How to Expand into Global Markets
Breaking into international markets isn’t easy. From the largest of corporations to the smallest of .coms, getting to know your global audiences times take, research, and respect. As no two cultures are alike, what may be a resounding success in Manhattan could be a cosmic flop in Mumbai. You’ll need to go beyond adapting your product or service to local tastes; you’ll need to localize your marketing message and corporate communications as well.
Study Your Target Audience
Many businesses make the mistake of assuming that the rest of the world is simply an extension of their local market. But in the same way that you painstakingly take the time to analyze your local consumers’ behaviors, motivations, buying habits and preferences; you need to do the same for the global market you’re targeting. Read about them, visit them (if you can), use a local contact on the ground, and check out case studies of other businesses. Know that what may be a local joke in one geographic region could be an unthinkable insult in another.
If you’re looking to break into multilingual markets, translating your website into your target’s language isn’t going to be enough. You need to make sure that all your communications are localized to the region that you want to do business in. Even if you only provide services for English speaking markets, some cultures use formal communication in business, while others are more relaxed; some customers go on “holiday” while others go on “vacation”. Your potential consumers will look for local search terms online and expect to find relevant local results, so try checking out an informative SEO blog, for tips on how to appeal globally, at a local level.
Optimize Your Content
When it comes to Search Engine Optimization, localized content is key, as this is one of the main factors that search engines use to rank businesses. And while we’re on the subject of search engines, while Google may be the number one where you come from, not every country uses it. You need an experienced SEO company that can optimize your on-page content to improve your local SERP and find out what the most used search terms and preferred engines are; and make sure you’re using them.
Breaking into foreign markets can be exciting, lucrative and rewarding. But breezing into the unknown, unprepared, with a one-size-fits-all solution can be inviting a costly disaster. With careful research, testing, and the help of an online content marketing expert, like BrightEdge, you can successfully roll out your products or services worldwide.
Michael Peggs is the founder of SEO agency Marccx Media, where they specialize in white hat link building, SEO and Content Marketing. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University – The Personal Branding Podcast.