Thanks to the internet, more companies than ever before can do business all across the globe. If your organisation is thinking about going international, it’s important to remember that you’ll need a new marketing strategy in order to succeed.
Here are 6 tips that you can use to get your international B2B marketing right:
Translation is not all that matters with localisation
At first glance, you may think that translation is all that matters when it comes to localisation. However, localisation is much more of a complicated process. In order for localisation to work and your marketing campaign to be successful in new markets, you need to recognise that it’s not just the language, but also culture, laws and values that can be incredibly different. Not understanding the subtle but critical differences can be disastrous (and possibly hilarious) for your brand.
Know the market
This point can be summed up in one key phrase: do your research. As we touched on, a new market might look similar to your local market on the surface, but once you dig deeper, important differences will be revealed. Speak to potential clients about their challenges and what they need, get a better understanding of the local culture and don’t make any assumptions.
A local presence can make a difference
Many international organisations have made headway into new markets without a local presence, but there’s no doubt that it can help. One example of this is Huawei’s entry into India’s market. India didn’t have the best relationship with China, and their perception of Chinese products was generally negative.
To help them get a foothold in the Indian market, Huawei set up local R&D and service centre facilities in India. The majority of their hires for these facilities were locals, to demonstrate their commitment to the Indian market.
Is your marketing mix right for that market?
Channels that work well in some markets don’t necessarily work (or exist) in others. For example, Facebook may make sense in western markets, but Facebook isn’t (officially) accessible in China. WhatsApp is another example. This private messaging app is popular in Europe and many African markets, but is relatively unpopular in the US, with only 12.1% of mobile users using the app in 2018. Make sure you understand what channels are popular and adjust your strategy accordingly.
Define realistic expectations
There’s only so much your marketing team can achieve when going global. Patience and realistic expectations are vital whenever you are trying to break into a new market.
Partner with an experienced international B2B telemarketer
GCL Direct is a B2B marketing and lead generation business with over 29 years of experience in international telemarketing. We understand the importance localisation plays in connecting with new markets, which is why we ensure our telemarketing teams speak the local language and understand the culture.