Expanding internationally is a significant step for small and medium-sized businesses (SMBs).
It opens the door to larger markets, increased brand visibility, and greater growth opportunities.
However, breaking into new territories requires strategic planning and a solid understanding of local markets.
Below are the most popular and effective marketing strategies SMBs can use to make a successful international expansion.
Search Engine Optimisation (SEO)
SEO is essential for boosting visibility and ranking highly on search engines in international markets.
A well-executed SEO strategy can make the difference between getting noticed by your target audience or being lost in the crowd.
Localising Keywords
Translating keywords isn’t enough when it comes to international SEO. It’s important to understand how people search in each country, as popular search terms vary between regions.
Conduct keyword research using local tools to identify relevant terms and phrases that resonate with each market.
Content Localisation
Simply translating content may not engage a new market. Localising content ensures that it is relevant to the audience in terms of language, tone, and cultural references.
Create blog posts, product descriptions, and landing pages tailored specifically to each region.
Technical SEO for Global Websites
To ensure search engines deliver the right content to the right audiences, it’s crucial to use hreflang tags.
These indicate which language and country versions of your web pages should be shown to users.
Additionally, a region-specific domain strategy, such as using country-code top-level domains (ccTLDs), can enhance rankings in target markets.
Pay-Per-Click Advertising (PPC)
PPC advertising offers an immediate way to reach potential customers in new international markets.
It allows businesses to target specific locations, languages, and demographics, providing rapid visibility.
Targeted Campaigns by Region
PPC platforms like Google Ads and Microsoft Ads allow businesses to focus on specific countries, cities, or regions.
This geographic targeting ensures that your advertising budget is being spent on people most likely to be interested in your products or services.
Localised Ad Copy and Visuals
To make PPC ads more effective, the content needs to resonate with local audiences.
This includes translating ad copy and adapting it to local cultures, as well as using visuals that appeal to regional tastes and trends.
Testing and Optimising Campaigns
Running small, test PPC campaigns in new markets helps businesses measure their performance and make adjustments.
By monitoring the click-through rate (CTR), conversion rate, and return on investment (ROI), companies can refine their campaigns and achieve better results.
Social Media Marketing
Social media is one of the most effective ways for SMBs to connect with international audiences.
However, the platforms that are most popular vary widely by country, so it’s important to choose the right ones for each market.
Platform-Specific Strategies
While Facebook, Instagram, and LinkedIn may dominate in Western markets, other regions have their own preferred platforms.
For instance, WeChat is essential for marketing in China, while WhatsApp is widely used for business in Latin America.
Researching which platforms are popular in your target market is the first step in crafting a social media strategy.
Localised Engagement
Engaging with local followers in their native language and addressing region-specific concerns can greatly boost your brand’s credibility.
This also includes adapting your content style and tone to match cultural preferences, creating a more relatable and engaging experience.
Paid Social Campaigns
Paid social campaigns offer a fast way to build brand awareness in new markets.
Platforms like Facebook and Instagram provide targeting options that allow businesses to narrow their audience by country, language, and interests, ensuring ads reach the right people.
Influencer Marketing
Influencer marketing has become one of the most effective ways to build trust and engage with local audiences.
Working with influencers who have established credibility in their region allows SMBs to tap into a loyal following and gain immediate exposure.
Identifying Local Influencers
It’s important to partner with influencers whose audience aligns with your target demographic.
Tools like Upfluence or AspireIQ can help businesses find the right influencers for their brand, based on factors like location, audience engagement, and content relevance.
Allowing Creative Freedom
Allowing influencers to tailor the campaign to their own voice and style ensures that your message resonates with their followers.
This helps build a sense of authenticity and credibility, which is essential when entering new markets.
Email Marketing
Email marketing remains one of the most effective and cost-efficient ways to communicate with potential customers in international markets.
However, it must be carefully localised to achieve the desired impact.
Segmenting Campaigns
To increase engagement, businesses should segment their email lists by location and language.
