You’ve scaled up your small business locally and even hit multiple cities. Now, it’s time to go international so your product, service, or app can have a global impact.
The first step in introducing your product to a new audience is marketing. A well-thought-out marketing campaign can help audiences in other countries better understand your product, including what it does and why it’s better than existing solutions.
But how does one even begin the long and arduous process of piecing together an international marketing plan? What can you do to standardize your messaging and appeal to an audience you’re not altogether familiar with yet? In this article, we’ve outlined six helpful steps that will allow you to expand your marketing reach into the international market and succeed in scaling your operations onto the global stage.
6 Steps to building an international marketing plan
It’s time to start expanding your operations into new markets worldwide. But the way people shop in one area will differ from how they shop in the United States. You can’t just roll out the same marketing plan that worked in the US and expect to see the same level of success.
That’s why we’ve compiled these six steps to take when creating an international marketing plan.
1. Perform market research
Much as you did before launching your domestic marketing plan, you’ll need to perform a lot of market research before launching in international markets. That means figuring out who your target customers are in these markets and what kind of marketing they typically engage with.
Are they on social media? Do they prefer video content? What cultural differences impact the way they consume media?
You’ll also need to determine the different rules and regulations within these countries before launching a campaign that might violate one or more of them. That would be a costly mistake right out of the gate.
For example, if you’re in the banking industry and trying to launch a line of kids’ debit cards, remember that different countries may have different rules around banking and age limits that impact how you’re able to market.
Adhering to data privacy laws and regulations is incredibly important. There are many regulations and laws to consider, such as GDPR and the ePrivacy Directive (more commonly known as EU Cookie Law), which have strict guidelines regarding data and cookie use.
You can save some time by enlisting the help of a cookie consent manager as an all-in-one solution for handling cookies. A cookie consent manager will scan your websites for cookies, generate a cookie policy that adheres to all data laws and compliances, create a customized cookie consent banner for your pages, and finally track and store customers’ consent.
You’ll also need to examine trademark laws in these areas to protect your creative works and intellectual property. That means filing a trademark for your logo and any slogans you use in every country you’ll be selling in.
2. Set goals
Your goals should align with a need in the international market that you’re equipped to handle.
Take MOS as an example. It’s a company that currently only works in the US. It has attracted new users by claiming to have one of the best bank accounts for teenagers. These VISA cards can be used anywhere that VISA is accepted in the world, so it’s a company that can offer something to international markets. But before a business like this can expand to fulfill this need in other countries, it must first decide what it wants to accomplish.
Setting goals is a critical piece of the marketing plan puzzle because it creates a benchmark that will help you measure your success or failure. The goals you set for international expansion should be reasonable SMART goals that allow you to make a profit and continuously improve your foothold in the regions you expand to.
SMART is an acronym that stands for:
- Specific
- Measurable
- Attainable
- Realistic
- Time-bound
That means assigning hard numbers to these goals and ensuring that you have the platforms in place to measure progress in real-time. The number needs to be realistic and within your reach. It also needs to have a timeframe associated with completion.
Spend a lot of time here to ensure your goals are realistic. Be honest about the market research you’ve already conducted, and set yourself up for success.
3. Create a localization strategy
Before launching in another country, you have to decide whether you will approach your branding and marketing efforts differently than you did domestically. If your market research indicates that a new direction is justified in a new area, it’s time to develop a localization strategy.
This involves altering your messaging to suit each country you’re conducting business in. The messaging and examples one might use to market a product or service in the United States might fall flat in Italy or Japan.
That’s why you need to shift your branding and messaging to meet your new customers’ personal and cultural needs. Start by outlining the differences between your original domestic messaging and your new international content. Highlight the differences and describe how your tactics will change in an entirely new space.
You also might need to establish a physical presence in these countries. If that’s the case, you must develop a company culture that meets the workplace needs of your new markets. For example, European companies typically get more vacation time than American companies.
Other countries take long breaks in the middle of the day. In Spain, it’s common for a siesta around lunchtime, which includes a long break in which workers can nap. In Italy, many companies close between 12:30 p.m. and 3 p.m.
If you’re asking domestic employees to relocate into some of your new markets, you’ll need to factor moving costs into your launch budget. That might take away from your marketing budget, so it’s something to keep in mind.
4. Deliver information clearly
Sometimes, when selling digital products like video games or e-books, different content will be available to different countries. In the case of video games, streamers from the United States might expose your international audience to features that haven’t been rolled out in their area yet. This can create confusion and frustration.
You need to display all essential information for your customers on product pages in a way that’s clear and easy to find.
For instance, if a customer wants to purchase a video game or downloadable content (DLC), they want to know whether they can activate it in their country or not. Take the product page featured above as an example. It lists all the countries in which players can activate the Fortnite Harley Quinn skin. In this instance, it’s only available to US audiences.
5. Develop neutral marketing materials
While it’s true that some of your content will have to be tailored to the specific areas you’re targeting, there are opportunities to save time and money with neutral marketing materials. These images can appeal to domestic and foreign audiences alike and don’t require any altering.
Look for free vectors and downloadable illustrations that are universally professional and attractive. This will ensure you’re not spending too much time re-creating every asset multiple times for different areas. For example, the Nike swoosh logo or the McDonald’s golden arches are universally recognizable worldwide. These companies have wildly different marketing in the various countries they serve, but those logos remain consistent.
