Doing Inbound Marketing Globally
As the world becomes increasingly connected – both socially and economically – technology adaptation remains one of the most important factors in our progress. While people in developed economies are still the ones who own the largest number of high-tech devices and use the Internet more, it seems like the rest of the world is catching up. According to ITU’s Connect 2020 Agenda report, by the end of this decade, 50% of households in developing countries around the world will have an Internet connection. This growth has open doors to new and exciting markets, and naturally, marketers and business owners around the planet are trying to capitalize on it.
Effective Inbound Marketing
The idea of inbound marketing is quite simple – good content generates traffic, and a portion of that traffic will surely end up being converted into leads. While many companies have started deploying inbound strategies, it seems that just a few are doing it successfully. For instance, content marketing is at the core of inbound strategies, and according to Content Marketing Institute, in 2015 around 93% of B2B organizations utilized the content. However, only 42% of companies say that they are effective at it. One can actually imagine that the numbers drop even lower if you take a global snapshot of inbound strategies.
Focusing on Market Potential
So the first step is definitely pinpointing a couple of potential markets, countries and/or regions you want to expand your business to. Your strategies heavily depend on your choice of customer, and by clearly defining the shopper personas, you can easily estimate who you need to target to win over, and what content. These personas vary from market to market, and have a strong impact on your ability to generate traffic, leads, and eventually acquire new customers. Once you isolate your buyer personas, it’s time to localize your content. How beneficial is it – well, renowned online marketer Neil Patel managed to increase his traffic 47% just by translating his blog into multiple languages.
Translation Enables Inbound on a Global Scale
If you’re trying to go global with a site that doesn’t provide content in your target markets native tongue, you are not even scratching the surface of inbound marketing. For instance, based on a survey of more than 3,000 people in ten non-English-speaking countries, CSA Research has discovered that around 75% of consumers prefers to buy products in their native language. Even when your customers are proficient in English, they still understand and process information in their native language much faster.
Global Inbound Strategies
As you probably already know, inbound marketing is perceived today as one of the most affecting marketing activities. It is especially effective for small businesses – as a matter of fact, almost 85% of SMBs predominately use inbound marketing, according to HubSpot’s State of Inbound report. But if you plan to attract international target markets you need to make a couple of tweaks to successfully globalize your inbound strategy.
So if you’re going global, creating an intuitive site and a fully localized site for your target demographic is crucial. We’ve already mentioned translation, but that’s just the start, you have to carefully ensure that the branding and product messaging are synced with local buzzwords and cultural nuances. Also, it would be wise to use online payment systems that allow the local consumers to purchase your products in local currencies.
Keywords are essential to search engine optimization, and if you want to gain traction in a new market, you need to think carefully about KWs your prospective audience will use when searching for certain products. So as you’re translating all of your content, make sure that blog, product and landing pages are optimized with local KWs. And if you’re not familiar with SEO too much, you can easily find a great international SEO Strategy guide online.
Content Distribution Strategy
Once you translate your material, it is time to come up with a publication and distribution strategy. If you have, let’s say, 20 localized blog posts, you can publish two pieces every week for the next two months. And each time you upload a post, you should amplify it through your social media channels, or even use paid promotions through Twitter and LinkedIn to reach the audience in different countries.
International Marketing – Here and There
According to research from the nonprofit research center, Child Trends, in 2016, one US child in four is Latino and by 2050, it will be one in three. And the problem is – there is no such thing as “Latino marketing” – there are many different dialects, vastly different cultures, and even different languages (Portuguese and Spanish). Therefore, even if you have some Spanish language marketing, your work isn’t done – your content needs to be even more nuanced.
Finally, you need to understand that companies overseas are increasingly using powerful inbound marketing strategies in order to uncover US opportunities. So in this case, stronger offense is unquestionably the best defense.