Many companies want to expand their business internationally and wonder what is the best way to go about launching their services in another country. French multinational firms, outside the banking sector, control 37,000 Mayotte Email Lists subsidiaries in more than 190 countries. More than half of their total turnover (54%, or 1,248 billion euros) is generated abroad. The larger the firms, the greater the share of their activity abroad. They are mainly established in Europe.
Competing offers : the number and aggressiveness of your competitors vary from one country to another, which influences, with the level of maturity, the expectations of prospects. International segmentation can quickly turn into a puzzle. The situation is even more complex when the products and services sold vary from country to country because you lose all common ground.
These differences between markets therefore have consequences for your segments, but also for the technology you use. And in practice? To create smart content, all you have to do is go to the page or landing page where you want to include this content. Then hover your cursor over the item in question, and click on the smart button. You will then need to define the triggers and rules that will allow this content to be displayed.
1 – A low investment cost
When a company wishes to expand internationally, it has two possibilities: Sell its services and products online / remotely, without necessarily having a subsidiary in the target countries. Open physical offices and set up in the country in which it wishes to develop its activity. Not all companies can afford to open offices abroad due to the high cost of premises and recruitment. But this should not prevent the international development of a company.
Inbound marketing is a cheaper alternative to opening physical offices and at the same time less risky. To concretely activate an international inbound marketing strategy , it will be necessary to follow a certain number of steps: Create a website in English or if possible in the language of the target countries; Have accounts in English on social networks; Publish quality content in English or other targeted languages; Focus on traffic generation and brand awareness; Analyze the market for your products and services and understand if your prospects / customers and sales cycles are the same in France and abroad.
If your products and customers are the same in France and abroad, it will be very easy to duplicate campaigns carried out for the French market using a marketing automation tool. In this case, the translation of the content and elements of the campaign will represent the only costs. If the products, customers and sales cycles are different, there will be more work to be done, which will however be facilitated by inbound marketing and marketing automation. An inbound strategy makes it possible to take the temperature of the market without spending as much as with a physical presence.
2 – learn by doing tests
Using inbound marketing is a great way to test different angles of attack in an international market to understand which ones work best and start generating leads. Thanks to the production of content around the key themes of your business and their distribution on different communication channels, you will be able to test different approaches. These different approaches will allow you to measure the success of a topic or format and give you a clearer idea of the market situation and how best to tackle it.
The optimization of an international digital marketing strategy does not only go through the production of content but also through various acquisition levers such as SEO, emailing, social networks, paid, referrals .
When you do not have enough information about your target market, you can for example interview your customers in the target country. If, however, you do not yet have clients abroad, you can test the actions that work in France first. You can also run social media surveys with local businesses or influencers related to your market.