Doing business internationally isn’t as easy as it might sound. If you think you’re going to be able to start doing business without any hurdles, that usually isn’t the case.
If you haven’t started the process of international marketing, you might be confused about what it truly is and be asking, “What is international marketing?” Continue reading this article to learn more about the international marketing definition and some best practices.
What Is International Marketing?
International marketing is using marketing principles in more than one country. Some people use the terms international marketing and global marketing as interchangeable terms, but that isn’t the case.
International allows people in each of the countries to make plans and strategies for that specific country. Global marketing, on the other hand, looks at the world as a whole and the marketing strategy for one country is also the marketing strategy for other countries.
Since cultures are different all over the world, international marketing works better than global marketing.
Best Practices of International Marketing
Are you ready to step into the world of marketing internationally? Below are some simple best practices that will help you as you’re progressing. Use these tips to help you sidestep some of the common pitfalls when people start marketing internationally.
1. Get the Langage Right
When you’re marketing internationally, don’t think it is enough to translate word for word. Much of the message will get lost in translation since communication isn’t only about words but about how you use them.
Companies like International Contact as great examples of companies that go beyond translation. Instead of thinking about translation, you need to think about how you can communicate the original feeling and message you created for the reader. If you can get the feeling and message to go from one language to the other, you’ve got the language right.
Words are powerful, but you have to understand that a translation from the actual word in one language to the actual word in another language isn’t always going to be the same. What you translate exactly could be offensive in their language so be careful about this part of your marketing.
2. Understand the Local Culture
Learning the local culture needs isn’t going to happen through watching movies of other people’s perceptions. You either need to go learn the culture by living there yourself or consult with a local expert.
You may be able to find a local expert that helps people that want to do business in their country. If you can find someone that understands business and the culture of business there, it is a good investment to get help from them.
3. Boost Your Brand Strategy
When you market to another country, you may not want to have the same brand strategy as in your current country. While your branding might work in one country, it is important to rethink your brand strategy for each country you want to do business in.
If your strategy doesn’t seem to be a good one for the new country you’re going to be working in, then you should think about rebranding your company for the market.
4. Understand Your Target Audience
When you’re marketing to people domestically, you’re likely to understand them because your life is a lot like theirs. When you start marketing to people in other countries, you might not understand them as well.
Even if you think you’ve done your research very well, you should make sure you understand vs. just having a basic knowledge of your target.
5. Scope Out Your Search and Social
Take a look at your social media. Is it going to make sense for the viewers in the country you’re going to be marketing in?
If the country doesn’t speak the same language, then you may want to create a new social media account on each platform. Let’s say that your company is in America and you’re expanding to Asia. Your social profiles might be your company name and your company name Asia.
6. Have Proper Documentation
When you go into any meetings, you need to make sure you show documentation to prove your point. While you might be able to be light on the documentation in your country, that isn’t necessarily going to work in a new country where there are communication gaps.
7. Who Does What How?
If you people don’t understand who is supposed to take care of certain tasks and who they are supposed to do those tasks, your team will be confused. Lay out your plan and clearly put instructions for your team so they can perform their job without any confusion.
Depending on the culture of the country you’re going to do business in, you will have to do training in a way that will work for them. Some cultures are more hands-on while other countries are fine with a little instruction and plenty of manuals to show them what they need to get done.
8. Partner with People That Know the Area
Instead of trying to figure everything out on your own, consider bringing on a minority partner that can help you with the business in the new country. You don’t have to give this new partner a large share of the business, or you might simply hire someone. You don’t have to bring on a partner but at least having an executive level employee running the area will be helpful.
Grow Your Business to the Next Level
Someone asking, “What is international marketing?” is likely a businessperson looking for a way to grow, are we right? We understand there are a lot of different things you have to learn on your way to business stardom. We’ve compiled some of the top tips and hacks for you.
Continually growing and learning how to up your business sense will help you stay a step ahead of the competition. Read our article on ten business hacks that will skyrocket your business today to get started.