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Today we round out our inbound marketing series with a look at some of the business factors you need to consider when you take your marketing efforts into a foreign speaking country. Beyond the language barrier and technical marketing aspects you need a strong understanding of the local business climate and cultural expectations in the area.
Not only does your client need to reassess their entire business as they prepare to expand into a new market, but you will have to do the same with your inbound marketing campaign and localize your content strategy to connect them with an overseas audience.
With each new location comes a unique business environment and the key to localizing your inbound marketing strategy is to integrate region-specific information that speaks out to your new audience and engages them on a corporate and cultural level.
If your client is moving into a highly developed economy it’s likely there will be a lot of competition from established businesses in the area. Which means your client needs to match them for quality and find a way to offer something their rivals can’t – and it’s your job to communicate this effectively throughout your marketing campaign.
The same rules apply as back home: you need to know your audience and what they are looking for, as well as your closest rivals so you can match the best of them and find a way to gain an edge – despite the language handicap. Which means you can’t afford to underestimate the value of quality translation and a localized approach to marketing that shows you understand your audience.
Other clients will want to expand into a developing economy with rapid market growth, in which case there may be less competition – but you still need to know the business climate and cultural background. Rising markets like Brazil and Indonesia present a huge opportunity for international expansion, but you are looking at two very distinct business landscapes in terms of society, culture and politics – which call for different approaches to inbound marketing.
You should also be aware that your client’s industry may vary across different nations, as you enter a country with its own laws, labor regulations and manufacturing procedures. You may also find your own industry changes with new media laws to consider as your marketing campaign goes global.
Before your client can expand into a foreign speaking market they need to know they have a suitable audience that fits with their brand vision. That said, it’s not unusual for a business to need a makeover before it takes on an international audience – and you may need to integrate some rebranding in your marketing campaign.
Your client will have to go back to the basics and reassess its name, logo and entire brand image to make sure there are no words, symbols or other messages that could cause offense. And you need to do the same with your inbound marketing strategy to ensure there is nothing culturally insensitive about your content.
Inbound Marketing Series:
If you want to see more from our inbound marketing series then you’re in luck! We’ve released an ebook where we take a closer look at inbound marketing for global brands and expanding a business overseas.
Download our free ebook that takes a closer look at how inbound marketers can get better results from their global branding efforts. We analyze the four key stages of content marketing strategies and highlight the unique challenges proposed when targeting a global audience:
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