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Want to target international markets?


There is no denying that the World Wide Web makes it easier for us all to communicate with people in other countries. These days, it’s now possible to have free video calls with our friends and loved ones over the Internet. And we can send and receive email messages to people on the other side of the planet that get received in seconds!

As you can appreciate, there is a strong business case for entrepreneurs to target international audiences. After all; why settle for a domestic-only market when the world is at your doorstep? The Web is an inexpensive and straightforward way to reach out to potential new audiences in other countries. But, which approach is best when it comes to targeting them?

Determine if a market actually exists

It’s stating the obvious, but you should first check you’ve got a market to sell to in a new country. Creating a market where one doesn’t exist seldom works, and can be a big and expensive risk to take.

As you can imagine, it pays to do a lot of prior research before you start marketing to a particular country. Find out what comparable products or services are available and what the market is like. That way, you can make an informed decision about whether to continue with your plan or abandon it and concentrate on another country instead.

Understand the international version of your market

The things you sell will no doubt have a particular purpose, but they could get used in different ways abroad. Assuming you can confirm there is a market for what you’re selling, you need to find out how to sell them! It pays to have a “local” in your target country give you an in-depth insight.

Make sure you check for local advertising regulations

Before you start saying that your brand is better than your potential competitor’s ones, check that it’s okay to say that. Just because such claims might be fine where you are, doesn’t mean they aren’t scrutinized in other countries.

Localize your literature

You shouldn’t assume that everyone abroad speaks and understands English! When targeting a non-English-speaking country, you should invest in some translation services. You can find translators familiar with specific industries and terminologies so that things don’t get lost in translation.

Everything from your website content to your product instructions should be professionally translated. Doing so will ensure there is no confusion or delays when launching your brand and its products and services overseas.

Tailor your online marketing

Google might be the best-known search engine in the world, but that doesn’t mean it’s the one everybody uses. For example, in China, the top search engine there is Baidu. And people in Russia tend to use Yandex more than Google.

It’s worth taking such details into account when creating an online marketing strategy. Doing so will save you a lot of time and money, especially when it comes to PPC advertising.

About Hannah Tucker

Hannah Tucker is the mastermind behind product management at LinkedIn. Hannah has a (healthy) shoe obsession and resides in the beautiful and sunny San Diego. She has a fascination for ergonomics and its effect on workplace culture and productivity.

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