Choose strategies for your first foreign market
Your first foreign market pays back fastest when a small team puts its budget behind two or three channels, gives each enough to work, and within a year can see which ones earn their keep. For a small or medium-sized business (SMB), choosing the starting point is the decision that counts.
Below: the ten marketing strategies SMBs use most abroad, what each involves and how quickly it pays back, so you can choose where to start.
The ten marketing strategies at a glance
| Strategy | Speed to results | Upfront cost | Best for |
|---|---|---|---|
| SEO | Slow, then compounding | Medium | Durable visibility in every market |
| PPC | Immediate | Pay per click | Testing demand in a new country |
| Social media | Medium | Low to medium | Awareness and community |
| Influencer marketing | Fast | Medium | Borrowed trust with a local audience |
| Email marketing | Medium, needs a list | Low | Nurturing and repeat sales |
| Content marketing | Slow | Medium | Authority and SEO support |
| Local partnerships | Medium | Low | Credibility and local know-how |
| Trade shows | Fast for contacts | High | B2B distributors and buyers |
| Affiliate marketing | Medium | Low, commission only | Performance-based reach |
| Multilingual chatbots | Fast once set up | Medium | Support and lead capture across time zones |
If you would rather hand the whole mix to one team, a full-service marketing agency covers most of these channels under one roof.
Search engine optimization (SEO) that compounds in every market
When buyers find you as they search in their own language, every other channel has an easier job. SEO takes time to start, and keeps sending visitors after the budget stops.
Localize keywords for each region
Localized keywords bring the traffic, because search terms vary between regions even within one language. Run multilingual keyword research with local tools, and use search intent mapping to match each term to what the searcher actually wants.
Adapt content to each region's language and culture
A localized page tells a buyer you wrote for them. Localized content fits the audience's language, tone and cultural references, so write blog posts, product descriptions and landing pages for each region.
Technical SEO for global websites
Set up well, language versions add up. Hreflang tags tell search engines which language and country version of a page to show to which user. A region-specific domain strategy, such as country-code top-level domains (ccTLDs), can strengthen rankings in target markets. Our guide to technical SEO for multilingual websites covers the setup.
Pay-per-click advertising (PPC) to test demand in a new market
PPC shows quickly whether a new market wants what you sell, reaching buyers by location, language and demographic from day one.
Targeted campaigns by region
Google Ads and Microsoft Ads let you focus on specific countries, cities or regions, so the budget reaches the people most likely to buy. Keep each market's budget separate.
Localized ad copy and visuals
Ads work when they sound local. Translate the copy and adapt it with multilingual content writing, and choose visuals that suit regional tastes.
Test, measure and adjust campaigns
Start with small test campaigns in each new market, then watch click-through rate (CTR), conversion rate and return on investment (ROI) before scaling. Our guide to running a French PPC campaign walks through one market in detail.
Social media marketing on the platforms each country uses
Social media reaches a new audience quickly, if you are on the platforms that market uses, and those vary widely by country. Facebook, Instagram and LinkedIn dominate in Western markets; WeChat is essential in China, and WhatsApp is widely used for business in Latin America. Research the platforms first.
Localized engagement. Reply to local followers in their language, address region-specific concerns, and adapt tone to cultural preferences.
Paid social campaigns. Facebook and Instagram ads build awareness quickly, with targeting by country, language and interests.
Influencer marketing to borrow a local reputation
As a newcomer, you can borrow a reputation. A local influencer lends you theirs, with immediate exposure to a loyal following.
Identifying local influencers. Partner with people whose audience matches your target demographic. Tools such as Upfluence or Aspire help you filter by location, engagement and content relevance.
Allowing creative freedom. Let influencers adapt the campaign to their own voice. Authenticity is what makes the message land with their followers, and it matters most when you are new to a market.
Email marketing, localized to keep customers abroad buying
Email is one of the cheapest ways to keep customers abroad buying, provided it is properly localized. Our email marketing hacks cover open rates and conversions in more depth.
Segmenting campaigns. Split lists by location and language so each market gets relevant messages and promotions.
Localizing content. Plan around local holidays, cultural events and buying habits. Personal, locally relevant messages lift open and click-through rates.
Compliance with local regulations. Rules differ by country. In the EU, GDPR generally requires clear consent before you send marketing emails, so check the law in each market before you send.
Content marketing that proves you know each market
Content is how a buyer meeting you for the first time decides you know their market, and a version written for their country is what convinces.
Localized blogs and articles. Address each market's specific challenges and interests; a post that performs in one country may need significant changes to work in another.
Video content. Localize through subtitles, voiceovers or new videos made for each region, and use YouTube's country targeting to reach the right viewers.
Thought leadership. White papers, ebooks and reports on local market trends position your brand as an authority in new regions. Our piece on building a global brand shows how the pieces fit together.
Local partnerships that lend you credibility
A local partner lends you credibility and know-how that would take years to build alone, from distribution agreements to co-branded marketing.
Collaborative marketing. Co-hosted webinars, events and cross-promotions give you access to an established customer base.
Local expertise. Partners know customer behaviour, regional regulation and cultural nuance, which saves time and smooths market entry. Local partnerships also earn links from trusted local sites, as our guide to link building in Spain explains, and support a local presence you can then promote on Google Maps.
International trade shows that put you in front of buyers
For B2B sellers, trade shows put you face to face with distributors and buyers, and face-to-face contact builds trust faster than most online channels. Localize your stand materials and presentations for the market you are targeting. If Spain is on your list, see our guide to B2B trade shows in Valencia.
Affiliate marketing that you pay for per sale
With affiliate marketing you pay per sale: local marketers earn a commission on the sales they generate, a low-outlay way into new markets. Local affiliates understand their audience's preferences and shopping habits, and every sale is tracked, so you can see what works in each market and shift effort accordingly. Our overview of affiliate marketing programs explains the main models.
Multilingual chatbots and support at the buyer's hour
A buyer in another time zone wants an answer at their hour, in their language. Multilingual chatbots answer common questions, resolve issues and guide customers through a purchase in their own language, around the clock. They also capture leads by asking qualifying questions and recommending the right product or service. Our guide to conversational AI in business covers set-up and measurement.
Start with two strategies
Start with two of the ten strategies. A sensible first mix is one fast channel to test demand, usually PPC, and one slow channel that compounds, usually SEO with localized content. Add partnerships, email and events once you know which market responds, and judge each market on the enquiries it sends.
