Posted by Sanket Patel
January 18, 2016
Are you looking to market your products or services globally and dominate the markets around the world?
Global marketing could at first send a chill down your spine as it demands a huge marketing strategy, and when you propose it to your CMO or CEO, you will start getting a pile of excuses for it.
> Global marketing is for companies with deep pockets.
> It’s too large a project for our company.
> We really can’t afford that budget.
These are the probable reasons why your business isn’t thinking about breaking the barriers. This is only until the point when your company starts growing. Investing in and carrying out a global marketing strategy is not as tough as it seems to you. There are some small steps that could be implemented to develop a global digital marketing strategy.
Start With What You Are Successful Locally
The foundation for all marketing strategies is the same. If you find a tactic that has worked hugely in your local marketing initiatives, you could do more of that even in global marketing.
Think about how the current marketing channels grew, were successful in driving leads and ultimately got more customers. Reverse engineer the same strategy and localize it in other markets.
Leverage Content That Has Been Successful
Localizing the content tends to increase the profit and grow your business considerably. It is critical for businesses to localize the content in order to engage the audiences as it is the best form of marketing personalization. When you are targeting leads from other markets, they want you to deliver value and serve information that fulfills their needs.
So, how do you start your content localization efforts and drive leads?
1.Identify the opportunities
It is essential to target one place at a time and take gradual steps towards each company.
If you are thinking about creating localized marketing campaigns around the world, you’ll be easily overwhelmed and it will be a great campaign to start. However, for each region you will have to explore the following opportunities and prioritize them on the basis of your business goals. You could identify this by determining the potential of various countries:
> How many you already have in the region that you are planning to target?
> How much revenue is generated by that particular region?
> Is it possible for your business to penetrate into the marketing?
> How mature the market will be? Does the marketing know anything about your product or service?
> How easy is it going to be for the people to pay for your products or services.
2.Hire a Local Marketer
A local marketer that you select will have the deep insights of the region you are targeting to penetrate in.
You may hire a marketing ambassador who will be able to communicate effectively with the regional marketing while driving results for the business. The locals of a particular region will be able to interact easily with local ambassadors. You will become a local player in the market as soon as you have someone who could communicate effortlessly with the local customers.
3.Identify The Popular Content On The Basis Of The Data
Once the above mentioned two points are well in place, you will want to know where to start the marketing efforts from.
When it comes to content marketing in newer markets, you will not have to reinvent the wheel. Instead, you could leverage the existing content and use it to convert the audience into leads and customers.
> Dig into the traffic to see which posts are performing well even after a long time. You could translate the posts for the region that you are targeting, or even write a new post based on it with new updates.
> Evaluate the eBooks that brought in the most number of leads. Do not forget to ask if the content is still relevant to the market that you are targeting.
> You could ask your local marketing experts or ambassadors to hold webinars in the language of the targeted region.
4.Create Targeted Local Pages For the Landing Pages
It is rightly believed that when you create content, your business will attract prospects, and you will need to give the people some opportunities to convert.
In order to get started, you’ll want to translate several landing pages for the region that you are targeting.
> Blog landing page: If you want the prospects to sign up for you regular blog updates, whether it is the blog sidebar or the dedicated blog subscription landing page, you will need to ask them and inform them in their native language to get the maximum response.
> Lead generation pages for eBooks and Webinars: If someone has to download your eBooks or Webinars, they could do so by filling out the lead generation form. However, your message has to be tailored for their understanding.
> Pricing Page: Building an entire team will take some time. If you are not having the time for development or budget to translate the website at first, you could get the local marketing manager to build a simple landing page.
5.Build Localized Community
Once you have got the content and the lead generation pages in place, you will need to drive the maximum traffic. A local marketer will help you in the process of building a community and audience for a specific region.
You could use tools like HubSpot, Hootsuite, or Eventbrite to be region-specific social accounts to target an audience.
Are You All Set To Make A Global Presence?
It could be daunting and intimidating to make a global presence for your business. However, you need to take one step at a time and ensure that you utilize your best content as that is something that has resonated the needs of the audience in the past.
*image courtesy: kcclaveria
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