on September 16, 2020 Digital Marketing marketing plan

Building an International Digital Marketing Strategy

Y

our search engine query results differ greatly depending on where you're located.

Googling “weight loss solutions” in Dallas will have different search results than in Seattle. And if you are targeting an audience in another country, more complexities arise.

Depending on where you're targeting, you need to take language and, at times, which search engine to optimize for into consideration. In China, for example, Google is banned and Baidu owns 82% of digital search. And if you’re selling products, you will want to take a look at Alibaba.com in addition and Amazon. 

The point? How you market in a single geography is not how you market internationally.

Local marketing mostly involves optimizing your Google My Business listing and leveraging that Google displays search results relative to the user’s location. If someone is searching for your product or service from another location and they don’t know your organization’s name, you’re not going to show up. 

This article provides a few simple tips to attract the right prospects from around the world.

International Digital Marketing Strategy Tip 1: Know who you’re speaking to

Your search engine query results differ greatly depending on where you're located.

Googling “weight loss solutions” in Dallas will have different search results than in Seattle. And if you are targeting an audience in another country, more complexities arise. 

Depending on where you're targeting, you need to take language and the type of search engines into consideration. And if you’re selling products, you will want to take a look at Alibaba.com and Amazon.

Build a detailed persona and personalize language on ads, landing pages, and blogs.

International Digital Marketing Strategy Tip 2: Conduct location based research

When you’re doing your research for non-local target audiences, use a Virtual Private Network (VPN). 

With a VPN, you can trick search engines into believing you are anywhere in the world. By using this tactic, you can put yourself in your buyer's shoes as you explore the competition and your own standing in search results. 

This research will also provide intelligence on what to include in your campaign language.

International Digital Marketing Strategy Tip 3: Cultural considerations

It's of the utmost importance to speak with existing customers or potential buyers when developing your strategy. Through these conversations, you'll discover how they perform their search queries and make buying decisions. 

Even among English speaking countries, the same word can have many meanings. Take the word “knickers”, for instance, a pair of short pants in North America, but an undergarment in the UK. 

We also recommend considering which devices people are using to make their searches: iPads, computers, iPhones, etc.

International Digital Marketing Strategy Tip 4: Posting and targeting

Your ad targeting should change depending on audience, location, and cultural considerations. But don’t forget about timezones! 

High visibility times differ depending on location. What's popular in North America, may be drastically different than in Europe or Asia. 

We recommend conducting split testing to discover what will be most beneficial for your service. Once you have everything set up, watch your analytics like a hawk. See where most of your traffic is coming from and which regions have the highest engagement with your content.

How to win at international marketing

You can do well marketing locally with a well developed GoogleMyBusiness page and geo targeting ads. 

But when it comes to developing an international marketing strategy, it can be a little more complex. 

With the simple steps above, you'll be on the right track. If you need help, IMPACT has a workshop where you can learn how to put together an international digital marketing strategy. 

In our Marketing Action Plan workshop, we will provide you with the necessary tools for strategy development. We will also help to ramp up your current efforts with your existing team and resources. 

Find out more by clicking the button below!

marketing-plan-inquiry

Deborah Janz

Deborah is a true leader. Not only has she jumped through legal and regulatory hoops to launch a multi-million dollar US-based business in Canada, she also wears multiple hats at IMPACT. She's the researcher and strategist. She a learner and adopter of innovative practices. She's a speaker, consultant, and trainer. She's also building a dynamic team of experts through an awesome workplace culture. Prior to launching IMPACT, she was in the trenches of sales and marketing in the tourism industry. A globe-trotter by nature, her boots-on-the-ground approach to exploring new opportunities internationally is why IMPACT is successful. She's adventurous, hungry to travel the world, and is always willing to try different foods - bugs are not out of the question. When not working away to make IMPACT the best it can be, you can find Deborah climbing mountains, diving in clear waters, or mentoring female business owners.