Small businesses are no longer confined by geographic boundaries. The internet lets retailers sell products to customers in every corner of the world and reap the benefits of a truly global marketplace. Here are three steps to creating a successful international marketing strategy and some examples of strong international marketing drives.
1. USE SOCIAL MEDIA
Social media helps you target prospective customers around the world. Facebook, Twitter, Instagram, Pinterest — all of these platforms have millions of global users. Use your social media pages to advertise products, introduce special offers and engage with your audience.
You might think that the United States has the highest concentration of social media users. However, 77 percent of people in Taiwan use social networks — compared to only 59 percent in the U.S. Incorporating social media into your digital marketing strategy lets you compete with other businesses on a global scale.
2. USE EMAIL AUTOMATION
More than 3.7 billion people worldwide will use email by the end of 2017, according to one study. Gmail has over 1 billion users, while Outlook has 400,000 million users. These statistics prove that email is the top communication method for small businesses who implement a successful international marketing strategy. Unlike traditional mail, you can send messages to people who live tens of thousands of miles away in mere seconds. Engagement has never been easier.
Email automation software streamlines many of the tasks associated with email marketing. These programs let you automate workflows and communicate with customers for more international sales. Research shows that email automation delivers a good return on an investment. This marketing method generates 53 percent higher conversion rates and 3.1 percent higher revenue growth rates. Moreover, 79 percent of top-performing companies have used marketing automation for more than two years.
3. USE AUDIENCE SEGMENTATION
Social media and email automation have a global reach, but there's no one-size-fits-all solution when it comes to digital marketing. Audience segmentation — a process where you divide customers into small groups based on collective characteristics and interests — lets you optimize your international marketing campaigns. This method helps you target different customers in different locations at the same time and ultimately create a successful international marketing strategy.
Research shows that audience segmentation has a positive effect on international marketing drives. Segmented global email campaigns, for example, produce 14.31 percent higher open rates than non-segmented global email campaigns.
EXAMPLES OF SUCCESSFUL INTERNATIONAL MARKETING CAMPAIGNS
Cupcake Royale makes cupcakes and ice cream and has six locations in Seattle. The company's social media pages, however, have a global reach. People from around the world regularly check out Cupcake Royale's Facebook, Twitter and Instagram pages, which are full of photos of delicious sweet treats. The company has nearly 61,000 likes on Facebook alone.
It costs millions of dollars to advertise on the Super Bowl, but that didn't stop Georgia-based lawyer Jamie Casino. He created his own ad, which aired on a local TV station. The commercial told the story of Casino's brother, Michael, who was shot dead in 2012. It quickly went viral and showcased Jamie Casino's personal injury practice to a global audience. Nearly 6 million people have seen the ad on YouTube.
Core Power Yoga
Core Power Yoga is a yoga studio in Denver. It generated global buzz with its #helpfulyogi campaign, which asked Twitter users to submit questions about yoga. The campaign was a massive success and exposed the local business to a global audience.
An international marketing strategy helps you reach customers around the world. Social media, email automation and audience segmentation strengthen your global marketing campaigns even further. The result? More sales and revenue.