How to Create a Global Marketing Strategy
Technology has turned the world into a global village with no borders. This has led to a revolution in the business world. Companies have had to change their focus from the local to the international.
Marketers are reaching out to new markets and new customers outside their borders. It is therefore necessary to create a global marketing strategy that will encompass the international market. Here are a few strategies marketers can use:
Familiarization with the Market
It is never a good idea to go into a new market blindly. You must first understand the kind of environment you are getting into. You will most likely find that different global markets have different measures in relation to marketing directives.
What works in one country may not work in another. In fact, you may find that your approach, while it is appreciated in your country, may be found objectionable in another. Hence, it is crucial that you investigate how your strategy is likely to be received.
Personalize Your Approach
Naturally, your first stop to begin your marketing endeavors will be online. You may be tempted to integrate your attempts. However, keep in mind that what worked at home may not work overseas. In fact, you would be well advised to consult an international marketing agency for some expert advice.
You will get some great insights into how to navigate your new environment. In addition, you will find out what you need to do to meet the needs of your new customers in a specific market.
Understand the Cultural Differences
You don’t want to be the cause of, nor the victim of culture shock. As we said earlier, do not go in blindly. Find out what words may bring about discord in that country and what they mean. The best way to find this out is to research words.
For instance, KFC made a blunder when they ventured into the Chinese market. Their slogan “finger-licking good” when translated to Chinese came off as “eat your fingers off”. Well, the consumers wanted to keep their digits attached, so they begged off.
Then there was the American Dairy Association’s "Got Milk?" drive which morphed to “Are You Lactating” when translated in Spanish-speaking nations.
If your brand does not go down well with the consumers, they will give your business a wide berth. It does not matter how popular it is in your country.
Leverage Social Media
There is a growing number of social media platforms. Each of these platforms has millions of users. The reach is beyond comprehension. With platforms such as Facebook, Twitter, Instagram and others, you have the ability to reach a wide global audience.
Moreover, it would not cost you a dime to reach these many people. All you need to do is to create a page or account for your brand. Then proceed to post content in the form of videos, articles as well as photographs for your audience.
Run regular campaigns on your social media platforms and make use of Facebook ads as well as influencers. Engage with your followers frequently, make offers and create a great rapport with customers.
Create a Marketing Plan
While you may want your plan to be compatible with your home-grown efforts, you must factor in the new environment. Once you know what you are working with, it will be easy to draw up a plan.
Your plan will include factors such as the following:
· Business goals and objectives
· What you plan to achieve
· Success yardsticks
· Why you want to expand your business
When going into a new marketing environment, it is prudent to research how to ensure you make a good impression. If you ruffle feathers, you will not get anywhere. Your brand will have your local stamp on it but remember to factor in the new market and how it fits.