Digital marketing uses online technology to promote products and services. It involves creating materials to distribute across multiple online channels to get your business noticed. These online channels include email, websites, blogs, social media, games, as well as audio and video streaming.
Digital MarketingDigital marketing is an inherently international advertising strategy, as there are almost no restrictions when distributing content to a worldwide audience. Physical geographic boundaries usually don't matter online. Still, to ensure the success of your marketing efforts, you need to have a concrete plan in place.
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5 steps to execute an international digital marketing strategy
Below are the steps every business owner should take when driving an international digital marketing campaign. While it's possible to quickly use online advertising and social media to reach potential customers in other countries, you may not get the best results if you don't:
1. Find the most effective method.
The first step is to choose the digital marketing strategy that best suits your needs. There are many possible methods, and the effectiveness of each depends on what you are trying to accomplish. However, two methods are considered basic. This means that no matter what type of business you run, you should always be hiring. It's search engine optimization and social media marketing.
Search Engine Optimization (SEO) is a must for any business looking to establish an online presence. It's not just about ranking high in search engine results. It's essentially about posting the right information about your company online to inform both search engines and human viewers about what you're offering.
Considering the role it plays in the consumer market, social media marketing is also considered fundamental. These days, almost every potential customer has a social media account, so it's a great platform to deliver your marketing messages. Other methods to consider include content marketing, email marketing, video advertising, and affiliate marketing. [Find out why every brand should have a YouTube channel.]
When you start with SEO, focus on high-volume keywords that are easy to rank for.
2. Set the range.
Don't try to enter all or too many international markets at the same time. Going international with your digital marketing campaign doesn't mean you need to target all or most countries at the same time. Identify the top markets that are most likely to bring you the new customers you need and focus your marketing there. Be aware that targeting many markets at the same time can be very costly and risky.
If you want your international digital marketing efforts to be successful, you can't just throw out a one-size-fits-all campaign. Different countries and regions require different localization projects and teams. Similarly, you're likely to need a custom marketing strategy that appeals to different cultures. For example, a digital marketing campaign that works in Scandinavian countries may not work in China or Indonesia. [Read related article: International Business Etiquette from Around the World.]
We recommend starting small and expanding as needed. Consider your options and decide on your next move for product expansion. Based on the success of your first promotional campaign, move to the next target country or region in stages. For example, if your marketing efforts don't seem to be paying off in the Asian market, you may need to focus your efforts elsewhere.
3. Develop flexibility and scalability.
Create an adaptable digital marketing strategy. International markets are by no means homogeneous. Therefore, it is necessary to customize the approach according to the situation on the ground. Additionally, plans must adapt to changes and unexpected developments. For example, what would you do if your target market's government issued a statement that the main ingredient in the mosquito repellent you were selling was ineffective? Recommendations should be cited and acted upon promptly.
Additionally, your marketing plan should be scalable depending on market conditions. Avoid creating a plan that focuses too much on specific people, places, pop culture references, or competing products. Scaling the plan is easier because there is no need to significantly change the roles of those involved in the product pitch or plan implementation.
4. Build relationships.
We focus on connecting with our customers. International digital marketing may sound like a huge, generic undertaking, but it should feel as intimate as possible. Your goal is to make a special impression on your customers and make them want to buy your product or subscribe to your service.
We respond promptly to inquiries and always aim to improve customer service. Please address any complaints or questions as soon as possible. If you're trying to attract new consumers, don't make them feel like you're taking them for granted or like they're just one of many people dealing impersonally with your business. Invest in a multilingual customer service team. Customers are more likely to buy something marketed to them in their own language, and prospects have a more positive first impression when their inquiries are addressed in their native language.
5. Monitoring and evaluation.
Document the implementation of your international marketing plan and measure its performance. Stay on top of everything that's happening with your plan. Track your progress and evaluate whether your efforts achieved what you intended. Create performance metrics to assess whether your business is getting something out of its efforts.
The money you spend on online advertising, social media promotion, and other forms of digital marketing needs to be translated into something tangible. That could be in the form of increased brand awareness or increased sales. Maintain or adjust your strategy based on the results and continue to revisit it regularly to ensure your methods continue to deliver results. You also need to stay on top of digital marketing trends to maximize your opportunities to reach your customers.
Whether you're targeting a domestic or global market, you need to define your target audience and know what you want to achieve. From there, you can build specific strategies to help you achieve your goals.
