Go Local: 6 Ways to Get International B2B Marketing Right
Is your company planning to expand internationally? Entering a new geographical market offers great opportunities to increase revenues and profits, but it can also be a daunting prospect for B2B marketers who have only focused on one territory before. International Marketing alone is difficult to get right.
Marketo expanded into Europe last year, with an integrated marketing campaign that saw us increase our EMEA customer base by more than 200% in 12 months. That in turn was a major factor in our 130% global revenue growth in 2011 – so we’re pretty happy with what we achieved.
The International Marketing Handbook
How did we do it? We share our international B2B marketing strategy in our new ebook, The Marketo Handbook for International Marketing: Five Essential Steps for the First 100 Days. As a taster, here are six tips for localising content and campaigns for maximum impact (and revenue):
1. Establish your local web presence: Register all the relevant country top level suffixes (e.g. .co.uk, .be, .fr, .it…) for your domain. Keep future expansion in mind as well as the countries you’re moving into today.
2. Localise your website: Either translate and localise your entire website for each country, or create “lighter” sites with links back to your original site below a certain level. Whichever approach you take, make sure it’s optimised for search. Not every country has Google as its favourite search engine (in China it’s Baidu and in Russia it’s Yandex), so you may need an SEO strategy that takes account of leading regional and national search engines too.
3. Pay attention to campaigns: Pay-per-click campaigns, landing pages and registration forms will need to be localised too, to ensure that searchers in your target countries are served with relevant content and contact details, and are able to enter details like phone numbers and postal codes accurately into registration forms.
4. Create local content: Get your content machine working, with blogs, case studies, videos, webinars, etc. Even if your audience speaks English, it’s still important to create original content for your target market, using appropriate language and examples. Content that resonates strongly with customers and prospects will lead to much higher engagement rates.
5. Don’t assume everyone at the trade show speaks English: For non-English-speaking events, get supporting materials translated, and identify speakers who can deliver presentations in local language. (Bonus tip: subtitling can be a very cost-effective way of repurposing useful video footage from local-language events for a wider audience.)
6. Cultivate local influencers: Every country has its own influencers, from respected journalists to superstar bloggers and Twitter gurus. Appointing a local PR or marketing agency with excellent contacts can help you to identifying and connect with key influencers early on.
Get the full eBook
If you’d like to learn more about how we managed our international expansion, and get some great advice for managing yours, download the full ebook: The Marketo Handbook for International Marketing: Five Essential Steps for the First 100 Days