The ultimate step for every established business is to tap into the global market. We all know that marketing is the core that charges a business. But when you think about taking your products and services to international destinations, you’ll need to step up your marketing strategy majorly.
You’ll need an intimate understanding of your target audience, their culture, location, and regulations to extend your brand into foreign markets. While simply translating the marketing content on your website isn’t enough, there are ways you can tap into the global market and resonate with different audiences. So, let us get into the following marketing tips that will take you on the road to global reach.
1. Consider Doing An International Business Analysis
International marketing requires a different kind of research and approach. First, you need to examine the turf before going global. Since domestic marketing works entirely differently than international marketing, you’ll need to analyze the international market and understand the business plan.
You’ll need to do in-depth research of how your target market works and from which location you need to start. Ask yourself difficult questions like is there a demand for your product and services in the target country? Will the local market purchase from you? Are services like air freight forwarding available there?
You’ll need to ask yourself all these questions and more, along with doing research related to departments like distribution, production facilities, manufacturing locations, transport, and storage.
2. Make An International Business Plan
You need to consider altering your products and services if their current outlook isn’t popular in the new market. In these circumstances, you can do what McDonald’s did to be successful. They altered their menu according to each country which produced excellent results.
Moreover, when you market your product overseas, it’s best to adapt your marketing strategy according to the local tradition, culture, custom, language, and values to have a deeper impact. The key is to ensure that your product blends in that country’s environment so well that it gets almost impossible for people to tell that it is not a local product.
3. Understand The Culture And Customer Behavior
One of the most crucial aspects of reaching the international market is to break down the cultural barriers. Translating your website won’t be enough to wow the international audience. You will need to understand customer behavior, the local community, and the factors which affect their decision to buy products and services of the niche you are trying to sell.
You’ll have a better time selling your products when you sell them the way the overseas market prefers. For instance, if you aim to sell to the European market, you should avoid opening big box stores because Europeans prefer small shops.
4. Find The Right International Look For Your Brand
When it comes to reaching the global market, every aspect of your product and services should be reconsidered down to the look of your brand. It may come as a surprise, but many international brands package their products according to the country they are selling to because different cultures associate different meanings to certain colors, shapes, and even designs.
For instance, if you plan to sell to Asian countries, particularly Pakistan, India, or Bangladesh, the color red is perceived as a color of celebration and happiness. So, companies like Coca-Cola have a huge market here. However, if you bring the same product to Middle Eastern countries, it will receive a negative response as the color red is considered as a sign of evil or misfortune.
Therefore, before expanding to the international market, you must consider altering your product into the right look, whether it’s the copy on the packaging or the color. Consider the following tips when working on the label design and packaging of your product:
- Ensure that the instructions and labels can be produced in the official language of the target region.
- Is the design, color, slogan, and content used on the product and services attractive or offensive to the target audience and their culture?
- It’s better to state measures and weights in the local unit for better reception.
- Have you considered the local knowledge and taste?
5. Collaborate With Local Partners
Don’t throw the idea of working with local partners completely out of the window. Why? Because you’ll need local business partners on the ground to ensure that your products and services appeal positively to the local community.
From a global marketing point of view, you must trust local teams and partners and consider their input as crucial to your international expansion. Since you won’t be physically on the ground for your every outlet, therefore, you’ll need to rely on the expertise and knowledge of local partners who understand the local community better than you.
According to Nataly Kelly, who writes in the Harvard Business Review, one of the biggest mistakes rising businesses make when it comes to global marketing is disregarding their local teams’ input. It would be best if you put extra weight on their feedback because that’s how you can develop a successful international marketing strategy.
6. Make Your Payment Process Smooth
Approximately 99% of individuals in South Korea shop online, and about 97% of Japanese and Germans are shopping online as well. So, what if these shoppers weren’t able to process their payments or packages seamlessly through your website?
You cannot win the trust of your international audience unless you market a reliable and seamless means of payment and package delivery. Expensive and slow payment systems along with delayed deliveries often prove to be a big block in a business’s way to international markets.
7. Translate Your Ideas Accurately
Can you imagine that Coca-Cola and KFC made major blunders while translating their name into Mandarin to appeal to the Chinese people? Coca-Cola ended up translating it as “bite the wax tadpole” instead of what the brand intended. It is essential to understand the language of the country we would like to target.
Translating your content, messages, and ideas accurately in the country’s language is crucial to your international marketing strategy. A great way to appeal to the local audience is to translate your logos, catchphrases, taglines, booklets, instructions, and product names into the native language so that you have the people’s sentimental vote.
Selling overseas is tricky and requires a strong international business and marketing plan. You must truly understand the local culture and the target audience’s preference to make your product appealing. So, go for a strategy that not only globalizes but also localizes and connects with the international audience in a meaningful way.