If you want your company to become an iconic mega brand and reach global audiences, you shouldn't be satisfied when you finish your localization efforts. In fact, you shouldn't even be satisfied with selling products and services only to local audiences in the United States. In fact, you shouldn't localize in any way. You should globalize.
If you want to reach a global market and hit the ceiling of your company's possible earning potential, you must expand your reach overseas and attract new audiences. However, without proper market research, effective marketing strategies, a worked-out SEO and digital marketing plan, and a solid understanding of global trends, you can kiss going global goodbye.
Fear not, as Cirrus Insight is here to help you begin developing a global marketing strategy that just might work. Let's review the best practices for reaching a diverse audience and achieving a successful global reach.
1. How to Tailor Your Products to Different Cultural Norms
People's preferences in different countries can vary wildly. This is much more complex than simply comparing people's preferred tastes in different regions in the U.S. Pizza Hut in Hong Kong offered a pizza with cream cheese and fish roe as the main ingredients. They have invested in understanding local cuisines, and then they tweak their offer to include cultural nuances that cater to local tastes. While this pizza is unlikely to be ordered by an American, the preferences of one country can clearly be quite different from our own.
2. Hire Local Experts for First-Hand Cultural Insights
If you want to expand globally, you need to hire someone who understands local regulations and native languages in every region where you want to expand. In most cases, executives running foreign branches should either be native to those places or have years of experience living and working there. If you simply rely on the people you already have, you will likely run into problems. Dealing with the intricacies of a foreign culture, marketplace, and government certainly requires specialized first-hand knowledge. You cannot plan content for different regions without local help.
3. Overcome the Language Barrier in All Target Regions
Being a global brand means dealing with multiple languages. If you want to drive business forward, you need to market products to nearly every country that has an open market. There are as many as 7,000 different languages you might encounter. Offering relevant content and building brand awareness in all these languages may seem impossible. You can lighten the load by taking advantage of translation software, but if you truly want to recognize and respect cultural differences in language, you need a native speaker or at least someone who can translate well.
4. Focus on Internet Marketing Campaigns in the Digital Age
The great thing about the web is that every single country on earth connects to the same internet. In the past, companies had to pay for foreign ad space in newspapers, TV programs, and radio shows. It used to be extremely expensive, but without it, how would you spread the word about your products in those markets? The business world is different today, and you can use an online ad to target a specific country for just a tiny fraction of the cost of the traditional route. You can also contact influencers in different regions to promote your product to different audiences.
5. Take The Diverse Global Culture into Account
For each new region, you need to adopt effective localization techniques to properly understand the market. What may be okay in the context of one culture may be completely unacceptable in another. For example, advertisements in Arab nations probably shouldn't include images of people and animals since this is actually against specific Islamic teachings. Similarly, you should be aware that the population of India is largely vegetarian and considers the cow to be a sacred animal. When you educate yourself about these little details, reaching a wider market will be easier.
6. Understand Foreign Economies in Target Markets
Dealing with foreign economies can be a big challenge in and of itself. Not every country has a completely open market. You may have to work very closely with the government to get your product to the shelves. As a marketer, you also have to understand how foreign currencies fluctuate. If it drops in value after you have reached a deal to export your products there, you could end up losing a lot of money. That's why it's essential to recognize and respect each country's economy thoroughly. Just look at Coca-Cola. They thrive in every economy.
7. Learn Foreign Laws and Political Landscapes
Understanding the laws between different nations regarding how products can be sold and marketed can become a real conundrum. Researching how to conform to those laws will take some effort. However, it will be worth it if you can produce a strong profit in those markets. You should also study local governments and how they operate. Exporting your products there will likely require strong relationships with local leaders and politicians.
Unfortunately, playing ball with politicians is part of doing business on a global scale. You shouldn't overlook this element, or you may fail to enter those markets.
We Hope You Liked Our Simple Tips
Overall, expanding a company internationally takes a lot of work, knowledge, and expertise. You will certainly have to grow your operations significantly to become an international brand. However, if you do, the possibility of how far your profits could grow is nearly limitless. As we have learned, proper localization ensures a solid content strategy, and you will be able to tailor content to different cultures, localize your website, leverage the power of search engine optimization, and achieve global marketing success.
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