6. Use the right marketing software
Marketing software can be a huge help when trying to run several successful marketing campaigns in different countries.
You should look for project management software that allows you to gather real-time analytics to gauge how your plans are paying off in different parts of the world. Automation is also a huge help when trying to run multiple global campaigns. You’ll be able to take a lot of the mind-numbing repetitive tasks off your plate and dole those responsibilities out to AI assistants.
Of course, just because one marketing platform works for a specific company doesn’t mean it will line up with yours. Do your homework and explore multiple options before laying down money. You can also use marketing plan templates to make your work easier.
Some platforms you should be looking into include:
- Project management software
- CRM
- Email marketing platforms
- Social media management platforms
What should you consider when setting your pricing strategy?
Setting an effective pricing strategy for international markets is essential for attracting customers and maximizing profitability. Here’s how to approach pricing in a global context:
- Evaluate Local Market Conditions: Pricing expectations vary widely based on economic conditions, cost of living, and purchasing power in each market. Research the pricing landscape in your target countries to determine an optimal price range that balances affordability with profitability.
- Analyze Competitor Pricing: Look at both local and international competitors to understand their pricing structures and positioning. This helps you set competitive prices while maintaining a unique value proposition.
- Adjust for Currency Exchange Rates: Currency fluctuations can impact profitability. Consider using dynamic pricing to adjust prices based on exchange rate changes or offer currency options to make purchases smoother for international customers.
- Incorporate Local Taxes and Fees: Be aware of VAT, GST, and other country-specific taxes and import duties that may apply. Clearly communicate these costs to avoid customer dissatisfaction.
- Assess Cost of Shipping and Distribution: For physical products, factor in logistics costs when pricing internationally. If shipping costs are significant, consider using local distribution centers to reduce expenses and delivery times.
- Offer Pricing Tiers or Packages: Implement pricing tiers to cater to different income levels across markets. Alternatively, create region-specific packages or discounts to attract price-sensitive customers.
- Monitor and Adjust Pricing Regularly: Set up analytics to track the performance of your pricing strategy across markets. If demand varies, adapt your pricing to align with seasonal trends or market shifts, ensuring you remain competitive.
Conclusion
Expanding into international markets can be a huge challenge, but it can also hugely benefit your business.
Perform studious marketing research, set realistic goals, create a localization strategy, deliver information clearly, develop neutral marketing materials, and invest in the right marketing software to ensure that you’re prepared for this bold and exciting move.
Key Insights
- Market Research is Essential: Thorough market research helps identify target customers, preferred marketing channels, and cultural differences in international markets.
- Set Clear Goals: Establishing SMART (Specific, Measurable, Attainable, Realistic, Time-bound) goals ensures you can measure success and make necessary adjustments.
- Localization Strategy: Adapting your messaging and branding to fit the cultural and personal needs of new markets is crucial for resonating with international audiences.
- Clear Information Delivery: Providing clear and accessible information on product availability and features by region helps avoid customer confusion and frustration.
- Neutral Marketing Materials: Utilizing universally appealing marketing materials saves time and resources, ensuring consistency while accommodating diverse audiences.
- Right Marketing Software: Using appropriate marketing software, including project management, CRM, and automation tools, helps manage and analyze multiple global campaigns effectively.
FAQ
- Why is market research important when expanding internationally? Market research is vital for understanding the preferences, behaviors, and cultural differences of your target customers in new markets. It helps tailor your marketing strategy to align with local expectations and regulations, ensuring a higher chance of success.
- What are SMART goals and why are they important? SMART goals are Specific, Measurable, Attainable, Realistic, and Time-bound. They provide a clear benchmark for success, helping you measure progress and make informed adjustments to your strategy, ensuring you stay on track to meet your objectives.
- How does a localization strategy benefit international marketing? A localization strategy involves adapting your messaging and branding to fit the cultural and personal needs of your target audience in different countries. This helps make your product or service more relatable and appealing, increasing the likelihood of success in new markets.
- What is the significance of delivering clear information to international customers? Clear information helps customers understand what products or features are available in their region, reducing confusion and frustration. It ensures a smooth customer experience, fostering trust and satisfaction.
- Why should businesses develop neutral marketing materials for international campaigns? Neutral marketing materials are universally appealing and can be used across different markets without significant alterations. This approach saves time and resources, maintaining brand consistency while reaching a diverse audience.
- What role does marketing software play in international expansion? Marketing software aids in managing and analyzing multiple global campaigns, automating repetitive tasks, and providing real-time analytics. This ensures efficient campaign management and helps in making data-driven decisions to optimize marketing efforts.
- How can businesses ensure compliance with international regulations? Businesses must familiarize themselves with local regulations, such as GDPR and trademark laws, in each country they operate. Using tools like cookie consent managers and consulting legal experts can help ensure compliance and avoid costly violations.
- What are some examples of universally recognizable logos used in international marketing? Logos like the Nike swoosh and McDonald’s golden arches are examples of universally recognizable branding. These logos remain consistent across different markets, providing a strong, familiar brand identity while allowing for localized marketing efforts.
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