This enables you to send tailored messages and promotions that are relevant to each market, improving the overall effectiveness of the campaign.
Localising Content
Each market responds to different messaging and content styles.
A successful email marketing campaign for international audiences needs to consider local holidays, cultural events, and purchasing behaviour.
Crafting personalised, locally relevant content will increase open and click-through rates.
Compliance with Local Regulations
Different countries have different regulations regarding email marketing.
For example, Europe’s GDPR requires explicit consent before marketing emails can be sent. Familiarise yourself with these laws to ensure compliance and avoid legal repercussions.
Content Marketing
Content marketing is one of the best ways for SMBs to build brand awareness, establish authority, and engage with international audiences.
However, a one-size-fits-all approach won’t work—content must be tailored to the specific needs and preferences of each region.
Localised Blogs and Articles
To capture the interest of international audiences, businesses need to create content that addresses their specific challenges, needs, and interests.
A blog that performs well in one market may need significant adjustments to resonate with a different culture.
Video Content
Videos are incredibly versatile and universally popular.
For international markets, consider creating localised video content, whether it’s through subtitles, voiceovers, or entirely new videos produced for each region.
Platforms like YouTube allow for country-specific content distribution, helping you reach the right audience.
Building Thought Leadership
Producing in-depth white papers, eBooks, or industry reports for different markets can help position your brand as a leader in the field.
By offering valuable insights into local market trends and challenges, you can attract customers and establish credibility in new regions.
Local Partnerships
Forming partnerships with local businesses is a great way to quickly establish credibility in new markets. These partnerships can range from distribution agreements to co-branded marketing efforts.
Collaborative Marketing
Teaming up with local companies for joint marketing initiatives can help SMBs reach a wider audience.
These partnerships provide instant access to established customer bases and increase brand exposure.
Co-hosting webinars, events, or cross-promotions can be mutually beneficial.
Leveraging Local Expertise
Local partners often have deep insights into customer behaviour, regional regulations, and cultural nuances. Leveraging their expertise can save time and resources, allowing for a smoother market entry.
International Trade Shows and Events
Trade shows are an excellent way to network and gain exposure in new international markets.
They offer SMBs the opportunity to meet potential clients, partners, and distributors face-to-face.
Networking Opportunities
Attending international trade shows allows businesses to engage directly with potential customers.
This face-to-face interaction is often more impactful than online marketing efforts, helping to build relationships and establish trust more quickly.
Showcasing Products and Services
Trade shows give businesses the chance to showcase their products or services in front of a live audience.
It’s important to localise marketing materials and presentations to appeal to the specific market you’re targeting, ensuring that your brand makes a strong impression.
Affiliate Marketing
Affiliate marketing is a performance-based strategy that allows businesses to partner with local marketers or influencers who promote their products in exchange for a commission on sales.
It’s a cost-effective way to break into new markets with low upfront investment.
Partnering with Local Affiliates
Local affiliates know their markets well and can promote your products more effectively than a one-size-fits-all approach.
They understand the preferences, pain points, and shopping habits of their audience, making their promotions more relevant and persuasive.
Tracking and Optimising Performance
With affiliate marketing, businesses can track sales and leads generated by their partners.
This data allows for easy optimisation of marketing strategies, focusing on what works best for each market.
Multilingual Chatbots and Customer Support
Providing excellent customer support is key to retaining international customers, and multilingual chatbots can help bridge language barriers.
Offering instant support in multiple languages helps businesses build trust and ensures a seamless customer experience.
Enhancing Customer Experience
Multilingual chatbots provide 24/7 support, answering common questions, resolving issues, and guiding customers through the purchasing process in their native language.
This immediate assistance can significantly improve customer satisfaction and loyalty.
Automating Lead Generation
Chatbots can also serve as a valuable tool for lead generation.
By engaging users and collecting information, they can recommend products or services tailored to the customer’s needs, driving conversions and sales.
