Widening your net to land a much more international audience is a great way to grow your company and get your product, service or even just your brand into entirely new territories. However, it isn’t as simple as many would naively believe, especially when you consider you have to cater for all the nuances that come with an international audience: cultures, laws and online behaviors.
That is why we have come up with a few things you should consider when it comes to launching your global marketing strategy; the reason being these will help you successful cater to the new audiences you hope to reach.
If you want to be a success across multiple cultures then you need to understand the cultural barriers that you and your business will need to overcome. Of course, a great place to start is having a website that has been translated into multiple languages because this will give you a huge advantage. However, the deeper you are able to delve when it comes to understanding other cultures the more you will able to tweak your strategy to meet the different nuances. As such, we recommend you learn from people in the target audience you are hoping to reach.
Every country – and often every region – has different regulations when it comes to products, marketing, and sales. As such, it is worth making sure you know the local regulations on all three of these fronts before you commit to launching your online campaign. To give you some more context, doing business in Russia will mean different product laws to doing business in America with regards to chemicals used, safety standards, packaging designs, language used and quality assurances. The same goes for advertising laws. While America is very relaxed on competitive messaging, places like Germany and Belgium have much stricter regulations.
Search Engine Needs
Choosing the right search engine, localizing content and understanding how keywords are interpreted; these are areas you need to give careful consideration to. Every region uses different search engines, so you need to know which is used by your target audience in every location you are launching in. Yes, Google has the top spot in English-speaking countries, but local markets tend to be best served by local search engines. Another thing to bear in mind is translations. It isn’t enough to just directly translate your content; you need to localize the messaging and the product to each market you are looking at serving. And let’s not forget the importance of knowing what the native keywords to use are.
You may think you have got the perfect website in terms of design and user functionality and, yes, that may well be the case for your American market. But it doesn’t mean it will be for the Russian market. Simple things like the colors you use can have a completely different meaning because they are so deeply ingrained in cultures. White in the western world means marriage and purity, but in the Eastern world and Africa, it symbolizes mourning. That’s just the start as well. You’re social media accounts will need to be setup to adapt to the different languages too, while most of the customer services do’s and don’t will need to be addressed as well. You’ll also need to make sure that your users see the cost of something in their local currency and you’ll want to save yourself the headache of having text that can’t be translated in your graphics.