot of opportunity to reach people wherever you post. When deciding where to post and what to share, make sure that you consider the cultural differences in each country. Additionally, make sure that you’re sharing content that’s relevant to your target audience. Otherwise, you may find that you’re harming your brand rather than helping it.
Step Five: Test The Basics Of Your Campaign
Once you’ve developed your marketing materials and chosen your target audience on the country level, it’s time to test the basics of your campaign. Whether you launched an SEO campaign or decided to try out a PPC campaign, you need to make sure that everything is working correctly – especially considering the legal and regulatory concerns that may arise from marketing to certain groups or countries. In other words, does Google think your website is a reliable source of information? Are people reaching your website via a search engine? Did you choose the right key phrases? Are your ads reaching the right audience? All of these questions need to be answered decisively before you go live with a massive marketing launch.
Once you’ve launched your campaign and collected some data, you can then consider whether or not it was a successful venture. Fortunately, this is one area where you don’t need to worry about much. Marketers from large brands have been known to come back and run tests to verify that their campaigns are running as they intend them to. There’s no need to be concerned about whether or not your marketing materials are effective, it’s always going to be difficult to find out until you try.
From an international standpoint, it’s important to remember that many countries’ geographical differences make marketing within each territory challenging. For example, Canada is much larger than Australia, which makes direct competition for business between the two countries unlikely. In addition, Canada’s legal system is significantly different from that of Australia. The truth is that you can’t really generalize and say that all marketing internationally is the same. Each country represents a new chance to grow your business, but also a new set of challenges. Take some time to think through the challenges that arise from a global perspective and you’re sure to find the right solutions for your company.