Customise Your Marketing Approach.

You will likely decide to start your global marketing efforts online to reach a global audience and centralise your efforts there. But remember that what worked for reaching your domestic audience may not translate well overseas. Be sure to adapt your initiatives to fit the audience you are trying to reach to create a customised experience for them. What works well in one country or one region, will likely not yield the same results in other markets. Speak to the needs of that particular region to market your product or service and customize your approach for that environment.

Localise Your Message.

Just because you are taking your efforts to a global audience does not mean you cannot still localise your message. It is almost necessary to be “local” with your message when targeting a global audience. It is not only important to understand the cultural and language barriers and adjust your message for each market, but it is also crucial to understand all cultural references, and significant events and holidays. Platforms and tactics need to be tailored to the region to create a more personalised experience and really connect with the audience on a deeper level.

The brands that execute global marketing well have a local identity but remain consistent across borders. Discover the best practices on how to take your marketing strategy to new countries and regions.

In conclusion I would offer the following tips:

Do your research.

Every market is different, and the expectations of consumers vary significantly from country to country. This will only become clear through research and making assumptions about a marketplace can lead to disaster.

Build relationships with like-minded people.

The reputation of a brand is paramount when moving into a new territory, but this can be undermined if a business partners with the wrong agent or distributor.

Do your paperwork.

There’s nothing worse than having your goods stopped at customs or being barred from entry. Therefore, businesses must ensure that their paperwork is in order before sending out a shipment.

Think about the customer.

The route to market can vary from country to country as consumer cultures differ. Therefore, entrepreneurs must think hard about their ideal customers and understand where to find them and thus where to focus their sales and marketing.

Be proud to be British.

Many exporters report that British brands and goods are often well-received overseas and that there is value in the ‘Made in Britain’ tag. British people are often too bashful and downplay their creativity. There’s a real desire for authentic British brands.


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