Whether it is a strategic choice or a decision forced by the local economic situation, internationalization is an opportunity for growth to be exploited to the fullest.
And this applies to both large companies and small to medium-sized enterprises. Digital marketing services today is fundamental for approaching new markets and looking for customers abroad , but it is not a trivial operation at all. We need a good dose of strategy, planning and the right tools.
But internationalization is not always dictated by necessity. It can also be a strategically advantageous option to anticipate competitors and gain market share. Furthermore, let's not forget that "Made in USA" is synonymous with quality all over the world and the good reputation of USA products can play in favor of companies that decide to sell outside national borders.
Regardless of the reasons that drive a business to look for customers abroad, today we have a very powerful tool to facilitate the whole process: the internet.
Web marketing shortens distances and greatly facilitates the life of those who want to address an international audience, but be careful: to sell abroad it is not enough to translate the pages of your site into a foreign language . The issue is far more complex and requires a strategic approach.
How to look for customers abroad: 6 fundamental steps for a successful strategy
1. Analysis of competition
Starting from what has already been done to try to improve it is always a good way to deal with complex tasks.
Start by looking at how your competitors behave: how much do they invest on the web? What keywords are they positioned for? How do they communicate with their target audience? Try to understand what the strengths and weaknesses of their strategies are, so as to take inspiration from the former and improve the latter.
2. Identification of the target
Who are the users you want to contact? An in-depth study of the reference market, which includes habits, culture and methods of communication of the audience with which you want to interact is essential to be found.
In a typically inbound perspective, to be visible to the target people we must speak their own language, use the same search terms and offer content in line with their expectations. Only by developing complete persona buyers can we have all the necessary elements to outline a coherent strategy.
3. Translation of the site
Needless to say, relying on a professional translator who is fluent in the target language is essential, but it's not just about using the right terms.
Attention should also be paid to the most common formats, design, writing systems, etc. Translation is not a mechanical operation, it is a complex and profound adaptation work that touches the roots of a culture and the identity of a country.
4. SEO and SERP
Translating the pages of the site is necessary, but not sufficient to be visible abroad. To be found you need to put in place a whole series of international SEO NYC activities aimed at improving the ranking on search engines to appear in the results also abroad.
It should be noted that the SERP (i.e. the search results) change according to the geographical position, which means that each country, for the same query, will give different results. For this reason it is advisable to purchase a local domain of the reference country, with preference for .COM domains.
5. Contents
Offering quality, informative and useful content for users is the fulcrum of any inbound marketing strategy , and this approach is valid both in USA and abroad. To attract, engage and build long-lasting relationships with potential customers, it is necessary to design an effective content strategy for the country in which you want to sell.
In addition to the website, the channels to be covered with Content Marketing are different: blogs, social media, email marketing, digital PR. The key to success lies in finding the right combination based on your business, the sector in which you operate and the reference market.
6. Monitoring
Your website is not an unchangeable monolith. True, you have invested time and resources in translating and adapting it to the international market, but correcting any errors during construction is essential to improve performance and increase the conversion rate.
Constant measurement of results (number of visitors, sessions, conversion rates, etc.) helps you make strategic decisions based on real data, not hypotheses and sensations.
By following these six steps you will lay good foundations for a virtuous internationalization process . We are not saying it is easy: every business decision requires solid strategic foundations and an almost obsessive attention to even the smallest details.
L ' inbound marketing can make a difference even when you approach to a foreign market, applying the same techniques used to find customers in USA according to the peculiarities of the countries where you want to sell. After all, people face similar problems regardless of geographic location. The key is to understand what the specific problems are and how users look for a possible solution.