We always mention research, whether we write about preparations for website translation or software localization. But the truth is, this is one of the most important factors when it comes to your international marketing strategy. If you want to go global with your business, you need to research, come up with a strategy, and then make further plans regarding execution.
Even though a lot has already been said about going global, and you have probably read hundreds of articles about international marketing ‘done the right way’, we decided that we owe our readers a summary. So here’s a piece about the ultimate research on international marketing strategy. If you think our advice could be of use, just keep on reading!
#1. Analyze target markets
Your product may have more appeal in some countries more than others. Analyze your target market and audience carefully. Your first step should be checking the visitors from other countries to your home-language website. What you should do is calculate the search traffic volume and analyze traffic from markets you are not currently targeting through your marketing actions.
It will help you understand the locale-specific volume of traffic. It’s possible that some customers are already interested in your product, and they just wish it was available in their language! Have an in-depth look at your Google Analytics reports and keep an eye on your existing customers. You may be pleasantly surprised.
#2. Check the language
Choosing the languages for your international marketing strategy is the most important step. Most businesses will opt for one of the most spoken languages in the world with a high number of native speakers. However, before choosing the languages, make sure to consider all possible target markets and variants of the language.
For example, Canadian Francophones and European French have quite different cultures and even some minor differences in their language themselves. It’s the same with the Spanish language – do you plan to target Spain or Mexico? Their variants of Spanish differ.
#3. Do a cost analysis
Estimating costs and returns with clear performance indicators is incredibly helpful when it comes to assessing the overall localization ROI. After you’ve chosen the languages of the market you’re planning to target, your sales team can help with estimation and expected revenue.
Your Language Service Provider can help you with an overview of the expected costs for localization as well. Advanced translation platforms, like Text United, provide a cost estimation when setting up a project, so the user has a fully transparent cost overview.
#4. Find the right people
Finding the right people is crucial because a localization project requires a dream team that will make sure that all practices are conducive to localization. It’s even more so the case when it comes to an elaborate international marketing strategy. This may not only involve highly skilled and professional translators, but also a team of researchers and marketing specialists.
#5. Take cultural aspects into account
Get acquainted with the local culture of the region you’re about to target, its advertising laws, and the potential reception based on other similar products or businesses. You don’t want to announce yourself on a new market by making a spectacular cultural mistake. Also, certain products may not be well-received or even considered useful in other cultures. The best solution would be to hire local research teams to provide useful insight into the target market. As we mentioned in #4, finding the right people is crucial.
#Bonus: Learn from your results
One last hint: once you have decided on the markets you wish to target, start with just a few of them. Release your localized content onto the new markets and keep track of the results and how customers respond to your presence. If there are any mistakes and errors, keep track of – and learn from – them. Use this knowledge to your advantage for your next localization project.
As you can see, before making any decision, you need to take multiple factors into consideration. These include the potential target markets, languages, and their variants and cultural foibles. It’s extremely important to equip yourself with the right numbers and metrics to support your international marketing strategy. We hope that after reading our blog you have a clearer picture of where to start!