In your digital marketing strategy
You will have to take into account the specificities of the marketing digital local. The different levers (SEO, SEA, content...) are normally valid everywhere, but their implementation varies according to the country. The main specificities to keep in mind are :
- For the social networks:
Not all populations favour the same. For example, Twitter is very popular in the USA, but censored in China. Some countries have their own social networks, unknown in France: Vkontakte in Russia, Mixi in Japan... Being present there can be an opportunity for your brand.
- For the search engines:
The same as for the social networks. While most countries use Google, the Chinese will use Baidu and the Russians Yandex. Your SEO strategy may therefore need to take into account these search engines, which have their own criteria.
Communicate
How do you plan to interact with your customers in your new sector? Through your website, social networks, representatives? Where and how will your company appear in the internet research ? Will you create a mobile version of your site? All these aspects are important to consider if you want to satisfy and retain your customers. Social networks allow you to stay in touch with consumers and are excellent platforms for exchange. The more responsive you are, the better your reputation will be. brand will be positive.
At the level of your site
First of all, you will need to adapt your website for international.
If you wish to have a website dedicated to your products and you have changed the name of your products, you will need to consider reserving different URLs. So make sure they are available before you communicate your name change. This may also allow you to adapt the design to suit local preferences
Having a international visibility of your company, brand and your products simply by adapting your website in English. Other languages can then be added depending on the countries targeted and the communication needs of these new customers.
The internet has become so inescapable that pages "only" in French are always better than no pages at all.
Do not forget that the first reflex of a foreign prospect will be to check what your company and its products look like via the internet.
Social networks
The presence on social networks is also becoming more and more essential for two reasons: extensive personalisation and their massive personal and professional use.
More delicate to master in B to C (it can also be delegated), in B to B, the presence on the professional social network where the foreign business community can be found is a powerful lever for effective insertion.
Instagram offers a platform particularly suited to brands whose products are sold primarily through images. Each photo posted allows to transmit a message, to arouse an emotion without language barrier. But to gain visibility among the 95 million daily publications, developing a recognisable visual identity is an essential step. And given the abundance of images, most of which have been designed to appeal to the network's users, the risk of uniformity is very real.
Instagram is far from being the only option for building a brand through social media. On the other hand, it has higher engagement rates than its competitors, all sectors combined. The difference is obvious for fashion brands, with 0.9% of engagement per post compared to 0.09% on Facebook, and 0.035% on Twitter. From likes to comments, the customers of a brand have the possibility to directly transmit their opinions, including negative ones. Transparency is not insignificant, but like crowdsourcing, it remains a winning strategy if it is well managed.
However, cultural and language barriers still exist and it is necessary to adapt to the market you want to conquer, otherwise you will not succeed. PinkhyEvents, will look for the most suitable personality for your marketing project.